Athletic Club Fundazioa champions the power of football as a social and cultural tool, placing the people who form part of the red-and-white community at the heart of it all
The Foundation’s new campaign has a clear purpose: to remind us that football is much more than just a sport. It is a shared language, a meeting place, a symbol of collective identity. In a context where professional football faces criticism over a loss of values, the Athletic Club Foundation champions that other side of football: the one that unites, the one that supports, the one that builds community. A football that beats in the streets, in the neighbourhoods, in the people. A football that isn’t dazzled by the spotlight to be great.
In the words of Johana Ruiz-Olabuenaga, director of the Social Department at Athletic Club, “This campaign is a call for a different way of doing things. Athletic is unique, and so is its Foundation, because it applies the club’s values to every initiative: with a down-to-earth approach, without losing sight of the ground we walk on and the responsibility we have towards our people. The Foundation’s message is that football, when used well, can be an unrivalled tool for social transformation because its power reaches far beyond the pitch. Put another way, because it’s not all about football.”
