Generation Amazing and beIN SPORTS enter strategic partnership
FIFA World Cup Qatar 2022™ legacy programme Generation Amazing has entered into a strategic partnership with beIN SPORTS. The link-up will see beIN SPORTS support the development of the programme, which uses the power of football to educate and empower young people around the world.
The strategic partnership was announced during the inaugural Generation Amazing Festival, which is being held at Oxygen Park until 19 December. As part of the agreement, beIN SPORTS will become Generation Amazing's official media partner and support the programme as it aims to positively impact the lives of 1 million young people by 2022.
Generation Amazing uses football for development initiatives that teach social and life skills to address issues in countries with an identified need, in line with the United Nations Sustainable Development Goals. As the leading sports network in the Middle East and North Africa region, beIN SPORTS is well placed to support and showcase Generation Amazing's work.
Moza Al Mohannadi, Generation Amazing's Marketing & Communications Director, said: "We are delighted and proud to sign this long term strategic global partnership which will see beIN SPORTS coming on board as our media partner as we work towards our shared values and vision of showcasing the inspirational power of football to change lives and communities for the better.
"With beIN SPORTS and their fantastic broadcast and communications reach we are confident that Generation Amazing will be able to reach new audiences and inspire an entire generation of young people in Qatar, across the region and the world, and empower them to change their communities for the better. We look forward to a successful and inspiring partnership with beIN SPORTS leading up to and beyond 2022."
Jonty Whitehead, Head of Sports at beIN SPORTS MENA, said: "We are extremely excited to be partnering with Generation Amazing to support and facilitate such inspiring initiatives. BeIN SPORTS and Generation Amazing share similar values when it comes to the positive role that sport can play in society, and this partnership will help both entities achieve their positive common goals. For beIN, this partnership represents a key milestone for our beINSPIRED project, aimed at inspiring the next generation to participate in sport, regardless of gender, race or background."
The Generation Amazing Festival is currently being attended by more than 170 youth from 12 countries, including Qatar, Oman, Jordan, Lebanon, Pakistan, India, the Philippines, Nepal, Italy, Belgium, the UK and Brazil. It includes workshops and special guests from the world of football, including Johan Neeskens and Michael Owen.