# Toilet Paper-Branded FC Partnerships Lewes FC Recently Partnered with Who Gives a Crap By Kalin Ned | Published 2024-09-09 | Social Good Source: Trend Hunter, https://www.trendhunter.com/trends/who-gives-a-crap2 References: [lewesfc](https://lewesfc.com/news/who-gives-a-crap/)  Lewes FC has entered a two-year partnership with eco-friendly toilet paper company, Who Gives A Crap. The brand is now the football club's front-of-shirt sponsor. This collaboration reflects both organizations' commitment to social impact and sustainability, with Who Gives A Crap dedicating 50% of its profits to providing access to clean water and sanitation worldwide. Over £7 million have already been raised. The partnership aligns with the values of both Lewes FC and Who Gives A Crap, as both aim to promote change in their respective industries. The club's Commercial Manager sees this as a fitting match between two purpose-driven entities, and fans are likely to support this initiative due to its socially conscious mission. Who Gives A Crap emphasizes that the sponsorship focuses on generating donations for its charitable work, rather than just visibility. Image Credit: Lewes FC x Who Gives A Crap ## Trend Insights (Trend Hunter) - Score: 2.2/10 - Popularity: 19% | Activity: 21% | Freshness: 27% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Social Good](https://www.trendhunter.com/socialgood) > [Social Business](https://www.trendhunter.com/socialbusiness) ## Key Themes ### Key Themes Behind This Trend - **Sustainable Sponsorship Collaborations:** Brands and sports clubs are forming partnerships centered on sustainability and social impact initiatives, exemplifying a shift towards environmentally conscious business practices. - **Purpose-driven Marketing:** Companies like Who Gives A Crap leverage their sponsorships to highlight their social missions, blending marketing with philanthropy to attract ethically-minded consumers. - **Eco-friendly Product Endorsements:** Endorsements by sports teams are now extending to eco-friendly products, illustrating a growing consumer interest in sustainable living. ### Where This Applies - **Sports Marketing:** Teams are increasingly seeking partnerships with brands that align with their values, particularly those with a focus on social and environmental responsibility. - **Eco-friendly Products:** The rise in partnerships between sports entities and eco-friendly brands indicates a broader consumer demand for sustainable product choices. - **Philanthropic Branding:** Brands that integrate social good into their core messaging are increasingly preferred, aligning profit with purpose to appeal to modern consumers. ## Related on Trend Hunter - [Football Team Laundry Products](https://www.trendhunter.com/trends/laundry-stain-remover.md) - [Sustainable Toilet Papers](https://www.trendhunter.com/trends/asda-and-the-good-rol.md) - [Park-Inspired Toilet Paper Packaging](https://www.trendhunter.com/trends/who-gives-a-crap-parks-edition.md) - [Sustainable Water Brand Partnerships](https://www.trendhunter.com/trends/boston-legacy-fc.md) - [Football Club Tech Partnerships](https://www.trendhunter.com/trends/wasabi-air.md) - [Football Team-Themed Beers](https://www.trendhunter.com/trends/aberdeen-football-club-and-fierce-beer.md) - [Tequila-Inspired Football Partnerships](https://www.trendhunter.com/trends/fulham-football-club.md) - [Soccer Hydration Partnerships](https://www.trendhunter.com/trends/cg-roxane.md) - [Limited-Edition Football-Branded Bottles](https://www.trendhunter.com/trends/wrexham-afc.md)