Pepsi signs one-year deal with AFDP to promote football

 NEW DELHI: PepsiCo today announced a one-year strategic partnership with the Asian Football Development Project (AFDP) that will cover over 40 countries with a special focus on India.

The signing of the agreement will see both PepsiCo and
AFDP join hands in the execution of major social responsibility projects using football as a tool for social development.

The initiative,
themedBSE -4.91 % 'Kick for Hope', will look to execute special grassroots football projects to increase participation in the sport.

In India, PepsiCo and AFDP will support Magic Bus Sport for Development (S4D) programme across Indian states to provide
sports opportunities for marginalised community people.

"We know that we can work closely together to capitalise on the unique power of the world's favourite game to drive positive social change and promote sustainable development across Asia," said HRH
PrinceAli Bin Al Hussein, who is the brain behind AFDP, in a statement.

Both organisations will jointly encourage the creation of women's football tournaments in the countries covered by the agreement with a focus on
the Middle East and India.