The Stadium
The Strong Side Fan Experience
Football should be for everyone. But the reality? Women and men experience match day through vastly different lenses.
Empowerment-based training creates immediate emotional shifts. Research shows participants experience:
✓ SAFE — Supportive, trauma-informed, judgment-free environment
✓ EMPOWERED — Concrete tools and strategies they can use immediately
✓ ENERGIZED — Physical practice combined with group solidarity
✓ CONNECTED — Meeting other fans who share their concerns
✓ VALIDATED — Their safety concerns are legitimate and addressable
✓ EQUIPPED — Verbal strategies, psychological readiness, and physical techniques accessible to all body types
The Strong Side doesn’t just make stadiums safer—it transforms how every fan experiences match day.
The Strong Side is a comprehensive Violence Prevention program designed for football clubs and their home communities. It equips athletes, coaches, staff, security personnel, journalists, instructors, and fans with the skills to create a safer and more respectful environment through verbal and physical de-escalation, self-defense strategies, and proactive safety measures.
Certified instructors deliver trauma-informed training across four core components:
Large-scale season opener and closer events gather female and family fans for massive in-stadium violence prevention training.
What it delivers:
Held first week of March (International Women’s Day: March 8)
Global coordinated activation:
Pre-match sessions open to female-identifying fans and families.
When: 90-minute sessions 2-3 hours before kickoff
Where: Stadium facilities (lounges, conference rooms) and participating venues showing the game
Led by: Credentialed Strong Side Street Team instructors
Cost: FREE
Premium monthly experiences that transform safety training into six-figure revenue opportunities.
Requirements: Participants must complete at least one ESD 4-hour workshop to qualify (drives training enrollment)
Mobile micro-app transforms violence prevention into engaging points economy.
Branded to the fan’s favorite Club with sponsor banners:
Sponsor Value:
Specialized training transforms security into visible safety resources.
Format: Intensive 8-hour certification + annual 4-hour recertification
When: Pre-season training period, with rolling sessions for new hires
Where: Stadium facilities with hands-on scenario practice
Commitment: Initial 8 hours + 4 hours annually
Coverage: Recognizing trauma responses, de-escalation without force, supporting survivors, gender-inclusive communication, incident reporting protocols
Outcome: Security becomes approachable safety resources rather than intimidating enforcement, creating on-site safety networks that empower spectators to intervene or seek help quickly
Strong Side Street Team brings training directly to community members year-round.
Creates deep roots in neighborhoods supporting the club and demonstrates sustained commitment beyond match days.
Male-identifying specific courses teach healthy communication, de-escalation techniques, and alternatives to violence.
Shifts culture toward collaborative safety by engaging men as active participants in violence prevention.
Format: 3-hour workshops designed specifically for male-identifying participants, facilitated by instructors with expertise in gender equity and masculine identity.
Outcome: Men become culture-shifters and allies, creating judgment-free spaces for honest conversation about violence prevention.
The Strong Side transforms safety across every touchpoint, creating comprehensive protection throughout the entire game day experience and beyond:
When women feel safe, entire families attend. When families attend, they:
Net Promoter Score increases +6-10 points among female and family fans who participate in The Strong Side programming.
Safe fans are loyal fans:
Every harassment incident risks:
The Strong Side’s investment is less than a single lawsuit—but prevents exponentially more damage.
Every match day without The Strong Side is a match day where:
The Strong Side transforms fan experience from fearful to joyful, from isolated to connected, from dangerous to safe.
When fans feel safe, everyone wins—on the pitch, in the stands, and on the balance sheet.
The Strong Side
is a trademark of the International Association of ESD Professionals.
THE STRONG SIDE is proud to meet
6 UN Susutainable Development Goals
The content of this publication has not been approved by the United Nations and does not reflect the views of the United Nations or its officials or Member States. Learn more about the United Nations Sustainable Development Goals.
True fandom means looking out for the person sitting next to you. Download our free guide to mastering stadium safety and active allyship.