UEFA and Kia launch new activation with the aim of donating football boots to refugees

The UEFA Europa League trophy is getting its own Olympic Torch style tour, thanks to a new partnership between European football’s governing body and sponsors Kia.

The Trophy Drive is set to bring the iconic trophy to fans in different countries as the knockout stages of the tournament unfold, as well as the launch of a corporate responsibility push, with the aim of the sponsorship being to donate football boots to refugees fleeing war in the Middle East.

Throughout the tour, and in association with the UEFA Foundation for Children, fans and players will be asked to donate old football boots that will reach the Zaatari refugee camp in Jordan to be given to Syrian refugees of all ages.

“I have seen first hand how much football means to the children and adults at the Zaatari refugee camp,” said UEFA President Aleksander Čeferin, who has visited the camp twice in the last couple of years.

“The UEFA Foundation helped to provide pitches for the refugees to use, but what is lacking are football boots. Therefore I urge anyone who has a pair of suitable footwear lying around, which they are not using, to donate them and help make a difference.”

The tour will begin in Geneva, and visit Seville, Berlin, London, Milan, Moscow, Paris, finishing in Baku, Azerbaijan, in the build-up to this year’s Europa League Final which will be held in the city.

The Kia driven tour will offer the fans a chance to be in the same room as the trophy, as well as past players who have left their mark around Europe, including: Lothar Matthaus, Deco, Andres Palop and Eiður Guðjohnsen, among others.

Main partner Kia is delighted to be part of this European Trophy tour, “We are able to make a positive contribution to the lives of young refugees who share our passion for the beautiful game,” commented Yong-Won Cho, Senior Vice President and Chief Marketing Officer at Kia Motors Corporation.

“On behalf of Kia, I would like to extend our thanks in advance to everyone who supports the campaign and helps by donating football boots.”

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Darpan Mangwani
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