Real Betis: boosting planet health and brand value through sustainability
What we can learn from the Spanish club's strategy
Hey there! Shall we talk about Real Betis today?
In a land of multi-millionary clubs and a very competitive football industry, Real Betis BalompiƩ has emerged as a great example of how to strengthen a brand through environmental impact and has gained more attention in and outside of Spain.
Finding alternative ways to stand out among established protagonists and occupy a still unclaimed role is quite a clever and strategic move. If the way to do it is by generating a positive impact, even better. Real Betis saw an opportunity, took it, and has been executing well what it set out to do.
Last year, Brand Financeās Football Sustainability Index placed Real Betis as Europeās second most sustainable club, right behind Liverpool and the number one in Spain. This becomes an even bigger deal when you discover that the Index is based on audience perception. It means that the club is doing a good job communicating the impact it is working to create and that it is already getting positive results from this whole process.
(By the way, Real Betis made an appearance on The Good Football Trend Report - check it out if you havenāt yet.)
In this edition of The Good Football, I invite you to take a closer look at how Real Betisā work to integrate sustainability as one of its pillars has impacted the clubās brand so far. RocĆo Ruiz Berdejo, from the Real Betis Marketing Department, kindly answered a few questions and shared some inside perspectives with us.
Real Betis first dipped its toe into sustainability efforts in 2019, influenced by Green Earth, a major sponsor at the time. In an interview with ABC Spain, Rafael Muela, General Manager of the clubās foundation, explained that through this sponsorship they started getting involved in sustainability projects and realizing the importance and potential of this topic.
Going from there to where Betis is now took a firm commitment, consistent work, and effective communication - but the club wants more. Read the short interview with RocĆo below to get a glimpse of the work done behind the scenes and the actual impact perceived by the club so far.
How have the different sustainability efforts and projects impacted the Real Betis brand?
RRB: Over three years ago, we created our sustainability project, Forever Green, to use the platform of the most popular sport in the world to save it, raising awareness in society and using our playersā influence as role models to follow and involve them in our sustainable actions. At first, people thought Forever Green was a sponsor, as the name was displayed in similar placements, such as the jersey, the stadium billboards, and the dugout. Little by little, thanks to the dissemination of sustainable actions, the Forever Green matches, and social media, Betis fans already associate the club brand with Forever Green, and it has positioned Betis as the most sustainable club in La Liga and the second most sustainable in Europe.
How do you integrate fans into your strategy, projects, and campaigns?
RRB: The fans are the heart of Betis and, therefore, of Forever Green; without them, none of this would be possible. We have a team of Forever Green volunteers where the fans can participate; we also have a channel for suggestions and active listening to initiatives proposed by fans. Most importantly, at Betis, we encourage the fans to collaborate with Forever Green. It is essential to have their support to develop the project.
How do you measure the impact of the projects, including the effect on the brand?
RRB: We always avoid greenwashing, so we work with the environmental consultancy Ecoterrae, which measures the environmental impact of all our actions; we measure the carbon footprint every season and are very well advised. Regarding brand impact, we have companies that measure the ROI of Forever Green and all media appearances. Some very powerful actions, such as making seats out of fishing nets, have had a lot of repercussions - we have even received awards for it.
What are your goals and expectations for 2024 regarding sustainability, marketing, and beyond?
RRB: The main objective is to reduce the CO2 emissions generated by the club. Little by little, we are reducing it with more sustainable business policies, such as eco-suppliers, reduction of plastics and paper, use of renewable energy in our facilities, promotion of sustainable mobility among fans and workers, and more. We also aim to establish strategic projects such as the Forever Green matches, the Sustainability Gala, reforestation, and river and beach clean-ups. It is essential to communicate this and use the appropriate channels to achieve greater reach and alliances with other clubs in other countries to help make Forever Green an international project.
Thank you again to RocĆo for sharing these answers with us!
I donāt know about you, but projects like this give me extra inspiration and encouragement. It is pretty satisfying to see football becoming a tool for genuine positive impact that benefits the industry.
For all of us also working to achieve impact in and through football, the Betis case offers several valuable lessons. In my opinion, one of the main ones is the pivotal role of authenticity in a successful impact strategy.
The goal and motivation should resonate with the brand, its context, and its story (or maybe even the colors?); the impact needs to be tangible and measurable, and once there is a common thread tying all of that to fan passion and pride, it is a win-win situation. Real change brings about real return.
True impact must be ingrained in a brand's DNA, to then bleed through its different aspects and touchpoints.
To wrap up the post, I listed a few guiding questions for brands, businesses, and projects aiming at creating brand-aligned and effective positive transformation, inspired by the Betis case:
Are there any impact opportunities around us?
(Do we spot specific needs in my community? Are our stakeholders engaged in projects we could join?)
What can we offer?
(What are the things particular to our brand, context, and audience that could respond to pressing needs or issues?)
Who can we collaborate with?
(Map out potential partners with whom you find common values and goals)
How can we measure and share our impact?
(Measuring your impact is essential for tracking its progress, communicating, and leveraging it well.)
So, what are your takeaways from the Real Betis story? Please share them in the comments! And donāt forget to hit the like button if this post is of your liking. šā
THE GOOD LINKS:
āš¬ā This Liverpool comedy skit. I also wrote a short post about it on LinkedIn.
š§ ā This post on the recent controversy around England's new kit and the importance of solid storytelling, by
.āš²ā This metro station in Bilbao leading up to the Copa del Rey final.
ā¤ļøāš„ This pre-match outfit rocked by Aitana BonmatĆ: a jersey created in a partnership between my friends at FĆŗtbol MĆ”s, the Coolingan brand, and goalkeeper Alex Remiro.
šā This jersey inspired by an iconic Lady Di outfit and worn by Jamie Tartt himself.
šÆā This clever, funny, and incredibly creative Substack/Twitter account:
. I've been dreaming of a collab with them, not gonna lie.š” This infographic showing how the Olympic games are progressing global issues, by
and his team.