Manchester United revealed plans to promote sustainability to its global fan base during the 2014-15 Barclays Premier League season. The campaign will articulate the importance of energy efficiency and other environmentally-sound practices through Twitter and other social media platforms, utilizing a strategy similar to its recent anti-racism campaigns. The club has also revealed a new sponsorship deal with Spanish clean technology provider Abengoa.
“It’s about raising the bar for sports clubs and sending the message that things can be done better, Abengoa chief executive Manuel Sánchez Ortega said about the partnership. “We hope that they [the club’s fans] will learn through Manchester United about renewable energies.” The new campaign aims to expand sustainability efforts outward from the stadium to a fan base that numbers 4.3 million Twitter followers and 659 million fans worldwide.