Midea & Mancity Launch Community Initiative

With support from Midea, CITC coaches and local non-profits delivered training that transforms lives on and off the pitch.

Manchester City and Midea Africa have successfully delivered the first community activation in Johannesburg, following the announcement of a joint community partnership between the brands last month.  

Together with Tackle Africa and DiskiNine9, we have delivered impactful Young Leader Training in Johannesburg to empower local youth with new skills and confidence as part of a long-term commitment to community development.  

Led by expert coaches from City in the Community (CITC), the training brought together inspiring Young Leaders from the local community, creating a safe and inclusive space to develop skills both on and off the pitch.

Offering more than just football techniques, the sessions encouraged teamwork, communication, and leadership, empowering participants to become role models within their communities.

Throughout the training, coaches used football as a powerful tool to address key social issues, highlighting the work DiskiNine9 and Tackle Africa do in using the game to educate and empower local communities around topics such as HIV and reproductive rights.Young People (ages 15-24) in Africa are at heightened risk of getting HIV.

In 2022, around one-third of all new infections were among young people. To combat this Tackle Africa have trained over 400 coaches every year to deliver interactive football for health sessions and have reached over 12,000 young people across 7 countries giving vital SRHR and HIV education through football.  

Practical sessions were designed to inspire critical thinking and personal development, while tailored workshops and hands-on activities ensured that Young Leaders were equipped to return to their communities with new knowledge, confidence, and the ability to inspire others. 

This initiative forms part of Midea's wider commitment to supporting young people across African cities including Rabat, Lagos, Nairobi and Luanda. In addition to supporting the delivery of our Young Leader training in Johannesburg, Midea has pledged ongoing support, with further product donations planned to benefit the local youth and wider community. 

One Young Leader said "This program has helped me a lot in dealing with different types of people and also in dealing with different types of children.Since this program started I have seen a lot of children becoming what they wanted to be. I've seen them changing, becoming better players, becoming better people around the community."

Together with Midea, Tackle Africa and DiskiNine9 we are proud to be supporting the Young Leaders of Johannesburg, equipping the local youth with the tools to lead, educate, and inspire both on the pitch and within the heart of their communities.