McDonald’s has signed up as a founding partner of Boots for Africa, a FIFA-backed appeal launched by Sheffield Football Club. It aims to collect 2 million pairs of used football boots and send them to Africa.
The fast food chain will use its community football programme, including its network of coaches, to support the appeal. It will launch next spring and continue until summer 2010 to coincide with the World Cup in South Africa.
Boots for Africa was launched by Sheffield FC, officially the oldest football club in the world, in 2006, and it has already sent more than 2000 boots to Africa.
The sponsorship is part of McDonald’s continued support for local football initiatives. It has a partnership with four home football associations and says it has invested £21m in encouraging active lifestyles among children over the past six years.
McDonald’s UK president and chief executive Steve Easterbrook says: “We believe that together with our 11,500 community coaches and the schools and clubs they support, we can help Sheffield FC achieve its goal of collecting 2 million boots by 2010.”