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 – October 2023

Project timescales

British Future

Grantee organisation

Shared Goals is a research project carried out by independent think tank British Future. It will explore 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, it will then co-design a messaging campaign 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 October 2023 when a report will be published and presented to parliament.

shared goals

Project aims

  1. Map the cultural reach and resonance of football clubs across different ethnic, faith and social groups.
  2. Explore effective communication strategies that can unite different groups of people around love of a football club
  3. Co-design a messaging campaign testing how football can be used to connect communities

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