Innovation

City Football Group continues with winners of Reimagine Football: Fynch Mobility x Social Brothers

Geplaatst op 21 maart 2022

City Football Group, one of the organizing partners of the Reimagine Football innovation programme, has continued working with their selected solutions. One of them is a collaboration between Fynch Mobility and Social Brothers, who submitted one of the winning solutions in the ‘Go Green’ category. Their solution analyses how fans travel to football matches and encourages greener transporting options through implementing rewards by engaging with the fans and exciting them into making more sustainable choices. We talked to Pete Bradshaw, Sustainability Director of City Football Group, about this newest innovation.

1. Can you explain what the solution of Fynch Mobility and Social Brothers entails?

The joint project of Fynch Mobility and Social Brothers that they submitted to the online innovation platform analyses how fans travel to football matches in order to encourage greener transport choices. They do this by rewarding supporters who opt for sustainable transport such as active travel such as walking and cycling or public transport to reduce the overall carbon footprint of supporters.

By exciting fans with real-time data, information and analytics, this project engages directly with fans to create a sense of personal and collective participation. The rewards proposed are realistic and meaningful and initial discussions showed how these may be incorporated by us.

2. What did this project bring so far for City Football Group?

City Football Group gained a positive insight into how it can help address the challenge of inspiring supporters to take sustainable travel options on matchdays. The flexible, ‘fan-centric’ approach is appropriate for the Club and can support City Football Group’s wider carbon reduction commitments.

City Football Group’s considerations of future travel and transport planning are part of a large and wide-ranging project which may include various infrastructure changes and considerable fan and community consultation – within this needs to be the option for a programme such as the project of Fynch Mobility and Social Brothers.

3. What are the follow-up plans with Fynch Mobility and Social Brothers?

We will consider building an activated app into our travel and transport proposals. Here, Fynch Mobility and Social Brothers will be included to make their own proposals for that option. This will be undertaken, in due course, as and when the travel plans evolve.