PepsiCo offers backing to Asian development programme

10 Apr 2013

The Asian Football Development Project (AFDP) has entered into a one-year strategic partnership with beverage giant PepsiCo.

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 forces 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. 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 seeking 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.

HRH Prince Ali Bin Al Hussein of Jordan, chairman of the AFDP and FIFA vice-president representing Asia, said: “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 capitalise on the unique power of the world’s favourite game to drive positive social change and promote sustainable development across Asia.”

Saad Abdul-Latif, CEO of PepsiCo Asia, Middle East and Africa, added: “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. 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.”