The Homeless World Cup Foundation is a charity that, through its partners around the globe, helps to organise and run inspiring grassroots football programmes to help those struggling with homelessness.
Through football, individuals are empowered to change their circumstances. Each year, the organisation hosts the world’s largest charity football tournament, with teams from around the world taking part.
This year, SoccerTop.com partnered with the charity and as part of that commitment donated a third of its profits to support their projects and tournaments.
It also set up a new range of merchandise dedicated to support them called Streetball Soccer, with 100 per cent of the profits go to the Homeless World Cup Foundation.
“We’ve also had some conversations with more local charities here in the UAE and hope to collaborate with them further,” said Stewart Lochrie, Co-Founder of SoccerTop.com.
Collaborations such as this are part of SoccerTop.com’s marketing strategy. “It’s at the very core of our business because we believe in the power of impact retailing.
“People, especially in the UAE, like to support good causes and if you’ve got the option of buying a football shirt for the same price from a business that donates a significant proportion of its profits to charity, then it makes you feel good,” added Lochrie.
SoccerTop.com is growing its social media channels and has a global agency run by a TikTok celebrity that is supporting its content creation.
Good business
More brands are now involving themselves with social causes. Simply, it’s good business.
In fact, global research shows that customers are four times more likely to buy from a brand with a strong social purpose and they’re even more likely to recommend that brand to people they know.
“There is clearly a compelling case for businesses to start thinking more about the positive impact they can have in the world around them.
“In terms of shirt sales we definitely see a spike when we discuss our relationship with the Homeless World Cup in the media and on social channels. We see the traction of that,” added Lochrie.
Over the longer term, such social good also instils positive brand sentiment amongst consumers.
“There are a range of places where people can buy football shirts, so having a positive impact partnership like this can be a difference maker.”
