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PRESS                        KIT             WORLD                                        FINAL                           ...
Welcometo Danone nations Cup 2011it was south africa in 2010, now it is spain’s turn. Madridwill host the World Final of t...
SUMMARY              INDEX              the WorlD Final              oF Danone nations Cup              - This time in Spa...
The WoRld FinAl oF dAnone nATionS CUp                                                                                     ...
The WoRld FinAl oF dAnone nATionS CUp    Interview with    Jérôme Boesh    CEO of Danone Spain                            ...
The WoRld FinAl oF dAnone nATionS CUp     The     ASM Oran                  40 countries              ALGERIA             ...
The WoRld FinAl oF dAnone nATionS CUp     An                                             Interview with                   ...
The WoRld FinAl oF dAnone nATionS CUp                                    References     KEy NUMBERS,           LIST OF    ...
The WoRld FinAl oF dAnone nATionS CUp                                   Competition       RULES AND        ETHICS OF      ...
The nATionAl ToURnAMenTS     National Tournam ents     The adventure begins in each country     Before taking off for Spai...
The nATionAl ToURnAMenTS     Local                                                                                        ...
An evenT ThAT ex TendS BeYond FooTBAll                                           football              and          Danone...
An evenT ThAT ex TendS BeYond FooTBAll         DANONE     NATIONS CUP     AND DANONE                           get involve...
An evenT ThAT ex TendS BeYond FooTBAll                                Commited                                            ...
Who SUppoRTS The WoRld FinAl     Our Partners                                                                             ...
pR AC TiC Al GUide     Competition                                     Ticket office                             Organisat...
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Press kit dnc 2011

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Press kit dnc 2011

  1. 1. PRESS KIT WORLD FINAL SUB12 ZINÉDINE ZIDANE WORLD FINAL AMBASSADOR5TH TO 9TH OF OCTOBER MADRID
  2. 2. Welcometo Danone nations Cup 2011it was south africa in 2010, now it is spain’s turn. Madridwill host the World Final of the biggest worldwide competitionof football for children under 12: Danone nations Cup.The 560 children from 40 countries will meet from Danone, the creator and organizer of Danone NationsOctober, 6th to October 9th in Madrid. Cup for the past 12 years, has earned prestige andThe qualifying stages will take place from October credibility in the football world, especially thanks to6th to October 8th in the sports village of Valle de las the backing by FIFA. Its notoriety has been reinforcedCañas (Pozuelo de Alarcón). On Sunday, October 9th, on over the years by stronger and stronger involvement inthe legendary stadium Santiago Bernabéu, the World each country of well-known ambassadors, such as CafuFinal will be played in the presence of the emblematic in Brazil, Deco in Portugal, Hagi in Romania, alongsideambassador of Danone Nations Cup, Zinédine Zidane. with Zinédine Zidane, ambassador of the World Final.Before this major event, awaited by thousands of For this competition, Danone has a clearchildren, local, regional and national competitions took objective: to offer a chance to reach their dreamplace, which lasted six months and in countries of the to as many children as possible. More generally,five continents. More than 2.5 million children, from Danone nations Cup facilitates the promotion ofapproximately 20,000 clubs and 25,000 schools played practicing sports and their values among youngerin these phases All these children had a sole purpose: people and their families. this commitment is partto live their dreams and share their passion for of Danone’s mission: to provide health throughfootball. food to as many people as possible. 1
  3. 3. SUMMARY INDEX the WorlD Final oF Danone nations Cup - This time in Spain! p. 05 - The participating countries p. 08 - Zinédine Zidane, an exceptional ambassador p. 10 - References: key data, charts and program p. 12 - Competition: rules and ethics p. 14 the national tournaMents - The adventure begins in each country p. 16 - Local ambassadors p. 18 an event that extenDs beyonD Football - An experience of community life p. 20 - Danone and Danone Nations Cup commitment p. 22 - Franck Riboud, a committed chairman p. 24 Who supports the WorlD Final p. 26 praCtiCal GuiDe p. 282 3
  4. 4. The WoRld FinAl oF dAnone nATionS CUp Spain! the World Final of Danone nations Cup: THIS TIME IN FroM thursDay, oCtober 6th, sunDay, oCtober 9th, to saturDay, oCtober 8th, the World Final will be held on Qualifications phases will be held the mythical stadium of real Madrid, at pozuelo de alarcón, in the sports village santiago bernabéu. in valle de las Cañas. At the heart of Madrid, Santiago Bernabéu stadium, When? Where? Pozuelo de Alarcón is a city of over 83,000 inhabi- tants; spread over 43.2 km², situated at 8 km dis- named after the president of Real Madrid at the time, was inaugurated in 1947. it is now one of the most From 6th to tance from Madrid, capital of Spain. It is surrounded by many forests, such as Casa de Campo, Monte popular and most prestigious stadiums in the world. With a huge capacity of about 80,000 places, 9th October, 2011 del Pardo and Monte del Pilar; there are also many parks and public gardens that have twice received the stadium has hosted many international events: the Final of the Champions League for four times, the final in Madrid (Spain) the prestigious national award Alhambra. of European championship in 1964 and especially that of the 1982 World Cup. In 2007, the year of its 60th n The official draw will be held Thursday, Pozuelo is an ideal city to live a healthy life, due to the anniversary, the 1000th game was played. On November October 6th, at 5.00pm in the sports village surrounding greenery and variety of sports facilities. 14th, 2007, it was given the status of elite stadium. of Valle de las Cañas, in Pozuelo de Alarcón, All these advantages combined with its location, very 14km from Madrid. close to major highways and its various public trans- port network; make this city one of the first choices n The qualification phases are held in closed for sports celebrities among them well know football session (except for the media) on October players. 7th and October 8th, from 9.00am to 5.00pm in Valle de las Cañas Its sports village of Valle de las Cañas will host the qua- lifications phases, from October 6th to October 8th. It is a n The World Final, open to the public, will choice justified by the fact that Pozuelo is a city centered take place Sunday, October 9th, from 9.30am and organized around children; with more than 5,000 to 2.30pm on the legendary stadium, children (10-14 years) registered in Pozuelo de Alarcón. Santiago Bernabéu. Pozuelo has 26 nursery schools (4 public and 22 private), Santiago Bernabéu stadium is also the stadium of the 7 primary schools, 3 public colleges, 11 private schools football club Real Madrid that has won the most titles and 5 foreign schools. There are also many sports schools of Champions League. Among its players, we should for children where they can practice athletics, basket- mention Zinédine Zidane, Alfredo di Stefano, Luis Figo, ball, football, swimming, hockey, karate, gymnastics, David Beckham, Ronaldo, Raúl González, and Cristiano judo and sword play. Pozuelo also has three campuses: Ronaldo… Somosaguas (UCM), Francisco de Vitoria University and ESIC Business & Marketing School. the finals of the tournament will take place on the bernabéu stadium from 9.30am until 2.30pm. the 40 teams will have the opportunity to play a game and set foot on the stadium field. the final will start at 01.45pm and will be broadcast live.4 5
  5. 5. The WoRld FinAl oF dAnone nATionS CUp Interview with Jérôme Boesh CEO of Danone Spain Final of Danone Nations Cup 2011 is completely coherent Cup in 2008 and World Cup in 2010. The Spanish Football with our brand, with our social responsibility projects invol- ving sports, guaranteeing a great success for this event. League is considered the best in the world, with the best teams (FC Barcelona, Real Madrid) and national and inter- Did you know that? Knowing that football means so much for the Spanish little national players (Xavi, Torres, Villa, Messi, C. Ronaldo). Danone was born in Spain children! The best way to have a healthy life is to take care Playing football is also extremely popular among children of your nutrition and exercise. And it is precisely at these who see football as more than just a sport, but a real life Danone was born in barcelona (spain) in 1919. ages when you need to acquire the best habits that will experience as a team. its founder isaac Carasso wanted to create a lead us to enjoy a better quality of life later in life. product that aids digestion. he selected the Why did you decide to organize the World Final best ferments of the pasteur institute and in Madrid? made a millennium product, yogurt, which is now recognized as a healthy and natural food, As our ambassador, the international football player essential, present in all diets. . Why hosting the World Final of Danone Nations Cup? Zinédine Zidane, said, “We must believe in your dreams.” Playing on a stadium as the legendary Santiago Berna- Hosting the World Final of Danone Nations Cup will béu is definitely a dream for all children from Danone help us go much further in the construction of our Nations Cup and this experience alongside with Zidane, mission concerning health and eating habits, but being himself very close to Real Madrid, only amplifies also to strengthen our already strong relationship the emotions. After the National Final, played last July on with our consumers. the new stadium of RCD Espanyol of Barcelona, to meet This is perfectly consistent with what we do in terms of again in Madrid is a perfect complement. corporate social responsibility, particularly with our efforts Why football and not any other sport? for the last over 5 years: sports schools in partnership with “L’Asociacion de Deportistas para una Infancia Mejor “ Football has a series has a series of conditions that not (sportsmen association for a better childhood). These are many other ports can have. Among them is the simplicity schools located in disadvantaged districts where we teach (it is enough to have a few tied up rags or an old can and young people not only how to play football, but also a you can play), but also its character as a team sport that number of basic rules of community life and where we allows human values to be transmitted, such as commu- explain the importance of nutrition for their overall balance. nication, respect, diversity. Spain is probably experiencing Therefore we believe that the organization of the World the best sports moment in its history. It won the European Danone Spain supports... The Sportsmen Association for a Better Childhood “ADDIM” Asociación de Deportistas para una Infancia Mejor The sportsmen association for a better childhood has 4. Support and defend principles and values such as established four major actions. peace, solidarity and the fight against social and 1. Implement initiatives to support better development racial discrimination, and gender equality. of children, especially of children from socially deprived areas. to help the aDDiM association in their 2. Promote sports among children, especially in schools. commitment, Danone will donate all profits 3. Disseminate and defend sports as part of a healthy from the World Final tickets, and will also lifestyle. offer a donation from the group.6 7
  6. 6. The WoRld FinAl oF dAnone nATionS CUp The ASM Oran 40 countries ALGERIA BELGIUM Team Belgium CHILE Colo Colo 1999 participating in 2011 FC Rouen FRANCE INDONESIA Hasanuddin Soccer Academy IRELAND Mountview Boys ITALy Reggina Calcio Haarlem Rotorua FC NETHERLANDS NEW ZEALAND POLAND Młode Lwy Gdansk Pikine SAUDI ARABIA Riyadh School SENEGAL SOUTH AFRICA Bakerville School THAILAND FC Chonburi TUNISIA Le Club Africain TURKEy Izmir Team ARGENTINA CHINA GERMANy JAPAN PORTUGAL SOUTH KOREA UKRAINE BRAZIL Colon Santa Fe Fluminense Guangzhou Lie De School SpVgg Greuther Fuerth Kawasaki Frontale U12 Maradoninhas Songjungseo Elementary School Nadezhda / Makeevka AUSTRALIA BULGARIA CZECH REPUBLIC GUATEMALA MEXICO ROMANIA SPAIN URUGUAy Sydney Galaxy Locomotiv Plovdiv Zbrojovka Brno Club Comunicaciones Club Pachuca Mircea Eliade Alboraya UD River BELARUS CANADA ENGLAND HAITI MOROCCO RUSSIA SWITZERLAND U.S.A. ZVEZDA Ontabec Cardinal Heenan Sports College - Liverpool Kenscoff Timoun-Yo Safi Iriston - Kambileevskoe FC Zürich Coral Toros Arctic Ocean Atlantic Ocean Pacific Ocean Pacific Ocean Indian Ocean Atlantic Ocean Pacific Ocean8 9
  7. 7. The WoRld FinAl oF dAnone nATionS CUp An Interview with Zinédine Zidane exceptional International Ambassador of the Danone Nations Cup It has been 10 years since you became the patron of The idea to organise Danone Nations Cup in the winning Danone Nations Cup, how do you explain the loyalty? country of the FIFA World Cup 2010 is an excellent one, for children this is an extra-dream Danone offers, to set ambassador At a certain point in your life, you feel like giving back foot on the pitch of the World Champions. It’s great what you received. Football has taught me much and I for me to see the excitement in their eyes. Nothing want to pass my experience on to the young generation, compares to that! not from a technical point of view, but rather from the state of mind to be adopted. At 11, football is indeed What is your position within DANONE? a game; it is just a passion we share completely with friends. I take part in developing programs for children; Danone My message is very simple: this state of mind must Nations Cup enters entirely in this category. Since I persevere in time; football is unifier both on fields and wanted to pass on and offer to children what life gave in stands. I am amazed to see that every year children to me, I’ve got closer to Danone and Franck Riboud who coming from all over the world, who speak different are behind many children-targeted initiatives all over the languages and have different cultures stand as one on world. Together we develop all over the world programs the field! for children, mainly programs related to nutrition; I am also committed within Danone Communities alongside What do you think about organizing the World Final Franck Riboud and Professor yunus. of Danone Nations Cup in Spain and what was your position in selecting the stadium? I am very happy that Spain hosts the World Final, since, as you probably know, I have a very special connection with this country, where I’m currently living in, and with the club Real where I played many years and for which I am running today as football manager of the first team.10 11
  8. 8. The WoRld FinAl oF dAnone nATionS CUp References KEy NUMBERS, LIST OF Schedule for WINNERS, the World Final SCHEDULES From Thursday 6th to Sunday 9 th of October 2011 Official drawing Danone Nations list oF Winners On Thursday, 6th of October, at 5.00pm, Valle des las Cañas, Pozuelo de Alarcón. Cup in numbers Access: Open to media, closed to public Danone Qualification stage • 2011: 12th edition – 40 countries • 10-12-year-old, age of the players nations Cup On Friday, 7th and Saturday, 8th of October from 9.00am to 5.00pm. Sports Village of Valle des las Cañas, Pozuelo de Alarcón. • 2 new countries: Belarus and Thailand 2010 MEXICO Activities suggested to children on their nutrition, • 560 players in Spain for 4 days; 2009 SOUTH AFRICA discovering Spain, cultural exchanges and environment • More than 25,000 schools and 20,000 clubs all over 2008 FRANCE Access: Open to media, closed to public. the world involved in 2011 2007 SOUTH AFRICA • More than 30,000 spectators in South Africa in 2010 2006 REUNION ISLAND Playoff games and World Final • About 2,500,000 children aged from 10 to 12 taking 2005 RUSSIA On Sunday, 9th of October from 9.30am to 2.30pm, part every year 2004 SPAIN Stadium Santiago Bernabéu in Madrid. • About 250 accredited journalists for the World Final 2003 SOUTH AFRICA All teams will play a game in front of the public on the every year 2002 ARGENTINA stadium Santiago Bernabéu. • 2,100 articles all over the world in 2010 2001 REUNION ISLAND During the day, the games will determine the classifi- • 200h broadcast time on TV all over the world in 2010 2000 FRANCE cation of the teams from the 40th to the 1st place. • Live transmission in 40 countries in 2010 Access: Open to all. Price: 5€ incl. tax12 13
  9. 9. The WoRld FinAl oF dAnone nATionS CUp Competition RULES AND ETHICS OF DANONE NATIONS CUP Strong ethics The rules of Footballer’s oath and values Danone Nations Cup « In the name of all players I make the solemn vow to fully respect the rules Danone Nations Cup is a football competition based first of all on strong values: Openness, respect and fair-play. spectator’s oath • Age for participating in the edition 2011: 10/12-year- old, born between 01/01/1999 and 31/12/2000 of the game, opponents, referees, supporters, managers and commit to Therefore, every person involved in this competition • Tournament accessible to boys and girls (mixed teams) (children, coaches, accompanying adults, parents…) • The applied rules of the game are the Football rules in play football in a worthy and responsible promise to respect these values. « In the name of all coaches, accompanying the French Football Federation, as approved by FIFA manner within my team, for the beauty of adults and supporters, I make the solemn vow • Number of players per team: 14 (9+ 5 replacements) the sport and the honour to practice it. » in order to honour and pay tribute to these values, to respect, in all places and all circumstances • Size of the football pitch: 60 x 45 m a special prize will be awarded for the first time in • Size of football goals: 6 x 2.10 m the history of the World Final 2011: ‘the Danone the supporters, coaches, referees and players • Play time: 15 min without break for all games, except nations Cup trophy’, to the team who mostly put of the Danone Nations Cup and commit for the Small Final and the Final, which will last 20 min forward these values by their behaviour during the to adopt a worthy and responsible without break entire adventure. • The winning team will receive a trophy, as well as attitude for the beauty of the sport the other teams in the competition As for the players and the coaches, every child will and the honour to represent it. » receive the ‘Player’s Oath’ written in his language and promises to be faithful to it, and all captains and coaches of the teams sign the ethical charter at the beginning of the tournament In order to support the organizers on this approach, our partner ‘terrains de la paix’ (peaceful Grounds) supports us and puts in place a certain number of actions. The Terrains de la Paix is a French association which advocates the respect of game rules and of the manners on and in the surroundings of the fields.14 15
  10. 10. The nATionAl ToURnAMenTS National Tournam ents The adventure begins in each country Before taking off for Spain, the young champions from 40 countries would have triumphed with their teams in local competitions, then regional before remarking themselves in the National Final of their country. example of national qualification Having in focus the great pride of defending the colours of their country on the mythical stadium of process from spain, 2011 santiago bernabéu during the magnificent World Final, in front of Zinédine Zidane, magical patron, and in front of thousands of spectators! 7 REGIONAL FINALS from 10th of April to 11th of June - 224 teams from football clubs, schools... (tournament opened to all teams wanting to participate) The national finals in the 40 countries have taken place starting from April (South Korea) until the beginning of - 3672 children participated in 2011 September, when the Japanese final will take place. Gijon > Canaries stage Every year, more than 2.5 million children try their luck. But the little players are not the only ones in focus! During Las Palmas de Gran Canaria – 10th of April this journey, the entire family is involved: family and friends, but also schools and clubs, which participate in the > balearic stage qualification stage. Supported by their Federation and/or Ministry of Education and Sports, Danone nations Cup Llucmajor/Mallorca – 1st of May also takes part in developing sport in every country, in honour of respecting the values of the event. > south stage Barcelone Madrid Carmona/Seville – 8th of May > east stage Aldaja/Valence – 14th of May Llucmajor Aldaia > north stage Carmona Gijón/Asturias – 29th of May > north-east stage Vilanova i la Geltrú/Barcelona – 5th of June > Central stage Canaries Tres Cantos/Madrid – 11th of June NATIONAL FINAL from 1st to 3rd to July on the stadium RCD Espanyol in Barcelona - 10 teams – 170 children - 7 teams qualified during the regional stages – 1 fairplay team (selected among 224 participating teams) – 1 host team (RCD Espanyol) – 1 team of the association ADDIM (NGO supported by Danone Spain) The finalist team representing Spain in the World Final is Alboraya UD, coming from Valencia! During this final stage, the 170 children visited a farm which provided Danone Spain with milk, in order to complete this sport experience with play and educational experience!16 17
  11. 11. The nATionAl ToURnAMenTS Local frANce New ZeAlANd cZech rePublic They were selected to be ambassadors PAul le gueN dAvid MulligAN roMAN hubNik of Danone Nations Cup. Former player and international Fr e n c h c o a c h , h e w o n t h e international new Zealander, he repre­ internal Czech who plays for her tha In their opinion, this is an event which gives France Cup with pSG in 1995 sented the new BSC Berlin, he is Ambassadors and 1998. As coach, he won Zealand in the currently playing a unique opportunity to children. on three occasions the French World Cup 2010 in with his national South Africa. he is currently team for the qualifications of playing centre field for Auckland euro 2012. City. NetherlANdS: roMANiA richArd krAjicek gheorghe hAgi dutch former tennis The greatest football star, won Wimble­ player in the Roma­ don in singles in nian history, nickna­ South AfricA ArgeNtiNA bulgAriA 1996, beating pete med ‘Maradona of Neil tovey jAvier ZANetti diMitAr berbAtov Sampras in the quar­ the Carpathians’, he neil Tovey played 52 international Ar­ Selected Bulgarian terfinals. Collaborating with da­ played for Real Madrid, Barcelona games for Bafana gentinean with 136 player of the year on none netherlands through his and Galatasaray, team with which Bafana and was the selections in the several occasions, he championship with olympique nGo, Richard Krajicek Foundation. he won the UeFA cup in 2000. he is captain for their national team, he is holder of 74 inter­ lyonnais. he was coach of the currently a coach. team in the African plays for inter Mi­ national selections and 48 goals. national team of Cameroon in PolANd national Cup during the success lan, where he won the italian he is currently playing for Man­ 2009. toMASZ iwAN of 1996. likewise, neil achieved championship 5 times (from chester United. Former interna­ ukrAiNe national victories as captain of 2006 to 2010), the UeFA cup in guAteMAlA tio nal poli s h MAxiM ShAtSkikh the Kaizer Chiefs Football Club. 1998 and the Champions league chili cArloS bAtreS with 40 selec­ he is the second neil is the current trainer for the in 2010. joSé luiS SierrA PANdo international Gua­ tions and 4 best goal scorer Thanda Royal Zulu football club temalan referee, goals. he in the Ukrainian and is ambassador of danone belgiuM he refereed games played centre first league histo­ nations Cup in South Africa since SteveN defour & deNiS odoi in the World Cup field for nume­ ry, and he has re­ 2008. international Belgian, Steven defour of 2010 in South rous club in eu­ cently been awarded the golden is the captain of Standard de liege Africa. rope ball for having scored his 100th AlgeriA and he is one of the greatest Bel­ goal in the Ukrainian league. he tArek hAdj AdlANe gian celebrities. Considered one of The international Chilean played jAPAN played for dinamo Kiev. Former famous striker the best defenders in his category, in the World Cup in 1998 in tSuyoShi kitAZAwA PortugAl of the Algerian line, denis odoi is currently playing for France and he was still playing Former internatio­ vitor bAíA he won the Cham­ RSC Anderlecht. in the Chilean league at the age nal Japanese with Former portu­ uruguAy pions league of CAF of 38. 58 selections, he guese football SebAStieN Abreu in 1990. brAZil notably won the p l a y e r, h e he scored 26 goals during his cAfu SPAiN Asian Cup in 1992. played as goal 60 selections in the Uruguayan SAudi ArAbiA Former internatio­ cArloS kAMeNi keeper in ico­ team from 1996. The 2nd of July MohAMed Al SchAlhoub nal Brazilian, he i n t e r n a ti o n a l Mexico nic clubs such 2010, in the quarter­finals of the international Saudi, w o n t h e F i FA from Cameroon, joSé frANciSco “kikiN” foNSecA as FC Barcelo­ world cup facing Ghana, Abreu he counts 79 selec­ World Cup in 1994 he has been international Mexi­ na and re­ shoots the decisive tions for 21 goals, and 2002 and he playing for RCd espanyol since can, who played mains, up to goal on a shootout he participated in won the Cham­ 2004. he became the youngest in the FiFA World this day, the most titled player in p e nal t y, w hi ch the World Cup in pions league with his club, AC player to win an olympic gold Cup in 20 06 in the history of football, with 33 sends Uruguay in 2006 in German Milan, in 2007. medal, in 2000, with the team of Germany titles. the semi­finals. Cameroon.18 19
  12. 12. An evenT ThAT ex TendS BeYond FooTBAll football and Danone nations Cup, An experience not only! ACTIVITY: ACTIVITY: of community life Discovering Spain Nutrition and Danone intends to make the children face a unique experience, which would surpass football. and Madrid world tastes! Therefore, the idea to create a shared daily living space In order to acquaint with the local culture, the children In order to be consistent with the main mission of where both the sport competition and the other activities will benefit from the introductory courses of flamenco. Danone, ‘health by nutrition as much as possible’, could develop was very welcomed. An activity will be suggested to children, bearing the this year and for the first time as well, will be created Children could thus participate in different activities, theme ‘Madrid’. an experiment on nutrition, hydration and discovery which would be organised in themes: nutrition, The children will be taken on a journey, where every of world’s flavours! friendliness and discovering spain. team will have to find 6 main monuments of Madrid Many workshops will be set up during the day. The within a set time limit (Plaza Mayor, Plaza de la Villa, purpose is to offer to children the opportunity to develop During the day, children will have time to meet and share Palacio Real, La Almudena Cathedral, Teatro Real, Plaza their taste, their pleasure for eating and for sharing a experiences, at breakfast, in a common environment de Oriente), with the help of a city map, which will friendly moment. as well as in the evening at their hotel. be provided to them. In order to validate every stage, the children will have to take a team photo in front of every monument.20 21
  13. 13. An evenT ThAT ex TendS BeYond FooTBAll DANONE NATIONS CUP AND DANONE get involved Danone nations Cup is animated by Danone’s intention to sustainably act for the health and well-being of children. taking place in 40 countries, Danone nations Cup gets involved together with local associations and sets programs aiming at fighting against malnutrition or obesity in every country participating in the competition. Football, universal sport, is a highly important vector of Danone’s actions and values. sport values, of course, but human values above all, such as openness and respect. In England In Argentina In Portugal In Italy Obesity and malnutrition among children has become The foundation ‘Pupi’, founded For Danone, social responsibi- Danone Italy has been a partner of the an alarming social issue in Great Britain. Danone by the former captain of the lity is part of its strategy, and association ‘Fondazione Francesca Rava collaborates with the british nutrition Foundation Argentinean national team, children play a very important N.P.H. Italy’ since 2010 and strongly ‘eat like a Champ’, an innovative nutritious educational Javier Zanetti, nicknamed part in the social development supports the population of Haiti, victim program which is addressed to pupils older than pupi, helps every day more of the campaign. of the awful earthquake that took place 5 years. than 100 children coming in January 2010. Danone Nations Cup is The program revives Danone’s commitments: promote a f ro m d i s a d va n t a g e d Therefore, two projects have emerged: one of the pillars of this project. healthy and sustainable lifestyle and eating style. environments, by offering The former is implemented thanks to a partnership The program is structured on a 6-week course, which them school supplies, with ‘Fundacao Vítor Baía’. Danone helps at building 14 haitian children were invited in italy for 2 will cover different subjects meant to teach children recreational activities and a social house for poor children. This house will be weeks to experience the great world of football, how to find a good eating balance. children parties as well. built in the northern side of the country, in the village such as trainings and a game with Italian players in the Afurada, where Vítor Baía was born. Italian National Final of Danone Nations Cup. Danone Staying active is one of the key messages, this is why The principle which connects Danone Nations Cup to this Italy will also invite this Haitian team to participate in ‘Eat Like a Champ’ has chosen as ambassador the foundation is very simple: for every spectator coming to The latter is connected to young adults who are unem- the World Final in Spain. famous dance troupe ‘Diversity Dance Troupe’ who is the Regional Finals and then to the Argentinean National ployed over a long period of time. Together with CAIS, very appealing to young British children and encourages Final, Danone offers 1 litre of milk to the Foundation. Danone employs these persons for setting up and Due to this initiative, Danone Nations Cup was awarded them to follow their idol: adopt healthy eating habits. In 2011, 28 000 spectators attended different finals. for the logistics of Danone Nations Cup in Portugal. in 2010 and 2011 the medal of honour by the Italian this is probably insufficient action at national president. level, considering the unemployment problems existing in portugal, but for these people, it is a hand given in a time of need and it is highly appreciated’, says María Galhoz, Responsible of the project for Danone Portugal.22 23
  14. 14. An evenT ThAT ex TendS BeYond FooTBAll Commited Interview with Franck Riboud Chairman and CEO of DANONE Chairman Some people are talking about the ‘World Cup’ for children...this makes you wonder. Is that close to hap- pening? I do not know if I want to push the comparison so far for Danone Nations Cup. At this age, football is perfectly amateur and we want to remain within the limits of pleasure. What is certain however is that one of the strong points of Danone Nations Cup is its legitimacy: we have FIFA’s agreement for the World Final and the support of the greatest football idols, of Zinédine Zidane in particular, the patron of the World Final. How does Danone Nations Cup fit Danone’s strategy? Danone Nations Cup enters the logic of our mission, which is to bring health by nutrition to as many people as possible. In order to accomplish this mission, we are Danone Nations Cup, what does it mean to you? trying to contribute to the improvement of eating habits, to the promotion of better nutrition for everyone, as Danone Nations Cup is a football competition which makes well as to the development of practicing physical and millions of children from all over the world dream. This sport activities. In this respect, Danone Nations Cup is is a very important event for me, and not only because a unique business initiative which testimonies for the I love football! It feels great and it is very touching as authentic local commitment of Danone in the countries well to see hundreds of children in the final – some of where we settled. them are travelling for the first time – who want to win but, at the same time, are there to have fun. Last year the final of the Danone Nations Cup was held in South Africa, this year in Spain. Do they Why create such an event? change each year? We want to get involved in an event which resembles The Danone Nations Cup is an event that was born in us, which is very close to our values, which can become France in the context of the 1998 World Cup, so for a worldwide and get the maximum of people involved very long time it has been easier to organize it in this and united in an openness spirit and enthusiasm, in country. Its success led to other subsidiaries of Danone sharing, emotion and respect. An event for the children expressing their wish to host it. So, we created a bidding of the entire world. system like the Olympics, which is very motivating for This is how Danone Nations Cup was born in 2000. the participants.24 25
  15. 15. Who SUppoRTS The WoRld FinAl Our Partners institutional sponsors The Football Association of Madrid is the autonomous nonprofit of the Royal Spanish Football Federation responsible for the organization and structure of the football competition in the Community of Madrid. From the City Hall of Pozuelo de Alarcón we are convinced It currently handles more than 80,000 licenses and has that sports are an integral part of the education of 4,000 teams of about 600 clubs. Another of its tasks, children and youth. Sports teach us many values that like the Danone Nations Cup, is to spread among the apply to all areas of life, such as companionship, the children those educational values related to football. oFFiCial sponsors desire to excel and respect for others. It is essential that we support initiatives by institutions that promote these principles. Therefore, it is a real honor for the City Hall oFFiCial suppliers to support a major world football event for children, and provide the magnificent facilities of the sports village of Electronic Ar ts Inc. Valle de las Cañas for the Danone Nations Cup. (EA), headquartered in Redwood City, California, is the world’s leader in inte- Canon España, SA, a subsidiary of Canon Europe, is Novotel, the mid-range brand of the Accor group, ractive entertainment software. Founded in 1982, the especially proud to be part of the Danone Nations offers more than 400 hotels and resorts in 60 countries company develops, publishes and distributes interactive Cup 2011. Football is an international sport that brings at the heart of major international cities, business software worldwide for videogame systems, personal people together, fostering friendship, which is exactly areas and tourist destinations. The high standards of The Spanish Nutrition and Food Safety Agency (AESAN) computers, mobile devices and the Internet. FIFA 12, the aim of Canon. the Novotel service contribute to the welfare of both is an autonomous body under the Ministry of Health the best-selling sports video game in the world and This sponsorship is a wonderful opportunity for Canon as business travelers and leisure guests: spacious and and Social Policy and Equality, established in 2001 acclaimed by critics, with more than 20 E3 awards a company, in line with its corporate philosophy Kyosei. modular rooms adapted for work and for rest, balanced with the mission to ensure the highest level of food for Best Sports game has revolutionized the world of Kyosei is a Japanese word meaning “living and working 24hours restaurant, meeting rooms, attentive staff, and security as a fundamental aspect of public health and sports simulation by offering a soccer experience of together for the common good”, a principle accepted spaces for children and installations for a rejuvenating promote the health of citizens. Since 2006 it also has unprecedented scale. In each edition, the game offers by all employees of Canon Spain. wellness. The Novotel chain is a pioneer in sustainable the mission of promoting health in the field of nutrition more and better innovations inspired in real football development and all its hotels participate in the worldwide and especially in preventing obesity. and developed by the team at EA SPORTS FIFA from environmental certification program, EarthCheck. EA Canada. More information on Novotel hotels: www.novotel.com Micropolix is a concept which integrates leisure and The Tourism Institute of Spain (TURESPAÑA) whose education through experien- functions include planning, development and imple- tial learning of values. mentation of actions for the promotion of Spain as a A pioneering project that brings together children, tourist destination. Whether at a game in the park, soccer field or in the The Corte Inglés supports this initiative by the values it families, teachers and socially responsible companies. final quarter of the World Cup FIFA Sub-17, adidas is represents and for the opportunity given to hundreds of The Micropolix city, San Sebastian de los Reyes there, was in the past and will always be! children around the world to play a football tournament (Madrid), is a covered 11,000 m2 area, with 30 thematic Football is the king of sports in the entire world and with international scope. The Madrid City Hall relies on sports as an ideal tool for areas (city hall, supermarket, firemen, TV set…), adidas strives to strengthen its foundations. Like the Corte Inglés, the Danone Nations Cup promotes the development and coexistence of citizens, with special where children from 5 to 13 years can participate in Examples of this philosophy, centered on the younger sports, collaboration, integration, teamwork, the spirit attention to children and young people of Madrid, to activities and games related to the professions, while children are camps, football workshops held in all of achievement and healthy lifestyles among children transmit the values inherent in sports and the commit- reinforcing skills, attitudes and values associated with continents. and their families. We believe it is an event that conveys ment, companionship, respect, teamwork and the desire coexistence, road safety, environment, food, health, For all this, adidas is proud to support the largest event the joy and enthusiasm of both children who play and to excel. The Danone Nations Cup coincides in their for- sports… in the world, the Danone Nations Cup. those who participate as spectators. mulation with the concerns of the Madrid city hall and With the goal of being a leisure proposal, Micropolix puts sports at the service of a social and cultural ends, as supports quality educational initiatives such as the children coming from 40 countries will live in Madrid an Danone Nations Cup, which involves and promotes unforgettable experience that will undoubtedly help them healthy important values in the development of in their training as people and enjoy the above values. children such as nutrition.26 27
  16. 16. pR AC TiC Al GUide Competition Ticket office Organisation official drawing • Price: 5€ all taxes included. Danone • On Thursday, 6th of October at The purchase of tickets is possible • Alexandra Zivy 5.00pm. Closed to public, open to the Event and Sports Marketing in every El Corte Inglés of Madrid accredited press. Manager and Hipercor of the Comunidad de • Address: Ciudad deportiva • Sabrina Schneider Valle de las Cañas, Pozuelo de Madrid with ticket sale services. Media Relations Manager Alarcón. Camino Alcorcón S/N – On 9th of October: tickets available 28223 Pozuelo de Alarcón. in the ticket offices of Santiago Danone spain Bernabéu. • Marion Minvielle Qualification stages World Final Manager • On Friday 7th and Saturday 8th • Alvaro Bordas of October from 9.00am to External Communication and 5.00pm. Closed to public, open to the accredited press. Photos Institutional Relations Manager • Copyright-free photos available pro Deo • Address: Ciudad deportiva in the press area of the website: Organising Agency Valle de las Cañas, Pozuelo de www.danonenationscup.com of Danone Nations Cup Alarcón. Camino Alcorcón S/N – • Pascale Dymowski 28223 Pozuelo de Alarcón. Managing Director • Steve Brangeon activities: spain and nutrition • On Friday 7th and Saturday 8th of Videos Event Director • Sébastien Hautin October from 5.00pm. Closed to • Images new cut, copyright-free, avai- Competition Director public, open to the accredited press. lable from Thursday, 6th to Sunday, • Address: Ciudad deportiva and 9th, from 7.00pm (French hour) World Final press service Valle de las Cañas, Pozuelo de in the press area of the website: • International P.R. Agency Alarcón. Camino Alcorcón S/N – www.danonenationscup.com Agathe Schrameck 28223 Pozuelo de Alarcón. +33 (0)1 46 04 08 62 contact@agence-op.fr ranking matches and World Final • On Sunday 9th of October from 9.30am to 2.30pm.Open to public, Press Releases • Spain P.R. Agency +34 915774554 • All press releases and press kit open to the accredited press. Juan Pajares • Address: Estadio Santiago are available in the press area jpajares@comunicacionrrpp.com Bernabéu. avenida de Concha of the website: Cristina Andrés Espina, 1 - 28036 Madrid. www.danonenationscup.com candres@comunicacionrrpp.com Internet WWW www.danonenationscup.com www.facebook.com/danonenationscup @danonenationcup www.dailymotion.com/danonenationscup www.youtube.com/danonecup28
  17. 17. More information & pictureswww.danonenationscup.com oFFiCial sponsors institutional partners

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