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Sustainable merchandising in sport: Between claim and implementation

More and more fans are paying attention to fair production conditions, environmentally friendly materials and transparent supply chains when buying fan articles. Clubs also want to take responsibility – but the road to it is often challenging. Many clubs struggle with scarce resources, lack of expertise and complex supply chains. At the FanCommerce Forum, solutions and approaches are now being discussed.

"Many clubs want to act, but don't know where to start," says Bettina Faust, project manager at the Global Nature Fund (GNF). Although there is a strong will to change, smaller clubs in particular face limitations when it comes to implementation – be it due to limited time resources, lack of know-how or uncertainties in the handling of certifications. “For change to be sustainable, long-term support – through associations, leagues and funding structures – is needed,” emphasises Faust.

The ‘Fair Wear Works’ project, funded by the Federal Ministry for Economic Cooperation and Development (BMZ), provides support. The joint project of the Global Nature Fund and FEMNET accompanies clubs, associations and sports facilities on their way to a more sustainable textile procurement. Through awareness raising, consulting and training, the project specifically supports the practical implementation of ecological and social standards in the sports textile industry. "We show how sustainability can be achieved step by step – realistic, transparent and effective", said Faust.

The project is particularly relevant because since 1 January 2025, the DFL Licensing Regulations oblige clubs to systematically anchor sustainability in their structures.

"Many clubs are highly motivated to take responsibility, but often feel overwhelmed by the complex requirements," explains Faust. "We help to structure this path, build knowledge and implement realistic steps."

FanCommerce Forum: Sustainability in the Fanshop

As part of the ‘Fair Wear Works’ project, Bettina Faust will be discussing at the 22nd edition on 19 November. Merchandising fair FanCommerce Forum in Hamburg together with representatives from the Bundesliga and the German Ice Hockey League (Penny DEL) about sustainable merchandising in sport.

The panel on "Sustainability in the fan shop – ambition, reality and potential" highlights the challenges faced by clubs and shows how they can successfully implement sustainable procurement. The podium is top-class:

• Victoria Knorr-Held, Sustainability Unit, 1. FC Nuremberg
• Sascha Kerschowski, Head of Merchandising & Sustainability, Augsburger Panther
• Kerstin Lindner, Head of Division B2C, VfL Bochum 1848
• Bettina Faust, Project Manager, Global Nature Fund

 

Sustainability in the fan shop – aspiration, reality and potential

Learn more about Fair Wear Works

About the project partners is an internationally active foundation for environmental protection and nature conservation registered in Germany. With projects such as Fair Wear Works, the GNF is committed to sustainable economic practices and fair working conditions. The

is a women's rights organization that has been campaigning for better working conditions in the global apparel industry for more than 15 years with political work, education and projects at home and abroad. Global Nature Fund (GNF)

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