INTEGRITY
RESPECT
COMMUNITY
THESE VALUES MEAN THE WORLD TO US
The year: 1848. The place: England. Almost 200 years ago, when football was invented, the values of this official public sport were clearly defined: integrity, respect and community. These values reflected the fundamental rules of the game. Today, we believe these values still represent the original spirit of our sport. They might even be more relevant than ever before.
In 2022 this sport is loved by more than three billion people globally and is nothing less than one of the largest social phenomenons on the planet. Therefore we believe it is essential to remind ourselves that this sport is meant to unite – not divide – and embrace every single human being, no matter what.
ALL NATIONS
The basic idea of football is simple: once you’re on the pitch or in the street, joy and skills are all that matter – whenever, wherever.
ALL TEAMS
To us, the game itself is bigger than teams and players, status and success, nationalities and clubs. Wherever boys and girls gather on a pitch to compete, we celebrate it.
Photography Rebekah Campbell
ALL GENDERS
Football is for everybody. It’s as simple as that. It is one of the most democratic sports we have – if treated correctly. That’s why we embrace diversity and uniqueness of all kinds as an energetic, inspirational and cultural fuel for our global community. In a game of two sides, it’s the details that really make a difference.
Photography Rebekah Campbell
