As Saint-Etienne embark on exciting new partnership with the Homeless World Cup Foundation
For the first time in the history of the Homeless World Cup Foundation, the tournament’s logo will be displayed on a professional football team’s shirt
AS Saint-Etienne (ASSE) today (Friday 28th February) proudly announced a new partnership with the Homeless World Cup Foundation, the global charity behind the Homeless World Cup, a football tournament with purpose.
As part of the partnership, the Homeless World Cup logo will appear on the left sleeve of the AS Saint-Étienne men’s professional team shirt until the end of the 2024/2025 Ligue 1 season, debuting in the home match against Nice on Saturday 1st March.
For the first time in Homeless World Cup Foundation’s 22-year history, the Homeless World Cup logo will have a presence and visibility on the shirt of a professional football club. ASSE will also provide exposure for the Homeless World Cup Foundation on the LED banners around the pitch at the Geoffroy-Guichard Stadium.
The Homeless World Cup logo will also appear on LED branding on pitch boards at the French club’s 42,000 Geoffroy-Guichard Stadium (Credit: ASSE)
The Homeless World Cup Foundation’s year-round work culminates in a world class annual event which has the power to transform the lives of participants, having a positive impact and changing 1.3m lives since 2003.
This exciting partnership reflects the Homeless World Cup Foundation’s mission to use football and its annual tournament as a means of support and inspiration for people experiencing homelessness, empowering them to change their own lives.
The Homeless World Cup tournament aims to shift public perceptions and attitudes toward homelessness. Through its extensive global reach and this partnership, AS Saint-Étienne seeks to showcase the power of football and the impact of the annual street soccer tournament.
Together, ASSE and the Homeless World Cup Foundation have started to plan initiatives in Saint-Étienne to support those in need in the local area.
For several years, ASSE’s charity arm, ASSE Cœur-Vert, has been actively working in the region, particularly with the local association "Renaître," which supports homeless individuals and those in reintegration programs.
The club will continue its commitment to fighting homelessness by supporting the Stéphanois association and will organise a football training session led by professional male and female players at the Robert-Herbin Sports Center.
Ivan Gazidis, President of AS Saint-Étienne (ASSE)
“Football is mucH more than a game”
Ivan Gazidis, President of AS Saint-Étienne, said:
"By featuring the Homeless World Cup on our jersey, we are sending a clear message: football is much more than a game—it is a powerful tool to transform lives, promote inclusion, foster unity, and bring hope. This partnership demonstrates our commitment to supporting those in need and contributing to a more united society, both in our region and wherever our club has an impact."
Mel Young, Co-Founder and President of the Homeless World Cup Foundation, said:
"Every individual deserves to live happily, in good health, and in safety. However, global conflicts, addictions, mental health issues, and even climate change increasingly affect people worldwide, leaving many without a place to call home.
“We are thrilled to announce this partnership with AS Saint-Étienne today. This is the first time our logo will appear on the jersey of a professional football team. Thanks to the club’s generous support in raising awareness of our cause, we can amplify our efforts to grow our movement. This partnership will also benefit the work already being done in the region by ASSE Cœur-Vert, encouraging knowledge sharing and future collaborations on upcoming projects”
In 2024, the Homeless World Cup was the subject of a globally successful Netflix film titled The Beautiful Game. In August of the same year, the foundation also signed a memorandum of understanding with FIFA ahead of the 2024 tournament in South Korea, which took place in September.