Beko & Barca to tackle childhood obesity with UNICEF

01 May 2018

By: Sport Industry Group

Beko is taking on a global mission to help prevent childhood obesity via its ‘Eat Like A Pro’ initiative and has announced a partnership with UNICEF and existing sponsorship partner, FC Barcelona and its foundation.

Beko will raise awareness about the global challenge of obesity in childhood and has a goal to raise €1m for UNICEF by encouraging people all over the world to share their healthy eating habits on social media. For each #EatLikeAPro post that appears on Instagram or Twitter, Beko will donate €1 for UNICEF.

The donation will help children worldwide through various UNICEF programmes, ultimately striving to prevent child malnutrition, in all its forms, including overweight and obesity in children globally. 

In support of the donation activity during El Clásico on 6th May, Beko will give up its brand visibility on the players’ sleeve to highlight its healthy eating initiative, ‘Eat Like A Pro’.

The team will unveil its new kit on the day, celebrating the campaign by wearing their sleeves dedicated to the initiative, #EatLikeAPro. 

The campaign aims to grant families access to the eating habits of the team’s players, educating parents and children from around the world about the importance of a healthy diet and a balanced lifestyle.

Those sharing their healthy eating posts on social will also have a chance to win a limited edition signed FC Barcelona training and match day shirts, featuring #EatLikeAPro from El Clasico week. Barça Foundation will be supporting this campaign through its media channels, promoting the participation among their more than five million of followers around the world.

Beko’s CEO Hakan Bulgurlu explains: “Childhood obesity is a worldwide issue and we are delighted that three leading global brands - FC Barcelona and two of their biggest partners - are uniting to help tackle the challenge. At Beko, we are striving to tackle this crisis through using innovative technologies that make healthy eating easier, whilst raising awareness and donations for UNICEF with FC Barcelona through a social call to action and the sleeve reveal at this year’s El Clásico match.”

Victor Aguayo, chief of UNICEF Global Nutrition Programme, comments: “Childhood obesity is increasingly affecting the poorer families and countries, largely due to diets that do not provide children all the nutrients they need to grow healthy. We welcome the support of our partners Beko and FC Barcelona, who will work closely with us to bring about positive change for children globally."

Jordi Cardoner, vice president of FC Barcelona and Barça Foundation, said: “In all our programs that use the FutbolNet methodology, and that are reaching 120,000 children and youth around the world, we use the physical activity and the value of 'Respect', in this case respect towards oneself, to reinforce healthy habits."

This specific contribution by Beko will support UNICEF nutrition programmes in Latin America, where an estimated 23% of school-age children are overweight or obese.