Powering change and authenticity: E.ON's the recipe to help transform sport for good
From grassroots football to elite motorsport, E.ON is proving partnerships can be more than just branding – and with sustainability, community impact, and diversity at its core, we are turning sports into a force for real change
At E.ON, our approach to partnerships is different – it’s one rooted in authenticity.
For Scott Somerville, Director of External Affairs at E.ON UK, the company’s entire approach to sports partnerships hinges on one fundamental question: Is it real?
And for Scott, ‘real’ isn’t just a marketing buzzword. It’s a guiding principle that determines whether a project is worth investing in.
He said: “Ultimately, that manifests as: is there work on the ground to be done? “When we’re working with a partner, is investment going into those people that will benefit? Our belief is that, if we do work for real, everything else will follow.”
This is an approach that’s earned E.ON UK a place in the 2024 Laureus Sport for Good Index, recognised for using sport to drive tangible social and environmental impact.
Whether it’s grassroots football, top-flight partnerships, or breaking barriers in motorsport, every collaboration under E.ON’s banner serves a deeper purpose beyond brand visibility.
Green Goals: Helping Make Grassroots Football More Sustainable
Proud parents who watch their children play at their local club know football’s heartbeat lies in its grassroots, where local clubs provide far more than just a pitch to play on.
And our Greener Game initiative in partnership with the Football Association (FA) aims to make these community hubs more sustainable – both financially and environmentally.
Through a £1.5million annual investment over five years, the programme is helping hundreds of grassroots clubs reduce their energy bills and carbon footprint through energy saving actions, club audits and recommendations – plus facility upgrades.
Clubs involved in the pilot of the programme could already see as much as 25% reductions in their annual energy costs – something again based in authentic, real results – as it’s resulted in savings allowing football clubs to reinvest in their players and facilities. But it’s not just about football.
Scott added: “If you think about a grassroots club with a clubhouse, that’s a community organisation.
“It’s where pensioners gather for tea, where local groups meet. We’re not just talking about sport; we’re talking about community assets.”
Forest Roots: Local Impact in Premier League Football
E.ON’s partnership with Premier League club Nottingham Forest follows the same ethos as that espoused by Scott.
As one of the country’s largest energy providers, with many colleagues employed in Nottingham, we are proud to be part of the city’s fabric – helping Nottingham Forest develop a sustainability strategy and promoting new green energy solutions through the E.ON Next brand.
For example, at Forest’s City Ground, E.ON has already installed a solar-powered fan zone, ensuring such new infrastructure developments are as sustainable as possible.
Our support includes backing for the club’s women’s team and Nottingham Forest Netball - coached by Chelsea Pitman, above, who represented the England National Netball Team internationally until 2023.
New for 2025, that latest partnership reinforces our commitment to diversity and community engagement.
Driving Diversity: Changing the Face of Motorsport
Beyond football, E.ON made waves in motorsport through its partnership with Veloce Racing in Extreme E – a championship known for both its environmental agenda and its commitment to gender equality.
With star female racers such as Jamie Chadwick and Molly Taylor at the wheel, the E.ON Next Veloce Racing team focused on innovation, sustainability and gender equality – key pillars that are woven into the fabric of both organisations.
Just as E.ON’s support for Nottingham Forest goes beyond the pitch, this partnership is far from only on the racetrack.
For example, through the Kids in Motorsport initiative, E.ON and Veloce are inspiring the next generation by providing STEM-based education opportunities, media training, and design workshops for children from diverse backgrounds.
Scott added: “It’s elite motorsport, but actually, it’s not about the cars.
“It’s about opening people’s eyes to the opportunities around them. That’s a really powerful thing.”
Beyond Sport: A Platform for Equality
Tying all these strands together is E.ON’s Women in Sport forum – an initiative designed to amplify female voices in sport and business.
Bringing together elite athletes and industry leaders, the forum is not just about sport; it’s about breaking barriers across all sectors, including energy.
Scott said: “It’s about skills, about opportunities.
“We’re creating jobs across different fields—engineering, marketing, meteorology. That’s the thread that runs through all of this: is it real?”
Being in the Business of Authenticity
For E.ON, authenticity isn’t just a feel-good factor – it’s a business strategy.
Genuine community impact strengthens brand reputation, making sponsorship investments easier to justify.
With customer insights, partner feedback and third-party analysis from agencies including London creative hub House 337, E.ON ensures its partnerships aren’t just ticking environmental, social and governance boxes – they’re creating measurable change.
Frank Lawley, Commercial Director for Sport at House 337, said: “You’re not just making things more sustainable.
“You’re doing it because there’s a real community and societal impact.
It’s also about proving – time and time again – sport has the power to change lives… when you create partnerships for real.