Some say that soccer is a metaphor for life. In Franklin Foer's outstanding book "How Soccer Explains the World: An Unlikely Theory of Globalization" (www.harperperrennial.com), he makes the case that the globalization of soccer reveals the ethnic and cultural divisions that still plague much of the world. He also points out how soccer reflects still troubling issues of class and economic disparity. Yet clearly soccer, rather than being divisive, actually is a unifier. It has and will always be a source, indeed a tool for unity, diplomacy, camaraderie, and dignity. But is has the potential to be used for much, much more.

When I was in college, I was fortunate enough to spend a year studying in Brazil. It was there that I was exposed to how the Brazilian's view and play "futebol". As the only Anglo-American on the University Club Team, I was able to understand and marvel at my Brazilian teammates approach to soccer and to life. For Brazilian's it is not just about the destination, but the journey!. How you get to the goal, is just as important as getting there. If you move the ball up the field with style, creativity, panache, and do even one small thing with great individuality, you have left your mark. Thus leaving an imprint on the game as one would also leave one in life. If each player does that within the context of a team, then the whole experience, and therefore the result, is magical. My experience in Brazil not only heightened my love for soccer but also showed me the immense power that passion about soccer (or anything really) can have on affecting change. Change within one's life and in the life of others.

If Billions of people who disagree on politics, religion, lifestyles, etc., can instantly be unified by one simple, yet elegant, sport, there is something latent about that energy. Billions of people are engaged in soccer every day, and trillions of dollars are spent in every aspect of the sport. In adverting or marketing that is what is called a "no brainer". If the power and passion for soccer can be harnessed to not just promote the sport, but to promote ideals, deeds, charities, and education, think what a multiplier effect there would be!!!!

Not long ago, IP3 was awarded a contract to advise the Government of Egypt on an economic matter. During the project, our offices were housed in a wonderful old diplomatic villa in Dokki, in the heart of Cairo. The villa had a large, somewhat barren pitch in the back that my office on the third floor overlooked. One day, as I was looking out my window, I watched some neighborhood kids, mostly the young sons of the gardener, driver, watchman, etc., play soccer in the back using a small ball made of paper and tape. I had seen this before in Latin American and Africa, but this particular ball was so pathetic that after 10 minutes the ball would break and the kids would all either dejectedly retape the paper or quit for the day. When I asked where they went afterwards, one of their parents said "we don't know! School is out now and they can't find work!" For about a week I saw the same thing unfold every day, usually ending with the sad scattering into the streets of Cairo as the pathetic little tapeball broke into pieces and drifted into the Cairo afternoon wind.

On my way to the office the next day, I went to a Sporting Goods store and bought two brand new, shiny soccer balls. I went to my office overlooking the pitch, and right when the daily game began, I made my move. Opening the window on the veranda, I dropped one solitary ball from the third floor. As the ball bounced high in the air, I saw the look of the kid's faces as they watched this new professional ball slowly roll to their feet. For a split second, all of the cacophony of noise and chaos in this city of 20 million ceased……………..And then…….. suddenly………AIEEEEEE!!!!!, shrieks of laughter and bemusement, the sounds of 10 kids going crazy over the ball. It was game on.

The next day, an unusual thing happened. When I looked out my window, kids from the neighborhood started to come out of the street and onto the pitch. First five, then five more, suddenly about 30 kids had arrived at the Villa to play a game. Every day the games started early and ended late. Every day the teams, players, and crowds grew. A mini-community center had been established! After a few weeks of this, I decided to try something else. My Egyptian colleague Mohammed and I told the kids that if they wanted to keep playing every day, they had to tell us what they would also be doing over the summer to learn and be productive. It could be anything. Read a new book, help their parents, learn a skill, etc. As time went on we also tried to provide healthy snacks and bottled water, to keep everyone's enthusiasm and focus high.

By the end of the summer, the neighborhood kids were playing soccer everyday, spending productive time together, learning new skills, and meeting new people. Some were even practicing their English with consultants that were trying to practice their Arabic. In the end, we had Egyptian kids playing soccer with Irish, American, and Egyptian adults, learning new things and a lot about each other. When it was time to return to the US at the end of the summer, Abdul, the Gardener, and the father of one of the players said, "My son Karim loves football. Before this summer, he had no training, no structure, and no discipline. He can't wait until school starts because he now knows he must study hard to continue to keep playing. Mr. Matthew, it was amazing what happened when that ball fell down from that window!".

I immediately realized the power that soccer has as a tool for something good. Sure there are other tools and ideas to motivate minds and galvanize people, but soccer has something unique about it, something hard to describe but you know it when you see it on someone's face. The real challenge is to find a creative yet practical way to leverage soccer as a tool. And then do it.

This edition of PPP Resources provides a few examples of such ideas. One idea in particular that I strongly support is the use of soccer training clinics as a vehicle to educate young boys and girls on HIV/AID prevention and awareness. The concept of Sports for Life (SFL), an initiative headed by my friend Ian Oliver, can be read on the following link:
Sports For Life: Using the power of soccer in the fight against AIDS

The good works of grassrootsoccer.org, a leading non-profit that provides education and training for at risk youth, is also highlighted in this edition and demonstrates a dynamic educational model.

During this marvelous FIFA World Cup, I hope that all of our readers, subscribers, alumni, clients, supporters, colleagues and friends think of ways in which we as individuals can tap into the power of soccer to do good things. It can be making a charitable contribution to a worthy organization, volunteering your time to a good cause, or just dropping a ball down to a field from a window.

Enjoy PPP Resources and have a great World Cup. I have to go now, Ronaldo just scored!!!!!!!

Matthew Hensley
President
IP3
Washington, DC
mhensley@ip3.org

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