German football club Borussia Dortmund is sending coaches to schools in India under a grassroots football development partnership with sports marketing firm World1 Sports.
The two-year initiative will involve coaches from Dortmund training Indian coaches working in schools. It kicked off this week with officials from Dortmund visiting branches of the Velammal network of schools in the state of Tamil Nadu.
The Times of India reported that Suresh Letchmanan, managing director of the Asia-Pacific region for Dortmund said: “We have always believed in the importance of youth football and are hoping to find a way to develop youngsters in India.
“At the same time, we also want to use this opportunity to win more Dortmund supporters and build the brand further in India. The objective is to see how we can train kids and coaches in India in the Dortmund way without any shortcuts.”
World1 Sports runs sports development projects in the states of Tamil Nadu, Mizoram and Manipur, including helping to create sports programmes for the Velammal schools.