#ADOGreen shows there is more to the game than the 11 players on the pitch

3 September 2024

A year and a half ago, football club ADO Den Haag chose a new course, one in which sustainability and community involvement are central. Because ADO Den Haag wants to show that a football club can be much more than just the game of football itself. This is how #ADOGreen came into being. With various projects, #ADOGreen contributes to the Sustainable Development Goals (SDGs). In a candid conversation with Kees Brouwers, responsible for #ADOGreen, an inspiring story unfolds about the transformation of ADO Den Haag.

From Foundation to Movement

#ADOGreen grew out of the ‘ADO Den Haag in de maatschappij’ foundation, a part of ADO Den Haag that has been active for 12.5 years. The club realised that it is not only responsible for football performance, but also for making a positive impact on the community and the climate. Since then, #ADOGreen has become an integral part of the club, aiming to improve the health of residents and make the city more sustainable.

Health

‘We focus on two things: health and sustainability’ explains Kees. ‘There are eight programmes on health, for different target groups. Football is the binding agent in this’. One of the biggest projects is ‘Living like an ADO pro!’, in which children (between 10 and 14 years old) from power districts are guided in themes such as health, ambition and acceptance. They receive training, workshops and do community contributions, all with the aim of giving them a better future. Also, #ADOGreen helps inmates in their reintegration process into paid employment. In addition, #ADOGreen works together with mental health institutions such as Parnassia, and the club is active at primary schools to make discrimination and racism discussable. They do all this at 66 locations in the region, with 2 to 6 activities daily.

Sustainable Steps

In terms of sustainability, #ADOGreen has also made great strides. For instance, work is under way to make the stadium and the club's mobility more sustainable. Various projects have also been developed to inspire and engage residents on climate issues. One example is the ‘ADO Bicycle’ campaign. This campaign is to encourage bicycle use in the neighbourhoods, together with a match visit to ADO Den Haag. Sustainable and recycled merchandise is also sold in the fanshop. For example key rings, caps and bags made from old footballs.

#ADOGreen is there to get The Hague moving and show that we are much more than just football.

Future vision

‘We are a movement committed to a more sustainable and healthier society. This is the message we want to spread as much as possible. We are proud of what we have achieved and continue to work for positive change in our city and beyond,’ Kees said.

Pride and Impact

What makes Kees most proud is the team behind #ADOGreen. With a small team of project leaders, community builders and interns, impressive results are being achieved. The impact figures show that every euro invested is tripled. ‘The best part is the life-changing aspect,’ says Kees. Stories of people who were addicts who started running a marathon or children who overcome their speech problems through football are daily testimonies of the success of #ADOGreen.

The club works with The Social Handprint to measure and increase its social impact. This has led to impressive results, with the club now making an impact on 14 of the 17 Sustainable Development Goals (SDGs). With initiatives such as solar panels on the stadium roof and charging plazas at various locations, ADO Den Haag proves that a football club can be much more than 11 players on the pitch.