The championship restarted with the enthusiasm of the fans in the first round, the stands full and the energy of Italian passion still intact. Among the protagonists there is also a new trend: sustainability. Newly promoted Cremonese, Pisa and Sassuolo are not just chasing survival, but are bringing with them projects that combine sporting ambitions, social inclusion and, in some cases, attention to the environment.
Sassuolo stands out for its vision: ‘Generazione S’ involves schools and the local area, the Mapei Football Centre is LEED certified, and the club actively communicates its ESG initiatives, supported by the UEFA 2025/26 Licence, which requires their implementation. Cremonese is taking the social route with radio commentary for the blind, the “ThisAbility” project and a partnership with CharityStars to support Agropolis. While the social base is solid, there is a lack of a structured environmental vision. Pisa is focusing strongly on mental well-being and education, from psychological support with Serenis to the ‘Accendi il faro che è in te’ (Light the beacon within you) project, but the launch of the new sports centre has sparked criticism over its impact on the urban landscape.
The green leaders of Serie A
Alongside the newly promoted teams, some Serie A clubs are already translating their green commitments into concrete projects. In 2024, Udinese launched a project involving over 2,400 solar panels on the roof of its stadium to make it partially self-sufficient in terms of energy, and is creating the first energy community linked to a football facility, sharing excess energy with fans and local businesses.
Juventus has launched its “Black, White and More” ESG strategy, based on six pillars covering the environment, social issues and governance, with the aim of aligning itself with Serie A, UEFA and UN standards. AC Milan is taking concrete steps: through the Milan Green Foundation, it promotes sustainability education, has installed solar panels at its training centres and has introduced sustainable mobility policies for fans. The club has also renewed its partnership with Acqua Santa Croce, a brand that uses renewable energy and recyclable packaging, and with Clivet, naming its sports centre “Milanello powered by Clivet”, which is at the forefront of sustainable infrastructure.
Inter Milan has launched IMPACT, an ambitious three-year plan: by 2028, it aims to reduce its emissions by 40%, switch completely to renewable energy and promote urban reforestation projects in collaboration with the Municipality of Milan.
Football and sustainability: beyond the pitch
Today, sustainability in football is no longer a marginal or superficial issue: it represents a real strategic challenge for clubs, which must reconcile sporting performance, environmental responsibility and social role. Every choice, from infrastructure to training, from school projects to fan campaigns, has a real impact on the community and the image of the club itself. Investing in sustainable practices means thinking long term, not only in terms of reputation, but also in terms of operational efficiency, energy savings and technological innovation. Furthermore, attention to the environment becomes a tool for educating fans and young footballers, showing that football can be a laboratory for social and cultural change. It is no longer enough to win on the pitch: today, true value is also measured in the ability to generate positive effects beyond the stadium, transforming sporting passion into a driver of awareness and shared responsibility.
TreeBlock, a partner for football that makes a difference
In this scenario, sustainability must translate into concrete and measurable actions. TreeBlock supports companies and organisations in defining effective and transparent ESG strategies. Our experience with start-ups and SMEs has taught us that sustainability is successful when it combines ambition, practicality and clear communication. The same approach can also become an added value for Italian football: from infrastructure to stadiums, from social projects to environmental performance, TreeBlock is ready to provide know-how and tools to help Serie A clubs grow responsibly. Because the future of football, like that of businesses, also depends on this.