Background

When it comes to sustainability, Brighton & Hove Albion have been inviting fans to be part of the action. Over the past two seasons, the club’s supporter services team gave MyAlbion+ members a choice: receive the usual membership pack, or fund tree planting in Ecuador. 

Thousands of fans chose trees..

Together with Treeapp, the club launched a tree-funding project focused on restoring deforested land in the Andes region of Ecuador. The site was selected with support from the club’s three Ecuadorian players at the time, creating a meaningful link between the club and the project.

The result was the Albion Fan Forest - a reforestation effort aligned with the club’s broader environmental strategy: My Albion, My Planet.

Objectives & Goals

The project had two clear goals. First, to give MyAlbion+ members a planet-positive alternative to traditional membership gifts. Second, to support a tree planting initiative that delivered both environmental and social impact, in a location that resonated with the club’s identity.

This initiative aligned with two key objectives in the club’s sustainability strategy:

- Promoting biodiversity more widely

- Establishing a culture of care for people and planet

Impact & Results

Over a two-year period, MyAlbion+ members helped plant more than 33,000 trees across 8 hectares of previously deforested land in the Ecuadorian Andes - roughly the size of 10 football pitches.

Native species such as Polylepis were planted to restore habitats for endangered wildlife including the Gold-breasted Puffleg, Andean Condor, Aplomado Falcon and several species of hummingbird. The area also provides shelter for the Lobo Andino, a fox species native to the region.

The project delivered wider benefits too:

Social impact: Local women were trained to run nurseries and deliver environmental education workshops.

Economic impact: Jobs were created in planting, nursery management and maintenance.

Environmental resilience: The reforestation helps regulate fresh water flows into nearby streams, supporting agriculture and water access for local communities.

The initiative was well received by fans. Uptake was strong, and the club has presented the project at multiple sustainability forums using Treeapp’s regular updates, data and visuals to bring the story to life.

Quotes

“We have been delighted to work alongside TreeApp on this environmental sustainability initiative for our MyAlbion+ Members.  We had a fantastic uptake from supporters who opted to sacrifice receiving a membership gift pack and instead plant trees. 

Collectively, over a 2 year period, MyAlbion+ members planted over 28,000 trees in Ecuador. We are proud of this achievement and thank every one of our supporters who made a donation."

Jenny Gower, Head of Ticketing & Supporter Services, Brighton & Hove Albion

Lessons Learned

The project highlighted the value of making environmental initiatives personal. Choosing a location with a strong connection to the club helped fans feel part of something bigger.

It also reinforced the importance of working with a trusted partner. Treeapp provided transparent reporting, local updates and confidence that every tree planted was part of a larger story of impact.