For the first time in Swedish football, an elite club will use a non-profit sponsorship, as a number companies agreed to pay and match the advertising costs to not show a commercial sponsor name, but show the star for life logo instead.
Malmö FF have started a cooperation with Star for Life, a HIV/AIDS-project in South Africa. The charity will be able to get 2 million SEK/year which will be paid for by approximately 10 companies. The first company to be announced is tthe food store chain ICA.
- We think this is a nice shirt, but we also want to show that football is more than just money, it is also about commitment.
- Become a star in your own life. It's slogan, which will give hope to young people in South Africa. It is both about physics and to get an education, "said Dan Olofsson.
Also, there has been a shift in colour. The design team has looked at an old jersey from the 1930´s to find a more saturated nuance, making the sky blue somewhat darker than it has been the in the last 15 years.
- We have worked with this since the summer and have looked at 200 different shades of blue, and we have been searching in archives and books, continued Pelle Svensson. But we realized that everything had been bleached over the years.
They finally found the truth nonetheless, as they actually found a shirt in an unopened package from the 1930s. It became the model for the shirt which was presented by Daniel Andersson.
Star for Life covers about 62 schools and 62,000 students in Southern Africa. The main aim is to slow the spread of HIV and AIDS. Through the students strengthening their self-esteem they dare to believe in the future and can take increased responsibility for their own lives.
Star for Life’s vision is to inspire high school students in Southern Africa to believe in their dreams for the future, to support them to live an AIDS-free life and to fulfil their dreams.
There is not set any time limit for the agreement.
- We expect that to be many years, "said Pelle Svensson. Each company may be responsible for funding a school, which means that we hopefully get a strong bond.
Thanks to michin