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The Footballed Bytom

Outset situation

Bytom is a city located in the very centre of Higher Silesia. Despite its perpetual development, it must constantly struggle with the social problems typical of the entire region – inherent in the mining industry.

The municipal statistics also show that there is a major problem in Bytom – a large part of children and youths never goes away from the city.

"Agora Kids Cup 2012" was intended to provide them with activity, joy and good fun defying the city's greyness. In such difficult circumstances, the football tournament for children form primary schools showed the actual potential for development through sport.

Solution

We conducted the project, which was a response to social needs, for our client Agora Bytom shopping centre together with the first league team Polonia Bytom.

"Agora Kids Cup 2012" is an open football tournament for 1-3 graders of Bytom's primary schools.

In the first stage, actions in schools were carried out. That allowed direct reach to potential participants. A considerable part of the tournament was held in June 2012. "Agora Kids Cup 2012" spread across 5 districts of Bytom. The final took place on 17th of June at Agora shopping centre.

The games were being covered on an ongoing basis in Social Media channels. A dedicated website featuring written coverage, photographs and statistics was developed as well.

Effects

Approximately 200 footballers signed up for "Agora Kids Cup 2012" – making up over 30 teams from Bytom's 5 districts. At every school where the tournament was taking place, hundreds of children with their parents and teachers watched the games and enjoyed the supporting attractions.

During the grand final at Agora Bytom, more than a thousand spectators watched the five best teams. Local entrepreneurs were encouraged to become involved. The broad promotion of the tournament in the local media made "Agora Kids Cup 2012" the entire city's hot talking point for a few days.

"Agora Kids Cup" has become part of the long-term cooperation between Polonia Bytom and Agora Bytom. The pro-social character of the shopping centre and the club was played up by promotion of sport and pro-health activity among Bytom's children and by highlighting the importance of competition in sport.

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