Report

Shared goals

Think tank: British Future

Author(s): Jake Puddle; Steve Ballinger; Sunder Katwala

May 14, 2024

This report from UK think tank British Future explores the unique power of club football to foster a shared sense of identity across people from different backgrounds.

Support for club football reaches across our society, spanning political, social and ethnic divides.

‘Shared Goals: The power of football to connect diverse communities’ sets out new research exploring the unique power of club football to foster a shared sense of identity and pride in local towns & cities, across people from different backgrounds.

The project worked with two clubs, Brentford FC and Huddersfield Town AFC, to create new social media campaigns drawing on research with local fans and communities. Research for Shared Goals found both films strengthened a sense of local identity shared by people of different backgrounds.

The report highlights examples of best practice among clubs working to bring communities together, and sets out a series of recommendations.

Clubs could do more to welcome new arrivals from different backgrounds and project a sense of inclusivity in their communications; league bodies should encourage social connection work through their EDI frameworks, funding and a new ‘Belonging and Inclusion Index’.

And government should play its part too, using ‘Levelling up’ funds to support initiatives promoting shared, place-based pride through football.