Today, we are announcing a long-term partnership with Common Goal to contribute to lasting social change for underserved communities, creating a better and more inclusive future through football.
Based on a shared ambition to maximize football’s contribution to a more equitable and inclusive world, we have pledged 1% of our global net football sales to Common Goal through 2023.
Common Goal was launched in 2017 when a single player, Juan Mata of Manchester United and Spain, pledged to donate 1% of his salary to a collective fund that invests in high-impact community organizations that use the football to empower young people. The collective has grown to nearly 200 players and managers, including Serge Gnabry, Pernille Harder, Paulo Dybala, Timo Werner, Casey Stoney MBE and Jurgen Klopp. To date, over € 3 million has been generated by the movement and invested in football-based charities that support the United Nations global goals.
The organization will then work with adidas Football Collective, our dedicated football platform. Together, we will use the game to support and develop football communities around the world and accelerate – and measure – a promise to fight racism and discrimination, promote gender equality, promote mental well-being and to promote the inclusion of LGBTQ + people.
This partnership with adidas represents a change in the football industry. Social impact has become a high priority for football stakeholders.
adidas has shown its leadership by investing in the common goal and together we can expand and accelerate football’s contribution to the achievement of the global goals. We believe that anything is possible if we work together as one team.
Jürgen Griesbeck, CEO and co-founder of Common Goal
During the initial three-year period of the partnership, with Common Goal, we will support grassroots community organizations around the world, through a network of 140 high-impact football NGOs in 90 countries. The objective is to have a direct impact on 90,000 lives through a series of projects and strategic axes focused on eliminating inequalities, improving access and seeking greater parity between the sexes. These projects include:
- Global Accelerator for Goal 5: Create a world where every girl has the opportunity to develop her full potential
- Anti-racist project: to end racism in football: on the pitch, on the fringes, at the front office and in our communities
- Play Proud: Making grassroots football organizations, programs and communities around the world inclusive for LGBTQ + communities.
- Impact of Global Goal 16: Empower young people to shape their communities and play a key role in building peaceful and inclusive societies.
At adidas, we are committed to creating change through football. However, we cannot do it alone and therefore we look to individuals and organizations with a common commitment to action, such as Common Goal.
This is teamwork and it was important to announce this partnership and our ambitions for it at the most collaborative and inclusive football tournament in European history. This is just the beginning.
Gonzalo Calvo, Director of Communities and Culture at adidas
We have also committed significant resources to storytelling and content production that will bring the social impact of the partnership to life, as well as a strategic investment that will allow adidas to support Common Goal’s biggest ambition to positively change 100 million. young people by 2030, amplifying its work through the brand’s global footprint.
I’ve been a part of the adidas family for many years and with Common Goal from the very beginning, so this collaboration is very special. This partnership will help us use football as a force for good and come together to try and tackle social issues as one. This is really just the start.
For me team play is the most important thing and through solidarity, empathy and effort, I believe that anyone can achieve their goals. Our ambition is to make Common Goal the biggest football club in the world, where everyone is welcome.
Juan Mata, Manchester United player and Common Goal co-founder
This partnership announcement is the last chapter of our UEFA EURO 2020MT campaign and long-term commitment to inspire a movement of people to see – and push for – a more positive and inclusive world through sport.
To join us and Common Goal at the start line, fans can buy a soccer ball at www.adidas.co.uk/balls to have their 1% donated to the causes of social change.