In an inspiring move that blends football (soccer) with social impact, Lewes FC has announced a two-year partnership with Who Gives A Crap (WGAC), a certified B-Corp organization. This eco-friendly toilet paper company donates 50% of its profits to improving access to clean water and sanitation worldwide.
Lewes FC, known as Equality FC, is no stranger to championing social causes. The club’s Commercial Manager, Stef McLoughlin, emphasized the significance of this partnership, stating, “This is the perfect alignment of two purpose-driven organizations joining forces to create change. We’re nothing but purposefully unconventional, and this partnership symbolizes everything we stand for as a club. I’m sure the fans and our owners across the world will all get behind our new signing, and we look forward to delivering a lot of clean sheets together this season.”
WGAC, based in Melbourne, Australia, is a profit-for-purpose company that raised just under $9 million to help address the global sanitation crisis. Emily Kraftman, UK Managing Director of WGAC, expressed her enthusiasm for the partnership, stating, “This is not your normal sponsorship; it’s about driving donations, not fame. As big fans of Lewes FC and what they stand for, we couldn’t turn down the opportunity to help drive change across football and society through our partnership. Here’s to bringing a bit of cheekiness to the home of the world’s second favorite team this season!”
The partnership between Lewes FC and WGAC goes beyond the typical sponsorship deal. As part of Lewes FC’s “Impact on the World” strategy, the club has committed to raising funds for WGAC’s charitable foundation, which focuses on providing equal access to clean water, sanitation, and hygiene (WASH). This initiative is particularly significant given the disproportionate impact of lack of water and sanitation on women and girls worldwide. Lewes FC is determined to make a difference, with 50% of net profits from their shirt sales being donated to WGAC’s foundation to support these critical causes.
According to the World Health Organization (WHO), 1.8 billion people lack on-premises water access, with women and girls aged 15 and older responsible for water collection in 7 out of 10 such households. This task often leads to lost time in education and work and increases the risk of injury and harassment. Additionally, over half a billion people share sanitation facilities, compromising privacy and safety, particularly for women and girls. Inadequate WASH services also elevate health risks, especially for those in poorer households and those with disabilities who lack private spaces for hygiene.
Dr. Maria Neira from WHO highlighted that 1.4 million lives are lost annually due to inadequate water, sanitation, and hygiene, disproportionately affecting women and girls. Despite some progress from 2015 to 2022, with household access to safely managed drinking water increasing from 69% to 73% and sanitation from 49% to 57%, achieving the Sustainable Development Goals for universal WASH access by 2030 requires a significant acceleration in progress. Integrating gender considerations into WASH policies and improving data collection is essential for addressing the needs of women, girls, and other vulnerable groups.
Lewes FC’s mission to use football as a force for good, combined with WGAC’s dedication to improving global sanitation, makes this partnership a powerful symbol of what can be achieved when purpose-driven organizations unite. Together, they aim to raise awareness about the importance of clean water and sanitation and inspire other clubs and companies to join the fight for a fairer, more equitable world.
As the new season kicks off, fans and supporters of Lewes FC will not only cheer for their team on the pitch but also contribute to a cause that has the potential to change lives across the globe. With every goal scored and every match won, the partnership between Lewes FC and Who Gives A Crap will serve as a reminder that football can be a powerful tool for social impact.
