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    Football’s ‘most important project’ begins, not the World Cup

    CAPE TOWN, SOUTH AFRICA (AP) – The goal is to get football balls to 700 million elementary school children, most of them in the poorest or most remote corners of the world.

    India alone needs one million balls, which will likely have to travel the length and breadth of the country by road to reach kids at about 10,000 schools.

    “Can you imagine China?” said director of FIFA’s Football For Schools project Fatimata Sow Sidibe.

    Overshadowed by the buildup to the World Cup, football has embarked on probably its most ambitious global youth development programme, with the monumental aim of delivering balls and a coaching programme to nearly half of the world’s children between the ages of four and 14.

    Football For Schools was launched in 2019 but came to a halt because of the COVID-19 pandemic.

    It was relaunched this year and has an initial budget of USD100 million from FIFA, about one per cent of what Qatar reportedly spent just on its stadiums for the World Cup.

    ABOVE & BELOW: Children practise at the Goma Academy of Leaders in Goma, Democratic Republic of Congo; and young boys play football on a dusty field in Duduza, east of Johannesburg, South Africa. PHOTOS: AP

    And yet, “this is the most important project in the world of football”, said Steve Pila, who is managing the Football For Schools rollout in South Africa, one of the pilot countries.

    Football For Schools aims to send 11 million Adidas football balls to tens of thousands of schools, by air, sea and road. Schools will also get access to training routines via a free cellphone app.

    That changes the game because it allows any teacher to coach with the help of dozens of practice sessions designed for kids and available at the tap of a finger.

    Many schools aren’t just short of balls. They also don’t have a dedicated football coach.

    “Even a teacher in the most rural area is able to take young boys and girls together and, at the palm of your hand, you have something to do with them,” Pila said.

    Pila said South Africa’s biggest problem is not enough good coaches and this “fills that gap just a little”.

    Simple, and hopefully effective. Development programmes are difficult to judge, especially when targetting such young kids. Any results are long-term and sometimes intangible.

    Football For Schools is unlikely to have a noticeable impact on the world game by the time the next World Cup in the United States, Canada and Mexico comes and goes, or even the one after that. It’s a five-to-10-year project at least.

    “Nobody is investing in this because there is no immediate return of investment,” Sow Sidibe said.

    But youth programmes are priceless. All indications are that the world’s best players, the driving force of the game and the focus of the USD200 billion World Cup in Qatar, become the best because they had regular exposure to football before the age of 10.

    Lionel Messi was playing at a club in Argentina at the age of four, way before Barcelona came calling. Cristiano Ronaldo was in a youth team on Madeira at seven.

    FIFA believes there are more than half a billion willing young children out there who still don’t have enough contact with the world’s most popular game.

    “We are spreading the net now,” said chairman of schools football at the South African Football Association Mzimkhulu Fina.

    Poor regions are the focus. So far, Football For Schools has launched in 18 countries, most of them in Africa, South America, Central America and Oceania. The Caribbean is next.

    India is a big target for next year, where the project hopes to allow 1.8 million more Indian children to kick a football ball, Sow Sidibe said.

    Africa is especially rich in potential, with more than 400 million children aged 10 or younger growing up on a continent where football has no equal as a sport.

    It also has some of the steepest challenges; poverty but also the remoteness of rural areas where talent scouts aren’t dropping by.

    The backstory of Sadio Mané, the Bayern Munich forward from Senegal who is one of the best players in the world, encapsulates Africa.

    Born in the village of Bambali in southern Senegal, football didn’t come to Mané. He had to find it.

    He left home as a teenager for the capital, Dakar, in the hope of making it. He did but “so many are missed”, Pila said.

    “We have good young players in Africa, but if they are not surrounded by all they need to be among the top… it’s going to be difficult,” said former Ivory Coast midfielder who played for Barcelona and Manchester City Yaya Toure.

    Football For Schools has another vital component, said Pila, who previously was the head of one of South Africa’s top academies and is proud to have discovered Steven Pienaar, who became a South Africa international.

    The app combines football with a life skills programme developed through a partnership with United Nations Educational, Scientific and Cultural Organization (UNESCO), the United Nations education agency.

    And by putting football programmes in more schools, you keep more young players there, going to class and getting an education.

    Pila said it’s as critical as ever that youngsters understand they’ll need more than their football skills in life because they may not make it as professional players.

    And even if they do, they won’t play forever.

    “You know football is not long-lived,” Pila said. “You play it as long as you are under 35.

    Unless you are Cristiano Ronaldo.”

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