The unique partnership between both parties was launched earlier in the month to help promote the President’s legacy, through the global reach of the Premier League, and Sunderland have become a legacy advocate for the foundation.
On March 30, Sunderland’s players will wear T-shirts for the pre-match warm-up bearing the foundation’s logo and a special ‘text to donate’ message in support of the foundation.
Both teams will take to the field through a guard of honour of youngsters also wearing Nelson Mandela Foundation T-shirts, along with 11 specially chosen mascots. A flag bearing the foundations’ logo will also be displayed pitch side.
African musicians, the Abatimbo Drummers of Burundi, will entertain fans before the game and again at half-time, showcasing the unique musical sound of Africa.
Across the next 18 months, Sunderland will support a number of fundraising initiatives on behalf of the foundation, including a gala dinner planned for later this year.
The players’ shirts, as worn during the game, will be auctioned online via the club’s official website, to kick off the fundraising, with all money raised going to help the foundation continue its work.
“By becoming a legacy advocate of the Nelson Mandela Foundation we hope to accomplish even more for a common good,” Sunderland’s marketing director Mike Farnan says.
Sunderland began its off the field relationship with Africa in 2011, forging a partnership with the Invest In Africa initiative, which also helped the club grow its fan base and global presence, particularly in Africa, where nearly 1.2-billion people watch Premier League matches.