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23.09.2020

VfB Stuttgart achieves excellent results in sustainability study

In the sustainability study "The Clubs in the Ranking - So fair are their Shops!" our partner VfB Stuttgart makes it to an excellent second place.
VfB Stuttgart achieves excellent results in sustainability study
In the sustainability study "The Clubs in the Ranking - So fair are their Shops!" our partner VfB Stuttgart makes it to an excellent second place. The study by the non-profit organisation "cum ratione" analysed the 18 professional clubs from the Bundesliga and three selected second division clubs. The aim was to find out whether and how many fairly and sustainably produced fan clothing items are already available in online shops, how well they can be found and how the clubs communicate on this topic.

The editors of the study saw the large number of fair textiles, the regular news articles in this regard and the holistic sustainability strategy as particularly positive. Sustainable action is part of VfB's corporate culture. Under the umbrella of "VfBfairplay", VfB orients this towards the global sustainability goals of the United Nations and thinks in terms of the three fields of action: economy, ecology and social issues. Together with five football clubs from the Bundesliga and the second division as well as the Foundation of the German Football League, a pilot project was launched last season that is dedicated to the overall review and auditing of sustainability in professional sport.

VfB Stuttgart's merchandising already thinks in terms of the three fields of action. From an ecological point of view, the aim is to achieve a holistic circular concept, from the use of sustainable materials and compliance with ecological and social standards in the supply chains to resource-saving packaging and a concept for textile recycling and the best possible upcycling.

"We want to show that sustainable merchandising is possible and go down this path together with our customers, suppliers and employees," says Jens Bräunig, head of ticketing, merchandising and football school at the club from Cannstatt, who is very pleased with the second place in the ranking. "We started this way of becoming more sustainable a few years ago and also benefit from these experiences. However, there are still many ways to optimise. In the textile industry, for example, consumers are increasingly interested in being able to trace the origin of resources and the manufacture of products," adds Jens Bräunig. To this end, VfB already has ideas about tracking tools or following supply chains using QR codes.