This case study is a collaboration between the Anti-Racist Soccer Club and Vermont Green FC. In early 2021, Vermont Green FC officially joined the Anti-Racist Soccer Club coalition to take meaningful steps towards combating racism within the sport of soccer. For the past year, the two organizations have worked together to develop a strategic plan that addresses various aspects of inequity in soccer and the club’s local community.

As a result of the hard work and dedication of the front office staff, coaches, and players of the organization, in partnership with ARSC and the local community, the club built a solid foundation for its grassroots efforts to engage its community through anti-racist actions and behaviors. The ARSC 10 point plan framework provided the club with the context and guidance needed to focus its DEI efforts. As a result, the club connected with a broader, more diverse constituency within its community, developing partnerships that were fundamental to the success of the club in its inaugural season. The partnership also laid the foundation to begin the work of exploring and discovering where and how anti-racism and environmental justice support and reinforce each other for the greater good. This case study will outline all of the work that the club did in year one and show how a soccer club, with an intentional focus on building anti-racism into its DNA, can be a successful driver of change in its community.

Anti-Racist Soccer Club

This coalition was created to fight racism in American soccer. The founding organizations and individuals understand the need to address the ongoing systemic racism that exists within our game, with impactful action. The 10-point plan is the foundation for what American soccer clubs can do as a starting point and this coalition will continue to guide any clubs that wish to adopt and implement the plan. Clubs, leagues, and supporter groups can apply to join the Anti-Racist Soccer Club coalition by submitting their version of the 10-point plan that fits their community, based on ARSC guidelines. Accountability must become a part of the process in fighting racism.

Vermont Green FC

Vermont Green Football Club is a men’s soccer club that kicked off its inaugural season in May 2022. The club competes in the USL League Two division of the USL ecosystem. The club is embarking on an ambitious mission to embed environmental justice into its competitive strategy, operational processes, and culture. The club believes soccer can be a powerful catalyst for a more environmentally sustainable and socially just world. The ultimate goal is to build a club that prioritizes the environment and the well-being of all people in all business decisions impacting our local and global communities.

The Intersection of Environmental Justice and Anti-Racism

In the United States, environmental justice emerged within and out of the civil rights movements in the 1960s. While the broader civil rights movement exposed and fought against racism that deprived citizens of political rights, economic opportunity, social justice, and human dignity, other citizens and activists were fighting against an extension of racism that targeted people of color and poor people as the recipients of pollution.¹Center for Sustainable Systems, University of Michigan. 2021. “Environmental Justice Factsheet.” Pub. No. CSS17-16. These communities were the “path of least resistance” for decision-makers choosing where to dump toxic waste or site-polluting industries. However, residents and civil rights activists in Warren County, North Carolina, Latino farm workers in California’s San Joaquin Valley, students in Houston, Texas, and other marginalized people across the country fought to protect their health and local environment. Those efforts help illuminate an extension of racism in America: people of color are disproportionately harmed by environmental degradation in the form of pollution and toxic chemical exposure.²Skelton, R. & Miller, V. “The Environmental Justice Movement.” National Resource Defense Council, March 17, 2016, https://www.nrdc.org/stories/environmental-justice-movement.³Center for Sustainable Systems, University of Michigan. 2021. “Environmental Justice Factsheet.” Pub. No. CSS17-16. Environmental justice continued to gain prominence in the 1980s with the publication of studies showing the disproportionate environmental and health harms communities of color faced.⁴“Environmental Justice Timeline.” U.S. Environmental Protection Agency, July 18, 2022, https://www.epa.gov/environmentaljustice/environmental-justice-timeline. Dr. Robert Bullard, known as the father of environmental justice, wrote, “whether by conscious design or institutional neglect, communities of color in urban ghettos, in rural ‘poverty pockets’, or on economically impoverished Native-American reservations face some of the worst environmental devastation in the nation.”⁵Environmental Justice Timeline.” U.S. Environmental Protection Agency, July 18, 2022, https://www.epa.gov/environmentaljustice/environmental-justice-timeline.

Climate change is perhaps the largest existential threat to social justice around the world, because the negative impacts like flooding, drought, wildfires, and other extreme weather events, exacerbate existing social inequality and inequities. The climate justice movement emerged out of the need to address the harmful disparities of the impacts of climate change and recognize the responsibility of those who have contributed (and benefitted) the most from the pollution driving climate change.⁶Klinsky, Sonja. “Climate change is a justice issue- these 6 charts show why.” Greenpeace, November 9, 2021, https://www.greenpeace.org/international/story/50639/climate-change-is-a-justice-issue-these-6-charts-show-why/⁷“In-depth Q&A: What is ‘climate justice’?” CarbonBrief, October 4, 2021, https://www.carbonbrief.org/in-depth-qa-what-is-climate-justice/

The 10-Point Plan

The 10 pillars were developed by the Anti-Racist Soccer Club board consisting of current and former professional soccer players, team ownership, and educational scholars with expertise in racial inequity and sport. They are actionable guidelines for clubs to implement anti-racist initiatives that fit specifically to their club. Joining the coalition requires an in-depth analysis of how a club is currently addressing these pillars and a plan for how it will holistically move forward with these points.

1. Invest resources into our communities to further diversity, equity, and inclusion.

2. Increase representation to reflect the community and sport in which we operate. 

3. Educate our community about racism and anti-racist behaviors.

4. Support the protest or removal of the National Anthem.

5. Provide a platform for all players to speak openly and freely about social injustices and inequality. 

6. Expand access to the sport and work towards equitable play.

7. Commit to actively working to end police brutality. 

8. Pledge to increase support for Black-owned and Black-led organizations.

9. Partner with organizations that will support anti-racist efforts.

10. Make matches more accessible and more inviting to marginalized communities.

In the following pages, you will get a comprehensive analysis of the work that was done by both Vermont Green FC and the Anti-Racist Soccer Club to develop and implement a bespoke 10-point plan. The success of the club’s inaugural season is a testament to the time and resources the club put into planning and implementation. The analysis is intended to provide insight into how one club prioritized anti-racism in its competitive strategy, operations, and culture, and as a result, garnered widespread community support and engagement. The spirit of the beautiful game is a reflection of the diversity of people who love and play the sport the world over. Diversity, equity, inclusion, and anti-racism can and should be important aspects of any soccer club’s DNA.

Key Statistics

At the end of its inaugural season, Vermont Green FC partnered with Middlebury College researchers to conduct a fan engagement survey. The survey received >500 high-quality responses and analysis was done by the research team. The survey results are an important first step in helping the club assess its impact in the first season and plan for future improvements. The club was encouraged to learn the following insights:
Being intentional about building community pays off:

• 99% of respondents feel the club is an important part of the community.

Purpose beyond sport resonates (locally and online):

• 95% of respondents strongly/somewhat agreed that the club’s environmental justice mission is important to them.
• “Atmosphere” and “club values” were the top two reasons why respondents attended matches.
• 70% of fans strongly/somewhat agreed that VGFC helped them view environmental challenges and social justice as more interconnected.

We drew support from outside traditional sports fans:

• 67% of respondents did not regularly attend college, amateur, or professional soccer games.
• 14% of respondents were not a fan of any other soccer team.

Supporters want more from sports clubs:

• 96% of respondents wished more sports teams would take a public stand on climate change. Notably, the club publicly talked about climate change through the lens of climate justice.

Vermont Green Plan Analysis

Invest resources into our communities to further diversity, equity, and inclusion.

• Develop partnerships with local community organizations focusing on minorities.
• Listen and learn about the needs of the community from these partners.
• Educate our organization and engross our players and staff in the community.

Time is one of the most valuable resources available to us. Vermont Green utilized this resource by investing important hours in building relationships with local community youth. The partnership with King Street Center allowed the club to build crucial community ties between the club and local youth and families. The club chose to partner with the King Street Center because it is an important pillar of the Vermont community that supports underrepresented Vermonters and promotes inclusivity within the Burlington community. The goal of the partnership was to learn from King Street’s experience and expertise in community building in an effort to make Vermont Green an accessible and inviting place for all Vermonters, especially the youth. The club spent a significant amount of time at the Center; teaching and playing soccer with the kids, providing mentorship, and cultivating conversations about social justice and climate justice.

This partnership helped to expose a lot of the members of the King Street community to the sport of soccer, giving them the opportunity to learn more about the sport and the values and ideals inherent to the beautiful game that can be used to address environmental and societal issues. From the end-of-season fan study, 67% of respondents did not regularly attend college or professional soccer games before Vermont Green. This statistic speaks to the magnitude of impact the club had in the community.

The partnership wasn’t just about soccer, however. The strategic focus was on leveraging community relationships to showcase and elevate the existing richness and diversity of cultures in Vermont and provide whatever resources were needed for youth and families to know they are important members of the Vermont Green family. The partnership provided club staff and players with the opportunity to learn more about what it takes to be an organization that recognizes the impacts of and seeks to address systemic racism in its community engagement strategy, with the aim of supporting communities – youth and families – that have been historically marginalized and continue to be underrepresented in Vermont. The club prioritized King Street Center because they’ve served historically marginalized communities for over 50 years in Burlington. The center serves 120 youth and families, 80% of which are from New American families.

Sometimes, investing resources means leveraging your own platform for the good of others. Vermont Green developed a partnership with Juba Star FC, which is a soccer club in the Burlington area that aims to establish a multicultural atmosphere where family values, sportsmanship, fair play, honesty, integrity, and loyalty are the foundation (Juba Star, 2022). These values directly align with the values of the Vermont Green organization. Furthering inclusive missions are important for the development of the Burlington community and both Juba Stars FC and Vermont Green are prioritizing these values.

It was important to make use of as many resources as possible to help amplify the Juba Stars FC mission. One of the best ways Vermont Green was able to employ its resources was by using its platform to help Juba Stars FC raise money to fund its trip to the Louisville International Outdoor Cup. This is an important tournament because it provides equitable opportunities for talented immigrant soccer players to showcase their talents on a national stage. Leveraging Vermont Green’s marketing resources, and relatively large social media platform, empowered Juba Stars FC to raise $8,000 for its trip and operations of the organization. Multiple Instagram posts, like this one, helped Vermont Green hit its fundraising target. The club utilized its popular matchday program to consistently highlight the Juba Star FC fundraiser. In addition to the program, the club took advantage of local media presence at practices and games to highlight the fundraising efforts.

The most important aspect of this pillar is understanding what resources the community needs. If organizations aren’t willing, or able, to partner with community leaders and listen to what these people have to say then the resources provided may not be effective. As Vermont Green showed, it’s about more than simply throwing money at the issues. Developing cohesive partnerships with local organizations that are consistently doing work in underserved communities is one of the most effective ways to provide support. Listen, learn, and take action when necessary. These are the most impactful steps a soccer club can take to enhance diversity, equity, and inclusion in its community.

Increase representation to reflect the community and the sport in which we operate.

• Bring in diverse representation in the coaching staff to better reflect the Burlington community.
• Sign players that showcase a variety of ethnic backgrounds.
• Provide opportunities for minorities in other organizational roles.

Providing diverse representation, to best reflect the various communities that Vermont Green represents in the Burlington area, was a top priority for the organization. In order to create inclusive and inviting environments, it was important to bring in diverse figures in crucial roles for the club. The coaching staff was developed with an eye towards having role models that can connect with players of different backgrounds.

The club made the decision to bring on Reuben Ayarna in a player/coach role to help facilitate his transition into a more technical staff position while also allowing him to integrate into the playing staff. Having someone with his experience, both on and off the field, helped to provide guidance and perspective for the players while also providing a fresh point of view for the coaching staff and a guiding light for innovation within the group.

Having diverse representation in the coaching staff also helped the organization to understand the responsibilities of the club when bringing in a wide variety of players from different cultures. During an interview, Reuben pointed out the importance of providing resources for these players as they arrive in a new environment like Vermont Green.

“If we are going to recruit different types of players from various cultural backgrounds, we have to be able to help these players thrive in our environment.” -Reuben Ayarna

One of those players was Diba Nwegbo, a standout forward from William & Mary University. He is a player of Nigerian descent that was drawn to the club because of its mission around environmental and social justice. Diba realized his impact off the field could be even greater than his impact on the field, simply by getting more involved with the club’s initiatives and community action.

“To me, social justice is the process in which a fair chance is given to civilians to have a better life that they deserve, whether that is financially or economically. It was nice to feel like I had an impact on the people in Burlington. The smiles on peoples faces throughout the season was incredible to see and it reassured me that all of the sacrifice and hard work pays off”. – Diba Nwegbo

Not only is representation important on the field and in the coaching staff, but it is also important behind the scenes as well. Vermont Green FC put an emphasis on finding diverse employees that could play key roles with the club. One of those roles, that turned out to be incredibly important for the storytelling of the club, was the team photographer. Spenser Powell took the role of team photographer, not only because it is his passion, but because he wanted to be able to provide a diverse perspective from behind the lens. His work was integral in helping to tell the story of the organization from a variety of perspectives.

“When you think of some of the best photographs over the last 10 years, to me they’ve mostly been revolving around injustices in the United States. Whether it be the image of the man from Ferguson throwing a flair or the image of the person with their hands up in front of the police barricade lines. Photography is so important in capturing these images and spreading awareness of each individual moment to people around the globe who may not be aware of what’s going on. For me, being able to say hey this is how as a person of color this makes me feel and be heard is a big asset to the club culture.” – Spenser Powell

Educate our community about racism and anti-racist behavior.

• Provide insight on specific topics that overwhelmingly impact certain communities
• Take steps to utilize the club platform as a means for change on these topics.

The intersection of climate justice and social justice provides the perfect opportunity to educate the masses on the racial implications that play a factor in everyday life. Throughout the season, Vermont Green utilized its platform to provide greater insight into issues like transportation, energy savings, and more, that have a massive and disproportionate impact on low-income and minority communities.

The club learned that New American communities often face disproportionate energy burdens due to a lack of financial resources and equitable support services that contribute to greater agency within the community to meet their housing and transportation needs. For example, the majority of New American families living in Vermont do not own homes and instead rent due to a lack of financial resources and support services. Changing this trend is a major opportunity to advance diversity, equity, and inclusion in Vermont, and an important educational and awareness opportunity as housing is a prime example of a basic human need that intersects environmental stewardship and social justice. Lead and radon exposure, asthma risks from poor indoor air quality, and fewer safeguards that bolster natural disaster preparedness are some of the housing and transportation challenges that disproportionately harm low-income and BIPOC communities. Addressing these inequities improves health, well-being, and financial security while reducing the pollution burden faced by the natural environment.

Vermont Green also learned about the transportation issues facing New American families in Vermont through its partnerships with King Street Center, Juba Star, and CATMA. Owning and operating a car is financially challenging for some members of this community due to a lack of financial resources. There are also safety risks associated with aging vehicles, which may be the only option for families who cannot afford newer vehicles. In addition to a lack of financial resources, many parents in this community work multiple jobs, making it difficult to be available to drive their kids to activities, like playing club or pick up soccer, or watching a community soccer match. Additionally, the process to attain a driver’s license can be a challenge for the older generation due to language barriers. For those who do attain a driver’s license, a lack of experience and confidence can pose barriers to driving to new locations on their own. The club learned that support is needed to address these barriers in order to make club matches accessible and equitable to New American communities.

The club took some initial steps to raise awareness of the connection between environmental stewardship and social justice by partnering with local organizations that are working to address these issues in the community. Vermont Green hosted GreenSavingSmart as a community spotlight during the season to highlight the issues of energy equity and promote the equitable services GSS offers local residents. GSS runs a statewide initiative that advances equity by addressing energy burdens – a household’s energy expenses divided by its income – and financial literacy. The organization provides free coaching services and assistance to low- to moderate-income individuals and families and prioritizes BIPOC and New American communities who historically have lacked appropriate and sufficient support navigating the complex landscape of Vermont’s services and programs provided by energy efficiency utilities, financial institutions, local utility companies, fuel providers, and others. This effort was primarily focused on education and awareness of existing equitable services, with the aim to grow more direct support in future seasons.

The club also partnered with the Chittenden Area Transportation Management Authority (CATMA) for their inaugural season to address the Club’s carbon footprint and support fans through education and initiatives that reduce transportation costs, increase convenience, and reduce pollution that drives climate change. Access to transportation determines our access to essential services and empowers individuals through better health care, employment opportunities, education, culturally appropriate and healthy food choices, green spaces, and social support by more easily connecting with family and friends. Transportation solutions that address racial, economic, and disability equity stand the best chance of becoming immediate and enduring long-term solutions for reducing climate pollution with co-benefits that lead to better economic and social outcomes for low-income and minority communities. The club sought to address transportation barriers faced by low-income and New American communities by working with CATMA and the regional public transit system to develop customized maps and information about how to take the free public bus to home games, which they promoted through their digital channels and sharing information with community partners and trusted leaders in that community. The club also worked with local community partners, like AALV, to provide transportation support to minority communities by encouraging and supporting partner-led vanpools, carpools, and walking together to games. As a result, New American families attended Vermont Green FC games that exceeded partner expectations.

“One of the biggest positive impacts for me was the inclusive environment that was developed over the course of the season. Many people in our community are afraid to drive, park, and interact in a crowded space like a soccer match so for the community members to come out in such large numbers was really exciting to see. They were able to do so because they felt welcomed and comfortable in the Vermont Green environment. That was a beautiful impact already.” – Noor Bulle

In addition to working to make matches more accessible and inviting to marginalized communities, the club showed up in the community in spaces and at events familiar to these communities that would allow its relationship with New American and BIPOC communities alike to grow. The club participated in Burlington’s Juneteenth celebration by hosting kickball and soccer games with local youth at a local park situated in one of Burlington’s most diverse neighborhoods, where a multifaceted celebration was taking place that included free food cooked by minority-owned businesses, music, poetry, and dialogue by minority artists and activists. The Juneteenth organizing committee requested players and staff that identified as Black to attend and represent the club, which the club facilitated. By being present and engaged in this environment, the club was aiming to demonstrate solidarity with minority community members, as well as our Black players and staff. Additionally, per the request of the Juneteenth organizing committee, players and staff that identified as Black provided a brief selfie video explaining the importance of Juneteenth, which the club shared with the organizing committee to use at their discretion to celebrate the event.

The club also showed up at National Refugee Day at a local park that was chosen for its convenience and familiarity with the New American and former refugee communities. The club hosted a table and a small-side pick-up soccer game for youth. The club also spent time talking with attendees, many of whom were former refugees, building relationships one person and one family at a time. In this space, club staff ran into members of the Juba Star community, and enjoyed time together in an informal setting, sharing food, discussing club and community matters, and sharing in the excitement of building a partnership that was already felt to be special from both sides.

The club also focused on making the matchday experience one that celebrated and welcomed cultural diversity in an effort to raise awareness of anti-racism and cultivate a more inclusive and welcoming environment for minority community members. The club played “Lift Every Voice And Sing” on Juneteenth, and every matchday after, to commemorate what is often known as the “Black National Anthem”. The front office provided an in-depth explanation of why the anthem was being played and the history behind it as well. In every matchday program, the club explained the historical context of the anthem, including its original author and some of its historical uses. The club also explained its use at Vermont Green games. The celebration of African American freedom, achievement, and respect for the culture was particularly powerful in a community that has struggled for diverse representation.

Additionally, the club put up welcome signs in languages spoken by a variety of former refugee and immigrant community members.

Support the protest or removal of the national anthem.

• Acknowledge the history behind the song and address the timing and usage of it on matchdays.

This has been a hot-button topic for many years now and it is becoming more and more prevalent in the sporting world. The issue of the national anthem and its validity at sporting events has been heavily discussed and critiqued in every realm of the sporting world. As an organization, Vermont Green thought long and hard about how to address this specific topic. While not completely eradicating the anthem from the matchday routine, the club took steps to make sure everyone felt more comfortable during pregame activities.

From the onset, the national anthem was played before the players took the field. This was a decision made by key front office members after discussions with players, coaches, and other staff. While the club has great respect for the United States and all those who have fought for the freedoms we enjoy daily, the club also understands that people have different views and feelings on what the national anthem means to them.

The club also took the step of adding “Lift Every Voice and Sing” to the pre-game programming. This step was taken after plenty of discussions with club partners and the local community about how best the club could develop an inclusive environment. Many key stakeholders felt that adding this song, and the educational context behind it, to the matchday programming, would help to reach a broader audience throughout the community. This is a pillar that requires a lot of education and discussion to figure out what is best for everyone involved including players, coaches, staff, and fans. There is still more to be done but the initial steps have been taken.

Provide a platform for all players to speak openly and freely about social injustices and inequality.

• Support players in their efforts to address social justice issues that are important to them.
• Utilize the club platform to raise awareness for important causes.
• Empower players to do more with their own platforms.

It is important for players to feel supported by their clubs, both on and off the field. Providing players with the platform and resources necessary to be able to share their stories is a huge part of connecting the club and the community. Fans can relate to some of the joys, struggles, and values that players convey on a consistent basis. Vermont Green put a serious emphasis on providing its players with the opportunities to speak up and speak out. Riley Urie is a local Vermont player who was willing to share his story and his passion for social justice. The club gave him the opportunity to speak with local media about his journey which helped give fans a closer look at the type of people representing Vermont Green. The club also leveraged its own social media platform to support Riley’s social justice efforts, specifically around “Black Lives Matter” and social justice efforts within the Burlington community.

Standout players, like Diba Nwego, were able to take it a step further and shine a national spotlight on the importance of equity and why social justice is important to them. The Vermont Green player was able to leverage the national-wide audience that the United Soccer League social media platform reaches to share his thoughts on being a black athlete in America and how it shapes his everyday life. Although Diba is still new to speaking out on issues of social justice, he understood his ability to utilize his platform as an athlete to impact change, both locally and nationally. Vermont Green’s Juneteenth celebration gave Diba the perfect opportunity to expound on the importance of the day, what it means to be a black athlete, and how he can impact that local community.

Supporting and empowering athletes to take these steps are critical for community club success. These athletes are an extension of the communities that support the soccer club. Being able to see athletes who care about more than just the sport is a natural way to connect with the fan base. It is the human element of the sport. “More than an athlete” isn’t just a phrase anymore, it is a way of life for many athletes who want to make a substantial impact in the communities they live in and represent.

Expand access to the sport and work towards equitable play.

• Teaching soccer skills to community youth at King Street Center.
• Providing a more inclusive atmosphere at home games.

Increasing the level of engagement in the sport of soccer for disadvantaged communities is one of the most important pillars that need to be addressed within anti-racist efforts. If people can’t experience the sport, then they can’t understand the powerful impact it has on our culture. Vermont Green recognizes the power the sport has to connect people. Providing greater access to youth programming, semi-professional training, and other soccer-specific education is important to expanding the anti-racist mission of the organization.

The partnership with the King Street Center allowed the club to take important steps towards expanding soccer access in the Burlington area. The club utilized this partnership by placing players in the King Street environment to help teach youth kids about the sport, interact with them while learning new skills, and blend the mission of social justice and climate justice. Vermont Green players spent time, each week, sharing their soccer knowledge with the community members at King Street.

To further that access, the club also hosted the King Street Center youth at various practices. This gave the youth the opportunity to experience a true soccer environment. The kids were allowed to watch practice, join in on soccer activities at the end, and soak in the soccer culture that has been created at the Vermont Green club. To cap it off, King Street youth and leadership were hosted and highlighted at halftime of a match, sharing the important aspects of the partnership and how it has impacted both the club and the community center. The community spotlight was held at the club’s final home game in front of a sold-out crowd of 2,500 supporters, providing the King Street Center Executive Director, staff, and teens an opportunity to speak to our supporters, share the importance of King Street Center and their experience with the partnership, and showcase the climate justice art project teens and players worked on together. Local television also interviewed both King Street Center Executive Director and Vermont Green FC Chief Purpose Officer on live television at the start of the match, providing King Street Center an opportunity to highlight their work in the community and our partnership goals of empowering minority youth and fighting systemic racism.

Commit to actively working to end police brutality.

• Align with local partners that are facilitating community engagement with law enforcement.

Public attention and discourse concerning policing in Burlington and surrounding areas has grown in recent years. As a new member of the community, Vermont Green decided it needed to focus first on making its club an inclusive and accessible organization by listening to and engaging its community partners on timely needs and priorities. As a result, it recognized it needed to spend more time listening to and learning from its community about the nature of the relationship between the police and local community. Partnering with organizations, like King Street and Juba Star FC, allowed the organization to get a better understanding of how law enforcement was viewed in the community and where and how the club could support positive interactions between community members and law enforcement.

These conversations are ongoing and require thoughtful engagement over the long-term. The club will continue to engage partners in this conversation and will be seeking further guidance from members of the minority community who have joined local law enforcement.

Pledge to increase support for Black-owned and Black-led organizations.

• Support provided to King Street and Juba Star FC.

As outlined above, the partnerships that were created with both King Street Community Center and Juba Star FC were massively impactful from both sides of the partnerships. These organizations are black- and minority-led organizations that provide comprehensive support services for minority youth and families in Burlington and surrounding areas. The focus for 2022 was to center intentionality, inclusivity, and active listening to build trust and learn how to best support and serve these organizations to advance our respective missions through the engagement of shared values. Vermont Green worked with both organizations to showcase how soccer can be a powerful platform to advance environmental and social justice principles throughout the community.

The goal for 2023 is to continue these strong partnerships with both organizations while also pushing on to find other businesses and organizations to work with that align with the club’s values and mission for impact. In particular, the club is working to expand awareness and utilization of our “Spread the Love” ticket. The club is reaching out to more minority-led organizations serving youth and families to make them aware of the financial inclusivity policy and process for obtaining these tickets for their members. As a soccer club, it is important to understand what is working and how to continue to spread positive impact. The club is wholly committed to advancing DEI efforts to help strengthen the Burlington community.

Partner with organizations that will support anti-racist efforts.

• Highlighting partnerships with AALV, Boys & Girls Club, CATMA, and more.

Being an anti-racist soccer club is a core part of the value system Vermont Green has developed for its organization. A part of being an anti-racist soccer club means partnering with other organizations that share the same anti-racist values. Vermont Green identified a number of key local organizations that consistently put in the work to combat systemic racism, both locally and nationally.

King Street Center is a non-profit community organization in Burlington that provides children and families with the core life-building skills necessary for a healthy and productive future. The mission of the organization is to create a place where kids meet opportunity through learning, play, and community. The community center offers programs that provide fun and enriching activities year-round for children, teens, and adults. The center operates in one of the most diverse neighborhoods in the Burlington area, with dozens of immigrant and refugee families calling King Street “home”. It is a working-class neighborhood with a high concentration of subsidized housing.

The King Street Center staff understands issues around inequity and racism; and how it permeates everyday life for the citizens of its community. Whether it is issues regarding COVID testing equity or disparities in educational opportunities; the community center offers programs that are aimed at providing an equal playing field for the disadvantaged. Partnering with King Street Center allowed the Vermont Green players and front office staff to get a firsthand look at the inequity issues that many outside of the organization face on a daily basis. Listening and learning from the community center staff, and members, helped the Vermont Green organization develop its own plan of impactful action that aligns with the work the King Street Center is doing.

“We are only just scratching the surface of building this culture, which is why we chose partners we believed embodied a service mindset and culture. We were very much trying to learn as we collaborated with these organizations on different initiatives.” – Keil Corey

Several themes emerged regarding actions the club could take to better serve New American families. The first was to have a financial inclusion strategy, which became the Spread the Love ticket donation initiative. The club was able to donate free match tickets to several organizations that serve historically marginalized youth and families in our community, including King Street Center, AALV, Boys & Girls Club, Juba Star, and ad hoc requests. The second was to address transportation challenges for families, which the club did by leveraging vans owned by King St and other community organizations, organizing and supporting walking to matches, and leveraging CATMA and Green Mountain Transit partners to raise awareness of the free bus route and how to utilize that service to attend matches. The third was the importance of showcasing youth leadership on climate justice, which the club did through an educational activity that culminated in youth presenting their artwork representing solutions to climate justice to a sold-out crowd of 2,500 at the final home match. The club learned these young people are very knowledgeable not only about the challenges of climate change, but also the social inequities climate change exacerbates, and have good ideas about solutions to address those challenges. The fourth theme was understanding these young people did not have much exposure to opportunities for employment in growing Vermont industries, specifically solar. The club worked with title sponsor SunCommon to host a mini career day with King Street youth where they got to meet and talk with a range of professionals working in different roles and departments at SunCommon. This initiative worked as both an education and awareness opportunity for youth but also served to build connections and the start of a professional network that youth could use to pursue potential career pathways in the solar industry.

Similar to the partnership with King Street Center, Vermont Green identified the Juba Star FC organization as a partner that would help to enhance its anti-racist efforts. Juba Star soccer club operates exclusively for recreational and educational purposes without bias regarding race, color, sexual preference, ethnicity, or socio-economic status. The club empowers and enhances the lives of the players by promoting social and emotional self-reliance in youth and facilitates training to ensure the development of various life skills. They are committed to establishing a multicultural atmosphere where family values, sportsmanship, fair play, honesty, integrity, and loyalty are the foundation. Their goal is to create an environment where players are developed to their fullest potential and have the best chance of self-actualizing as citizens.

The two organizations have worked together seamlessly to provide increased soccer opportunities for minorities in the Burlington community. Amplifying the fundraiser for Juba Star was just one of the many ways Vermont Green has been able to help the organization. Providing access to team training, sharing coaching education, and sharing other soccer resources have all enhanced Juba Star’s ability to provide an excellent environment for its players. Continuing to align with organizations like Juba Star will only serve to strengthen the anti-racist values of this soccer club. Both organizations are committed to building community through the lens of social justice, serving the community, and teaching values and ideals inherent in social justice, which are essential for community development.

Make matches more accessible and more inviting to marginalized communities.

• Outlining the importance of the “Spread The Love” ticket.
• Discussing the environment that was created at home matches.

Vermont Green Football Club developed a pilot program with King Street Center which aimed to make matches more accessible and inviting to historically marginalized communities. The program focused on building community ties between Vermont Green Football Club players and King Street Center youth and families. Players joined King Street Center youth each week to engage in soccer activities and discuss their path toward playing soccer at the highest levels. Vermont Green hosted King Street Center youth at weekly practices which helped to create ties between players and the local community. These ties were essential to the inclusive environment that was created at all Vermont Green home games.

The club also donated free tickets through its “Spread the Love” initiative so King Street Center members could attend home games throughout the season. The organization recognized that not everyone in its community has the financial means to attend a Vermont Green FC match and systemic inequities play a role in this. The club approached its anti-racist efforts by making games financially accessible, recognizing that New American families work hard to make ends meet often on low wages. New American communities face multiple barriers to securing high-paying jobs that would provide expendable income for their family to attend club matches.

The “Spread the Love” initiative is a step in a more equitable direction; offering a season ticket solution that gives supporters the opportunity to come to a match with a friend, and support the club’s mission of making our games accessible to all. The idea here is that those with the financial means, but perhaps not the time to attend every game, can pay forward good fortune, support the club in a mutually beneficial manner, and at the same time support the community. The “Spread the Love” season ticket shows the community that you recognize social inequities exist. It also acknowledges that being financially constrained is nothing to be ashamed of or blamed for. Instead, Vermont Green acknowledges the fact that social inequities affect socio-economics. The existence of these inequities further cements the club’s commitment to finding solutions to address them. Everyone deserves a welcome spot in the Vermont Green FC community.

Vermont Green has a mission to reach as many communities within Vermont as possible. Creating a welcoming environment at home games is one of the best ways to encourage connection with these different communities. The club recognized the diverse population that inhabits the area, and in response, put up welcome signage in multiple languages representative of languages spoken by immigrant communities throughout the state. Simple gestures like this show that the organization is working hard to develop inclusive spaces for everyone to enjoy.