Brentford Football Club’s fans support its sustainability strategy
Brentford FC brings the 12th man on its sustainability journey
At the start of the year, Wavezero covered the release of Brentford Football Club’s first-ever sustainability report. In this report, the club shared how it plans to minimise its environmental impact, implement circular economy principles and regenerate nature around its facilities.
As part of its strategy, Brentford Football Club has been collecting fan feedback on its sustainability initiatives and gathering ideas about how to improve the club’s sustainability performance. The club also has a fan sustainability working group to promote these conversations.
“We want to get as many Brentford fans as possible involved in our sustainability initiatives, while we continue our work in the background to cut carbon emissions, reduce waste and restore nature in our community.”
James Beale, Sustainability Manager at Brentford Football Club
During the 2023/24 season, the club conducted a sustainability survey to which 901 fans responded. According to the club, the feedback influenced how it approached reducing its environmental impact, communicating its impact, and increasing participation in sustainability initiatives.
Using fan surveys in sports to inform sustainability decision-making
Recently, Brentford Football Club shared the results of its 2025 survey. The number of respondents increased to 2,501 fans, and the perceived importance of sustainability increased from 8.1 to 8.4 out of 10. Additionally, 44% of fans declared being extremely interested in learning about how they can help reduce the club’s footprint.
“We’re pleased to see that a growing number of Brentford fans recognise the importance of sustainability. Support from fans has been essential to our progress, and there’s more to achieve by continuing to work together.”
James Beale, Sustainability Manager at Brentford Football Club
The I Came By Train initiative, developed by Trainline, was the initiative fans were most aware of. This aligns with fans sharing that value for money is a key decision factor when switching to lower-carbon transport on matchdays. Fans also highlighted that more vegan food options and clearer signage for recycling bins could encourage sustainability action.
The results from Brentford Football Club’s survey showcase the growing fan demand for climate action in sports. Importantly, it also shows the possibility of involving fans in a sports organisation's decarbonisation journey and using fan engagement to accelerate the implementation of sustainability initiatives.
