It’s hard for most people to grasp the big-picture effects of climate change when it can seem like there’s no real personal impact attached. But when Storm Babet hit Sunderland in 2023 and damaged its well-known Rokier Pier, not only was it a wake-up call for local residents, but Sunderland AFC also turned this challenge into an opportunity.

They leveraged the national Great Save campaign by the Green Football initiative to maximize the impact of a homegrown stunt, and they executed it flawlessly.

The stunt was a deliberate choice to revive their historic "ship badge" crest, which was prominently featured on their kits between 1977 and 1997, to evoke a sense of nostalgia from their fanbase. Then, by slightly altering the logo to make it feel like it was being submerged by rising tides or flooding, they created memorable and impactful message that resonated deeply with the club's identity, and the local community's connection to the sea.

Between using the crest as a symbol and football as a vehicle, Sunderland AFC raised the profile of their brand and their sustainability efforts at the same time. When you add-in their fundraising efforts, which provided support for organizations working on environmental solutions and community education, this seemingly subtle logo change became a serious WIN-WIN.

YOUR NEXT PLAY:

We love this initiative because of how well thought-out and comprehensive it is. The team could have stopped at the crest. They could have stopped at the partnership auctioning off player-worn shirts with the alternate logo. But they kept pushing the boundaries of what they could do to make the biggest impact. And, you can too.