The objective of the 'More Than Football Award' is to reward the best social initiatives in European soccer. It celebrates societal work on and off the pitch, both locally and internationally. This international ‘More Than Football Award’ is the highest possible recognition for social initiatives within European soccer. Club Brugge is the successor of the Ukranian side Shakhtar Donetsk that won this prestigious international award in 2019. Borussia Dortmund, Legia Warsaw, Malmö FF and the Belgian Pro League were the other nominated organizations this year.
The ‘More Than Football Award’ is an organization of the ‘European Football for Development Network’ (EFDN). This network - Club has been part of this network since 2014 - consists of 102 professional soccer teams and competitions from 29 European countries that take their social commitment as a soccer team seriously. E.g. FC Barcelona, Juventus FC, Feyenoord, Chelsea FC, Werder Bremen, PSG, … are members of this network.
Clubs story 'The Bear and His Scarf' tries to lower the threshold to discuss societal topics such as intolerance, respect and racism. Unfortunately, many European soccer teams are confronted with these topics. With this story Club want to stress clearly that other club colours don't create differences but that the love for soccer brings us together instead. It is a story about Club love but much more about club love with a small c.
5.000 examples of this children's book were distributed among fans, schools and libraries this year. More than 55.000 visitors read the story on the interactive website www.debeerenzijnsjaal.be in Dutch, French or English. The whole campagin almost reached 5.000.000 people on social media.
The award was handed out during the 14th EFDN Conference, that was organized online because of the corona pandemic. Clubs’ Head of Foundation Peter Gheysen received the award during the virtual EFDN Conference out of the hands of former French international Louis Saha.
"We are very honored with this fantastic award. Extra value to this prize is added since this award is elected by more than 100 CSR managers of other European soccer organizations. Many colleagues appreciated the way we lower the threshold to discuss respect in soccer in an impactful way via our children's book ‘The Bear and his Scarf’. It is a recognition for the innovative societal work we realize with the whole Club and it gives us a boost to keep on doing so in the future.” says Head of Foundation, Peter Gheysen.
Clubs’ President Bart Verhaeghe is also very honored with this award: “With the entire Club, we aim to be a pioneer in everything we do on a daily basis, also internationally. Both on and off the pitch but also with what we realize in society via our Foundation. As a President, I am very proud on this international award. We are proud that our timeless children's book will continue to influence the values and norms of many generations and that our message of respect and tolerance will persist. With the numerous projects of the Club Brugge Foundation we create a Club that is more than soccer."
Next to the international award as the most innovative and impactful program in European soccer, Club also receive a complete Club branded Mini-Pitch System thanks to Musco Lighting because of winning this 'More than Football Award 2020'. Based on discussions with the City of Brugge, this unique mini-pitch will soon get a unique place in Brugge.
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