Forest Green Rovers’ League Two match against Swindon saw the club use the advertising hoarding situated on the pitchside to display real-time facts and figures regarding important issues like plastic waste, fossil fuels etc.

The number of animals slaughtered for food since kickoff, amount of plastic waste dumped into the ocean per year, world average temperature increase on the day etc were some of the facts relayed through the club’s “pitchside intervention”, planned by their artistic director Robert del Naja.

“We’re bringing something new to pitchside messaging – football fans tend to get bombarded by messages during games telling them to buy stuff – we’re showing them what’s happening when they do buy stuff like fossil fuels, fast food, flights,” said Dale Vince, chairman of Forest Green Rovers. “Some people might not like what they are seeing, but these are not adverts, just facts. And if you really don’t like it, change how you live – don’t be angry at the reality” he added.

The “world’s greenest football club” has taken numerous eco-friendly steps in the past, including becoming the first United Nations certified carbon-neutral club in the world and the first vegan football club.