Athletic Club Foundation Welcomes Behavioral Design Firm Woko as Strategic Partner.

Roger Hampel

Image: Athletic Club

The Athletic Club Foundation has signed a new partnership with Woko, a behavioral design firm specializing in the application of behavioral science to transform human decision-making. Woko joins the Foundation as a “Socio Gran Protector” (Major Supporting Partner).

Science Meets Social Purpose Athletic Club Foundation Woko

The agreement was formalized at San Mamés Stadium in the presence of Jon Uriarte, President of Athletic Club; Oto Whitehead Esteban, CEO of Woko and founder of NudgeXperience; and Xandra Garrido Flor, the company’s Director of Strategy, Communication and Marketing.

Woko, with offices in Bilbao and Madrid, applies the principles of behavioral design — a methodology that uses insights from behavioral science and psychology to better understand how people make decisions and how to guide them toward positive actions. Through this approach, Woko will support the Foundation in designing and testing initiatives that enhance participation, inclusion, and long-term community impact.

Building on a Legacy of Authenticity and Social Responsibility

The partnership continues Athletic Club’s tradition of linking sport, culture, and community development — values deeply rooted in the club’s Basque identity. The Foundation operates as a hub for social innovation, running educational, environmental, and cultural programs that connect the club with its local and global supporters.

As highlighted in an earlier exclusive Football Business Journal interview (October 2023) with Mitxel Etxebarria, Marketing Director of Athletic Club, the Foundation plays a crucial role in extending the club’s philosophy beyond football. Etxebarria described the Foundation as “a key instrument for promoting social, cultural, and environmental development through sustainable and collaborative partnerships.”

That interview — titled “How to Conserve an Authentic Image?” — explored Athletic’s unique approach to authenticity and sustainability, including its commitment to the Sustainable Development Goals (SDGs) and the Foundation’s model of community-driven projects supported by local companies and fans.

Shared Values of Innovation and Human Understanding

By integrating behavioral science into its projects, the Athletic Club Foundation continues to evolve while remaining faithful to its roots. Woko’s methodology — which combines data analysis, creative research, and experimentation — will help the Foundation refine how it engages with participants and measures impact across its initiatives.