Club Brugge Foundation
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Start to Run @ Club Brugge PETER GHEYSEN 12th EFDN CONFERENCE STAMFORD BRIDGE STADIUM Welcome Peter Gheysen – 31 years Business Management – Sports Management University College Brugge Foundation Coordinator since 2009 Responsible for CSR & Head of Foundation Club Brugge Belgian professional football team Founded in 1891 - rich history • 15 x Belgian league champion • 11 x Belgian Cup winner • 15 x Belgian Super Cup • 2 x European finals Home ground Jan Breydelstadium Club Brugge Foundation Department FC: CSR-policy, strategy and initiatives Separate legal entity - nonprofit Structural links with the football club (shareholder) Since 2007 → evolution ‘PROJECT’ to ‘DEPARTMENT’ 16 Foundation projects & >350 charity initiatives Member of EFDN since 2014 Goal Foundation Using strength and impact of Club Brugge to have a positive influence in society: INSPIRING MOTIVATE PARTICIPATE to be a for society 7 PARTNERS PRO LEAGUE+ CLUB GOLD AWARD 2017-2018 AWARDED WITH PRO LEAGUE CSR-LABEL 10 www.clubbrugge.be Tools Foundation BRAND & REACH NETWORK ‘using the badge’, Club colors, Club players, Social partners, co-creation with CSR departments communication tools Club, fanbase, … commercial sponsors, EFDN network, … INFRASTRUCTURE KNOW-HOW & RESOURCES Use home ground football stadium, training pitches, know-how other departments football club, finance dressing rooms, neighborhood, … non-profit, tickets home games, materials, … 11 BUDGET FOUNDATION 2018-2019 : 360.000 euro SPORTS UNITED Active participation/grassroots/sports for all Open & accessible Club Auti-football SFCB on Wheels Special Needs Team Audio-descriptive commentary Homeless Team Assist to work Start to Run Job fair Walking Football Show Racism The Red Card PILLARS HEALTH EDUCATION Healthy topsport club Use role model Smoke free stadium Club Brugge Schools Cup Blood collection Playing for Success Healthy Scores! Club Museum & Stadium Tour 13 Mental Health 14 www.clubbrugge.be Why Start to Run? OVERWEIGHT > 50% of adults in Belgium suffer from 1 overweight due to lack of physical activity & unhealthy lifestyle GROUP MOTIVATION 2 Running in group motivates & reduces the chance of dropping out GUIDANCE 3 Good guidance and correct running technique reduces the risk of injury BARRIERS 4 People experienced barriers to participate in organized sport clubs. 15 www.clubbrugge.be GOALS START TO RUN PHYSICAL ACTIVITY Increase physical activity with fans and local residents HEALTHY LIFESTYLE Tackle overweight and obesity by promoting a healthy lifestyle SOCIAL INCLUSION Bring people from different social backgrounds together in one team & one goal 16 www.clubbrugge.be WHAT? WHEN? Train participants to run 5 km, 10 km, 10 weeks group training on Wednesday evening. 15 km or ½ marathon in a responsible way From February to May WHO? NETWORK? Local residents & fans. Schools, Macron, 6D Sport Nutrition 110 participants in 6 different running levels running clubs in Bruges 17 www.clubbrugge.be IMAGE & REACH USING THE BADGE Club Brugge = motivation COMMUNICATION Social Media & website Newsletters – to local fans Matchday promotion Contacts external media PLAYER INVOLVEMENT Video messages Players and staff participate 1x 18 www.clubbrugge.be Video Link 19 www.clubbrugge.be 1 post on official Facebook Club Brugge = reach of 49.595 people = 427 clicks on link 20 www.clubbrugge.be 21 www.clubbrugge.be INFRASTRUCTURE STADIUM = TRAINING GROUND Dressing rooms inside stadium Stands / stairs INDOOR Club Museum & bar as workout- zone MEDICAL ROOM 22 www.clubbrugge.be KNOW-HOW 10th EDITION Trial and error OTHER CLUB DEPARTMENTS Sports department Communication department Commercial department ALUMUNI BECOME COACHES 23 www.clubbrugge.be RUNNING COACHES Volunteers ALUMUNI Participants for last years can become coach INTERNSHIPS Students Physical Education MEDICAL STAFF Physiotherapist every training PHYSIOTHERAPIST stand by 24 www.clubbrugge.be Every year coaches get workshops on running technique, prevention of injuries, first aid 25 www.clubbrugge.be MORE THAN RUNNING BRINGING PEOPLE TOGETHER During group training Afterwards - community PROMOTE HEALTHY LIFESTYLE Drinking water Healthy food WEEKLY NEWSLETTER Training scheme Tips & tricks 26 www.clubbrugge.be 27 www.clubbrugge.be 28 www.clubbrugge.be RESULTS 79% subscribers reached finish 56% women | 44% men Average age 40 y | youngest 9 y | oldest 76 y SURVEY CONDUCTED BEFORE & AFTER 29 www.clubbrugge.be CASE STUDY Dick Verbouw 2013: Car accident Cerebral haemorrhage Pelvic fracture Not able to sport for 1 year 2015: Signed up for Start to Run As a fan took the first step to join Hard time to begin, but kept on going Since 2016: Marathon runner Believer of runners high Participated in several marathons since 2017: Running Coach Became coach of Start to Run 30 www.clubbrugge.be CASE STUDY No Sweat/No Apero 10 week training @Club Brugge Creating a community New friends continue to train on Wednesday Participate in running events Local & abroad Marathon of NYC, Semi de Paris, London Marathon Organize activities as friends 31 www.clubbrugge.be 32 www.clubbrugge.be LESSONS LEARNED Timing From February to May – better weather Tuition Not a problem to ask a tuition. Reimbursement mutual insurances. Good relationship with local running club No competitors but potential new members 33 www.clubbrugge.be 34 www.clubbrugge.be 35 www.clubbrugge.be CLUB BRUGGE FOUNDATION STADIUM RUN 10 YEARS FOUNDATION Celebrate end of 10th anniversary Foundation together with fans UNIQUE FUN RUN IN STADIUM Route through stadium, dressing rooms, pitch, fitness, VIP-lounge, with animation. Potential to involve sponsors. 2000 PARTICIPANTS = SOLD OUT & 20,000 EURO FOR CHARITY Brand awareness Foundation & fundraising 36 www.clubbrugge.be Video Link 37 www.clubbrugge.be 2th EDITION 30 June 2019 During annual Fanday 38 www.clubbrugge.be Contact: Peter Gheysen – Foundation Coordinator instagram.com/ClubBruggeFoundation twitter.com/ClubBruggeFound.