The collaborative relationship between Juventus and UNESCO stems from a shared desire to take concrete action against all forms of discrimination. The partnership began in earnest on 29 May 2014, when Juventus president Andrea Agnelli and UNESCO Director-General Irina Bokova signed an agreement in the international organisation’s Paris headquarters.
One of the first events to take place as a product of the relationship was the UNESCO Cup on 2 June 2014, which saw Juventus Legends take on their Real Madrid counterparts in a charity match at Juventus Stadium. All proceeds from the match went to two projects working to rehabilitate former child soldiers in Mali and the Central African Republic. The projects aim to equip the children with technical and professional skills so that they are able to learn simple trades, become independent and take part in cultural, sporting and artistic activities. Literacy courses are also provided, in order to help the children rediscover hope and self-confidence.
In June 2015, Juventus Legends president David Trezeguet personally visited the two countries to witness the Bianconeri’s continued commitment to the support of the projects.
The UNESCO Cup is one of the ways the two organisations are taking action against discrimination, with a second edition already planned for 8 September 2015. This time, the Bianconeri Legends will welcome their peers from Argentine side Boca Juniors to Turin.
As part of their partnership with UNESCO, Juventus also finances a fascinating research project which has the aim of analysing the connection between discrimination and obstacles to sports participation around the world. The research, which will eventually be formulated into a dossier "Colour? What Colour?", is designed to be a useful analytical tool for all stakeholders in sport, who have been striving to tackle the problems of racism and discrimination for many years.
Juventus also demonstrated its commitment to social inclusion with the Kick Out Racism – Play With Me project, which was unveiled by president Agnelli at UNESCO in Paris on 6 March 2014. By supporting these projects, Juventus became the first club in the world to back such in-depth initiatives alongside an international organisation such as UNESCO, which has been a shining light in the promotion of cultural – and thus sporting – values as a vehicle for achieving peace since its foundation by the United Nations in 1945.