Nike has the iconic Air Jordan, Puma has the fastest man on earth, and now, Fussy has the world’s first armpit sponsorship. That’s right—Fussy is officially the Armpit Sponsor of Forest Green Rovers, the world’s most sustainable football team. This isn’t just about slapping a logo on a jersey; it’s a bold statement that sport and sustainability are a pit-perfect match.
“It’s a pit-perfect partnership. Fussy shows once again they do things differently when it comes to getting their sustainability message out there.” Deborah Meaden
Why Forest Green Rovers?
FGR isn’t just any football club—they’re the only vegan football club and FIFA’s greenest. Here’s why they’re the perfect fit for Fussy:
⚡️Green Energy: FGR generates 20% of their annual electricity from a solar array. Their LED scoreboard and pitch side boards run on solar-charged batteries, with additional energy from Ecotricity’s renewable electricity and carbon-neutral gas.
🏟️ Eco Park Stadium: They’re building the world’s greenest stadium, Eco Park. Designed by Zaha Hadid, this nearly all-wood stadium will seat 5,000 fans, include additional football pitches, and feature extensive greenery and biodiversity enhancements. Electric vehicle and bike charging stations? Check.
🚌 Eco-Friendly Travel: The club minimises travel impact with group travel options, park & ride services, cycle parking, and EV charge points. Every trip to the stadium gets a green makeover.
🥕 Sustainable Food Practices: FGR serves fully plant-based meals, partnering with local and global brands. They also combat plastic waste with refillable dispensers and other eco-friendly practices.
⚽️ Organic Pitch: The club’s organic pitch recycles rainwater for irrigation and uses a system that cleans wastewater from toilets for reuse. Chemical-free, with wildflower borders and a beehive? You bet.
🌱 Global Sustainability Leadership: As the first carbon-neutral football club and a founding member of the UN Sports for Climate Action initiative, FGR shows that sport and sustainability can—and should—coexist.
FGR and Fussy share a commitment to sustainability and bettering the planet—FGR leads the charge on the field, while Fussy tackles single-use plastic in the bathroom. It's a match made in (armpit) heaven. Discover how Forest Green Rovers earned their title as the greenest football club in the world: BBC Article.
The World’s First Armpit Sponsorship
At Fussy, our passion for armpits runs deep—so deep that we’re putting our logo on the Forest Green Rovers players' armpits. Yes, armpits! This marks the world’s first armpit sponsorship. We’re putting our high-performance, natural deodorant exactly where it matters most—right under the spotlight of high-performing pits.
As one of the little guys, we’re determined to stand out against the big guys and make meaningful impacts. This isn’t just about grabbing attention; it’s about driving change. Plus, our budget won’t stretch to full-body sponsorships (yet). We’re here to show that even from a smaller scale, businesses can make a difference for the good of people, the planet, and, of course, armpits. Learn more about our commitment to plants, people, and pits here.
What’s Next?
Oh, you think we’re done? Not even close. We’re not just dipping a toe into sponsorship—we’re diving in headfirst. Expect a season full of promotions, events, and activations that’ll knock your socks off. Stay tuned—you’ll definitely want to see what we’ve got in store.
