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

This article was originally published in English on Johan Cruijff ArenA

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

City Football Group, one of the organizing partners of the innovation program Reimagine Football, continues to work with the innovative solutions they have selected. One is a collaboration between Fynch Mobility and Social Brothers, who jointly submitted one of the winning solutions in the ‘Go Green’ category. Their solution analyzes how fans travel to football matches and promotes greener transportation options. They do this by offering rewards to fans and encouraging them to make more sustainable choices. We spoke to Pete Bradshaw, Sustainability Director of City Football Group, about this latest 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 she submitted to our online innovation platform analyzes how fans travel to football matches to encourage greener transport choices. They do this by rewarding supporters who choose sustainable transport such as active travel – walking, cycling or taking public transport – to reduce the total ecological footprint of supporters.

By engaging fans with real-time data, information and analytics, this project works directly with fans to create a sense of personal and collective participation. The proposed rewards are attainable and of value. Furthermore, the first conversations showed how these rewards can be easily provided by us.

2. What has this project delivered so far for City Football Group?

City Football Group gained a positive insight into how it can help meet the challenge of inspiring supporters to choose sustainable travel options on matchdays. The ‘fan-centric’ approach of this solution suits our club and can support our commitment to reduce CO2 emissions.

Our considerations about future travel and transportation planning are part of a larger project that includes several infrastructure changes and significant consultation with fans and the community – within this there is more than enough room for a program like the Fynch Mobility and Social Brothers project.

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

We will consider building an activated app into our travel and transportation proposals. Fynch Mobility and Social Brothers will be involved in this to make proposals for that option themselves. This will be undertaken in due course, as travel plans progress.

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