Good Practice Guide on Development Initiatives Through Football © INEX-SDA

Good Practice Guide on Development Initiatives through Football © INEX-SDA

www.footballfordevelopment.net Table of Contents

What this Guide is about 3

Criteria for Good Practice 4

Initial Considerations 4

Sustainable Considerations 5

Vienna Action Plan 6

Grass Roots Initiatives and International Partnership 8

Football Governing Bodies, UN and Government Agencies 14

Clubs, Fan Groups, Academies and Anti-racism Initiatives 17

Football Stars and Professional Players 22

Media for Development 24

Corporate Social Responsibility and Fair Trade 26

IMPRINT © 2011 Publisher: Summary of Strategy Paper 29 VIDC – Vienna Institute for International Dialogue and Cooperation, Möllwaldplatz 5/3, A-1040 Vienna, Austria, Tel. +43 1 7133594, Fax +43 1 7133594-73, E-Mail: [email protected], UN Forum on Sport for Development and Peace Internet: www.vidc.org, www.fairplay.or.at Author and editing: Recommendations 30 Bella Bello Bitugu Editing and advice: Bella Bello Bitugu, David Hudelist, Kurt Wachter The Project Football for Development 31 Graphic design: typothese.at / m.zinner grafik, Sanja Jelic Print: Thomas Resch KG, A-1150 Vienna Main Partners 32

This guide has been produced with the financial assistance of the European Union. The content of Associate Partners 33 this product is the sole responsibility of VIDC and their respective project partners and can under no circumstances be regarded as reflecting the position of the European Union. Feedback Form 35 © INEX-SDA

2 Football for Development What this Guide is about

Sport, but football in particular, to address poverty, health issue gained in this project for posterity. as a medium to address social, and exclusion – both in the North It has as its overarching aim to set community and inequity issues in and in the South. The strategy is, out the frame work for projects society, has gained recognition the however, new and still relatively using sports and football as both whole world over in the past fifteen unknown to many outside the field. a tool and medium for adressing years. This recognition manifests Often people, even at decision and development issues, including the itself in the support accorded it by policy making levels, do not under- Millennium Development Goals. the United Nations, the European stand what it is really about. Some We hope that this guide will be Commission, governments and Sport for Development and Peace used as awareness-raising resource other development stakeholders. Intiatives tend to repeat mistakes which will inspire and encourage Increasingly endorsement of the which are common in the ortho- associations, leagues, clubs and fan sport and development approach dox development aid approach. groups to enter partnerships with comes also from the world of This guide will also help to reflect development activists and commu- sport. With the UN International about potential traps and pitfalls. nity organisations and kick-off new Year of Sport and Physical Educa- Being a new form of strategy, it is initiatives and projects. This Good tion 2005 a growing number of necessary to share exchange and Practice Guide brochure is not ex- football governing bodies such as create awareness on this strategy, haustive and it is our first attempt FIFA, UEFA, national associations disseminate information on what in this direction, for coherence in and professional clubs as well as is happening and to show cases of the area of development through other football stakeholders includ- success that can serve as models football/sport, which we hope other ing amateur clubs, fan groups, and impetus for existing, new and outfits will find useful and build players and various NGOs have upcoming initiatives. This is a main upon. taken responsibility. They became purpose of this guide as foreseen pro-active in implementing educa- by the Football for Development Bella Bello Bitugu tional projects, awareness-raising project. It will ensure the shar- European Coordinator,

Football for Development 3 Kick Off – Football for Development Project and Africa Day in the Czech Republic.

Criteria for Good Practice1

Initial Considerations

When a programme is in the initial can lead the organisation away development field is a thorough stages of organisational develop- from its core objectives. understanding of the local people ment there are a few guiding prin- and culture. Whenever working in ciples that, if taken into considera- Secondly, it is important to look the realm of development, whether tion, will establish a solid project deeply at the sports aspects of the with a sports project or not, it is foundation. project and to be answering a few important to reflect on development questions. What sports are going to ethics and values. An understanding The first consideration is having be used and why? It is very impor- of lives and values for the intended a core competency and being tant to understand the culture of target demographic is essential. able to define the expertise of the that sport and how it will come programme. This may be as simple into play within the programme. The last component of a compre- as being a project that provides a Differentiating between sport plus hensive approach to beginning a safe place for teenage girls to play programmes (sport as the main ob- sport for development programme football. To know the organisation- jective) and plus sport programmes is an organised, well-thought out al strengths and capabilities and (social/health main objective) is an funding plan. This plan should ac- adhering to them can be essential important distinction to be made in- count for a certain length of time to the success of an organisation. itially. This organisational objective for initial funding and have an Having the integrity and ability to should be made clear to all of those approach to continue with minimal know when a problem is out of the involved in order to preserve the financial input or locally sustain- scope of the organisation’s capac- mission and values of the project. able financial input. This allows ity is an essential skill. Taking on an organisation to be independent too many responsibilities and roles The third essential criterion for from donor funds for the entirety within a community or programme good practice in the sport for of its operation.

1 This is an abridged version of the article The Reality of Sport for Development Projects: A Guide for Understanding a Process-Led Approach authored

by Kelsey Moore and John Nauright of Academy of International Sport, George Mason University, 2011. For the full text please go to: http://rht.gmu.edu/ais © INEX-SDA

4 Football for Development Sustainable Considerations

In addition to the initial consid- ment of the local people to increase erations there are two additional the sense of ownership and cred- components that are essential for ibility of sports programmes and the continuation of a project. also a desire to ensure longer-term sustainability” (Coalter, 2009). A The first is a dynamic monitor- crucial consideration related to ing and evaluation process and an this is the human resources in- outsider exit strategy. Since there volved in the programme and the is no single agreed upon evaluation maximising of local people working system for the sport and develop- within the organisation. As well ment field, unique systems can be as minimising the involvement Workshops with school kids in Czech Republic. tailored to individual organisa- of Western people, the reliance tions. Coalter (2009)2 suggests that on Western funding must also be evaluation systems need a shift curtailed. The stability of donor from accountability based to a funding is always an issue that ‘formative’ approach that address- can fluctuate depending on the es sustainability and moves away economy or other unforeseeable from pleasing donors. This evalu- conditions. This dependency and ation system also needs to be fluid subsequent cessation of projects and able to change throughout the after loss of funding is all too com- lifecycle of the organisation. mon and could be combated with proper planning and sustainability The other continuation criterion measures put in place. is an outsider exit strategy. This involves a strategic plan to make Girls soccer tournament in Vienna at Ke Nako the organisation locally owned and days in Ottakring. operated. This allows the “involve-

2 Coalter, F. (2009). Sport-in-Development: Accountability or Development? in R. Levermore, ed., Sport and International Development. Basingsstoke: Palgrave

Football for Development 5 Closing ceremony of the Vienna Conference.

Vienna Action Plan3

Football for Development

Football is the world’s most popu- Vienna Conference “Development of discrimination in sports and lar sport with an enormous poten- through Football” from 23-24 April foster the inclusion and involve- tial for social and economic devel- 2010, affirm our strong commit- ment of minorities and migrants opment. We do not see it as a goal ment to make full use of the po- through and in sport. in itself but rather as a powerful tential of football and other sports  Design and adopt Social Respon- tool for development. to overcome underdevelopment, sibility policies. poverty, address gender inequity  Support and encourage the use Football engages and excites people and all forms of discrimination and of football and sport for the across the vast divides of national, social exclusion. attainment of the Millennium regional, racial, religious, ethnic, Development Goals (MDGs), well gender, age, ability, social and eco- We are dedicated to engage and after 2015. nomic differences. It is a universal involve in a networking process  Make use of the FIFA World Cup language which, when given the to exchange experience and good 2010 in South Africa and subse- chance, most people speak freely; practice. quent big sporting events as a one of the few times when they can medium for creating awareness understand each other. I. We call for football governing on social and development is- bodies including federations, as- sues. We, representatives of 63 devel- sociations and clubs as well as the  Pro-actively address the traffick- opment NGOs and initiatives, international and national gov- ing and exploitation of young development through sports or- ernmental bodies, development and under-aged players, vulner- ganisations, football clubs and agencies and sport sponsors to: able groups and sexual exploita- associations, fan initiatives, play-  Recognise and understand the tion within the context of sport. ers’ unions, sport organisations real contribution football and  Encourage and support initia- and media, academic institutions sport can make towards sustain- tives in the area of development as well as governmental bodies able social development. through sport, especially at including national development  Initiate and support develop- grass-roots level and make use agencies, United Nations and ment through football activities, of current and past players and European Union institutions, from in particular educational and athletes from the South as role 26 different European and African awareness-raising programmes. models for young people. countries, gathered here at the  Challenge racism and all forms  Establish partnerships with

3 The Action Plan was adopted by the Vienna Conference “Development through Football” (23-24 April 2010), attended by 63 development NGOs and initiatives, football clubs and associations, fan initiatives, players’ unions, sport organisations and media, academic institutions as well as governmental bodies including

United Nations and European Union institutions, representing 26 different European and African countries. © FairPlay-vidc

6 Football for Development organisations committed to use  Claim and ensure safe and football as a means of foster- adequate spaces especially for ing development, eradicating girls and women to play sports. poverty and raising awareness  Identify and involve the main on the environment and global “gatekeepers” (people who inequity and encourage South- prohibit female participation) South cooperation. and include in every stage of the  Assign at least 0.7% of the total planning, implementation and revenues to Social Responsibil- evaluation process. ity initiatives promoting development and anti-discrimination. Media and Campaigning  To encourage media coverage II. Practical Recommendations that does not reproduce preju- Development Education through dice and stereotyping and report Joanne Dunn, Senior Protection Adviser, UNICEF sport: Targeting schools and success and positive stories to at the Opening ceremony of the Vienna Interna- young people provide a balanced perception tional Conference – Development through Foot-  Use non-formal education to link on vulnerable and under-privi- ball – Sustaining the potential of the first African football, as well as other sports, leged groups. World Cup from the 23 – 24 April 2010. with teaching in marginalised  Establish cooperation with pri- communities that are not in- vate and public media to report volved with mainstream educa- on sport for development issues tion system or may not learn and make information accessible effectively in a conventional especially to marginalised socie- classroom environment. ties.  Design educational strategies  Design a strategy to build media which incorporate sport to capacity by training and sensi- attract young people by in- tising journalists in the area of troducing them to important development through sport. issues in the areas of health and  Consult and actively exchange sanitation, civil responsibility, with development NGOs and ex- discrimination and overcoming perts from the South; and build social barriers. partnerships with projects,  Include development through using platforms such as the sports and anti-discrimination International Platform on Sport in the curricula of educational and Development or Football for institutions. Hope.

Tackling Gender Inequity and Sports and Conflict Resolution Raising Gender Awareness  While sport in itself cannot  Raise awareness among teach- solve conflicts it should be used A lot of action on the field at the annual ers, coaches, media, sport bodies as a tool for preventing violence, Mondiali Antirazzisti in Itlay where people, and other stakeholders to ensure ethnic and regional tensions and young and old meet to have fun, play football both males and females have war. and take part in workshops, meetings and equal access and opportunity to  Use sport as a resource for dia- discussions on anti-racism and anti-discrimination work in football. practice all kinds of sports. logue and cultural exchange in  Adopt strategies against stere- post-conflict areas otyping based on gender, sexual  Establish long-term pro- orientation and other forms of grammes through sports to rec- discrimination and protect all oncile former war and conflict people who challenge social groups, including child combat- norms by their free choice and ants’ soldiers and other victims. exercise of sport.  Engage, consult and cooperate  Assess the socio-cultural con- with local grass root NGOs and text and select an adequate type local political actors. of sports (gradual steps) specifi-  Train and advise local NGO‘s in cally adapted to various target order to take advantage of the groups. funding opportunities available.  Ensure pedagogical and didacti- cal considerations with regard to co-educational and other group dynamic forms.  Pro-active identification and creation of female role models Members of the Football for Development and involving them in a system-

Football for Development 7 One of Right To Play grass roots programmes with youths and children.

Grass Roots Initiatives and International Partnership

Context: Learning and imparting skills in an informal way is one of the huge and unique They are carefully designed to im- potentials of sports for development which would otherwise not be available to many, part key lessons, such as learning to especially those from less privileged backgrounds and countries. The following list some respect others, to exercise patience grass-roots initiatives, South-South/South-North cooperation and international partner- and to play fairly. These programmes ship within the frame work of football/sport for development. also focus on developing the participant’s ability to strategise and lead, concentrate and focus, com- Right To Play is an international knowledge, acquire a wide range of municate and listen effectively and humanitarian and development skills and instil the values and at- to work independently and as part of organisation using sport and play titudes that children and youth need a team. Using Right To Play’s Reflect, as tools to effect social change in to live healthy lives and contribute to Connect, Apply (RCA) methodology, 20 countries worldwide. Right To their communities. This programme coaches guide participants through Play programmes are designed to integrates coaching practices, a three-step processing of their develop basic life skills, prevent physical education techniques and experience. On-going monitoring and diseases, teach conflict resolution Right To Play methodologies to help evaluation of the programmes track and instil hope in children affected coaches implement football as a tool progress in addressing participant by war, poverty and disease. Right for development. Football for Devel- needs. As such, the programme has To Play’s Football for Development opment activities are designed to proven to be transferable and adapt- programmes go beyond traditional include community and child/youth able. games and drills, to provide children based development objectives and Contact:

and youth with opportunities to gain are modified to be accessible to all. www.righttoplay.com International Play To © Right

8 Football for Development How it often starts and where the future stars are groomed in many parts of Ghana.

Coaches Across Continents (CaC) that allows CaC to partner with a Overall, CaC provides an example was officially launched after years variety of sport for development of a process-oriented sport for of research in developing commu- organisations working with differ- development organisation that nities around the world. A cur- ent target groups and with varying incorporates many best practice riculum was created to address objectives. criteria during its initial processes, a myriad of social needs through CaC’s mission is to train local as well as throughout the duration sports. This curriculum uses spe- leaders and community mem- of the project, in order to ensure cific soccer drills, but incorporates bers who in turn work with local sustainable and relevant solutions social messages, fun and learning children in order to create long- for local sport for development into a routine training. CaC volun- term sustainability in already organisations. teers work with teachers, coaches existing projects. CaC is a unique Contact: and community volunteers to programme in that they partner www.coachesacrosscontinents.com enhance their existing local soccer with existing grassroots organi- programmes. This collaborative sations instead of starting their training takes place over a three- own organisation in a developing streetfootballworld (SFW) focuses year period in ten day sessions per country. They assess the needs of on strengthening regional network- year and is called the ‘Hat Trick a local community and use their ing and South-South cooperation, Initiative.’ The curriculum focuses expertise to help the project and with the aim of empowering the on four areas: Soccer for Conflict community to grow. Further, CaC network members in a region to Resolution, Soccer For Female has the ability to identify need govern themselves and to lead the Empowerment, Soccer for Health and conducting only beneficial regional network development ef- and Wellness (including HIV/AIDS) interventions. This allows for al- forts, effectively de-centralising the and Soccer for Fun. These spe- ready locally owned and operated SFW network infrastructure. cialisations are tied into the overall projects to benefit from outside This will enable members to bet- curriculum theme of ‘From Chance expertise without outside control ter define and communicate their

Football for Development 9 agendas that can address mem- Mathare Youth Sports Association bers’ needs, thereby having a huge (MYSA) exchange programmes advantage over individual organi- and tour is one of the main activi- sations using isolated approaches. ties within the awareness raising By using available resources more project Football for Development, effectively and amplifying the ap- which has been funded by the Eu- peal, creating closer bonds, more ropean Commission since the end effective collaborations and not of 2009. The core of the MYSA tour least collectively promoting the ap- is a cooperation between Czech proach of pairing football and in- NGDO INEX – Association for Vol- formal education and its successes, untary Activities and the Kenyan a stronger voice and more powerful NGDO MYSA. The main objective is mechanism for widespread social to raise awareness about develop- change will be created, giving a ment issues (with focus on MDGs) better world for young people. among Czech Republic youths, with streetfootballworld’s regional net- emphasis on high school students work in Latin America serves as the through football and international model for a successful regional col- cooperation. The exchange started laboration. Through the streetfoot- in 2005. ballworld regional coordination, 24 MYSA is one of the biggest and network members collaborate on successful initiatives in the area joint funding proposals, participate of development through sports in yearly meetings to exchange in Africa. It provides sports and good practices and develop a joint social programmes for the young annual strategy. people in Nairobi, mostly situated Peer-to-peer exchanges allow in the slums of Mathare. MYSA is network members to trade best giving a chance to approximately practises in using football as a tool 25,000 kids (both boys and girls) to for teaching and in reaching out to change their lives. The main engine youths who do not have access to of their success is a pretty simple quality education. philosophy which goes in line with In Africa there are 32 network the motto: You do something, MYSA members active in 22 African coun- does something for you. Through tries. The African network members the active participation within var- For more information please go to: have been organising themselves in ious programmes (football leagues, www.inexsda.cz; sub-regional networks, specifically HIV/AIDS awareness programme, www.mysakenya.org East Africa, West Africa and South- community services etc.) and an ern Africa. active approach, the youth are able The start of an East African net- to determine their future and role Slum Soccer (SC) which operates in work was established in Kenya, in society. six regions in India works with the with particular focus on improving Since the beginning of the exchange aim of reaching out to the Indian or expanding programmes, includ- programme in 2005 a group of homeless using football as a tool ing peer education, working with approximately ten Kenyan youths for social improvement and empow- local schools and communities from MYSA have been going to erment. Slum Soccer has found a and reaching out to more youths the Czech Republic every year for middle ground by ensuring sports with informal education activities, an intercultural exchange which for development and the develop- vocational training and supporting consists of 3 weeks stay in various ment of sports through seeking the school attendance. regions/towns within the Czech benefits that sport offers to commu- In Southern Africa, the network of Republic. Since 2010, this has also nity development, and development Football for Hope Centre Hosts – happened in Austria due to the of the sport itself. which are being developed in part- partnership with VIDC – Vienna The target groups of SC include nership with FIFA – have partici- Institute for International Dialogue among others the homeless, recov- pated in exchanges and meetings to and Cooperation, which together ering drug addicts and alcoholics, improve educational programmes with UISP in Italy and MGHRO in children of commercial sex work- that have a specific focus on HIV/ Hungary are partners of the foot- ers, slum dwelling kids and youth, AIDS. ball for development project. street paper vendors and dealing Thirteen local organisations re- The Kenyan youths meet their pro-actively on gender issues. SC cently formed the first committee Czech and Austrian (European) has been actively involved in help- for a West African network. They counterparts at different occa- ing the participants to get basic also began to develop an agenda for sions such as football tourna- education and trying to put ‘drop capacity building and joint funding ments, seminars at schools, public outs’ back into academics. They proposals to further improve these discussions, concerts etc. To allow also encourage them to practice programmes. intensive and first-hand experience, arts and crafts like dance, sing- Contact: the youth are hosted by private ing, poetry, drama. To keep tabs on

streetfootballworld.org families. the physical health of the partici- © FairPlay-vidc

10 Football for Development parties. Partnership with ‘United social skills while the children are World School of Business’ helps SC made to enjoy a free, healthy snack to identify potential young leaders and clean drinking water which to contribute to the course of SC. teaches good nutrition and sup- Apart from organisations, individu- plement their diets. PS also fosters als who are experts in their own global solidarity among children domain are also providing the kind and youth and supports the United of services that help SC to cover the Nations Millennium Development aspects of psychological health and Goals through activities like the physical health of the participants, Global Peace Games. awareness generation on Aids and Contact: education on hygiene, nutrition www.playsoccer-nonprofit.org and environment. Slum Soccer in a way has helped bridge that gender divide, by fielding mixed gender The Community Street Soccer Pro- teams enabling women to compete gramme is part of the The Big Issue with their male counterparts on Australia project. The big issue Aus- an equal footing. Furthermore, the tralia project is an independent or- male players learn to respect wom- ganisation that develops and oper- en and value their contribution. ates social enterprises and creative, Contact: sustainable solutions to homeless- www.slumsoccer.org ness; providing opportunities for homeless and marginalised people to positively change their lives. Play Soccer (PS) operates in six This is achieved by using various African countries. Their year-round, mechanisms to connect people with integrated educational curriculum the community, such as the Street focuses on health, social, and soc- Magazine Enterprise, the Commu- cer/football skills. While children nity Street Soccer Programme, the learn to play the game, they also Women’s Subscriptions Enterprise learn social skills like teamwork, and The Big Issue Classroom. The fair play, peaceful solutions, health people who participate in these A cultural display before the campaign of the topics like HIV/AIDS and malaria programmes come from a range of action – KICK POVERTY OUT – with FC Wacker Innsbruck and FairPlay-vidc. prevention, good nutrition, hy- backgrounds including those suf- giene and clean water. Each weekly fering from mental illness, home- session is a building block in an lessness, long-term unemployment, activity-based 48-week programme intellectual and physical disability, that encourages children to put drug and alcohol dependency, fam- pants SC organises regular health these new skills into practice on ily breakdown and others suffer- check–ups by a general physician the playing field and in their daily ing from social isolation, such as and a paediatrician. Psychological lives at home and in the commu- refugees. counselling is regularly done by a nity. The programmes of PS are led The Big Issue Australia’s Com- professional to assess the situa- by volunteers recruited from the munity Street Soccer Programme tion, observation of instructional grassroots communities where SC uses sport as a mechanism to response and evaluate behavioural works. The volunteers are primarily engage homeless and marginal- changes. Nutrition talks present youth and young adults trained as ised people and promote social simplified facts of health and hy- instructors to teach the programme. inclusion. It involves males and giene in the form of a programme They teach through activity-based females, 16 years old and above that makes it easy for the benefi- games that empower children by with varying ability and fitness ciaries to make good choices when helping them experience, practice levels, getting together once a week, it comes to feeding their family. and acquire new healthy habits, at- training and playing matches. The Through books, documentaries, titudes and social skills, while they heart of the Community Street photography and films, SC educates play the game. The sessions take Soccer Programme is weekly train- children on topics like wildlife, for- place right on the playing field in a ing sessions at permanent pitches ests, water conservation, sanitation fun, safe environment after school located in underprivileged com- and recycling so that they become and on weekends, at the times that munities across Australia, where environmentally responsible. parents support and when children playing equipment and a dedicated SC has also established coopera- can most fully participate. Each soccer coach are provided. Partici- tion with organisations like the child is actively involved in these pants get fit, make new friends and Sunshine foundation (Sunshine free sessions, regardless of his or seek support and advice. Support Kids) aimed at the “prevention of her initial skills, girls are encour- staff also work closely with play- potential second generation traf- aged to play and learn together ers, linking them to services that ficking”. A technical exchange has with boys; each and every session address their homelessness, sub- also been taking place with ‘Dream is holistic; every time children play stance abuse, family breakdown, a dream’ to the mutual benefit of all the game, they also learn health and grief and loss and mental illness.

Football for Development 11 A female football match in the Middle East as part of the Right To Play programme to empower female players.

Street Soccer values participation with enhancements specific to the over football skills and competition, areas of implementation tailored engaging people who in many cases as needed. Spirit of Soccer works have given up on counselling and alongside De-mining Organisations, traditional support systems and International Peacekeeping Forces, services. It puts the person at the the Humanitarian Community and centre of the solution and provides other Charitable Organisations them with the support and tools complementing the existing MRE necessary to help themselves make programmes of NGOs. Spirit of positive changes. Soccer’s ERW/MRE programme is Contact: unique in its approach, utilising www.thebigissue.org.au Football to deliver its message. Its programmes are focused at those most directly at risk; primarily Spirit of Soccer (SoS), a Non Profit youths (boys and girls) aged be- Children’s Charity was Founded tween 8 and 16 years old, living in in 1996. It is dedicated to the close proximity to these destructive administering of MRE (Mine Risk debris of war. Education) to youths and their Approx. 90% of project staff mem- communities in post conflict zones. bers are nationals of the country of Through Football Clinics SoS are implementation, staffed by people able to alert participants about the residing in the mine infected areas dangers of living alongside these of the world and where the MRE indiscriminately killing Explosive is conducted. This aspect of ‘’self- Remnants of War (ERW) that pol- ownership’’ secures first-hand lute and endanger their neighbour- knowledge, promotes community hoods. They operate in Bosnia and pride, responsibility, and creates Herzegovina, Kosovo, Moldova, a sustainable component to SoS Cambodia, Jordan and Iraq. Pro- programmes. grammes are modelled upon pre- Contact:

vious successful methodologies www.spiritofsoccer.net | INEX-SDA International Play To © Right

12 Football for Development Football Friends (FF) in cooperation with organisations such as the British Council and various munic- ipalities, FF facilitates educational initiatives in conjunction with non- formal educational institutions to enhance youth development. The organisation currently runs football programmes across Bosnia and Herzegovina, Montenegro and Serbia which have served more than 15000 participants since 2005. FF mission is to act regionally across the Balkans by involving NGO’s, educational organisations & individuals and relevant institutions to achieve the common goal of effective social development through football. FF vision is to develop a regional network of social development projects and initia- Members of the top Austrian football league club FC Wacker tives which will help improve lives Innsbruck and Bella Bello Bitugu, Coordinator of the Football of socially deprived children from for Development project during the stadium action day against the Balkans and the area of South- hunger. East Europe using the medium of football as a universal language and very similar common language that all participants understand. Contact: www.football-friends.org

Recommendations: Organisations operating in this area believe that effective Football for Development programmes have clear development objectives, are inclusive of all and modify activities to suit the developmental needs of the participants and communities. They are also designed and implemented to avoid physical, psychological and emotional harm to participants and to combine fun, challenge and the satisfaction of making progress. Aids prevention workshop through football. Football for Development programmes must be implemented by well trained coaches and actively involve the community, sport and local authorities, experts and youth workers and teachers. By harnessing the power of sport and play and ensuring the optimal conditions are in place, organisations and governments globally can create unique and joyful opportunities for children and youth to develop, grow and learn.

Tournament with schools in Vienna during the FIFA World Cup 2010 programme of Ke Nako. © FairPlay-vidc

Football for Development 13 2nd UN forum on Sport for Peace and Development.

Football Governing Bodies, UN and Government Agencies

Context: The strategy of using football/sport in addressing social issues needs the support living conditions for the world’s and cooperation of sport governing bodies and government agencies to give it the legitima- poorest people. cy and space for operation and dissemination of message and initiatives. Below are some Under the terms of the agreement, good practice examples of such initiatives. CAF undertakes to promote a series of initiatives together with FAO, Confederation Africaine de Foot- concerning food and hunger and involving its members, affiliated ball (CAF) founded in 1957 is the acts as a neutral forum where all football clubs and professional football governing body of Africa nations meet as equals to negotiate football players. The aim is to with 53 member associations. CAF agreements and debate policy. increase public awareness on is- has in the past years entered into A memorandum of understand- sues of food security and the fight partnership with organisations ing was signed between CAF and against hunger and poverty. CAF and initiatives aimed at addressing 1Goal. The memorandum is sup- will then support solidarity cam- the issues of food, hunger, poverty, posed to help CAF meet its social paigns mounted by FAO, including health, HIV/AIDS, environment education objectives and empha- a number of initiatives such as and life skill training and develop- sise its dedication to education to national or regional Food Security ment, gender etc. on the African create more awareness of Educa- Programmes, TeleFood projects and continent. Among them are 1Goal tion for All in Africa. The memoran- cultural and sporting events to pro- and United Nations FAO. 1GOAL is dum foresees each partner using mote development of agriculture, an educational campaign using the its contact among its members and nutrition and the environment. power of football to get all chil- partners to spread the message and Contact: dren into school and learning. It is deal with the issue of education. CAF – www.cafonline.com calling on world leaders to make CAF also entered into an agree- FAO – www.fao.org education a reality for 69 million ment with FAO. The cooperation 1Goal education campaign - children worldwide by 2015. The envisages that football will help www.join1goal.org United Nations Food and Agricul- promote humanitarian causes, with

ture Organisation deals with issues the ultimate goal of improving © FairPlay-vidc

14 Football for Development Poul Hansen, The United Nations Office on UN Office Sport for Development and Peace on Sport for (UNOSDP), assists the Special Ad- Development and Peace. viser to the United Nations Secre- tary-General on Sport for Develop- ment and Peace in his worldwide activities as an advocate, facilitator and representative of sports’ social purposes. The office provides the entry point to the United Nations system with regard to Sport for Development and Peace, and works at bringing the worlds of sport and development together. One of its wings – The Sport for Development and Peace International Working Group (SDP/IWG) is an inter-governmental policy initiative whose aim is to promote the integration of Sport for Development and Peace (SDP) policy recommendations into the national and international development strategies of national governments. The SDP IWG promotes and supports the adoption of policies and programmes by national governments to harness the potential of sport to contribute to the achievement of development objectives, specifically the Millen- nium Development Goals (MDGs), and peace. In addition, it provides a forum for governments to benefit from each other’s experiences and share best practices; supports the implementation of policy recommendations and sustains momentum with regard to government awareness and take-up in SDP. Its activities include undertaking outreach and engagement activity to expand the number of governments that are actively engaged in SDP dialogue and to strengthen existing SDP initiatives of governments; supporting the integration of SDP/IWG recommendations into national and international development strategies and programmes; encourages regular, voluntary reporting on the progress of national governments in developing and implementing sport for development-related policies; to inform policy development and to create a sense of peer momentum; supports governments in policy development and implementation and promotes the use of development principles in SDP policies and programmes and sensitises sport actors to these principles Contact:

Football for Development 15 Friendly game between the MYSA group and referees of the Football Association of Vienna.

Streetfootballworld and FIFA have had a strategic alliance since 2007. Together they have developed Foot- ball for Hope, a major component of FIFA’s corporate citizenship activities. Football for Hope is a mul- tifaceted initiative that includes the development of 20 community centres for health, education and football across Africa; milestone events on Development through Football during the FIFA Confed- erations Cups and the FIFA World Cups; a scheme for on-going financial support to local organisations; and several other programmes. This alliance coordinates programmes and projects within the realms of football for development in all continents. The alliance is based on a common understanding of football as an effective tool for positive social change worldwide and a shared desire to leverage the potential of associated football and the global mega events in football.

Recommendations: The activities of initiatives through football and sport have up until now not included the sport and football world effectively. The activities of initiatives through football and sport have up until now not been included in the sport and football world effectively. This has been partly due to the sport and football world “dragging their feet” to get to pro-actively engage in these activities. The success of these initiatives needs each other with cooperation from governments and other agencies to recognise the huge potential of this development

model and strategy. Antonio Marcelloi | © FairPlay-vidc

16 Football for Development Clubs, Fan Groups, Academies and Anti-racism Initiatives

Context: Clubs, fans, academies and initiatives against discrimination in accessing “Youth Voices Against Racism” and participating freely in sport are at the core to the success of using sport as a tool to is the first programme that has address issues in society. The selected examples that follow in this section should serve emerged from this partnership, and as impetus for other programmes within the framework of development through it has enabled teenagers through- football/sport and antidiscrimination work in and through sport. out Europe to present – after many months of debate – ten recommendations to the European Parliament FC Barcelona (FCB) has been agencies with whom FCB has been in order to fight against racism engaged in social projects through working. FCB was accordingly be- and violence. The third coopera- football in such a way that one stowed a membership of ECOSOC tion with a UN agency is UNHCR/ cannot help but reiterate their (Economic and Social Council of ACNUR to establish educative and slogan – FC Barcelona, more than a the United Nations). sports programmes in favour of club. The projects are overseen by The alliance with UNICEF entails refugees and displaced people. the Barcelona foundation known as an annual donation of 1.5 million Apart from these, the foundation Fundacio FC Barcelona. It has been Euros dedicated to the projects in also operates several projects using the implementing agent of FCB’s favour of the struggle against AIDS. football as a driver of social issues social programmes and the chan- The programmes cover the preven- in more than ten countries from nel through which FCB gives back tion of mother-to-child transmis- four continents. to society what the peoples’ game sion, the paediatric treatment, the Contact: has made FCB to become. In 2006 prevention of the transmission www.fcbarcelona.cat/web/Fundacio/ for example, FCB gave the United of HIV/AIDS and the sensitisa- english/premsa/index.html Nations Millennium Development tion campaigns and protection of Goals an impetus by donating 0.7% orphaned kids. UNICEF also ap- of the clubs output. This is a feat pears on the jersey of FCB. There is The Tottenham Hotspur Foun- which was expected of developed also the cooperation with UNESCO dation (THF) is the community nations for international coopera- which intends that both enti- responsibility wing of Tottenham tion since the 1970s but was hardly ties unite their efforts in the fight Hotspurs football club which uses met by 5 countries. This gesture against racism, the sensitisation sport and, in particular football, has strengthened the alliance against doping and the promotion as a vehicle to create life changing

Football for Development 17 and individuals in communities. a strand of the club’s long-term ing out talents for the European This is achieved by working with international charity partner- and foreign market, while those a wide range of partners includ- ship with SOS Children’s Village. young players who could not make ing central and local government The Tottenham Hotspur House in it are abandoned without any form departments, schools, colleges, Rustenburg is uniquely and com- of training, vocation or education. businesses and charitable trusts pletely funded by monies received Of course RTD is an Academy and to design programmes that engage from players’ fines and aims at pro- for that matter is on the lookout with all sections of the community. viding orphaned children in South for talents. The fact that it has the The Tottenham Hotspur Foundation Africa with a family that they can support of Manchester City FC in has established over 100 partner- call their own as well as support- England also adds to the talent ships and currently delivers a wide ing a variety of community devel- aspect of the academy. range of programmes throughout opment projects in and around However the academy combines the year to create life changing Rustenburg. school education, vocational train- opportunities for children, young In Poland THF continues to work ing, and leadership programme people and adults within communi- with Special Olympics at all levels and community services. It is an ties. THF is also involved in inter- through a range of partnerships at example of a bottom up programme national programmes. THF has for local, regional and international based on local leadership recom- instance travelled to Sri Lanka in levels that form part of Tottenham mended in sport for development Summer 2010 to become involved Hotspur Football Club’s Global programmes. Admission into the with the Swiss club FC Basel 1893 Football Ambassador Role. During academy is also not solely on the in a new social football initiative. the summer of 2010, coaches from basis of football talent but rather Tottenham Hotspur Foundation Tottenham Hotspur flew out to and in addition to that the charac- and teachers from Haringey Coun- China to deliver the Premier Skills ter and the potential of the student cil, Children and Young People’s programme. in terms of cognitive development. Service have also embarked on edu- The course was delivered in part- After five years education, the kids cational exchange trips to South nership between BODA (Beijing have three options depending on Africa with groups of young people, Olympic Development Agency), the their performance, luck and fortune. aged between 12 and 17 years old. British Council, the Premier League If they are able to make it, they join The project is built on existing and China Club Football. a football club in Ghana and in rare international links between Tot- Contact: cases a club in England or Belgium. tenham Hotspur and the London www.tottenhamhotspur.com The second option is for them to Borough of Haringey connections be trained in vocational expertise with schools in Gauteng. Fund- Right To Dream (RTD) in Ghana is through the vocational scholar- ing was provided by the Premier a football academy by name, but ship programme of the academy League’s International Good Causes not the classic football academy which may help them to become Fund and Haringey Council. associated within the continent of football coaches or teachers. Those

The Tottenham Hotspur House is Africa, merely interested in sourc- who excel in the final exams may | Brigitte Freimüller © INEX-SDA

18 Football for Development get the opportunity to study in a One unique element of this insti- high school, college or university tute is that Diambars does not in the UK or the US where RTD has focus solely on polishing raw partner educational institutions. soccer talent; the young stars at The curriculum in the academy is Diambars Institute are offered the according to the Cambridge inter- opportunity to pursue academic national examination and so the objectives as well. Sports take just certificates are recognised all over 30% of the time with 70% devoted the world. The youths in the acade- to the academic formation of the my are also integrated at their early future stars. This is to ensure that lives in the activities of the com- should the dream of emerging as munity where the academy is. The top flight stars fizzle out along the youth therefore interacts with the line for one reason or the other, the people in the local community and education achieved will brighten the local community also accepts the chances of a better future for them as members, but they are not the young stars. seen as the spoilt privileged youth In addition, the project is run by in the academy getting everything cooperation ranging from private, they need for their education. RTD public, commercial and community plans to expand into other forms of sectors. The founders are former sport and to involve girls in their stars of French football – Lille and programmes. Lens’ Jimmy Ajovi Boco and Ber- Contact: nard Lama, the Franco-Guyanese www.righttodream.com who has a passion for Africa. Patrick Viera recently joined the The Diambars Sport Institute/ campaign. Saer Seck, known in Sen- Project in Senegal; “Giving to foot- egalese football circles, facilitated ball what it has given us” the establishment of Diambars in The basic philosophy behind the Nord Pas de Calais Region in this project is in the words of the 1997. The region became the first founders, Former LOSC and RC partner of the project followed by Lens teammates Bernard Lama and the Ministry of Cooperation and Jimmy Adjovi-Boco “to give back then later by the Government of to football what it had given them” Senegal led by President Abdoulaye by building a school and using the Wade who donated a 38 acre site passion for football as a driving on which the first Diambars Insti- force for education contribute to tute was built. the development of their countries The project has meanwhile since and the African continent. The its inception attracted the support project uses the communal passion of UNESCO, the Government of for football as an incentive for chil- Norway, Adidas, Cadbury and the dren to come to school, and provide French Government. them with new professional oppor- Contact: tunities and a brighter future. www.diambars.org Through its infrastructure and personnel, Diambars ambition is The fans of FC Wacker Innsbruck also to create a community centre in the federal region of Tyrol in where children and young adults Austria are a classic example and can easily get to know each other, model of how football fans can be share their passion for sports, and responsive to societal and commu- feel fully integrated within the nity needs, demands and synergy – community. The intention is once in short connecting football to the the kids from different ethnic and world outside the stadium. religious backgrounds can come The fans of FC Wacker Innsbruck together, tension and conflict will operate under the umbrella of the be reduced among their parents Faninitiative (FI). FI is the coordi- and even among the children nating point for the activities of the themselves when they grow up. fans, but each fan group operates Diambars also teams up with other independently and designs its own initiatives and organises both annual programmes. awareness campaigns and educa- Apart from the classical fan work tional programmes (Campus, Stade of organising, advising and assist- Sup, Keep the ball moving…) to ing fans, FC Wacker fans are very promote academic and vocational much engaged in antiracism and training in Senegal. antidiscrimination work in foot-

Football for Development 19 ball. Their antiracism work is not campaign in the European Year only limited to the stadium but against Racism in 1997 in Austria. also the organisation of discus- The objective of this first and only sions, workshops and seminars. nationwide intercultural sports These programmes are conducted project is to use the popularity and by the fan groups alone or in part- integrative power of football to nership with other organisations. fight racism and other forms of dis- The fans have also, for example, es- crimination by means of pro-active tablished the LISA Liga (league for methods. The FairPlay team carries integration, sport and antiracism). out joint activities with football LISA Liga is the main implement- clubs, fan groups, migrant organi- ing channel for antiracism and sations and schools. Within these integration activities of the fans. activities FairPlay emphasises the The Innsbruck supporters have also unequal relationships between established direct partnerships European and African soccer, such and a dialogue with organisations as the issue of trafficking young in West Africa (Ghana and Burkina African footballers. Faso) to create awareness in the FairPlay is a founding member and countries of origin of the foreign coordinating agency for the Eu- players in the team. The fans did ropean network Football Against not only establish contact but also Racism in Europe (FARE) until visited these countries and shared 2010. Since 2001, FairPlay has know how and expertise in the form been a continuous partner of UEFA of technical and infrastructural through the framework of FARE. support for youth football, Fair- FARE links local and national Trade, education, training, environ- initiatives throughout Europe, ment and computer know how. exchanging experiences and to The activities of the fans are in the jointly become active against all next planning stage and the inten- forms of discrimination in football. tion is to go into schools and have FairPlay has been conducting such direct dialogue with the youth, campaigns in Austria and for the including women and girls in their past five years, FairPlay has in- activities and to strengthen the cluded sport for development in its organisation and mobilisation of programmes. This department uses the fans towards football for the the strength and potential of sport sake of football and not football as a platform to address social and as a means to social exclusion and community issues in Austria, Eu- violence. rope and other parts of Africa. Contact: FairPlay is currently the lead www.tivoli12.at agency for different EU financed projects in the areas of sport for The Vienna Institute for Inter- development and against discrimi- national Dialogue and Coopera- nation and exclusion in sport. tion (VIDC) launched the “FairPlay. Contact:

Different Colours. One Game” www.vidc.org | Bildagentur Zolles © FairPlay-vidc

20 Football for Development Top left: The quarter finals The Bündnis Aktiver Fussballfans Besides the focus on football fans, match between Ghana and (BAFF) is a nation-wide associa- the exhibition also deals with the Nigeria at the 2008 African Cup tion of supporter organisations in activities at clubs, national asso- of Nations. Germany. It is made up of some 40 ciations and players. The exhibi- Top middle: An anti-racism groups representing fans of vari- tion also documents the opposi- campaign at the friendly between Austria and Ghana ous clubs (independent supporters tion mounted by fans, clubs and in Graz. associations, fanzines, fan projects) national associations. Furthermore, Top right: Players of FC Wacker and more than 150 individual it also deals with the work of local Innsbruck warming up in front members, who act as multipliers independent supporters groups to of a fan choreography on the amongst the supporters at their integrate them further in the Foot- KICK POVERTY OUT – Action day own clubs. Since BAFF was formed ball Against Racism in Europe net- with FairPlay-vidc. in 1993 supporters of different work. The exhibition targets among Left: Members of the national clubs have worked together on a others football fans and followers, team of Côte d’Ivoire in a Show racism the red card campaign national basis against racism and youths/school pupils (preparatory just before the kick off at the discrimination in football grounds, and follow-up work in schools and friendly against the Austrian against the excessive commer- youth centres), sport policymakers national team. cialisation of football, and for the in national associations, political retention of standing places. The institutions and sport media. organisation is open to all fans that Contact: identify with these objectives. www.aktive-fans.de and BAFF drew up a symbolic nine- www.tatort-stadion.de point plan featuring proposals for clubs – an early template for the programme recommended to clubs Recommendation: Just as involv- by the German FA in 1998 and the ing football and sport authorities anti-racism paragraphs in the is necessary to bring the positive Specimen Stadium Regulations. aspects of football to society, it Currently, there is an exhibition is even more important for those on these themes running all over who make up the sport; fans, clubs, Europe organised by BAFF. The academies etc., who need to sup- exhibition Foul Play in the Stadi- port these initiatives and come um. Racism and Discrimination in out with innovative strategies to Football, organised in association connect the world of football and with the European Commission, sport to the world outside of the provides an overview of racist and stadiums and playing fields. What discriminatory incidents and de- happens on the playing fields are velopments in and around football the reflection of society and the grounds since the 1980s. The exhi- bridge can be built by these groups bitions aim at recollecting football, to bring the field closer to com- racism and society, introduction to munities, the general public and discrimination like homophobia, give back what the public has given sexism, anti-Semitism etc. racist them, so as to fulfil their social and tendencies, incidents, attacks and community responsibilities. slogans of the 1980s to the present

Football for Development 21 take care of the health issues of Etienne Eto taking part in the FairPlay campaign “bursting children in Liberia. The long term prejudices” during the FARE objective is to establish a model Action Weeks 2011. clinic in Liberia for harnessing indigenous knowledge and practices. Scholarships are awarded to local primary and secondary institutions of learning for orphans and less fortunate children throughout the country. Training facilities for vocational training are established for those children and young adults who did not have the advantage of basic primary and secondary education. College Scholarship Programmes are also available for qualified students traveling to Europe for studies in disciplines that are in demand in their home countries, so that they can return and help their home countries. In addition, the foundation provides immediate nutritional substance to orphanages and various charity organisations for the less fortunate children, with the long term objective being to promote agricultural development through training and macro-financing. The foundation also addresses the healthcare con- cerns of the less fortunate children who are without access to adequate healthcare of any kind. Contact: www.georgeweahchildren foundation.org

The Kalusha Foundation (KF) was established by Kalusha Bwalya. He Football Stars and was the former captain of the Zam- Professional Players bian national team, African footballer of the year 1998, nominated for the 1996 FIFA World Player of Context: Football and sport stars are seen as role models in society especially for young the Year and a top striker at Cer- people. Celebrities and stars are effective and suitable channels for the spread of mes- cle Brugge in Belgium and Dutch sages and creating awareness on issues that are dealt with by development initiatives giants PSV Eindhoven. He founded through football. The roles of stars are not only limited to spreading of messages and KF in 2003 partnering with the serving as ambassadors. Rather, and in addition, it is hoped that these stars, most of Royal Dutch Football Association whom come from modest and underprivileged backgrounds, could start their own projects (KNVB), sponsor NIKE and sis- tackling diverse issues in society. Here are a few examples. ter project MYSA in Kenya to see through development initiatives George Weah Children Founda- skills, his foundation intends to through football to give back to tion (GWCF) was founded by the ensure that every child will have society what society has given him legendary Liberian footballer to the basic necessities of life (food, during his long successful career. help rehabilitate his civil war torn shelter, clothing and health) and is KF has the core objective of using country of Liberia. Wining the given equal opportunity to achieve football to raise HIV/AIDS aware- Golden Ball award (for the best a higher standard of living through ness and to promote health educa- European player) and the Italian education and job training. GWCF tion among the youth, empowering National Championship with AC also builds shelters, schools, girls and women to participate Milan in 1995, he was awarded the hospitals, and recreational centres fully in community life to serve as world player award and FIFA’s Fair for the children, to help prepare role models for other girls; assist Play Award in 1996. Aside from them for a brighter future. It also girls to join the fight against child providing employment, community brings in physician assistants from and sexual abuse and early moth-

development and training in basic the United States and Europe to erhood through community and © FairPlay-vidc

22 Football for Development national awareness and advocacy programmes. The foundation also works in sensitisation projects on gender problems and issues, providing life skills education, voluntary programmes and training the trainers’ courses. The foundation operates 224 teams (168 boys’ and 56 girls’ teams) spread across 20 communities in Zambia. Contact: www.kalushafoundation.org

Anthony Baffoe was the first Ghanaian expatriate-player to play for and captain the Ghanaian national team the Black Stars. He played with clubs in four continents including FC Cologne, For- tuna Düsseldorf, Metz, OGC Nice, Hong Kong Golden and Caracas Top: Tomáš Ujfaluši former FC. During and after his career, captain of the Czech national Baffoe championed the cause of team in a chat at a demonstra- minority footballers in the fight tion match with the players of against racism and other forms Mathare Youth Sport Associa- of discrimination. After his retire- tion (MYSA) during their Euro- pean exchange tour. ment from active football, he was appointed and is active in cam- Middle: An interview with one of the players of the MYSA paigning for the network Football team. Against Racism in Europe (FARE). He highlights in particular the fight Bottom: Anthony Baffoe in a chat and interview with youths against racism towards black play- and children at the 2008 Foot- ers especially those from Africa. ball for Peace and Social De- Currently Baffoe occupies several velopment co hosted by SOS functions for the African Football Childrens Villages Ghana in the Confederation (CAF), as well as for run up to the 2008 African Cup of Nations in Ghana. FIFA. He also serves as a Match Commissioner and General Coordi- nator for CAF and FIFA sanctioned tournaments. In February 2006 he was named “Director for Interna- tional Relations” for the Ghana national football team. He is the founder and General Secretary of the Professional Footballers Asso- ciation of Ghana. In that capacity he is in close contact with the FIF- Pro Players’ association and works in collaboration with the Ghana Football Association to assert the rights of footballers in Ghana and their future after retirement. He is also SOS Children’s Villages ambassador working for the rights of underprivileged children at the periphery of society. He is also an ambassador for Play Soccer Ghana which uses the strength of football to address social, education and health issues at grass roots level. Contact: www.pfag.com.gh © FairPlay-vidc | INEX-SDA © FairPlay-vidc

Football for Development 23 A kick off discussion to the Vienna conference on the theme: „African Renaissance“ – What will the World Cup 2010 bring to Africa and African football – Gains and Legacies of the World Cup 2010 for African Football.

Media for Development

Context: The media is conventionally concerned with reporting and covering issues in sport and development. In the recent past however and with the emergence of new electronic and social media, there is a movement away from Media on Development to Media for Develop- ment. These initiatives, some of which are listed below, show that the strength of the media includes potentials for initiating, supporting and spreading information on development initiatives through football and sport.

The International Platform sector and sharing this with a on Sport and Development wide, interested audience. From a (sportanddev.org) is the leading in- media perspective, sportanddev. Workshop in Hungary of Football for Develop- formation resource and online com- org provides news from the field, ment partner Mahatma Gandhi Human Rights munity for the field of Sport and to policy, to research and ampli- Organisation (MGHRO). Development. It was established in fies these messages, reflecting the 2003, after the first international, diversity of and progress made high-level conference dedicated within the sector. to the role of sport in reaching development and humanitarian Since the most recent version of objectives – the Magglingen Confer- the website was launched in 2008, ence. Since then, sportanddev.org more than 3,000 articles have been has emerged as the leading ‘one- published on the site. This means stop-shop’ for information about close to three articles per day! In ‘what’s going on’ in Sport (includ- the lead up to, during and post the ing football) and Development. FIFA World Cup 2010, sportanddev. sportanddev.org not only provides org published 70 articles, specifi- information resources, tools, and cally related to the developmental support for researchers, practition- aspects of the FIFA World Cup ers, donors and others, but it also 2010. Since 2010, sportanddev.org Peter Karanja, the director of MYSA and Jean- provides a crucial service – com- has provided coverage and expo- Claude Mbvoumin, ex-international of Camer- municating about developments sure to a range of other football oun and now of Foot Solidaire, France, during

within the Sport and Development events, including the FIFA Women’s a podium discussion at the Vienna conference. | MGHRO © FairPlay-vidc

24 Football for Development World Cup, the East Africa Cup, the as a legacy to the maiden FIFA Norway Cup and many others. World Cup in South Africa and sec- Contact: ondly but most importantly to link www.sportanddev.org football, in partnership with the media to establish the relationship between football and development The Katine Project (KP) is a sport on the continent of Africa. for development project in Ka- As Kate Manzo points out, The tine, a rural district in North East Guardian’s partnership involve- Uganda. The three year KP was ment in Katine raises important started in 2007 by the Guardian questions about the implications and Observer newspapers of the of a shift from media reporting UK to support development work and fundraising to direct develop- carried out by the African Medical ment action. The distinction be- and Research Foundation (Amref) tween “media about development” and Farm-Africa in Katine. The and “media for development”4 project was launched by the editor captures that shift. of the Guardian newspaper, Alan Contact: Rusbridger. The £2.5m project was www.guardian.co.uk/katine funded by donations from Guard- ian and Observer readers and Barclays Bank. Recommendation: Sport’s positive The project focuses on addressing role in development remains under- INEX-SDA ambassador Tomáš Ujfaluši at the problems in five key areas in the reported and under-represented in press conference in Prague, June 4th 2010, held district namely; education, health, mainstream media. Stories discuss- in the Information Centre of the United Nations water, governance and livelihoods. ing sport’s role in development are to present the kick-off of the MYSA tour in the Czech Republic. An important part of the Katine often deemed successful, and for project is listening to its residents those that are not, open, transpar- – finding out about their lives ent discussion of their failures is and giving them a forum to ex- needed. As such, sportanddev.org press their views, not only on the for example, provides the plat- work of Amref and Farm-Africa form on which such stories can be in their communities, but also on showcased and on which discus- the decisions made by Ugandan sion takes place. The media should politicians in Kampala that could not only cover stories from main- impact their lives. Over the course stream sports events but also those of the project, Guardian and Ob- events and initiatives that are often server journalists visited Uganda ‘hidden’ or undiscovered, namely to report on progress. The award- community events and projects that winning senior staff writer from take place in developing countries the Weekly Observer newspaper in and communities. The media should A group of MYSA team with Oliver Prudlo, Kampala, Richard M Kavuma spent direct efforts to meet the need for Director of sport at FC Wacker Innsbruck, two weeks each month in Katine to coverage of football-for-develop- Richard Strohmayr, professional footballer of First Vienna FC and Bella Bello Bitugu, Coordi- write regular news reports. ment initiatives, projects and events nator of the Football for Development project at In 2009, the Katine football tourna- as well as the organisations and a seminar on development initiatives through ment was organised to first serve individuals that run them. sport held in Vienna.

Football for Development 25 Corporate Social Responsibility and Fair Trade

Context: Patronising sport means getting the materials and equipment needed for that. comprises of two main elements: Fairness in terms of those who work in the production, manufacturing and selling of these the first one is the delivery of qual- products are not always ensured – there are often complaints about child labour, exploita- ity football coaching skills based tion of workers, lack of safety standards, medical care and many other issues. Exploitation on the Coerver Coaching model. in sport is therefore not only limited to the hiring and treatment of sports women and men Training sessions by experienced but also in the production of the items that make the sport possible in the first place – balls, Coerver Coaching staff help coach- shoes, dresses, equipment (training and competition) etc. Most of the footballs produced for es of local organisations improve instance come from Pakistan and India and involves a lot of hand work of sewing and stitch- their capacities in football training, ing – women and children are the major sources of labour, but they do not earn enough to with the idea to further teach their sustain their lives and futures. It is imperative that companies and organisations involved skills to other coaches and to direct in this business do more to stop the exploitation of workers and also give the society some- participants in their respective thing back through their corporate social responsibility initiatives. Below are some exam- communities. The second element ples and efforts in this direction. is the so called “peer-to-peer” exchanges – regional and internation- The adidas Exchange Programmes implemented through Football for al face-to-face knowledge exchange provides streetfootballworld Hope, a movement led by FIFA and and capacity development for network members with a unique streetfootballworld which uses the staff members of the participat- opportunity to meet face-to-face power of the beautiful game for so- ing organisations. This happens and develop the expertise and cial development. The programme through relevant workshops deliv- capacities that are vital for ensur- offers a perfect opportunity to ered by experts on topics that are ing that programmes and opera- connect organisations working in decided directly by the participants tions run smoothly. The initiative the area of development through in each exchange programme, but is part of the FIFA Partners CSR football and help them strengthen also through formal and informal Programmes, collaboration be- their work on the ground. sessions led by the organisations

tween adidas and FIFA that is The adidas Exchange Programmes with expertise on various issues. © FairPlay-vidc

26 Football for Development The purpose is to offer the manag- ers of the organisations practical knowledge that they can ideally apply in their everyday operations and overall management of their organisations. Throughout 2010, a total of 10 adidas Exchange Pro- grammes were implemented across five continents. The intangible success of the exchanges, especially the ones con- taining an element of capacity development/peer-to-peer exchange, was the unique opportunity for the organisations to come together at horizontal levels to exchange know- how and experiences. The prospects for more effective collaboration among organisations in the various regions was strengthened through the Exchange Programmes and in many cases (e.g. Middle East, India) Top: Bella Bello Bitugu Cordi- followed up via meetings and nator of the Football for Devel- further informal exchange such as opment project presenting the bilateral site visits. The innovative Vienna Action Plan to the Min- mixture of professional training in ister of Youth and Sports Mr. Nii Nortey Dua, the Minister for both organisational development Women and Children’s Affairs, and football coaching empower Ms. Juliana Azumah Mensah the organisations to develop their and the Minister of State at own and unique business expertise the Presidency, Ms. Hajia R. H. and improve their training ses- Alhassan Dubie in Ghana. sions in order to attract, motivate, Right: One of the MYSA youth retain and win over new and young taking a rest after a long training session. participants. Contact: Bottom: Penalty shoot out at www.streetfootballworld.org the Mondiali Antirazzisti in Italy.

EZA Fairer Handel (EZA Fair Trade*) was the first and the biggest importing organisation and supplier of fairly traded products in Austria. In 1998 EZA for the first time offered a variety of footballs made in Pakistan under fair conditions. The supplier – Talon Sports – is FAIRTRADE certified and committed to ensure certain social standards for factory workers as well as for women working in the stitching centres. Child labour is prohibited. Part of the higher prices paid by EZA as a premium is used for welfare activities. The “Talon Fair Trade Workers Welfare Society“, a body consisting of workers representatives and management staff, jointly decides on how to use the premium money. Invest- ing in health care, education or other community activities enable producers to improve their lives and those of their families. Contact:

Football for Development 27 RASENREICH are distributors of certified FairTrade innovative balls called CORPUS which are offering ground breaking methods of training that improves the skills of football players. RASENREICH emphasises that the attitude of fair play and mutual respect – cited over and over again in the world of football – must go beyond the bounds of the football pitch. For this reason, RASENREICH products are certified with the FairTrade-label. Function and design are important, but fairness and a forward-looking attitude carry equal weight. The company’s approach to transport the idea of Fair Trade onto the football grounds goes beyond what other Fair Trade sports goods sup- pliers do – RASENREICH offers an additional benefit to football Top: The photo shows a Fair teams; to improve the skills of their Trade Women´s group in Pa- players. The aspect of Fair Trade kistan sewing footballs under Fair Trade terms. production is not used as a sales Middle: CORPUS training ‚ball‘ argument, but rather as part of the from Rasenreich, Austria. responsibility of the world of sport Bottom: An international foot- for equity and respect in society. ball tournament based on fair Contact: play principle. www.rasenreich.com

Recommendation: The private sector and sport equipment producers should give back to the community through their corporate social responsibility activities what the community has given them in one way or the other. It is the grass roots that sustain the business that sport has been turned into, but unfortunately the people who sustain it get the least back. This trend must change if anything significant should happen in plus sport. *FAIRTRADE standards guarantee fair payment for workers, independent from the usual prices on the world market. In addition to the higher prices, an extra bonus for social projects is paid out. The whole process of fair traded products and production is certified by the independent FAIRTRADE label- ling organisation with its unique label. © EZA- Austria | Rasenreich Austria | INEX-SDA Austria | Rasenreich Austria © EZA-

28 Football for Development since the targets are cross cut- Brainstorming session of Football for ting. It is thus important that Development multipliers and facili- the actors and players must tators on conducting workshops in schools, youth centres and football strive to include as many ex- clubs with youths and children. perts from diverse backgrounds as possible. This will range from sports clubs, fan groups, football and other sport authorities, the media, migrant groups, sponsors etc.  People from Austria and other parts of Africa could be made ambassadors for sport for development and sport against racism. These could range from sports women and men, former stars as well as artists, social workers, philanthropists etc.  African players who played mainly in Europe or are playing in Europe should be contacted and encouraged to support, initiate or fund development through sport initiatives.  African communities living in Europe should be exposed by the media about their lives and activities and also involved in local activities. This will give 5 the Austrians a better picture Summary of Strategy Paper of Africa and its diversity. This will go a long way to help the In the run up to the FIFA World can take up this responsibility integration of Africans as well Cup 2010 in South Africa, a strat- especially in terms of finance. as acceptance by the majority of egy paper was published under the  It is recommended that the the society. theme: The FIFA World Cup 2010 government should also promote  In terms of activities towards in South Africa as an Opportunity these ideas on governmental mega events like the FIFA World for Development Education and levels not only nationally but Cup in South Africa, it is recom- Awareness-raising. also in other continents, within mended that the activities and the EU, the United Nations and projects to be organised must be The analyses as well as the theoret- other regional bodies. undertaken under one umbrella ical input resulted in the following  Include migrant groups as much to give the programmes national recommendations which formed as possible and at the same and collective identity. the core of the Austrian wide “Ke time involve policy makers and  Organising of intercultural Nako – Afrika Now!” activities people in authority and power in football tournaments. Such before, during and after the 2010 carving out these strategies. tournaments could be with other FIFA World Cup.  Training of multipliers (not only neighbouring countries as well in the strategy itself but general as politicians playing against  It is strongly recommended that project management from design African teams, bringing the the government and its institu- to application, implementa- youth from various backgrounds tions especially those dealing tion, monitoring, evaluation and and cultures together etc. with projects in information, reporting) especially among peo-  Before showing any World Cup education, sports, culture, inte- ple with migration background, match on TV, show case a project gration, the youth and develop- fans, the youth, teachers, girls or programmes that uses foot- ment policy tasks should include etc., so that this type of strat- ball and sport to address issues sports as a strategy and medium egy can have a base of capable in Africa that deal with educa- in their activities. This should people who understand what is tion, cultural exchange, health, be a permanent and not just a involved and what it is all about governance, youth and gender one off strategy. With regards to and who can further dissemi- issues etc. Reports on some Austria, Austrian Development nate it. African countries at least the Agency (ADA) has been men-  The strategy in this area should six that have qualified should be tioned as an institution which be multilateral and multi-agency shown.

5 For a full version of the article (German) “Die Fußball-WM 2010 in Südafrika als Chance für die entwicklungspolitische

Football for Development 29 Bella Bello Bitugu, European Coordinator, Football for Development project.

UN Forum on Sport for Development and Peace Recommendations6

The 2nd International Forum on ages the United Nations system development and social change, Sport for Peace and Development to include access to sport and in close cooperation with gov- held at the United Nations office physical education as an indica- ernmental institutions, the in Geneva on 10 and 11 May 2011 – tor in its human development private sector, and civil society Calls for major efforts to reinforce indexes; organisations; partnerships between the Olympic  Requests governments to  Encourages International Sports Movement, governments, the UN increase their support for the Federations to organise world system and civil society on sport development of quality physical sports events in developing and for development and peace and education and sports for all; emerging economies which can  Invites all concerned parties to  Stresses the need for closer contribute to the building of a strengthen the use of sport as an cooperation with the business sustainable legacy for develop- effective policy tool for develop- sector and international and ment; ment and peace-building, and to regional financial institutions as  Calls upon UN Member States to mainstream it in a holistic and key partners in social develop- cooperate with the International cross-sectorial manner to con- ment and peace-building strate- Olympic Committee in its efforts tribute to the achievement of the gies; to promote the Olympic Truce in Millennium Development Goals;  Further calls for the strength- the framework of the Olympic  Urges UN Member States to ening of common evaluation and and Paralympic Games in Lon- strengthen grassroots synergies monitoring tools on the impact don in 2012, and to abide by it, for community support mecha- of sport in social and economic individually and collectively; to nisms and resource mobilisation development and for more inter- pursue the peaceful settlement with a view to implementing disciplinary research to develop of all international conflicts, in long-term, sustainable and cost- scientific evidence and good conformity with the purposes effective sports programmes; practices in these fields; and principles of the Charter of  Encourages governments, and  Urges International Sports Fed- the United Nations. particularly donor countries, as erations, National Olympic Com- well as international organisa- mittees and other entities of the tions, to include sport in Official sports movement to strengthen Development Aid, and encour- their activities as partners for

6 For more on informations the United Nations Office on Sport for Development and Peace and their cooperation with the International Olympic Committee please

go to; www.un.org/sport © FairPlay-vidc

30 Football for Development Stadium Action Days in Hungary to create awareness on the MDGS.

The Project Football for Development

In 2009 a group of development knowledge and expertise about the NGOs, sport organisations and potential impact of football to pro- human-rights initiatives came to- mote the Millennium Development gether to design a project proposal Goals (MDGs) as a positive medium aimed at awareness-raising and for social change in sub-Saharan educational work around the first Africa and elsewhere. FIFA Football World Cup on the African continent in 2010. This grass-roots initiative applies a multi-agency approach. Previous The bid “Football for Development” activities included an international attracted European Commission conference “Development through funding and the project kicked-off Football”, which passed the in November 2009. It brings to- Vienna Action Plan; an NGO expert gether European NGOs from Aus- meeting; production of a teacher’s tria, Czech Republic, Italy and manual on sport for develop- Hungary with experienced sport & ment and using it as the guiding development initiatives from Africa medium for cross-border school including Kenya, South Africa, programmes, linked with exchange Ghana, DR Congo, Nigeria and the tours of mixed Kenyan youth teams Gambia. from Mathare Youth Sports Asso- ciation (MYSA); training and ex- The initiative aimes to use the change programme for sport jour- popularity and universality of nalists; activities at African Fan football as a unique entry point to Zones during the FIFA World Cup raise awareness on development is- 2010 in inner cities and action days sues and to promote education for with national teams, professional development among young people and grass root clubs inside stadi- of both sexes. The action brings ums. The production of this Good together football stakeholders Practice Guide is part of the project (football clubs, national associa- and depicts the overall perspective tions, players, sport spectators and of the project and its vision. fan groups), sport-for-development MYSA youth teaching their European actors and (sport) media from www.footballfordevelopment.net counterparts how to create balls out of recycled

Football for Development 31 Participants at the Experts’ Non Governmental Development Organisations meeting in Prague.

Main Partners

Vienna Institute for International Dialogue and Uisp – Unione Italiana Sport per Tutti Cooperation (VIDC) The Italian Sport for All Association Uisp The VIDC, founded in 1962, is a is a national sport association with the non-profit, international non- aim of extending the right to practice governmental organisation (NGO) sport by everyone and connects it to health active in the fields of internation- issues, life quality, education and social relations. Uisp has al dialogue and cooperation, awareness-raising on global issues, currently more than one million members active in 14,000 Uisp culture and public relations as well as anti-racism and anti- sports clubs in all 20 Italian regions and has 160 local commit- discrimination in sport. VIDC has three departments: Dialogue tees, engaged in 26 sports disciplines. Uisp and its NGO Peace and Policies (social and political policy tasks), Moving Cultures Games held educational and sport activities in Palestine, Bosnia, (cultural exchange) and FairPlay. Different Colours. One Game Chiapas, Lebanon, Brazil, South Africa, Mozambique, Senegal (anti-discrimination in European football). and the Arab Democratic Republic of Saharawi. Contact: www.vidc.org, www.fairplay.or.at Contact: www.uisp.it

INEX-SDA – Association for Voluntary Activities Mahatma Gandhi Human Rights Organisation (INEX-SDA) The Hungar- Mahatma Gandhi Emberi Human Rights INEX-SDA, founded in 1991 in the Czech Republic, is Organization ian Mahatma a non-profit NGO active in the field of international Gandhi volunteerism, education & campaigning. Since 2006, it Human Rights Organisation has been operating since 1992 in the runs a national awareness-raising campaign Football area of integrating refugees and combating intolerance. MGHRO for Development. The involvement in the field of is a part of the minority committee of the Hungarian Football development education of INEX-SDA dates back to Association MLSZ. Its sister organisation MGHRO-Gambia uses 2004 when INEX-SDA started to be involved in North- sport to eradicate poverty. The two most important MGHRO South exchanges due to the cooperation with the projects are the Tolerance Education Programmes for high- ASA-Programmes (GLEN network) and CCIVS (Coordinating school students and the Football Against Racism campaign. Committee for International Voluntary Service). It also co-oper- Contact: www.gandhi.hu ates at the national level with The Czech Forum for Development Co-operation (FoRS) and the Czech against Poverty campaign. The mission of INEX-SDA is to assist the development of a tolerant and open society and to encourage an active and responsible approach to the world around us both locally and globally.

32 Football for Development Associate Partners

The Mathare Youth Sports Association (MYSA) founded South African Football Players Union (SAFPU) is an affili- in 1987 in the Mathare area, one of Africa’s largest ate of COSATU – Congress of South African Trade Unions. and poorest slums located just a few kilometres from The trade union represents professional football players the central business district of Kenya’s capital, Nai- in South Africa. It is also a member of the International robi. From an initially small self-help youth sports Players’ union FIFPro (Federation of International Profes- project, MYSA rapidly became a community development project sional Footballers). Currently, SAFPU has nearly 600 members. In using sport as the starting point. In 1988 MYSA was the pioneer the past decade, several South African football players have died association to link sports with slum garbage and environmental from AIDS-related illnesses. Football clubs have given little cleanups, AIDS prevention, tackling drug abuse and alcoholism, official acknowledgement or guidance on the issue. Against this using music, drama and dance to highlight key social problems, backdrop SAFPU has started an HIV awareness campaign and feeding and freeing jailed kids, providing leadership training has run a peer-group advice programme. Since football is the with awards to help young leaders stay in school and other most popular sport among black South Africans, SAFPU have community development programmes. Today over 20,000 youths used the appeal of professional footballers to convey key social in over 1,600 teams participate in the MYSA programmes. MYSA messages. leaders are also helping to implement projects in Botswana, Contact: www.safpu.org Southern Sudan, Tanzania and Uganda. The most distinctive feature of MYSA and the main reason for its success is that it is La Ligue Sportive pour la Promotion et la Défense des organised and run by the youths themselves. Droits de l’Homme (LISPED) was Contact: www.mysakenya.org formed in 1999, the objective of LISPED is to enhance and protect human rights in sports and to promote understanding among ethnic groups and people, Search and Groom (S&G), a symbol of Nigerian youth, social tolerance and the issue of war, peace and violence. It uses sports and peace development was founded in 2003 as a sport as a multiracial integration tool and attempt to shape the project meant to organise its own programmes with the national as well as international opinions about sports values – background knowledge of exploiting sports’ vast accept- notably fair play, tolerance, non-violence and anti-racism. The ance as a means of social campaign, harmony and mission is also to mobilise women and girls on gender equity community regeneration. It seeks to provide capacity building and the empowerment of women and girls. In January 2008, programmes, training, rehabilitation, employment, sports and during the African Cup of Nations in Ghana, LISPED participated recreation opportunities for youth, homeless and displaced in the SOS Ghana led programmes under the theme Sports for people, rehabilitated and other vulnerable persons. It believes Peace and Social Development. An African network of sports for that access to and participation in sports is a human right and peace was established during this programme bringing together an ideal learning ground for life’s essential skills. It acknowl- organisations and individuals from Ghana, Kenya, Rwanda, edges the possibilities and values sport offers. Search and Burundi, Tanzania, United Kingdom, Austria, Algeria, Madagas- Groom is a non-governmental and non-partisan organisation, car and Tunisia. which is committed to indigenous people’s development and Contact: www.lisped.org rehabilitation. It has a mandate to defend, protect and promote universally recognised human rights in Nigeria, in accordance Name*it – Production and distribution of underrepresented with the international human rights standards. These objectives issues in the media: are pursued through research and publications, campaigns, Produces features, documentaries and human rights education and self-empowerment projects. reports for radio, print media, TV and web Contact: www.searchandgroom.org media mainly about underrepresented issues. It organised in 2008 the “Peace Kicking Mission” in Kosovo. The SOS Children’s Villages Ghana, is an independent, Experiences in Africa: Production of a radio feature about the non-governmental and social development music festival in Timbuktu (Mali) and Cooperation with South organisation active in the field of children’s African Media Production of a media website about development needs and was established in 1974 with issues, civil society and the effects of the World Cup 2010 in currently four villages operating in Tema, Asiakwa, Kumasi and South Africa. Tamale. There are over 500 children in these villages and over Contact: [email protected] 2,000 pupils in the supporting educational facilities. In 2005, SOS Children’s Villages launched the Family Strengthening Programme. This programme is aimed at prevention of child abandonment and is currently operating in 12 communities in three of the ten regions in Ghana. In 2007 and 2008, SOS Ghana organised a “Football for Peace and Development” festival for over 750 young people from six African countries including Ghana. The project was organised to coincide with the African Cup of Nations. It was their version of the African Cup and was used to expose the children to different cultures, development and social issues like peace, violence and health. There is a current cooperation with the Feyenoord Rotterdam football academy in the northern region of Ghana. Contact: www.sosghana.org

Football for Development 33 Friendly game after a workshop at the stadium of FK Austria VIenna.

Tournament at the Mondiali Antirazzisti.

34 Football for Development Feedback Form

Thank you for reading this product and we hope you will take off a few minutes to give us your feedback. This feedback is very important for us to enable us improve our future publications as well as to know what actors, stakeholders, interested parties and experts like you think of such a product.

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Return to: VIDC-FairPlay Möllwaldplatz 5/3 A-1040 Vienna E-Mail: [email protected] Fax +43 1 7133594 73

Football for Development 35 Contact

Bella Bello Bitugu (European Project Coordinator) VIDC – FairPlay Möllwaldplatz 5/3 A-1040 Vienna, Austria E-Mail: [email protected] Tel. +43 1 7133594 Fax +43 1 7133594 73 Mobile +43 650 6831842 Skype: drbellabello1964 www.FootballforDevelopment.net www.fairplay.or.at

THE FOOTBALL FOR DEVELOPMENT PROJECT IS CO-FUNDED BY THE EUROPEAN UNION.

Project Partners

Mahatma Gandhi Emberi Human Rights Organization

National Co-funders