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- adidas and Common Goal accelerate change for both halves of football with a 1% commitment for projects that work for an equal future between men and women
HERZOGENAURACH, Germany, Dec. 17, 2022 /PRNewswire/ -- adidas unveils today the next step in its global partnership with Common Goal, which aims to advance gender equality in football by supporting grassroots initiatives that increase access for women and girls to this sport, on and off the pitch.
Thanks to adidas' commitment, 1% of net sales of the official match balls of the FIFA World Cup Qatar 2022, Al Hilm and Al Rihla, will go towards Common Goal's "Global Goal 5 Accelerator", a collective project for increase female participation, representation and leadership in grassroots football. The program focuses on increasing the participation of girls, as well as the proportion of female coaches and leaders in soccer for good community programs, helping to ensure that each participating girl has a role model athlete in her community.
The announcement comes at a key moment in the football calendar. As one tournament draws to a close, another looms on the horizon as the countdown accelerates to FIFA Women's World Cup Australia & New Zealand 2023™, the next big thing on the global football calendar. Building on the assumption that only 14% of Gen Z supporters of the Men's World Cup will commit to supporting the Women's World Cup (GWI), adidas will use the spotlight of the Final to showcase the passion, skill and anguish that awaits fans in the middle of football that continues to grow exponentially each season; in audience and participation. Before the kick-off of the final on Sunday, the specially created Al Hilm "half" with an important message "this is a match of two halves" will be placed in front of the world to highlight the importance of recognizing that the men's match is only one half. of soccer.
The investment will facilitate the expansion of the "Global Goal 5 Accelerator" throughout Latin America, the Middle East, Asia-Pacific and Europe, which will have a real impact for the game around the world.
Jürgen Griesbeck, co-founder of Common Goal, said of the initiative, "Adidas' commitment goes beyond what we believe to be an important step forward for gender equality and in women's football. It is about elevating the sport to its finest and demonstrate what its legacy could be. We look forward to many other brands and stakeholders moving in the same direction, enabling the world's favorite sport to unleash its full potential."
The announcement is also accompanied by an important round table that analyzes the barriers to access that still exist in soccer played by women, and the magic that awaits if those barriers are overcome, as recounted by the United States international Catarina Macario, former Arsenal player and equity champion Ian Wright, and former England international Eniola Aluko.
"With our sights set on next summer's big event, we want to help ensure that women and girls who are motivated to play can do so, accelerating access from the grassroots. After all, football at the highest level It starts with a ball on a field or on a fairway," said Rachel Howard, Vice President of adidas Brand Emerging Markets. "We're proud to support the amazing self-managed communities that are making incredible progress towards this vision. This support will accelerate as we get closer to the tournament in Australia and New Zealand - to capture the appetite to play that we know it will inspire - but it's a long-term commitment that will continue to make an impact long after the tournament is over."
adidas has been an impact sponsor of Common Goal since 2021 and today's announcement is the latest initiative under the adidas Football Collective - a movement committed to creating change through sport. Through adidas Football Collective, the brand is joining forces with established community partners, activists and change agents, as well as clubs and professional athletes, all to deliver real action. This is accomplished by deploying resources to teams that give access to where it is not readily available, including champions with disabilities, female playmakers, and teams from the LGBTQIA community.
For more information on the adidas Football Collective x Common Goal partnership, visit https://www.adidas.com/footballcollectiv...
For more information, visit //news.adidas.com/GLOBAL/PERFORMANC...
About adidas in football
adidas is the world leader in soccer. It is the official supplier of the most important soccer tournaments in the world, such as the FIFA World Cup™, the UEFA European Championship and the UEFA Champions League. adidas also sponsors some of the biggest clubs in the world, including Real Madrid, Manchester United, Arsenal, FC Bayern Munich and Juventus. adidas is also a partner of some of the best athletes in the world, such as Vivianne Miedema, Lindsey Horan, Wendie Renard, Leo Messi, Paul Pogba, Mohamed Salah, Paulo Dybala, Thiago Alcántara, Gabriel Jesús, Roberto Firmino, Joao Felix, Serge Gnabry, Isco, Jude Bellingham and Karim Benzema.
About Common Goal
Common Goal is a global impact movement that exists to unite the football community in tackling the biggest challenges of our time. The movement aims to inspire and mobilize all stakeholders in the football economy to play a meaningful role in serving the well-being of our people and planet. To do this, Common Goal offers a simple and effective mechanism for professional footballers, managers, officials, clubs and other interested parties to commit to dedicating a minimum of 1% of their income to high-impact initiatives that use the game. to drive progress towards the Global Goals. The long-term ambition of the movement is to unlock 1% of the revenue of the entire football industry -estimated at €50 billion a year- to establish an intrinsic link between football as a business and football as a tool for social change. .
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