Community cohesion
Belong – the cohesion and integration network
Nationwide
British Future
Shared Goals
A research grant to British Future to explore how football clubs can build social cohesion in their local communities
Project information
£46,207
Grant amount
August 2022 – April 2024
Project timescales
British Future
Grantee organisation
Shared Goals is a research project carried out by independent think tank British Future. It is exploring how football clubs can harness their fans’ feelings of pride and togetherness to promote integration across divides and build shared place-based identities. It will do this by mapping out the cultural reach and resonance of football clubs across different ethnic, faith and social groups, exploring what works in uniting people of different backgrounds around their love of a particular team.
Partnering with two clubs, a messaging campaign will be co-designed in two study locations to apply the findings practically – testing how spectator football can be used in different local contexts to reach and connect otherwise divided, disconnected and segregated communities.
Research began in February 2022 and will last through to April 2024 when a report will be published and presented to parliament.
Project aims
- Map the cultural reach and resonance of football clubs across different ethnic, faith and social groups.
- Explore effective communication strategies that can unite different groups of people around love of a football club
- Co-design a messaging campaign testing how football can be used to connect communities
