q&a: Jaeson Rosenfeld(AS Saint-Étienne) and Matthew Williams (hwc)
For the first time in the history of the Homeless World Cup Foundation, the Homeless World Cup Foundation’s logo displayed on a professional football team’s shirt
Q&A credit:
Nicolas Basse | News Tank Football
“This partnership is a new venture for the homeless world cup foundation, but its value is clear”
Matthew Williams, Marketing and PR Manager at the Homeless World Cup Foundation, told News Tank Football on the eve of AS Saint-Étienne match against PSG on 30th March this year.
In March 2025, the Homeless World Cup Foundation proudly announced a new partnership with AS Saint-Étienne, as part of the partnership, the Homeless World Cup logo has appeared on the left sleeve of the AS Saint-Étienne men’s professional team shirt for the final stages of 2024/2025 Ligue 1 season, debuting in the home match against Nice on Saturday 1st March.
It is the first time in Homeless World Cup Foundation’s 22-year history the Homeless World Cup logo has had visibility on the shirt of a professional football club. AS Saint-Étienne also provided exposure for the Homeless World Cup Foundation and the Oslo 2025 Homeless World Cup on the LED banners around the pitch at the Geoffroy-Guichard Stadium.
Matthew Williams from the Homeless World Cup Foundation spoke to News Tank Football’s Nicolas Basse alongside Jaeson Rosenfeld, Executive Vice President of Kilmer Sports Ventures and a member of the board at AS Saint-Étienne.
How did the partnership between the club and the Homeless World Cup come about?
Jaeson Rosenfeld: “It all started by chance through someone who knew I worked in football, who also had a connection to the Homeless World Cup, and thought we might have a lot in common. He introduced me to one of the co-founders and we discussed their goals for the Homeless World Cup. I found it fascinating and, considering our club’s values, and our commitment at Kilmer, I expressed my interest in getting involved. It took some time to think about how we could support best.
Despite working in football, I realised many people, including myself, were unaware of the Homeless World Cup. I thought about how we could bring attention to this significant event in Oslo. That's when we came up with an idea: we had, momentarily, a space on our team's sleeve and advertising boards. So, we thought it would be an amazing media for Homeless World Cup.
People at the club were very enthusiastic. They saw an opportunity to connect this initiative with our local efforts to address homelessness.”
Is this in line with the vision of AS Saint-Étienne's new owner, Kilmer Sports Ventures?
JR: Football inherently ignites passion in people. It's a sport that captures attention and evokes positive emotions, serving as a platform for connecting with people globally about issues that extend beyond the game itself.
The Homeless World Cup is unique because it combines playing the sport with addressing social issues. At Kilmer, we believe one of the greatest aspects of working in football is the ability to convey important messages that might otherwise go unheard.
But it also connects to AS Saint-Etienne's values and commitment. AS Saint-Étienne is a club with a strong social role, anchored in a city, bringing a community together. The club was already supporting local initiatives against homelessness, it made sense to contribute in a different way.
Matthew Williams: “The club's history, its local efforts, and its values resonate deeply with us. The partnership developed quickly. We can already see how this collaboration has significantly boosted our awareness. From our first game against Nice (on 01/03/2025), at the beginning of March, we've experienced a level of engagement we've never had before with a football club.
While we've worked with football clubs in the past and had players visit our projects, the enthusiasm and commitment from both Saint-Étienne and Kilmer have been exceptional. They have gone above and beyond to support us. We introduced our tournament in Oslo on the LED branding around the stadium during the match against PSG. This exposure to a global audience will prompt people to learn more about the Homeless World Cup.”
Matthew Williams (Marketing and PR Manager HWC) and Jaeson Rosenfled (AS Saint-Étienne) before the French club’s match against PSG
What feedback have you had regarding this initiative?
JR: “The people I've spoken with have viewed it very positively. They appreciate that we're drawing attention to something that might otherwise go unnoticed.
MW: “For us, the impact has been significant. Our website traffic from France doubled, possibly even tripled, the weekend we debuted with the sponsor. Thanks to the match against Paris Saint-Germain, our logo, the Homeless World Cup logo, and the Oslo (Norway) 2025 event were seen worldwide. This partnership is a new venture for us, but its value is clear.
We have also engaged in discussions about the foundation's work at Saint-Etienne, particularly their efforts with local homeless shelters. This made partnering with Saint-Étienne an easy decision, given the club's values and actions. With Jaeson's experience with major clubs and FIFA, it's a fantastic chance for us to talk about the tournament, raise awareness, and garner support for the Homeless World Cup.”
Does this initiative inspire you for next year?
MW: “We would love to continue our partnership with Saint-Étienne, but the space on the jersey was a specific opportunity at a precise time. It has strong value and we couldn't afford to do what we're doing without the generous gesture from Jaeson and the team. We are eager to collaborate with more football clubs, as we have 70 member countries worldwide, including India, Australia, Cambodia, Nigeria, and Portugal. Replicating what we've achieved with Saint-Étienne in other countries would be ideal, and we believe this model works well. This initiative was driven by the generosity of AS Saint-Étienne, and there was no obligation for them to do this.
We would love to replicate our efforts globally and welcome inquiries from other football clubs interested in associating with the Homeless World Cup. Our tournament travels from country to country; last year, we were in Seoul, South Korea. We aim to spread our message as widely as possible, and our experience in France with Saint-Étienne has been fantastic.”
What about broadcasting the competition?
MW: “We showcase every game, with over 400 matches played over eight days in Oslo. Each match consists of two 7-minute halves, making them quick, entertaining, and full of goals. You can watch the games on FIFA+, thanks to an agreement we with FIFA last year, which highlights the strength and impact of our brand.
In addition to FIFA+, we have a YouTube channel. During our last European tournament in Cardiff (Wales, 2019), nearly half a million people tuned in. Although last year was challenging in Seoul (KOR) due to the time difference, being on European time this year should help. We also have an agreement with the European Broadcasting Union, making it free to air.
The popularity of the Homeless World Cup is immense. Our partners in Indonesia and Cambodia attract a million viewers for their games each tournament. While the desire to watch varies by country, it is particularly popular in places like Germany and Mexico.”
Is FIFA involved in the competition, beyond broadcasting on FIFA+?
MW: “Each country raises funds to cover travel expenses to Oslo, including flights and visa costs. They have their own kits, often supported by sponsors. For instance, the Portuguese Football Federation provides national kits for the Portuguese Homeless World Cup team, and the Irish Football Association awards caps to their players, recognising them as national representatives.
Our member countries vary in size. For example, Street Soccer USA operates 15 programmes across the country and has multiple sponsors for football boots and equipment, functioning like mini football clubs.
Thanks to our partnership with FIFA, we receive match balls, lanyards for accreditation, trophies, referee kits, and uniforms for our volunteers. Each tournament involves 500 to 600 volunteers, similar to the Olympics, but our budget isn't as large as an Olympic federation, so FIFA assists with uniforms.”