Kia, Toronto FC help Community Children Through Kickstart
Six years ago, Kia Canada became the exclusive automotive partner of Toronto FC, Canada's first Major League Soccer (MLS) club. Throughout that time, a partnership has grown beyond a logo at the stadium and a few giveaways throughout each year for exposure purposes.
Recently, I was invited to the kick-off of a program called Kickstart – a free eight-week soccer camp for children aged 6 to 12 years from 16 Toronto Community housing neighbourhoods, run by the MLSE Foundation (a branch of the soccer team's parent company) in partnership with Kia.
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For many of the over 200 children in attendance, this program was much more than a chance to run around the pitch and kick a soccer ball. Its aim is to build leadership, confidence and life-changing moments through sport, and as one of the attendees mentioned, “A chance to have some fun and meet new people.”
At this year's event, Kia announced a new three-year partnership extension with Toronto FC, which includes being involved in the KickStart program.
“Sport is a great way to help develop young people,” explains Ted Lancaster, Vice President and COO, Kia Canada. “It gets them outdoors, builds self-confidence, teaches leadership and teamwork—all those attributes that we as business people want to see come into our organisations.”
But like any opening day of a sport, this one was special, dubbed a “Day in the life of a TFC player.” Not only were the kids given the red carpet treatment, they got to hang out and learn basic soccer skills from the entire Toronto FC roster.
“It means a lot to have a chance to interact and see the progress of these kids,” says Jonathan Osorio, Toronto FC midfielder, who was raised in Brampton, Ontario. “A lot of teams and individuals are involved in charities, but sometimes, they don't get to see the impact they're making. Through Kickstart, we make a difference through a sport that has given us players, so much.”
Osorio has a special bond with this program, as he himself grew up in the GTA and re-lived an experience with a local kid that also grew up in Brampton, “I met a kid three years ago and we really connected. He told me that because of my success, he has the confidence to achieve that same dream, and to have that impact on another is truly humbling.”
Now in its sixth year, KickStart has impacted more than 1700 kids and trained more than 200 community coaches. For this year, the program has expanded from 10 GTA (Greater Toronto Area) housing communities to 16 with $100,000 committed to the 2017 initiative. In addition, each community is provided uniforms, equipment, activity booklets and coaching manuals.
Many children were filled with smiles, autographs and a little sweat, but the opening day is only the start of an eight-week program. In the end, these kids will be able to develop accurate goal-scoring-touch skills, but hopefully along with that, some life skills and great memories. And that's reason enough to understand why Kia and other sponsors are fully behind this community initiative.