Sustainability in Sport - Birmingham City Football Community Trust

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Good afternoon and welcome to all of our listeners

 

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for the second episode of the Veolia Sustainability in Sport Podcast.

 

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I'm joined today by Antony Isherwood, the community director

 

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at Birmingham City Football Community Trust.

 

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And as per our first episode, we will be taking a slightly deeper

 

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dive into the initiatives that the sport football stadiums, community

 

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trust's are implementing to drive their sustainability credentials.

 

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Antony, firstly, welcome.

 

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Thank you very much for being with us.

 

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Thanks for having me. Pleasure.

 

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First question what's the biggest challenges clubs and trusts are facing

 

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when trying to drive community initiatives at this moment in time?

 

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I think the biggest challenge we face as a football clubs

 

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community trust within the city of Birmingham is very much we're out there,

 

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we're trying to send a message surrounding long term environmental sustainability.

 

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And when you mention those two words, the first thing our communities are

 

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concerned about is cost.

 

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That is the big problem we have.

 

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So we're very much trying at the moment

 

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to support those local communities, very much in educating them that it's not

 

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you know, it's not about spending lots of money.

 

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There's a small things that we can do to support long term development.

 

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And just linked to that.

 

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Do you find that sustainability

 

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versus profit type conversation

 

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always seems to come up first, or is it a case of, you know,

 

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let's talk about the initiatives and then understand the cost thereafter?

 

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Yeah, I just think it's an immediate barrier that comes out.

 

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I think at the moment, environmental sustainability is all over

 

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the news, it's all over government agenda as well.

 

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I think our communities are picking up snippets here and there, and the snippets

 

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they're picking up when they're listening to the news is very much around

 

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big costs, big, big, big barriers.

 

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And what we're trying to say very much to our communities is

 

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we can take small steps and there's no cost to these steps.

 

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It's about ourselves being more understanding, more aware,

 

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and actually educating ourselves and our communities more.

 

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Absolutely.

 

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And I suppose from a footballing perspective,

 

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how can football

 

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benefit, you know, the local communities benefit and really drive home

 

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a more sustainable message when it comes to, you know, changing behaviour.

 

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So this is where

 

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all football clubs are blessed because we've got platforms,

 

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we've got social media reach, we've got platforms across

 

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all social media websites, and we attract engagement.

 

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What we've got to do is use that positive use,

 

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the fact that people want to see what's going on on our website.

 

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They want to see what is the latest news at Birmingham City.

 

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And when we captured them engaging in that first in that first step

 

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of that first moment, very much, then start talking to them about

 

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where we are and where we can get to, you know, on real cool

 

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things that are going to have an impact on all of us in some way or form.

 

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From a generation perspective, I suppose in terms of the digital aspect

 

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and that social media platform that you referenced there

 

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as the football club made a really conscious effort to

 

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then start to change the nature and the style of its communication.

 

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It starts to go out to its fanbase that to to

 

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I suppose demonstrate that there are more sustainable ways to communicate.

 

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Yeah, absolutely. Again, small steps.

 

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I mean, if we go back a couple of years, the football club

 

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was sending out any information figures to match days or incentives or schemes.

 

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They were letters.

 

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But, you know, the amount of paper that was going out was frightening.

 

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All of the information now that's going out to our season ticket

 

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holders, our club members, is all electronically,

 

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it's all sent via emails and it's an, you know, we need to role model.

 

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You know, I'll keep mentioning small steps, simplistic approaches.

 

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We need to role model them to our communities, to our fan base.

 

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So, you know, if we can do it, so can they.

 

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Absolutely. Absolutely.

 

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Carbon is obviously at the forefront of many conversations.

 

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You know, we've seen in sport and we've seen in football, that

 

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 the net zero game that was held at Tottenham,

 

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you know, with Sky Sports

 

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and there was a for me

 

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there's an obvious intrinsic link between small the environment.

 

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Certainly some of the aspects we've seen around biodiversity is as a prime example.

 

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Well, action from your perspective I suppose as a sport taking to protect

 

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and reduce carbon emissions when it comes to communities, community projects.

 

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So again over the last six, 6 to 12 months

 

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and there's a couple of initiatives

 

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come out and I've being fully backed by the Premier League, by the EFL,

 

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by the FA, Planet Super League is one of them.

 

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Really, really good concept,

 

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which is, you know, again, it's educating young children very much

 

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about the impact of carbon emissions and how we can play a part in limiting it.

 

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Lessoning it, lowering it, and the real simplistic fixes

 

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and what they've done is in essence, they're turning a real serious topic

 

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that's at the forefront of everyone's

 

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minds at the moment around environmental sustainability

 

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into an enjoyable learning opportunity for young people.

 

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And what we're seeing is that these young people are taking part in,

 

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you know, playing Super League they're going home.

 

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They're talking to their parents about it.

 

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They're challenging their parents.

 

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6, 7 year old mum, dad, you've got to make sure the dishwasher is full.

 

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You know, it's that kind of

 

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situation.

 

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I think the FA are just back again.

 

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And another one which is aimed more for the everyday football fan

 

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who goes to the stadiums, who goes and enjoys the games that they're backing.

 

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The Football Support Association

 

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Pledge Ball, which is very similar and they're calling on fans.

 

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Right. You tell us what you're doing.

 

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So as a Birmingham City fan, can you let us know what you are

 

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doing to make a difference for, you know, surrounding carbon emissions?

 

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And as they show and as they share they move up the league.

 

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And let's be fair, every single football fan loves winning.

 

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And that's and again, they're just two initiatives

 

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that have come out at the moment are having such impact.

 

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And I'm actually quite excited to see where they go in the next 12 months.

 

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Agreed, I mean

 

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they are two great points and I certainly echo to listeners

 

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to take some time to understand Super Planet, Super League and Pledge Ball

 

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particularly because, you know,

 

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I'm sure we've got a lot football fans who will be listening.

 

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Yes. And will probably want to stand where their teams are in those leagues.

 

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And as you say, everyone wants to see their team

 

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rise up the league, certainly not going the other direction

 

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from a

 

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I suppose how well it's publicised and how we communicate this

 

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into the communities and to the fan base.

 

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From your perspective, how publicised are those sport, sustainability,

 

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local initiatives and what impacts are they are they having?

 

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I think what we've got to be aware of

 

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and we are very much as a community trustees, we've got two groups

 

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that we need to really engage.

 

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We've got our football fan base and we've got our local communities.

 

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They don't always go hand-in-hand.

 

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So the benefits in terms of the two initiatives I've just mentioned there,

 

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which are endorsed fully,

 

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are great because it's going out to our fan base.

 

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But we then, we the community trust of the football club

 

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have a responsibility to also make sure

 

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we are providing information and updates that are relevant to our local communities

 

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on our doorstep around the same, you know, agenda.

 

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That's really, really key.

 

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Okay.

 

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And as part of that, I suppose, in terms of the impact,

 

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what type of activities are are the Birmingham City

 

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Community Trust doing, I suppose, in terms of making a difference

 

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in those kind of footballing communities?

 

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And how are you there for then, I suppose, bridging some of those gaps.

 

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So we've been really, really fortunate this year

 

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whereby we were doing a lot of work very closely with Veolia Birmingham.

 

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And what we're saying is now we're going to utilise the knowledge

 

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and expertise that we've been given from Veolia and take it into straightaway.

 

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We are going to now

 

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roll out a brand new education package to young children's schools.

 

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So playing a part.

 

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But what what we have made a pledge to in terms of long term environmental sustainability

 

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as a as football clubs, community trust is very much role model

 

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what can be done and how it can be done as well.

 

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So a few initiatives that we've really took on board

 

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now is that we're promoting the ride to work scheme for all of our employees.

 

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We are now looking at providing

 

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opportunities for all of our employees to look at electric car leases,

 

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which is again being seen as a big benefit to them at the moment.

 

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We know for all of our staff at the Trust we now commit two days

 

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of their working

 

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year, rather, to go and work on a project in the local community.

 

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So absolutely, absolutely crucial.

 

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And again, we see every opportunity we have to engage with and interact

 

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with the communities is an opportunity to educate.

 

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And we're not saying, we know everything it's an opportunity for us to learn

 

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more as well and to further understand the barriers as to

 

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why people may not be moving forwards with the long term sustainability.

 

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Okay, fantastic.

 

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How easy is the process? I mean, obviously

 

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loads of clubs in the EFL,

 

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a number of community trust that I'm sure you speak with on a regular basis.

 

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What is that process?

 

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How easy is that process from a, you know, a point of view

 

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of sharing best practices between clubs, community trusts and where, I suppose,

 

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where does the FA support that as well in terms of trying to accelerate,

 

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are the key learnings or the sharing of those initiatives?

 

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Yeah.

 

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So in terms of where we're at as a community trust, so we are very fortunate.

 

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Well, I am very fortunate whereby, you know,

 

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I have a variety of communication with all the heads of communities

 

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within all of the Midlands clubs.

 

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So we are continuously looking at and sharing best practice

 

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in terms of achieving our long term goals around environment sustainability

 

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and and that can be through our WhatsApp groups

 

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that can be through some emails that can be for when we meet up

 

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every quarter of the season.

 

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So that's really going well.

 

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And we've taken some great ideas from the clubs

 

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who are really pushing forward

 

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as well with it as as we have shared, you know, we've shared with the clubs

 

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like, you know, our volunteer recycling workforce that do before and after games.

 

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So that's really, really good what we've now done as well.

 

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There's now you know, now it's important and where we've seen the gap

 

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and the need for further

work is very much right.

 

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So we are doing this now on the ground within the communities.

 

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We've now got to really build that bridge and make sure that

 

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the information in the sharing is between community trust and club.

 

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Sure. So how's that been done,

 

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so there's now a Employment Sustainability Working Group,

 

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which consists of key members

 

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of the football club and key members of the Community Trust coming together.

 

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And then again,

 

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the plan is there that, you know, the way we what we want to be, we want to be seen

 

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Birmingham City Football Club is doing the right things for the right reasons.

 

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And hopefully that can be

 

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a model of success because, you know, one of the things we are aware of whilst

 

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I started

 

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the conversation with the biggest concern for people in our communities is cost,

 

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you know, around environmental sustainability long term.

 

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At some point, if we really want to then start making the huge strides

 

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we can, get the vehicle moving on the journey,

 

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but then there will be costs and that's where we have to look

 

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to the responsibilities of our parent clubs, of course, to see

 

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as to where we can go with it.

 

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And it's a really it's a really good point.

 

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And I suppose, you know, without

 

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asking something too controversial,

 

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clearly, that's a massive conduit catalyst.

 

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Because if the if the football club isn't aligned

 

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with the community trust, then, you know, you're going to find obvious blockers.

 

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You're going to find obvious challenges that make it difficult

 

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to move some of those things forward.

 

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Not going to mention any names,

 

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but do you find that the appetite is there

 

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when you speak to other community trust who are linked to the football clubs,

 

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Are they saying the same thing, that actually, you know, the environmental

 

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sustainability commitments that they're looking to make are actually helping

 

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bring the community trust and the clubs together

 

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because appreciate they do stand alone at times away from each other.

 

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Yeah.

 

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And as you've rightly just said there, there are some great initiatives

 

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that are cost neutral that can absolutely

 

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be put into play and delivered now.

 

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But there will come a point, there will be a tipping point where,

 

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you know,

 

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there is going to need to be some investment,

 

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there may need to be some projects that require funding.

 

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And at that point, they're going to expect the football clubs to to support.

 

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Yeah.

 

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Is this relationship tight enough?

 

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There is

 

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is there an acceptance

 

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and an appetite to say that, you know, we see that's what's coming in the roadmap

 

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and we're ready for it? Or is it is there still work to do?

 

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Yeah, no, I think that's what we're planning for.

 

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Yeah. You know,

 

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that is the agenda of our working group between trust and club.

 

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We're very fortunate.

 

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We've got some real forward thinking people on our senior management

 

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at the club

 

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who are very, very passionate about taking the club into the new ways,

 

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surrounded by environmental sustainability.

 

00:12:24:09 - 00:12:25:21

So we're hoping that

 

00:12:25:21 - 00:12:29:01

when we get to that stage where we need to then start looking bigger picture

 

00:12:29:19 - 00:12:32:10

and we have role modled our behaviours and taking them

 

00:12:32:10 - 00:12:35:16

small steps across our communities, we will have that backing.

 

00:12:36:04 - 00:12:36:19

To move forward

 

00:12:38:00 - 00:12:38:22

really insightful Antony.

 

00:12:38:22 - 00:12:40:23

really appreciate  your time

 

00:12:40:23 - 00:12:43:24

and your comments today

 

00:12:45:01 - 00:12:48:00

with everything that you've seen over the last 12 or 18 months of this journey,

 

00:12:48:00 - 00:12:50:15

certainly from the sustainability perspective of the trust,

 

00:12:51:00 - 00:12:53:21

if there was one sort of clear message or clear action

 

00:12:54:00 - 00:12:56:09

that you would leave people with, that will start them

 

00:12:57:24 - 00:13:00:22

on a journey to a to have an impact in this area.

 

00:13:00:22 - 00:13:01:20

What would it be?

 

00:13:02:04 - 00:13:05:02

I think very much we have to all be aware

 

00:13:05:10 - 00:13:08:13

that little steps by lots of people make a big difference.

 

00:13:09:03 - 00:13:13:02

And if we all get on board all the communities, the fan base as well,

 

00:13:13:02 - 00:13:15:18

we can make a big difference with those little steps.

 

00:13:16:02 - 00:13:17:07

Fantastic.

 

00:13:17:14 - 00:13:19:17

And I think, you know, it's

 

00:13:19:17 - 00:13:21:21

one of the things I see and I think one of the big things

 

00:13:22:13 - 00:13:26:03

that we absolutely as a sporting community needs to be better at,

 

00:13:26:07 - 00:13:29:13

and I think it absolutely aligns to what you've just said there in the fact that,

 

00:13:30:15 - 00:13:33:15

yes, it's fantastic when we see some of these net zero events taking place

 

00:13:33:15 - 00:13:38:09

now, it's not as easy for organisations or for clubs or for trusts

 

00:13:38:10 - 00:13:41:10

necessarily to go from a standing start into a complete net zero event.

 

00:13:41:13 - 00:13:44:16

Yet actually some of these initiatives in these these projects

 

00:13:44:16 - 00:13:47:16

that can be delivered now are moving people in those areas.

 

00:13:47:16 - 00:13:48:09

And even if it's something

 

00:13:48:09 - 00:13:51:04

as small as identifying, you know, an individual's carbon footprint

 

00:13:51:11 - 00:13:55:02

and what they can do to impact that, then it's

 

00:13:55:02 - 00:13:56:17

just another step in the right direction.

 

00:13:56:17 - 00:13:57:21

It's going to leverage that.

 

00:13:57:21 - 00:13:58:10

Absolutely.

 

00:13:58:10 - 00:14:00:17

And it's that mindset, that mentality.

 

00:14:00:24 - 00:14:02:22

Any step forward is better than no step at all.

 

00:14:02:22 - 00:14:04:03

Absolutely right.

 

00:14:04:03 - 00:14:06:00

Antony, thank you ever so much for today.

 

00:14:06:00 - 00:14:07:21

I really appreciate your time and your comments.

 

00:14:07:21 - 00:14:10:12

Hopefully, our listeners have certainly found that very insightful.

 

00:14:10:12 - 00:14:11:17

I know I have

 

00:14:11:19 - 00:14:15:13

and look forward to episode three in the very near future.

 

00:14:15:15 - 00:14:19:18

Thanks for listening.