streetfootballworld has teamed up with Bundesliga International and the Bundesliga Clubs TSG Hoffenheim and Werder Bremen to create the first ever cohorts of Bundesliga Youth Ambassadors in Kenya and Vietnam. 70 young football coaches and community leaders – 35 in each country – have been selected for the 18-month programme, starting in early 2020. The Bundesliga Youth Ambassadors will embark upon an educational journey, during which they will receive coaching courses to build their capacity as leaders in football for good as well as other educational activities, such as workshops on social impact project management, goal-setting, financial literacy, public speaking, community activation and personal development. In its entirety, the programme will offer up to 20 days of educational activities and courses. All coaching courses will be lead by coaches from the club partners – TSG Hoffenheim in Kenya and Werder Bremen in Vietnam – in order to increase the capacity of the young coaches to use football as a tool for community engagement and social change.


The Bundesliga Youth Ambassadors will furthermore be able to submit their own small project designs as part of the overall programme. They will learn to identify the needs of their communities, design projects to tackle those needs using football as a tool, write applications, and handle project budgets appropriately. The Bundesliga Youth Ambassadors programme is centered around three events in each country – a kick-off workshop in Early 2020, a National Festival and Tournament with further workshops in Mid 2020, and an end-of-project Festival and Tournament in early 2021. In between the events, the Ambassadors will benefit from de-centralised learning opportunities whilst also delivering two hours of football sessions every week in their communities.


The project is supported by streetfootballworld network members Football for All Vietnam and TYSA (Transforming Young Stars of Africa) as local implementing partners in Vietnam and Kenya respectively.

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