About the author
In 2023 David Wheeler was appointed as the PFA’s first Sustainability Champion, a role that was inspired by his proactive approach to tackling climate change while a player at Wycombe Wanderers. The 34-year-old, who joined Shrewsbury Town in 2025, is continuing his mission to use football as a platform to promote environmental sustainability.
By David Wheeler
I have a lot of causes that are important to me – and the more I learn about climate change, mental health, and the world of football, the more I realise how interrelated they are.
There is plenty of research that shows the psychological benefits of being in nature and being active, as well as the negative toll that being without these things can take on mental health. Planetary health and human health are so often intertwined.
I’ve always loved the outdoors and felt a connection with nature as a kid, but it wasn’t until my twenties that I started to realise just how threatened our environment was. It’s then been a gradual development on trying not only to make a difference in my own actions but inspire others to do the same.
When you’re a footballer, there are occasions where you get asked to be associated with things; whether it’s showing up to an event, getting your photo taken with a specific person, offering your support to a cause, or any other number of situations. These requests made me realise I had a platform and that it could be used for a whole host of good reasons.
Whether you like it or not, an English footballer is going be a role model for a lot of kids, and it’s up to each individual player how they view that responsibility. As public figures, we should always try to lead a good example, but there’s the question of whether you want to shoulder that responsibility more deeply and really drive to make a change. Personally, that’s how I live my life, and I’ve really tried to use my position to have a positive influence on matters that mean so much to me.
It was gratifying to have my environmental work within football recognised by the PFA with the creation of a Sustainability Champion, and it’s a privilege to be given the position. With the PFA, I provide opportunities for players to share and discuss ideas around climate action and sustainability initiatives.
It has opened doors for me to be part of things that I wouldn’t have been part of otherwise, such as speaking at conferences and panels where football is only part of the wider topic of sustainability.
We’ve also produced some educational workshops with players to discuss the impact football can have on the environment and introduce ways that they can explore offsetting this at their own clubs.
Football clubs as communities have the ability to inspire a cultural shift in our approach to the environment, and it all begins pushing out the message that we should all be doing our part.
At Wycombe Wanderers, it was all the small things that added up. Over time, it grew into a full sustainability strategy that I’m exceptionally proud to be leaving as part of my legacy there. Starting with simple things like dispensers for water and shampoo instead of endless plastic bottles was a huge first step that led to electric car chargers, an electric vehicle salary sacrifice scheme, waterless urinals at the stadium, reusable pint cups, and a carbon audit.
All of this felt like a huge achievement for us, but it wasn’t until I went to a local primary school to talk about the changes that we’d been making that I realised the extent of our influence. The kids devised their own plans and ideas to be more sustainable within their own school, and it was incredible to see this butterfly effect set in action by football.
And that’s just one club. Can you imagine if we all chose to lead by example; if more footballing organisations started to get involved in the conversation, if our sponsorship deals reflected our commitment to sustainability? It would have a profound effect on society.
“It’s incredible how much positivity you can spread with a simple gesture.”
When I say that I want to encourage everyone to do their part, it is with the recognition that everyone’s part will be different. Our lives and interests all present us with different challenges to overcome. For example, as much as public transport is preferable, most players need access to a car to get to training every day. I’ve recently bought an electric car, but I understand this isn’t a financially feasible option for everyone.
It comes back to the saying, that you’d rather have a million imperfect people trying to do the right thing than a hundred perfect people. It's impossible to be perfect, and I think that expectation is alienating to a lot of people.
I’m mostly vegan, but I treat myself to bit of cheese or chocolate every now and again. I also wouldn’t judge someone who enjoys eating meat too much to give it up. It’s so important not to be militant about it because it’s much better to bring as many people along for the ride as possible, encouraging everyone to do what they can.
I only recently switched all my investments into sustainable and ethical funds because I didn’t realise a lot of the money in my pension was going to things that I didn't agree with, such as tobacco, fossil fuels and gambling. This redirection of funds is probably one of the most significant individual impacts any of us can take, and it doesn’t come at a huge sacrifice.
Footballers are just like anyone else in this regard. The small things make a huge difference. People look up to us, and just by saying hello to a kid, taking the time to give them a high five, can make such a huge difference to their happiness. It’s incredible how much positivity you can spread with a simple gesture.
But the bigger acts, they reach more people, and in turn have an even bigger influence – and that’s always going to be my approach. I’m grateful for this platform and I’m going to maximise it to generate as much positive changes as I possibly can.
