fair game unveils ethical blueprint to secure football’s long-term future
“Football is more than just a game – it's a social institution with immense power to shape communities. This report offers a practical path forward for clubs to align their operations with values that support both financial health and social good.”
Rory Oake
Co-author of Football Clubs: A Force For Good
FAIR GAME is recommending a new era of ethical governance in football. The landmark report published today, ahead of a crucial parliamentary debate on the Football Governance Bill, concludes that adopting an ethical approach is key to securing football’s future.
The 28-page report entitled Football Clubs: A Force For Good is a collaboration with Ardea International and will be showcased at Fair Game’s Conference at AFC Wimbledon on Wednesday 28 May.
It concludes that ethical practices - such as good governance, strong equality standards and environmental practices - can lead to better fan and community engagement, retention of talent, attracting investment, and long-term financial sustainability.
The report also provides a step-by-step guide to football clubs on how to maintain ethical practices, and also, crucially, provides recommendations for the new incoming Independent Football Regulator.
It is the culmination of months of research and involved using data taken from the top 168 clubs in the English football pyramid, and detailed case studies from Lincoln City, AFC Wimbledon, Tranmere Rovers, Forest Green Rovers and German side FC St Pauli.
Its publication comes at a crucial time for football in England. The Football Governance Bill, which represents the biggest change in professional football in England since the creation of the Premier League in 1992, returns to the House of Commons on 3 June, where it will be scrutinised line by line by 17 MPs during the Committee stage.
The Bill could become an Act in late July leading to the formal creation of an Independent Regulator for Football.
The report contains several recommendations. While acknowledging the challenges clubs are facing in their pursuit of ethical operations, such as limited resources and guidance, the report outlines clear recommendations for changes clubs can make at both the internal and external levels, from promoting ethical sponsorships to safeguarding workers and publishing key policies.
The report also crucially makes six recommendations for the incoming regulator. The six are:
Provide tailored support for lower league clubs;
Set high-level ethical targets with flexibility;
Promote collaboration across the pyramid;
Support ethical innovation through incentives;
Foster long-term financial sustainability; and
Monitor and evaluate progress.
Rory Oake, co-author of the report and Senior Consultant at Adrea International, said:
“Football is more than just a game – it's a social institution with immense power to shape communities. This report offers a practical path forward for clubs to align their operations with values that support both financial health and social good. Ethical leadership isn't just idealistic – it's essential for the sport’s survival and success.”
Niall Couper, CEO of Fair Game, added:
“Ethical leadership is no longer a luxury — it’s a necessity. This report provides a clear roadmap for clubs to build stronger ties with their communities, operate more transparently, and secure long-term financial sustainability. If football is to thrive, ethics must be embedded at every level of the game.”
To register for the Fair Game Conference click here
To read the full report click here
