Sahara Group, Nigeria’s integrated energy company, has launched a campaign to harness the country’s diverse socio-cultural backgrounds to foster a culture of inclusion in the society, oneness and equity.
“Every kick, dribble, celebration of every goal scored, handshake exchanged and an embrace by opponents and fans from different socio-cultural backgrounds are attributes of football that can be leveraged to promote diversity and inclusion across the globe,” Head, Corporate Communications, Sahara Group, Bethel Obioma, said at the launch of the energy conglomerate’s ‘#MADwithFOOTBALL’ initiative in Lagos.
Obioma said the campaign aims at fostering a culture of oneness, equity, and camaraderie among Nigerians.
“For us at Sahara Group, the word MAD means making a difference. The global acceptance the round leather game of football enjoys can be a springboard for creative conversations on diversity and inclusion. This is what we hope #MADwithFOOTBALL will inspire,” he said.
Football, Obioma noted, has the power to bring people together, adding, “We understand that football is more than just a game. It’s a community. We believe that the ideals of that community where everyone feels accepted and valued, and chant endless victory songs together, regardless of race, culture, gender, creed, or political leaning, can be harnessed towards making a difference.”
Obioma revealed that as part of this initiative, some employees of Sahara Group have been given the opportunity to attend live matches at Old Trafford and Emirates Stadium, adding that the experience will help ramp up “fun in efficiency and the impact of diversity and inclusion” in the workplace.
“The campaign kicked off with 22 Saharians drawn from Sahara Group’s locations in Africa, Asia, Europe and the Middle East, to attend the Arsenal home game against Brighton live at the Emirates on April 14, 2023.
“Another set are scheduled to attend and watch the Manchester United home games scheduled for May 25 and 28 respectively at the Old Trafford.
“Seeing world-class players in action and feeling the energy of the fans will certainly be an unforgettable experience for the beneficiaries,” Obioma said.
“I was thrilled to be part of those that attended the Arsenal game as part of the #MADwithFOOTBALL initiative! It’s was an amazing opportunity to see Arsenal in action and bond with colleagues at the Emirates stadium. I was over the moon being one of the people that watched that game at Emirates,” said Mariam Smith of Asharami Synergy, a foremost Sahara Group downstream company in Nigeria.
Camille Lavaud who joined the delegation from Sahara Energy International, Geneva, said: “Football is a language that is spoken and loved by billions across the globe. There is so much difference we can make with football as the world seeks to stamp out the issues that tear us apart. This is another way Sahara Group is expressing bringing energy to life Responsibly.”
For Roselyn Quansah of So Energy Ghana, a Sahara Group downstream company, “this is a dream come true for me. I can’t wait to feel the vibes at the Old Trafford as Man U team works towards a top-four finish.”
Obioma said the public can be part of #MADwithFootball initiative by sharing thoughts on how the game can drive togetherness on Sahara Group’s Instagram handle.
This, he explained, also comes with a chance to win Arsenal and Manchester United home jerseys.
“Whether it’s promoting diversity or using the platform to address social issues, we would love to receive your contributions. Go to the Sahara Group Instagram page (@iamsaharagroup) and share your ideas in the comment section of the pinned post “MAD with Football” using the hashtag #MADwithFootball and encourage others to support the initiative,” he stated.
