Club Brugge and its Foundation just won the 'More Than Football Award 2020' with their project 'The Bear and his Scarf'. Club Brugge's unique children's book, which calls on young and older fans to show respect and tolerance, was voted the best social action in European soccer by a jury of more than 100 CSR managers from top European clubs and professional leagues.
MORE THAN FOOTBALL AWARD RECOGNIZES BEST SOCIAL ACTION IN EUROPEAN SOCCER
The purpose of the More Than Football Award is to recognize the best social initiatives in European soccer. It celebrates the work being done in the social field on and off the pitch, at local, national and international levels. This international 'More Than Football Award' is the highest possible recognition for social initiatives within European soccer. Club Brugge thus succeeds Ukraine's Shakhtar Donetsk, who won this prestigious international award in 2019. The other nominated organizations this year were Borussia Dortmund, Legia Warsaw, Malmö FF and the Belgian Pro League.
The More Than Football Award is an organization of the European Football for Development Network (EFDN). This network - of which Club has been a member since 2014 - includes 102 professional soccer clubs and professional leagues from 29 European countries, all of which take up their social responsibility as soccer clubs. Members include FC Barcelona, Juventus FC, Feyenoord, Chelsea FC, Werder Bremen, PSG, ...
'THE BEAR AND HIS SCARF' IS MORE THAN A CHILDREN'S BOOK
Club's read-aloud story 'The Bear and His Scarf' uniquely addresses some social themes such as intolerance, respect and racism. Themes that, unfortunately, also confront many other European soccer clubs. With this story, Club wants to teach future generations of fans, but also current generations, that different club colors do not make us different, but that it is the love of soccer that brings us together. It is a story about Club love, but much more about club love, with little c.
As many as 5,000 copies of the children's book were distributed to fans, schools and libraries last year. More than 55,000 visitors read the story on the interactive website www.debeerenzijnsjaal.be in Dutch, French or English. The entire campaign reached nearly 5,000,000 people on social media.
"RECOGNITION FOR THE INNOVATIVE WORK OF THE ENTIRE CLUB.
The award was presented at the 14th EFDN Conference, which, due to the corona pandemic, took place online this year. It was Clubs' Head of Foundation Peter Gheysen who received the award during the virtual EFDN Conference from former France international Louis Saha.
"We are very honored to receive this fantastic award. Being chosen by more than 100 fellow CSR managers from other European soccer organizations gives this award even more value. The way we addressed respect in soccer in an impactful way with our children's book 'The Bear and his Scarf' was enjoyed by many colleagues. It is a recognition of the innovative work we are doing with the entire Club for the benefit of society and gives us a boost to continue working on various social issues." said Head of Foundation, Peter Gheysen.
Clubs' Chairman Bart Verhaeghe is also very pleased with this award: "With the entire Club, we strive to be a pioneer in what we do every day, also on an international level. On and off the field, but also in what we do through our Foundation in society. As President, I am therefore very proud of this international award. We are proud that our timeless children's book will continue to influence many generations of young fans in their values and standards and will continue to touch our message of respect and tolerance. This is how our Club can truly remain more than soccer."
BRUGGE GETS UNIQUE MINI-PITCH
With this 'More than Football Award 2020', in addition to this international award as the most innovative and impactful program in European soccer, Club will also receive a complete Clubbranded Mini-Pitch System™, thanks to Musco Lighting. In consultation with Stad Brugge, this unique mini-football pitch will soon be given a special place in Bruges.
