Leeds United become first Generation Amazing partner club for education and legacy

Leeds United have become the first strategic partner club for Generation Amazing after agreeing to work together to develop an innovative knowledge exchange programme over the next four years in the fields of legacy, CSR and education.

Generation Amazing is the human and social legacy programme initiated during Qatar’s successful bid for the FIFA World Cup 2022™ in 2010, which uses the power of sport to positively impact lives and create sustainable social development in communities. 

Commenting on the announcement the Secretary General of the Supreme Committee for Delivery & Legacy (SC) – the organisation responsible for providing the infrastructure required to host the FIFA World Cup 2022™ and associated legacy programmes – H.E. Hassan Al Thawadi said: “Generation Amazing was an integral part of our successful bid to host the FIFA World Cup in 2022 and a symbol of Qatar’s commitment to football and international development. 

“Beginning in Syria, Lebanon, Pakistan and Nepal, this initiative has grown exponentially since, by utilising the power of football to transform societies and communities. This exciting new partnership with Leeds United – and Sheffield FC – will assist us in enhancing the football-centred programmes that we provide across our Generation Amazing network. We look forward to working together to effect real change on the ground in communities most in need.”

The signing ceremony of the Memorandum of Understanding took place at the home game between Leeds United and Sheffield Wednesday at Elland Road on 13 April. 

The value-in-kind partnership will see both sides engaging in joint CSR and football for development initiatives, and partake in knowledge transfer opportunities across their respective fields of expertise.  

“We are delighted to be joining hands in the fields of education, football for development and legacy for this innovative partnership with a club that has such an important history and an equally exciting future in the English game,” said Mushtaq Al Waeli, Senior Advisor to the Secretary General at the SC.

Chairman of Leeds United Football Club, Andrea Radrizzani, said: “This is a great opportunity for Leeds United to deliver some ground breaking initiatives, ensuring we provide role models in countries around the world, providing pathways for our communities to learn, develop and express inner qualities.

“Together we can provide amazing legacies we all can be proud of, using powerful brands to create opportunities.”

So far more than 250,000 beneficiaries have been reached through Generation Amazing across seven countries in the Middle East and Asia: Qatar, Nepal, Pakistan, Jordan, Lebanon, the Philippines and India.

Sheffield F.C., the world’s oldest football club, as well as the Josoor Institute, a Centre of Excellence for the sports and events industries inspired and developed by the SC., will join generation Amazing and Leeds United in the implementation of the partnership. 

Al Waeli continued: “It is a pleasure to have Leeds United become our first strategic partner club and join an expanding global network together with Sheffield F.C., and we look forward to showing the passionate supporters of these clubs more of our joint programmes and legacy initiatives through both Generation Amazing and the Josoor Institute over the coming four years.” 

The partnership will contribute to the objective of Generation Amazing; to positively impact one million lives through football for development outreach and education by 2022, thus empowering new generations of young leaders to transform their communities through football. To date, Generation Amazing has reached over 28 communities, via its football for development programmes and the construction or refurbishment of community pitches.

Recently, Generation Amazing ambassador Xavi Hernández visited the programme in Mumbai, India, to kick-start the construction of a community pitch there.

To find out more about Generation Amazing click here, with further information on Josoor Institute available here.

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