Pepsico and AFDP launch 'Kick for Hope' initiative

In a ground-breaking initiative for social development and for the sports community, global food and beverage leader PepsiCo on Sunday announced that it has entered into a one-year strategic partnership with the Asian Football Development Project (AFDP). Under the theme ‘Kick for Hope’, the partnership will cover over 40 countries with a special focus on the Middle East and India. The signing of the agreement will see both PepsiCo and AFDP join hands in the execution of major social responsibility projects using football as a tool for social development in at least 18 countries throughout Asia in 2013 and touching the lives of thousands of people. The focus will be on the Middle East and India across 11 countries including the UAE, Jordan, Saudi Arabia, Kuwait, Qatar, Oman, Bahrain, Iraq, Lebanon, and Yemen in addition to, India. Across all countries, PepsiCo will be joining AFDP in the execution of special grassroots football projects or initiating new ones; in addition to building on the power and popularity of the game to increase participation of women and youth. Joint awareness raising activities to promote the importance of football for health and well-being and as a driver for social development will also take place throughout the year. Moreover, capacity building and training is planned for coaches and referees. The partnership was formally announced at a press conference in Dubai attended by His Royal Highness Prince Ali Bin Al Hussein, Chairman of the AFDP and Fifa Vice President representing Asia, and Saad Abdul-Latif, Chief Executive Officer of PepsiCo Asia, Middle East and Africa. The AFDP is the brainchild of Prince Ali Bin Al Hussein of Jordan who has dedicated his personal time and effort to roll out the project throughout Asia. "We are extremely happy to be partnering with PepsiCo - not only are they a world-leading company but one that is totally committed to social development particularly in relation to the education of youth and empowerment of women through sport. This is a perfect fit with AFDP's mission and values, and we are also striving to implement the same level of best-practice PepsiCo exhibit in their everyday business. With PepsiCo as our partner, we know that we can work closely together to capitalize on the unique power of the world's favourite game to drive positive social change and promote sustainable development across Asia," said Prince Ali. “PepsiCo has a long association with football, the world’s most popular sport and we strongly believe that it is a powerful agent for social change and development,” said Abdul-Latif. “As we enter into this strategic partnership with the AFDP, we trust that through our shared values and the strength of our conviction in the power of the game to drive social development, we will be able to positively impact local communities in Asia and in the Middle East,” he added. Women’s football in the Middle East and India is developing strongly, and, with the projects to be rolled out as part of this partnership and under the theme of ‘Kick for Hope’, it is anticipated to grow even further. “We at AFDP very much admire PepsiCo’s long-standing commitment to empowering women especially in the Middle East and India where there are many challenges to overcome and stereotypes to break. Together with PepsiCo we hope to further facilitate access to safe environments where women and girls can get together and actively engage in a fun, healthy and safe sport that builds character and teaches social skills which are useful on and off the field, both football and society as a whole in Asia can only benefit from that," Prince Ali said. “The core of this partnership is grassroots football, realising dreams and giving opportunities to those who are less fortunate and PepsiCo is proud to be part of that.” AFDP and PepsiCo will jointly encourage the creation of women’s football tournaments in the countries covered by the agreement with a focus on the Middle East and India. “Women's football is one of, if not the fastest growing sports internationally. There are now over 30 million women and girls playing around the globe, and many of them have dreams to play at elite level, to represent their countries with pride, and some even to become World Champions like our talented Japanese sisters. PepsiCo's support will enable AFDP to create more new pathways for young women - even those from marginalised areas - to achieve such dreams. That is very important to AFDP. The game at all levels must be accessible to all," said Prince Ali. “This partnership will also support youth football programmes in the Middle East and India at a grassroots level. The benefits of organised, competitive sports to young people cannot be overstated,” said Abdul-Latif. “Football encourages team spirit, fitness and healthy competition which are all valuable life lessons for young people as they build their future,” he added. The AFDP has supported nationwide grassroots programmes in severa