Spanish midfielder Juan Mata features in Common Goal's first video which was conceptualised by Dark Horses and shot in Mumbai. Through the video, Mata calls out to fellow footballers to pledge 1 per cent of their salaries to a collective fund that supports football charities around the world.
Common Goal is looking to assemble a 'Starting XI' of like-minded players. Mata issued the challenge in a short film about his recent trip to Mumbai, India, which shows how it takes a team rather than one person to win.
Common Goal is the creation of streetfootballworld, an NGO that supports more than 120 football charities around the world. The NGO, that has launched with a focus on players, aims to get a per cent of the entire football industry’s revenues—conservatively estimated at $30 billion per year—for grassroots football charities that use the game to strengthen their communities.
Jürgen Griesbeck, CEO, streetfootballworld, said, "Players are a great place to start because they’re the stars of the show. But this is the first step of a giant global endeavour. Imagine the entire industry uniting in the name of social change. Together we can usher in a new era for football and forge a deeper sense of purpose at the heart of the
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Watch the films conceptualised by Taproot Dentsu here