Join The Strong Side

The Stadium

The Strong Side Fan Experience

The Gender Gap in Fandom: Two Different Game Days

Football should be for everyone. But the reality? Women and men experience match day through vastly different lenses.

Men's Match Day Reality

    • Unrestricted movement and stadium access.
    • Cultural permission to express passion & anger intensely.
    • Often unaware of the harassment women face.
    • Few tools for effective bystander intervention.
    • Pressure to conform to aggressive fan culture norms.
    • Pressure to consume alcoholic beverages well past tolerance.

Women's Match Day Reality

    • Persistent harassment in stadiums, concourses, and parking areas.
    • Constant vigilance that steals focus from the game.
    • Safety anxiety during transport to and from matches.
    • Navigating alcohol-fueled environments and aggressive masculinity displays.
    • Limited options for reporting incidents.
    • Feeling like second-class supporters in their own club’s home.
The result? 38% of female fans cite safety as their primary barrier to attending matches live. Your stadium isn’t just missing women—it’s losing entire families, future generations of supporters, and millions in untapped revenue.

The Training: How We Move Your Fans

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

How It Feels: The Emotional Transformation

The Strong Side doesn’t just make stadiums safer—it transforms how every fan experiences match day.

Before The Strong Side

Anxiety about evening matches • Hypervigilance preventing full game engagement • Hesitation to bring children • Feeling excluded from fan culture • Isolation from the full supporter experience

With The Strong Side

Confident to attend independently or with children • Skilled in boundary-setting and de-escalation • Connected to visible safety networks (Strong Side Street Team) • Empowered to claim full space as passionate supporters • Joyful in sharing love of the game without compromise • Proud to belong to a club that prioritizes their safety
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Before The Strong Side

Limited awareness of others' experiences • Unsure how to help when witnessing harassment • Trapped in narrow expressions of masculinity • Missing opportunities to create inclusive culture

With The Strong Side

Equipped with bystander intervention skills • Confident in creating safer spaces for everyone • Connected through collaborative safety culture • Free to express passion in healthy, inclusive ways • Valued as allies and culture-shifters
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The program unpacked

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.

Specialised Violence Prevention Training

Certified instructors deliver trauma-informed training across four core components:

Verbal Strategies
Boundary-setting language, de-escalation tactics, and bystander intervention skills that prevent violence before it escalates.

Psychological Readiness
Address fear responses in threatening situations, offering ways to reclaim power and reduce vulnerability.

Physical Techniques
Simple techniques accessible to all body types—outline boundaries, situational awareness, and escape techniques.

Inclusive Approach
Programs adapt for survivors of violence, people with disabilities, LGBTQ+ communities, and other marginalized groups—no one is left behind.

The Kick-off

Large-scale season opener and closer events gather female and family fans for massive in-stadium violence prevention training.

What it delivers:

    • Hundreds trained simultaneously
    • Immediate buzz and media attention
    • Demonstrates club commitment publicly
    • Creates “safety moment” that defines the season
    • Instant skills fans can use that same match day

The Strong Side Alternate Jersey Week

Held first week of March (International Women’s Day: March 8)

Global coordinated activation:

    • All participating clubs and fans wear alternate jerseys on at least one match day
    • Creates powerful visual solidarity worldwide
    • Additional ESD workshops offered throughout the week
    • Generates international press coverage and social media momentum
    • Positions club as part of global safety movement
    • Creates program specific merchandising opportunities

Gameday Safety Training

Pre-match sessions open to female-identifying fans and families

Format:
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 

Why it works:

    • Encourages cross-team camaraderie (home AND away supporters train together)
    • Drives early stadium arrival → increased concession sales
    • Participants receive completion certificates and member benefits
    • Reduces hooliganism while building bridges between rival fans
    • Showcases ESD’s relevance in creating safer match culture

VIP Women's Events

Premium monthly experiences that transform safety training into six-figure revenue opportunities.

Phase 1: Pre-Game Empower Lab (90 minutes)

    • High-energy workshop on boundary-setting, safety, and bystander drills
    • Completion unlocks VIP credentials
    • Sponsors offer exclusive swag, food, beverages

Phase 2: VIP Match Experience

    • Watch from club-level Strong Side Suites
    • Food and merchandise vouchers included
    • Q&A with marquee player or coach

Phase 3: Post-Game Photo & Strong Side-Ride Exit

    • On-pitch group photograph with team captain when possible
    • Instant sharing via club social channels (evergreen marketing asset)
    • Branded ride-share code for safe departure
    • Exit-code data proves event reach and sponsor value

Requirements: Participants must complete at least one ESD 4-hour workshop to qualify (drives training enrollment)

Mobile App Integration

Mobile micro-app transforms violence prevention into engaging points economy.

Branded to the fan’s favorite Club with sponsor banners:

    • 3-minute Violence Prevention micro-lessons accessible anytime, anywhere
    • Stadium safety maps with real-time support resource locations
    • Points-based rewards (lesson completion, game check-ins, social sharing)
    • Exclusive merchandise discounts and VIP event entry codes
    • Direct communication channel for safety concerns

Sponsor Value:

    • Sponsor-provided benefits for online/ in-store shopping
    • App-exclusive offers
    • Points store discount codes (direct sales tie-in and tracking)
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Trauma-informed Security Personnel

Specialized training transforms security into visible safety resources

Training Details:

·       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

Daily Community Outreach

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.

Activities:

    • Free training at community centers, schools, social groups
    • Pop-up sessions at farmers markets, festivals, public gathering spaces
    • Partnerships with local organizations serving marginalized communities
    • Open to all female-identifying community members at no cost
    • Operates on- and off-season, maintaining year-round visibility

Reach:

    • 4-instructor model: 24,000 engagements/year
    • 6-instructor model: 36,000 engagements/year
    • 10-instructor model: 60,000 engagements/year

Men and Boys: Shifting the Culture

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.

Men’s Programming Focus:

·       Understanding how traditional masculinity norms contribute to stadium violence

·       Effective bystander intervention that feels authentic to male identity

·       De-escalation strategies for high-emotion game situations

·       Building allyship skills to support female fans and family members

·       Creating positive fan culture that welcomes everyone

·       Healthy emotional expression that channels passion without aggression

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 Complete Fan Journey

The Strong Side transforms safety across every touchpoint, creating comprehensive protection throughout the entire game day experience and beyond:

In the Stadium During Games

    • Visible Strong Side Street Team members in branded apparel
    • Trauma-informed security personnel trained in de-escalation
    • MyPwrApp provides real-time stadium safety maps
    • Dedicated Strong Side sections where trained fans support each other
    • Visible signage indicating trained bystanders and safety resources
    • Male fans equipped with intervention skills actively promoting respectful culture

At Bars and Viewing Parties

    • Partner venues display Strong Side certification
    • Bar staff receive basic ESD awareness training
    • MyPwrApp lists certified safe viewing locations
    • Trained fans organize inclusive watch parties through app
    • Special Strong Side viewing events with facilitated discussions

During Transport To and From Events

    • Branded ride-share partnerships offering female drivers and safety-verified vehicles
    • Strong Side-Ride exit codes distributed through VIP events and app
    • Public transit partnerships creating designated Strong Side sections
    • Walking group coordination through app for fans heading to same neighborhoods
    • Street Team presence at major transit hubs before and after matches

In the Broader Community

    • Year-round Street Team presence at schools, community centers, gathering places
    • Free training accessible to all female-identifying community members
    • Pitch Forward donation drives funding tickets and training for underserved populations
    • Partnerships with local organizations serving survivors, LGBTQ+ communities, marginalized groups
    • Club becomes recognized as community safety leader beyond sports context

How This increases Your Bottom Line

The Family Effect

When women feel safe, entire families attend. When families attend, they:

    • Buy 2-4x more tickets per season
    • Spend 45% more on merchandise
    • Remain loyal for generations (kids become lifelong fans)
    • Share experiences on social media (free marketing)

Net Promoter Score increases +6-10 points among female and family fans who participate in The Strong Side programming.

Safe fans are loyal fans:

    • Women’s sports fans are 45% more likely to buy from sponsors
    • 54x more likely to recall sponsor brands
    • Create sustained ticket revenue single-game buyers
    • Drive merchandise sales year-round, not just on match days

Every harassment incident risks:

    • Sponsor pullouts (worth $4-7M annually per shirt-front deal)
    • Legal settlements ($1-1.5M average)
    • Insurance premium hikes (+2-3% = ~$600K for $300M revenue clubs)
    • Reputation damage that takes years to repair

The Strong Side’s investment is less than a single lawsuit—but prevents exponentially more damage.

It's Your Move

Every match day without The Strong Side is a match day where:

    • Women choose to stay home
    • Families skip bringing their kids
    • Harassment goes unchallenged
    • Revenue walks out the door
    • Your club falls behind competitors who act first

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.

Ready to transform your stadium?

THE STRONG SIDE is proud to meet
6 UN Susutainable Development Goals