With football’s universal appeal, stadiums and local bars alike become vibrant hubs where people from all walks of life come together to celebrate the sport on match days. Football transcends cultural and social barriers, uniting strangers in their shared passion for the game.
Valladolid, one of the pioneer cities on the road to climate neutrality by 2030, has seized this opportunity by partnering with the local football team, Real Valladolid, to advance their sustainability efforts.
This partnership capitalises on the club’s extensive reach to engage a diverse cross-section of the city’s population. Working closely with Real Valladolid, the Spanish city has implemented various communication strategies to raise awareness, foster community involvement, and promote sustainable practices.
Scoring a goal for sustainability
One of the key steps in Valladolid’s climate mission was securing formal commitments from influential local entities. Real Valladolid, the local football club, was the first sports entity to officially join the city in their climate mission. The club formalised its adherence to the Climate City Contract in January 2024.
“We, the Mission team, saw this idea of approaching Real Valladolid as an opportunity,” explains Jesús Julio Carnero, Mayor of Valladolid.“The club already had a sustainability plan in place, so, when we told them about the city’s commitments as part of the Climate Neutral and Smart Cities Mission, they realised they were already contributing to it.”
The partnership with Real Valladolid is crucial for several reasons. It leverages the club’s extensive fan base to disseminate information about the climate mission and encourages sustainable behaviours. The club’s commitment includes promoting renewable energy, enhancing energy efficiency in its facilities, facilitating car-sharing, and encouraging the use of public transport, walking, and cycling.
As part of the collaboration with Real Valladolid, the city established a joint technical team comprising experts from the football club and municipal departments dedicated to advancing climate neutrality. “This collaboration spans critical areas such as energy, mobility, circular economy, and water management,” explains Carnero
The city hopes the football club will be one of many sports clubs that join the Climate City Contract, along with other key actors who should support the city in its quest for climate neutrality. The private sector is another target group that the city is mobilising.
“There are many companies and entities that are even ahead of the city in terms of sustainability, with their own sustainability plans and years of work on the topic,” acknowledges Fernando Rubio, Manager of the Agency for Innovation and Economic Development of Valladolid City Council. “When we approach a company or another institution with the proposal to join our Climate City Contract, we realise that it’s already integrated into their DNA. This has already happened with critical sectors such as automotive or energy companies.”
Action on the field
Real Valladolid matches provided a valuable platform for promoting the climate mission. The city selected the match against Zaragoza, another Mission city, to launch their campaigns.
“Since Zaragoza is also a Mission City, we decided to organise a ‘Mission match’,” explains Fernando Rubio. Shortly after, the city played against the RCD Espanyol –a club from Mission City Barcelona. “We hope these ‘Mission matches’ inspire other clubs from Mission Cities that wish to join the cause and sign their respective Climate City Contracts,” adds Rubio.
During the first strategic match against Real Zaragoza, awareness campaigns were conducted. Informative videos about the mission were projected, and promotional activities were held during halftime to engage the stadium audience.
The team mascot, Pepe Zorrillo, played a significant role in the Mission matches. During halftime, Pepe Zorrillo participated in a penalty shootout with young fans, who wore jerseys bearing the Mission Label, a recognition awarded by the European Commission to cities that have successfully developed their Climate City Contract. Valladolid was one of the first ten cities receiving this distinction.
“Real Valladolid helps us reach segments of the population we didn’t have access to before,” acknowledges Ángela Rivada, Responsible for European Programmes and Climate Mission Leader of Valladolid. “In Valladolid, entire families go to the stadium to watch football matches. Real Valladolid offers us a dedicated fan base, a target audience that spans the entire city, all neighbourhoods, people of all ages, and socio-economic backgrounds.”
Biking to the stadium
To promote sustainable transportation, the City of Valladolid, in collaboration with AUVASA (the city’s public transport company) and Real Valladolid, launched a campaign to encourage fans to use BIKI, the municipal bike rental system, to travel to and from the football stadium on match days.
The city introduced a pilot project, which involved placing a temporary BIKI station near the stadium during one of the key matches of the season. This strategic location made it convenient for fans to access and use the bicycles. The initiative was supported by additional bus services to facilitate the use of public transportation and discourage the use of private vehicles.
The temporary BIKI station allowed users to drop off and pick up bikes easily, with designated areas marked by BIKI logos and staffed by technical personnel. This setup ensured a smooth experience for users and promoted the habit of cycling, first, to matches, but also to other daily activities.
‘Do you accept the mission?’
The “¿Aceptas la Misión?” is another critical component of Valladolid’s strategy to engage citizens. It showcases Real Valladolid personalities publicly endorsing the climate mission, urging locals to reduce their carbon footprint through daily actions such as efficient commuting and waste management.
“The campaign aims to bridge the gap between high-level goals and everyday actions,” states Rivada. It’s crucial to demonstrate to citizens that their individual efforts matter in achieving our collective sustainability goals.”
To further engage the public, Valladolid organised a raffle during the match against RCD Espanyol in March 2024. Attendees had the opportunity to win two four-day trips to Brussels. Participants entered the raffle by scanning QR codes located at various points within the stadium, including the fanzone, BIKI stations, and AUVASA buses. This initiative aimed to increase participation and raise awareness about the city’s climate mission in a fun and interactive manner.
Communicating for climate
Cities across Europe are answering the call for more sustainable mobility to and from sporting events. In Rome, the initiative launched by the EU project UPPER, #RomaGiocaSostenibile translating to ‘When in Rome, go sustainable’, has been encouraging sustainable travel to matches since 2015.
The City of Valladolid has implemented a multifaceted approach to promote climate neutrality by 2030. The aim is not only to raise awareness but also foster a culture of sustainability and collective responsibility within locals. However, there is still work ahead.
Luisa Herrero, Responsible for Communication at the Agency for Innovation of the City Council of Valladolid, underscores the ongoing challenge of translating high-level environmental goals into actionable steps for everyday citizens. “Through the work we do in CitiES2030- the Spanish platform to support Mission Cities,- we recognise the critical importance of communication,” she states. “If we really want to bring people on board, we must do a coordinated effort. A comprehensive campaign needs to be launched at all levels, from Europe and Member States, allowing cities to participate and ensuring that citizens are at the forefront.” The campaign should educate people on how they can reduce their emissions using language they understand, and coupled with practical actions.
“We’re still in the early stages,” Herrero acknowledges. “While the Mission Label resonates well with those familiar with sustainability efforts, we must create campaigns that resonate with everyone. And to maintain momentum, we require continued financial support.”
