‘Sahara Group’s MADwithFOOTBALL initiative will promote diversity, inclusion’

Sahara Group has unveiled a project, #MADwithFOOTBALL, aimed at promoting diversity and inclusion across the globe.

At the launch of the initiative, the group said that the attributes of football, every kick, dribble, goal celebration and handshake exchanged by opponents and fans from different socio-cultural backgrounds, could be leveraged to promote diversity and inclusion across the globe.

According to the Group’s Head, Corporate Communications, Bethel Obioma, the campaign aims to foster a culture of oneness, equity and camaraderie. He added: “For us at Sahara Group, the word MAD represents making a difference. The global acceptance the round leather game enjoys can be a springboard for creative conversations on diversity and inclusion. This is what we hope #MADwithFOOTBALL will inspire.”

Obioma said football has the power to bring people together, adding, “We understand that football is more than just a game, it’s a community. We believe that the ideals of that community where everyone feels accepted and valued, and chant endless songs together, regardless of race, gender, creed, or political leaning, can be harnessed towards making a difference.”

Obioma revealed that as part of this initiative, some employees of Sahara Group have been allowed to attend live matches at Old Trafford and Emirates Stadium, adding that the experience would help ramp up ‘fun in efficiency and the impact of diversity and inclusion in the workplace.’

“The campaign kicks off this weekend with 22 Saharians drawn from our locations in Africa, Asia, Europe and the Middle East, scheduled to attend the Arsenal home game against Brighton live at the Emirates, today May 14, 2023, and Manchester United home games scheduled for May 25 and 28 respectively