FIFA U-17 World Cup: Adidas becomes exclusive performance partner for Mission XI Million programme

Sportswear giant Adidas on Tuesday announced its association with FIFA U-17 World Cup Local Organising Committee, coming onboard as the exclusive performance partner for the Mission XI Million programme.

The programme was recently flagged off by the Sports Ministry and All India Football Federation in the capital. The Mission XI Million is an initiative that aims at reaching out to millions of youth across India to increase participation in football and create a platform for them to develop their skills.

Speaking on the same, Hrishikesh Shende, Director, Football Business Unit, adidas India said, “adidas is deeply honoured to partner the Government to bring football to millions of young Indians across the country. We strongly believe that Mission XI Million is a stepping stone to put India on the world map of Football. Being the leader of this sport in India and globally, adidas will continue to support football at the grassroots level and encourage all football enthusiasts in India to take up the sport.”

Reaffirming the brand’s commitment to nurture and promote grassroots football in India, Mission XI Million is a significant avenue for adidas to reach out to the youth across India and propagate the love for the game.

Adidas will conduct exclusive master-classes for the participants at the Mission XI Million festivals, featuring a 360 degree approach to improve their skills in the sport.

Speaking on the partnership, Joy Bhattacharjya, Project Director, Local Organising Committee FIFA U-17 World Cup India 2017 said, “adidas is a perfect fit as a partner with their strong association with global football and the FIFA World Cup. Their commitment towards this nation building project is not just as sponsors, they are actively involved in the actual Mission helping us design the actual programme with their master-classes.”