The Good Football Trend Report 2024

How will football change - and change the world - this year?

What are the main ways we will see football driving social and environmental impact in 2024?

How will the game itself change because of impact-driven demands and expectations?

Where are the best opportunities to generate new business and increase brand value through impact?

Who is already leading the way, and what can we learn from them for the year ahead?

How will other global trends influence football and impact in 2024?

To answer questions such as these, bring the spotlight to success stories, and equip fellow pursuers of The Good Football with relevant information and tools, the first edition of THE GOOD FOOTBALL TREND REPORT was born.

After researching, reading, and curating trends and research on consumer behaviour, social media, new gen, sponsorship, the football industry, branding, sustainability, and more (you should see what my Notion looks like), I started putting the pieces of the puzzle together to find where they met and how they pointed towards the best and most promising ways to generate impact in and through football.

The result is a report that breaks down, illustrates, and cross-references seven big trends. Inside, you'll discover around 40 pages of carefully crafted insights based on solid research and years of hands-on experience, delivered in the light and casual style you know and (hopefully) love.

A big thank you to the excellent Lucy Mills from Ready Sport Global, who wrote one of the sections of the report - that's a hint right there!

I could not be more excited and proud to put this baby in the world. I hope this content brings inspiration, information, and encouragement to the people working to bring The Good Football to life in clubs, sponsors, leagues, NGOs, and all the other corners of the pitch.

The report is available for free on this link, but for subscribers only. If you are a subscriber, there is another email in your inbox with the password to access it (bear with me; Substack is not making this easy). If you are not subscribed yet, tap any of these obvious buttons, and you'll find the link and password in the welcome email.

Grab your drink of choice, and enjoy the read! Don't forget to send me your feedback, and if you like what you see, share it away and help support my work.

Here's to an impactful 2024!