The children of migrant workers in Chinese cities do not usually have equal access to education as their schools are often underfunded and struggle to provide the bare necessities. This is why the Bertelsmann foundation, German Consulate General and the German Chamber support the Kick Off project since 2016 under the More than a Market CSR umbrella.

 

The project provides physical education (PE) classes and football training to migrant school children in Shanghai. To fund and equip the project, Kempinski, Kuka, Adidas, Roedl & Partner, Allianz, First Priority Consulting and others joined forces. The partnership has made it possible to hire two professional football coaches and assistants who give PE classes and football training to about 5,000 children in 10 schools.

 

Kick Off has also trained 25 university students from two universities to help develop an afternoon football program at the schools. In addition to the regular classes and training sessions, the partners have organized numerous events, including stadium visits in Shanghai and tournaments between the participating schools.

 

The project’s mid-term goal is to encourage private schools to help fund the less privileged schools and, in exchange, gain access to the same outstanding physical education resources. In the future, Kick Off will reach out to additional Chinese companies, allowing them to engage in the project and help to create a healthy and active future for Chinese kids.