BT has created a partnership with the Johan Cruyff Foundation, an international non-profit organisation dedicated to promoting the mental and physical wellbeing of children and young people. The two-year Benelux partnership – in which BT is investing more than €100.000 in money, time and company resources – is aligned to BT’s overall corporate social responsibility strategy and focuses on the Foundation’s “Participate, Learn, Win” youth training program. The Cruyff Foundation and BT also have the ambition to open the first Belgian ‘Cruyff Court’ – providing a safe area for children to play – in the Brussels area. Both parties will endeavour to attract more sponsors to make this a reality in the Olympic Year 2012. There are already 138 ‘Cruyff Courts’ worldwide, mostly located in the Netherlands. There are also Cruyff Courts located in England, Spain, Morocco, South Africa, Israel and Brazil.
The “Participate, Learn, Win” project aims to empower young people between fourteen and eighteen years old to organise local sports events at the Cruyff Courts to the benefit of their own community. BT will help drive this project by building an online platform which offers a “communications skills” e-learning programme for children, and, for the first time, a ‘train the trainer’ course for coaches. The platform will also offer practical tools and will function as a community to share best practices amongst children, coaches, youth workers and local residents. The joint ambition is to have the platform in place before the end of April 2011.