adidas’ World Cup Educational Initiatives

Official World Cup sponsor adidas aligned with South Africa’s Education Department to generate interest in education amongst South African kids. The brand leveraged its tournament rights to try link education and sport together in a positive and tangible way.


The idea was to use World Cup to spark interest in education amongst South African kids.


The sportswear giant activated its Ticket Fund campaign by teaming up with the South African DoE and its ‘My 2010 School Adventure’ initiative with a programme is aimed at all school-goers aged between 6-18. With 15,000 tickets to award to participating schools, the programme links to adidas’ own CSR work in South Africa which focused on education, HIV/Aids and footballs for children.


The scheme included ideas such as ‘Adopt-A-Nation’, where groups of school kids adopted one of the teams and learned about that country’s history, people, politics and more.


The ‘My 2010 School Adventure’ is anchored around three distinct pillars: Education; Curricular enrichment, Development; Teacher training courses and participation/football events.


adidas worked closely alongside the DoE, supporting their events such as the National Finals of the Football Events and the Finals of the Arts and Culture competition.


The objectives were to create unforgettable experiences for underprivileged kids; to use the FIFA World Cup as a platform to make kids understand that education and sports can go hand-in-hand and complement each other; to ensure that the 2010 FIFA World Cup touches as many South Africans as possible; and to lay the foundation for further cooperation between Department of Education and adidas.




Partnering with a government department is this way means authenticity and direction – providing the brand with the expertise, support and access it needed to really make a genuine difference.





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