Homeless World Cup legacy to ignite change in Brazil

The Rio 2010 Homeless World Cup, the world-class international football tournament beating homelessness, and Nike have today announced they will leave a significant football community legacy center to inspire Brazil to tackle poverty and help young people at serious social risk to fight against social stigma and exclusion.

24 September 2010, The Rio 2010 Homeless World Cup, the world-class international football tournament beating homelessness, and Nike have today announced they will leave a significant football community legacy center to inspire Brazil to tackle poverty and help young people at serious social risk to fight against social stigma and exclusion.

The new community education centre will ensure the benefits of football are available to people in Santa Cruz, a district on the outskirts of Rio.

Mel Young, President, Homeless World Cup said: “We’d love to see the legacy of the Rio 2010 Homeless World Cup ignite Brazil to take real action to address the critical national issue of homelessness. It's a great example to replicate nationally. Politicians love to talk. Partnerships that take action at the core of a community, with the people that are affected, will create lasting, significant change.”

Managed by Bola par Frente, the Santa Cruz Legacy Center will aim to prevent homelessness in the local community. Susana Moreira, Executive Director, Instituto Bola pra Frente said: “To Instituto Bola pra Frente it is an honor and a great responsibility to have been chosen to receive the social legacy of the Rio 2010 Homeless World Cup. This area has one of the lowest HDI’s of the city and, for sure, the social technology of Bola pra Frente will contribute to a true social impact.”

The legacy is a partnership between Homeless World Cup, Nike and Architecture for Humanity. 

Hannah Jones, VP Corporate Social Responsibility, Nike said: “Nike understands the power of sport to change people’s lives. The football community center will leave a lasting legacy that has unlimited potential to help prevent homelessness and make a real difference for the youth in Santa Cruz.”

Cameron Sinclair, Founder, Architecture for Humanity said: “We are thrilled that the Santa Cruz center is creating a lasting legacy providing resources to the community, a home for street-football, and an elevated voice for the Homeless of Brazil."

Beating homelessness through football, the Homeless World Cup is an annual world class, international football tournament inspiring 64 national grass roots football projects and over 30,000 homeless players a year to change their lives: over 70% change for the better. The 8th Rio 2010 Homeless World Cup takes place from 19 – 26 September 2010 at Copacabana Beach, Rio, Brazil before the baton is handed to the Paris 2011 Homeless World Cup from 19 - 29 August 2011. Homeless World Cup is supported by UEFA, Vodafone Foundation, Nike, global ambassador Eric Cantona, international footballers Didier Drogba and Rio Ferdinand.

For more information visit: www.homelessworldcup.org.

ENDS

For more information, images and to arrange interviews contact:

Eva Vicens, Press Officer, Homeless World Cup

+55 (21) 8371 9364 | [email protected]

Notes to Editors:

Homeless World Cup (www.homelessworldcup.org)

Beating homelessness through football, the Homeless World Cup is an annual world class, international football tournament inspiring 64 national grass roots football projects and over 30,000 homeless players a year to change their lives: over 70% change for the better. The 8th Rio 2010 Homeless World Cup takes place from 19 – 26 September 2010 at Copacabana Beach, Rio, Brazil before the baton is handed to the Paris 2011 Homeless World Cup from 19 - 29 August 2011. Homeless World Cup is supported by UEFA, Vodafone Foundation, Nike, global ambassador Eric Cantona, international footballers Didier Drogba and Rio Ferdinand.

Bola pra Frente (www.bolaprafrente.org.br)

Institute Bola Pra Frente, an initiative of the four times soccer world champion Jorginho, uses the fascination of football and the image of renowned athletes to attract it’s beneficiary public and transform lives. Located in an area of 11.570m², in Rio de Janeiro, Bola Pra Frente serves children and adolescents in a situation of social vulnerability, aged from 6 to 17 years old. In the search for a fair social score, Bola Pra Frente offers opportunity for social advancement through sports, education, art and culture and professional qualification. In ten years of existence, Bola Pra Frente created and consolidated a Social Technology. This Technology extends the concept of "HOT-SHOT" player for skills recognized not only in sports, but mainly in other centers where children and adolescents are included: the family, school and community.

Architecture for Humanity (www. architectureforhumanity.org)

Building a more sustainable future using the power of design. Through a global network of building professionals, Architecture for Humanity brings design, construction and development services to communities in need.

Nike (www.nikebiz.com)

Nike continues its support of the Homeless World Cup as a founding partner, providing cash and product to support the event and the players, bringing core strengths to bear such as product design & manufacturing, marketing, access to sports clubs, athletes and passion for the game.

The company has been involved with the event since it began in 2003 as part of its drive to bring Nike business innovation to global efforts that leverage the power of sport in the lives of excluded youth. Nike believes that access to sport and play is essential for all young people, and when youth engage in sport, it can lead to personal empowerment as well as broad social change. To support this belief, the company’s community investments focus where youth are excluded due to poverty, natural disaster or conflict, and work to build partnerships in the context of support and programs that may already be in place in these communities.



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