The Strong Side taps Underdog Ventures to scale fan safety initiative

By AI, Created 4:30 PM UTC, May 18, 2026, /AGP/ – The Strong Side has partnered with Underdog Ventures to expand its fan safety and anti-discrimination platform across global sports markets. The deal is designed to accelerate sponsorships, club partnerships, and international growth as the initiative looks to turn social impact into a commercial model.

Why it matters: - The partnership gives The Strong Side a commercial route to scale a sport-based safety initiative aimed at preventing discrimination and gender-based violence. - The deal could help clubs, leagues, brands, and event organizers adopt a standardized framework for fan safety and inclusion. - The Strong Side is positioning social impact and business value as linked outcomes, which could make the program easier to sell to sponsors and sports properties.

What happened: - The Strong Side announced a partnership with Underdog Ventures on May 14, 2026, to support commercial growth, strategic partnerships, and international market expansion. - Underdog Ventures will represent The Strong Side across the sports and entertainment industry and pitch the initiative to professional teams and major sponsors. - The partnership covers clubs, leagues, brands, governing bodies, and event organizers worldwide.

The details: - The Strong Side was founded by the International Association of ESD Professionals. - The initiative uses Empowerment Self-Defense in football clubs and fan communities to address gender-based violence through prevention, education, culture change, and community activation. - The program combines evidence-based violence prevention training, match-day fan engagement, club and staff education, community programming, sponsor activation opportunities, and data and research partnerships. - Lisette Brassac-Fitzgerald, executive director of The Strong Side, said the partnership is a step toward making the initiative a global movement. - Brassac-Fitzgerald said Underdog Ventures understands the commercial realities of modern sport and the cultural opportunity clubs have to drive change. - Underdog Ventures will support strategic sponsorship opportunities, club partnerships, and large-scale market activations across football and the broader sports ecosystem. - The Strong Side is engaging with clubs, researchers, brands, and community organizations in North America, Latin America, Europe, and Oceania. - The initiative is also working with academic and research institutions, including Johns Hopkins University, to measure fan safety, engagement, and culture change.

Between the lines: - The partnership reflects a broader sports-industry shift toward fan experience, inclusion, and ESG-linked sponsorships. - The Strong Side is trying to prove that safety and anti-discrimination work can be packaged as a scalable business offer, not only a nonprofit-style campaign. - That mix could appeal to organizations that want measurable social outcomes alongside brand protection and audience loyalty.

What’s next: - Underdog Ventures will lead sponsorship development and partnership outreach for The Strong Side. - The initiative is likely to continue building regional relationships as it expands across multiple markets. - Research partnerships will remain central as The Strong Side measures program outcomes and refines the model for broader adoption.

The bottom line: - The Strong Side is betting that safer fan environments can be sold as both a social mission and a growth strategy for global sport.