Manchester United corporate partner Chevrolet launched its global "What Do You #PlayFor?" campaign Friday, aimed at bringing fans across the world together in order to benefit those most in need.
Chevrolet has used Sunday's match between United and Liverpool to launch the campaign, with fans’ social media responses being shared at ChevroletFC.com.
It was also announced that former United legends will be sent to train coaches and children in impoverished regions around the world this year.
Chevrolet and One World Futbol Project collaborated to launch the ongoing Power of Play initiative to children around the world in 2012 by donating and distributing 1.5 million nearly indestructible soccer balls to organizations working in disadvantaged communities.
More than 800,000 Chevrolet-branded gold-colored balls have been delivered to nearly 40 countries to date, affecting the lives of 15 million children.
The company is currently working in Bandung, Indonesia, to revitalize the community’s pitch on behalf of Rumah Cemara, a local organization that uses peer intervention and soccer to increase the quality of life for people with HIV/AIDS and people who use drugs.
"The act of play is a fundamental human need that transcends cultures and impacts all ages," said Alan Batey, General Motors executive vice president, Global Chevrolet. "Joyful play is the fuel of ingenuity and imagination for children and adults alike, driving a sense of what is possible.
"Through our partnership with Manchester United and One World Futbol Project, Chevrolet is harnessing the passion for play to bring everyone closer to the game. The message we’re sending to football fans around the world is that at Chevrolet, we play for you.”
"From the beginning of our partnership nearly two years ago, Chevrolet has followed through on its pledge of bringing fans closer to our club, and using football to do good around the world,” said Richard Arnold, Manchester United commercial director. Asking the simple, yet provocative question, 'What Do You Play For?' to stimulate global discussion and engagement about our great sport and to create change around the world is brilliant and, more importantly, meaningful."
"Chevrolet expanding its commitment of bringing joy and play to children around the world by revitalizing pitches, instilling life skills in children and amplifying the discussion globally by asking ‘What Do You #PlayFor?’ only fortifies what we knew from the beginning: Chevrolet is the right partner for us to positively influence millions of people around the world," said Tim Jahnigen, co-founder and chief innovation officer of One World Futbol Project.
For more information on Chevrolet's One World Futbol project visit ChevroletFC.com.