Adidas has paid fees for London’s grassroots footballers in celebration of the return of recreational sport.
The brand partnered with two of the biggest leagues in the capital ahead of the weekend’s first matches back since lockdown, and will continue the campaign until next weekend, supporting a total of 3,738 players from 267 teams, across two weeks.
Over the Easter weekend, adidas partnered with the Amateur Football Combination (AFC) - one of the biggest leagues in Europe with 222 men’s adult and veteran teams - as it resumed its season, while next weekend, it will support players in the Greater London Women’s Football League (GLWFL), which is London’s only affiliated Women’s Football League.
“We’re delighted to be partnering with adidas on this and offering a helping hand to our players and teams across the capital,” said James Whitmarsh, League Development Chairman, the AFC.
“We have a jam-packed fixture list and I know the teams are looking forward to making a safe and successful return to the pitch.”
Julie Syer, General Secretary, the GLWFL, added: “This is an amazing opportunity for us to be partnering with adidas to support our league. It’s been a long time for everyone without grassroots football, so we are really excited for our teams to get back out on the pitch next weekend – and it’s been made that little bit more exciting now that the subs are covered!”
The sportswear giant says the commitment is part of its adidas Football Collective, which was launched in October 2020 to support the sport at grassroots level.
The initiative brings past and current community initiatives together with new and future programmes in a bid to empower teams and communities around the world. The current Football Collective work in the UK is focussed on London, but the brand says it plans to expand its reach across the country in the near future.
Chris Walsh, Vice President UK, adidas, said: “Grassroots football is back and we are as excited as players across country are to see the game we all love return.
“Our adidas Football Collective initiative is about creating positive change through football and we’ve got much more to come on this as we all look forward to a hugely exciting summer for the sport.”