Sustainability in Fan Shops – Ambition, Reality, and Potential
Bundesliga and DEL clubs discuss sustainable merchandising in sports at the FanCommerce Forum
- Fans and clubs demand more sustainability:
Fair production conditions, environmentally friendly materials, and transparent supply chains are increasingly becoming the focus in merchandising.
- Implementation remains a challenge:
Especially smaller clubs face limitations in implementing sustainable procurement – a lack of resources, expertise, and guidance hinders progress. - Support through “Fair Wear Works”:
The project, funded by the BMZ, provides practical support to clubs in implementing sustainability standards and offers guidance in the complex textile sector.
Hamburg / Bonn, November 4, 2025; As part of the “Fair Wear Works” project, Bettina Faust, Project Manager at the Global Nature Fund (GNF), will discuss sustainable merchandising in sports with representatives from the German Football League (Bundesliga) and the German Ice Hockey League (Penny DEL) at the FanCommerce Forum at the 22nd Merchandise Fair Hamburg (November 19/20, 2025).
Sustainability is no longer a marginal issue in professional sports. Fans expect transparency, fair production conditions, and environmentally friendly materials, and clubs also want to take responsibility. However, implementation is complex: global supply chains, a multitude of certifications, and greenwashing complicate the transition.
The panel “Sustainability in Fan Shops – Ambition, Reality, and Potential” demonstrates how these hurdles can be overcome. On the podium: Victoria Knorr-Held, Head of Sustainability in Community & Membership at 1. FC Nürnberg; Sascha Kerschowski, Head of Merchandising & Sustainability at Augsburger Panther; Kerstin Lindner, Head of B2C at VfL Bochum 1848, responsible for the strategic and operational management of all direct fan and customer channels – Merchandising, Ticketing Sales, as well as Event, Football Academy & eSports; and Bettina Faust, Project Manager for “Fair Wear Works” at the Global Fund. (Further information on the program and clubs can be found below.)
The focus is on the balancing act between economy and ecology in fan shops
How can sustainability be combined with economic success without compromising quality, design, or availability? How can clubs achieve real, measurable impact beyond mere certificates?
Many clubs show willingness, but they encounter limitations, whether due to a lack of expertise, limited time resources, or uncertainties in dealing with complex textile supply chains and certifications.
This is precisely where the “Fair Wear Works” project comes in: sports clubs are supported in a practical, independent, and solution-oriented manner on their path to greater sustainability in the textile sector. “Many clubs are highly motivated to take responsibility but often feel overwhelmed by the complex requirements,” explains Bettina Faust, Project Manager of Fair Wear Works. “We help to build knowledge and implement realistic steps. Our approach shows: sustainability in sports works when it is tackled collaboratively and thoroughly.”
DFL Licensing Regulations create additional pressure for action
Since January 1, 2025, the new DFL Licensing Regulations (see Annex XIV) oblige clubs to systematically embed sustainability in their structures. Particularly relevant for merchandising are the sections: Raising fan awareness for sustainability (3.6) and due diligence obligations in supply chains (3.8). Similar requirements were already requested in 2022, but for many clubs, the collection and evaluation of the required data was new territory. “For the change to be sustainable, long-term support is needed – from associations, leagues, and funding structures,” emphasizes Bettina Faust.
Global Perspective and Educational Mission
The educational project “Fair Wear Works,” funded by the Federal Ministry for Economic Cooperation and Development (BMZ), helps to make global connections between textiles, production conditions, and ecological impacts visible. It thus follows the development policy objective of deepening understanding of global challenges and promoting collaborative action. The project runs until April 2026. The goal is to transfer the results into permanent structures and firmly embed sustainability in club and association systems.
The panel at the FanCommerce Forum aims to provide impetus, share expertise, and connect stakeholders, with the goal of making sustainable action in sports a matter of course rather than an exception.
Click here for the FANCOMMERCE Forum 2025 program:
https://www.fancommerce.de/kongress/programm/
Information on the clubs’ sustainable engagement:
FC Nürnberg: 9 – Supply Chain
Sustainability – Augsburger Panther
VfL Bochum 1848
About Fair Wear Works
Fair Wear Works is a joint project of the Global Nature Fund (GNF) and FEMNET e.V., which supports sports clubs, associations, and sports facilities on their path to sustainable textile procurement. The project raises awareness, trains, and supports the practical implementation of ecological and social standards in the sports textile industry – and at the same time demonstrates global responsibility in the spirit of the BMZ’s development education work. It is funded by ENGAGEMENT GLOBAL gGmbH on behalf of the Federal Ministry for Economic Cooperation and Development (BMZ), the German Postcode Lottery, and Fairtrade Germany.
More information about the project: www.globalnature.org/fair-wear-works
The Project Partners:
The Global Nature Fund (GNF) is an internationally active foundation for environmental and nature conservation, registered in Germany. With projects such as Fair Wear Works, the GNF is committed to promoting sustainable business practices and fair working conditions.
www.globalnature.org/fair-wear-works
FEMNET e.V. is a women’s rights organization that has been campaigning for better working conditions in the global garment industry for over 15 years through political commitment, educational and advisory work and projects abroad.
www.femnet.de
