Growing the Game with Data-Driven, Purpose-Led Impact.
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Why ESD & Football Are the Perfect Team for Safer Stadiums
The Strong Side is more than a program—it’s a movement to shift football culture. Through accessible ESD training, we empower fans and communities far beyond stadiums.
Personal Empowerment
Practical tools for situational awareness, verbal boundary-setting and physical protection.
“>”>Cultural Shift
More inclusive, respectful fan cultures that engage all genders.
Community Resilience
A drop in gender-based violence linked to match days, supported by tangible mindset and skill-set training.
Club Leadership
Partner clubs become pioneers in safety and inclusion—generating loyalty, media recognition, and sponsor interest.
The Stats Behind The Strong Side
Why Empowerment Self Defense Matters in Football
Violence spikes on game days are a documented and disturbing reality. Studies have consistently shown a rise in gender-based violence—including domestic violence, intimate partner violence, and sexual assault—during major football events.
A University of Lancaster study revealed that domestic abuse incidents increased by up to 38% when England lost in the FIFA World Cup, and by 26% when the team won.
This pattern isn’t unique to England—it reflects a broader trend around major sporting events worldwide.
The culture surrounding sports, particularly football, often reinforces dynamics of dominance, emotional intensity, alcohol consumption, and performative masculinity.
These elements, when left unaddressed, can increase the likelihood of violence both inside stadiums and in surrounding communities.
As highlighted in The Dome of Silence, harassment and abuse in sport thrive in environments where silence and power imbalances go unchecked.
The culture surrounding sports, particularly football, often reinforces dynamics of dominance, emotional intensity, alcohol consumption, and performative masculinity. These elements, when left unaddressed, can increase the likelihood of violence both inside stadiums and in surrounding communities. As highlighted in The Dome of Silence, harassment and abuse in sport thrive in environments where silence and power imbalances go unchecked.
Empowerment Self Defense (ESD) offers a trauma-informed, evidence-based methodology that has been shown to reduce violence and foster safer environments. It equips individuals—especially women and girls—with the skills to set boundaries, respond to threats, and de-escalate confrontations. By introducing ESD into football culture through The Strong Side, clubs have a unique opportunity to be part of a transformative solution: reducing violence, increasing safety, and leading meaningful cultural change within their communities.
Changing the culture. Growing the game.
The Strong Side initiative is built on continuous learning. Through ongoing monitoring and evaluation—via mobile app feedback, participant surveys, stadium safety logs, and partner reports—we adapt and grow the program for maximum impact. Each club, each fan, each city helps shape a stronger, safer future.
This is just the beginning. Our long-term vision includes expanding to youth academies, sports beyond football, and broader public safety partnerships. Together, we’ll take The Strong Side from the pitch to every corner of community life.
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“Together, we can build safer stadiums and stronger communities.”
From Pilot to Powerhouse – Evolving The Strong Side through research.
We are developing research collaborations with Johns Hopkins University and other global institutions to measure the program’s long-term effectiveness. Our goal: create the gold-standard ESD program for the football world, tailored to clubs, fans, and communities.
The next level of violence prevention.
Building on past initiatives to decrease violence through sport.
Un Rosso Alla Violenzia
A league-wide campaign using visible anti-violence messaging, with captains wearing red marks and stadiums displaying red card imagery, alongside training male trainers over three years to address gender-based violence in sport.
Impact
With over 30 million viewers per match round, the initiative boosted public visibility of clubs’ commitment to social issues and secured extensive positive media coverage, positioning Serie A as a leader in responsible sportsmanship.
Tackling Violence
A club-driven initiative in a community Rugby League in Australia, where every player signs a no-violence contract, supported by match-day messaging and junior education clinics.
Impact
The programme created safer club environments, with 80% of surveyed participants reporting the club was “much safer for women and families,” a 73% increase in attendance by women and children, and improved reputations with sponsors and the broader community.
Voice Against Violence
Workshops delivered by players across schools and clubs to educate young people on respect, consent, and violence prevention in the Australian Pacific region.
Impact
Over 14,000 youths were reached, with 93% stating they would treat women with more respect. The initiative strengthened the NRL’s standing in local communities and became a key corporate social responsibility (CSR) highlight for the league.
Football United Against Domestic Violence
Premier and championship football league clubs in the UK the partnered with Women’s Aid to integrate helpline information into matches and create player-led public service campaigns.
Impact
The campaign drove a measurable increase in male callers seeking help and improved female fans’ sentiment toward partner clubs, showing that meaningful action against violence can deepen supporter loyalty and club credibility.