Based on a shared ambition to maximize football’s contribution towards a more equitable and inclusive world, we have pledged 1% of our global net sales from footballs to Common Goal until 2023.
Common Goal was launched in 2017 when a single player, Juan Mata of Manchester United and Spain, committed to pledge 1% of his salary to a collective fund that invests in high-impact community organizations that use football to empower young people. The collective has grown to almost 200 players and managers, including Serge Gnabry, Pernille Harder, Paulo Dybala, Timo Werner, Casey Stoney MBE and Jurgen Klopp. To date, over €3M has been generated by the movement and invested in football-based charities that support the United Nations Global Goals.
The organisation will then work with the adidas Football Collective, our purpose platform in football. Together we will use the game to support and grow football communities around the world and accelerate – and measure – a promise to fight racism and discrimination, power gender equality, foster mental well-being and promote LGBTQ+ inclusion.
In the initial three-year period of the partnership, together with Common Goal we will support grassroots community organizations across the globe, via a network of 140 high-impact football NGO’s in 90 countries. The aim is to directly impact 90,000 lives through a series of projects and strategic focuses concentrated on removing inequality, improving access, and working towards greater gender parity. These projects include:
- Global Goal 5 Accelerator: Creating a world where every girl has the opportunity to develop her full potential
- Anti-Racist Project: To end racism in football: on the field, on the sidelines, in the front office and across our communities
- Play Proud: Making grassroots football organisations, programmes, and communities around the world inclusive for LGBTQ+ communities.
- Global Goal 16 Impact: Empowering young people to shape their communities and play a key role in creating peaceful and inclusive societies.
adidas have also committed significant resources to storytelling and content production that will bring to life the social impact of the partnership, alongside a strategic investment that will allow adidas to support Common Goal’s greater ambition to positively change 100 million young lives by 2030, amplifying its work through the brand’s global footprint.
This partnership announcement is the final chapter in our UEFA EURO 2020TM campaign and long-term commitment to inspiring a movement of people to see – and push towards – a more positive and inclusive world through sport.