• Black Diamond Apparel

Chevrolet bags Beyond Sport award with 'What Do You #PlayFor?' campaign


Words: GMSA

31 OCTOBER 2014 - Chevrolet, in partnership with Coaches Across Continents (CAC), has been awarded the Corporate of the Year accolade at the 2014 Beyond Sport Awards. The partnership, which has seen the global significance of the 'What Do You #PlayFor' campaign, was presented the award in recognition of significant social impact while integrating business strategy.

Courtesy of: GMSA

Beyond Sport is a London-based global organisation which seeks to promote, fund and celebrate the use of sport as a tool to trigger positive social change. The 'What Do You #PlayFor' campaign was devised to bring football fans closer to the sport and demonstrate that through play, anything is possible.

Founded by Nick Gates, CAC is a global leader for social impact in sport and cites the partnership with Chevrolet as creating a successful Corporate Social Responsibility (CSR) and cause marketing model for other companies to follow. Formed in 2008, the partnership began in Indonesia and continues in the United States and South Africa.

One World Futbol Project, which has formed the base of Chevrolet's football involvement since 2012, is also underpinned by Chevrolet's official sponsorship of English football team Manchester United.

Locally, One World Futbol Project has seen over 55 000 nearly-indestructible footballs donated to countless underprivileged communities in South Africa, reinforcing the goal of inspiring children through play and community development. To date, over one million balls have been donated around the world - part of a 1.5-million ball global donation.

"Our partnership with CAC has always proven to bear fruit," comments Chevrolet Brand Manager at General Motors South Africa, Tim Hendon. "Countless heart-warming opportunities have already been undertaken, including the refurbishment of a rural soccer pitch in Hammanskraal, Pretoria, where we gave away the one millionth One World Futbol, and the once-in-a-lifetime opportunity which was given to two elated young South African soccer fans who got to travel to Old Trafford in England and walk onto the pitch with Manchester United players in full kit."

Alongside One World Futbol Project, involvement in the Dreamfields project further extends Chevrolet's involvement in football development and promotion in South Africa. Dreamfields seeks to develop and provide resources for playing soccer in township and rural schools across South Africa. Seven projects including the Hammanskraal football pitch refurbishment have been undertaken, with another project seeing Chevrolet, One World Futbol Project and Dreamfields reaching the Jozini region of Northern Kwa-Zulu Natal in November.

Hendon concludes: "We are delighted to be able to accept the Beyond Sport award, the recognition it bestows being overshadowed by the immense amount of fun, hope and inspiration we have been able to bring to children all over the world."