Bengaluru, September 21: In an effort to promote youth football in India, La Liga and its global partners -- BKT Tires and PUMA -- have extended their support to the Anantapur Rural Football League.
Coming together to donate face masks to the students and staff who are a part of the League, the move is reflective of La Liga's commitment to promoting grassroots development of football in India.
The top-flight of the Spanish league has been working with the Vicente Ferrer Foundation with the aim of developing football in the most deprived communities of Anantapur dictrict in India's southern state of Andhra Pradesh.
Anantapur Sports Academy breaks gender barriers in rural areas with La Liga help
The initiative was carried out keeping in mind the health and safety requirements due to the ongoing coronavirus (COVID-19) pandemic and the lack of resources in such disadvantaged regions.
The joint initiative, started in 2018, by La Liga Foundation, La Liga women's football department and the Vicente Ferrer Foundation provides the opportunity to play football and also helps over 3000 boys and girls in the 11 to 19 age group in Anantapur in getting education.
It’s good to see boys and girls back on the ground after a long time #SportsforDevelopment pic.twitter.com/jGFngEpcqY
— Anantapur Sports Academy (@ASA_RDT) August 12, 2021
It may be recalled that La Liga club Real Betis's women's team's captain Irene Guerrero visited Andhra Pradesh in 2018 to run an interactive workshop for three days for the young players and coaches, marking the first time an international woman footballer visited Anantapur.
Through the programme, developed by Anantapur Sports Academy(ASA), exchange of knowledge, training and methodologies is done for the coaches and players. Despite the COVID-19 pandemic, they have been able to continue working with the aim of empowering the rural population through socio-sports training and promoting gender equality and integration through football.
😊⚽️🇮🇳♂️♀️
— Fundación LaLiga (@FundacionLaLiga) August 25, 2021
Un idioma sin barreras llamado FÚTBOL. 🥰@FVICENTEFERRER 💛#NoEsFútbolEsLaLiga pic.twitter.com/MYMvO9cwX4
In effect, these entities have collaborated in the continuity of a non-residential academy for 35 girls.
Speaking about the initiative, La Liga India Managing Director Jose Antonio Cachazasaid, "We've been working with Vicente Ferrer Foundation for the Anantapur project over three years now. The enthusiasm with which the students and coaches have responded and their progress is very inspiring. Our global partners BKT, which is an Indian company, and PUMA are also in aligned with our commitment, and thus we made this small gesture for the youth in Anantapur."
Despite the COVID-10 pandemic, the Rural League was held last year, reaching over 3,000 boys and girls participating in the sporting activities. Likewise, training actions were jointly developed both in person and virtually, training referees, trainers, and young players.
Work was also carried out to reinforce the digitalisation process necessary to continue the integral development of the children of the ASA with a computer room.
With the aim of mitigating the devastating effects of COVID-19, La Liga's Women's Football Department and the La Liga FOUNDATION collaborated with a donation of
€20,000 to contribute to the development of the urgent actions carried out by the Vicente Ferrer Foundation in April.
La Liga announced its global partnerships with BKT Tires and PUMA in 2019, with shared synergies with both the companies in their vision for growth.
With millions of fans watching La Liga, every season, these partnerships allow BKT Tires, PUMA and La Liga to increase fan engagement and build brand awareness across markets in the world.
La Liga's Global Partners support various different initiatives La Liga undertakes in different markets, like the one with Anantapur Rural Football League.