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Vivo and CBF Unite in Action to Accelerate the Career of Black Coaches

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Brazilian soccer star Vini Jr. calls for black leadership outside the fields in campaign from VMLY&R

Vivo and CBF Unite in Action to Accelerate the Career of Black Coaches

During the World Cup, the eyes of fans from all countries will be on the field. On the soccer field, for decades we have seen the genius of several black professionals who have become idols playing for the Brazilian National Team. But when we look at the coaching staff, there is a glaring absence of black professionals leading the team. If black talent shines so brightly on the field with its soccer art, why is there a lack of black professionals in leadership and power positions?

Based on this reflection, and with the impulse of Black Consciousness Month, Vivo and VMLY&R announc the Black Teachers project, another initiative to encourage racial equality in the country.


"Vivo has been a sponsor of the Brazilian National Team since 2005 and, with the Black Teachers program, reinforces its commitment to the construction of a more diverse future, in soccer and outside it," says Marina Daineze, director of image and communication at Vivo.

In partnership with CBF, the action will summon six coaches from different regions of the country to obtain the preparation and licenses of the CBF Academy, prerequisites to rise in their careers and compete for leadership positions within the sport.

CBF has been tackling racism and violence in soccer with initiatives that gained strength in 2022. In March, a series of commitments were published with the Manifesto in favor of life and Brazilian soccer and, in August, the first Seminar to Combat Racism and Violence in Soccer was held, which was attended by personalities who work for the end of discrimination inside and outside the stadiums. Moreover, a permanent working group with representatives of entities such as FIFA, Conmebol, Federations, Clubs, civil entities and representatives of the black movement was formed to deal with legal and operational aspects related to the topic.

"The Black Teachers campaign has our full support and applause. Initiatives like these, coming from a partner like Vivo, are in line with our commitment to make soccer an increasingly inclusive sport, without discrimination on the basis of color, race, religion, political position or gender," said CBF president Ednaldo Rodrigues.


Criteria for the selection of participants

All the action and the selection of participants were carried out with the advice of the Observatory of Racial Discrimination in Soccer, which has among its objectives to promote affirmative action for social inclusion in sport and to combat racism.

"By diagnosing the absence of black coaches in the big clubs in Brazil, it was possible to point out that it happens for a number of reasons, among them lack of confidence, prejudice, lack of opportunity, and the absence of projects to encourage diversity and inclusion," says Marcelo Carvalho from the Observatory of Racial Discrimination in Soccer.

Six names were chosen by the Observatory to participate in the program, which will offer the three licenses necessary for them to become professional soccer coaches in the country. Among the criteria for the selection of participants were those who do not yet work in big clubs and need the licenses from CBF to grow in their careers, as well as representatives from various regions of Brazil and identification with the anti-racist purpose. 


How to follow the call for candidates and the project

Posts and videos on the social networks of Vivo, CBF and Vini Jr. will announce the selected coaches on November 8th, the day after the Brazilian National Team is called. The announcement will feature Vini Jr. himself and former midfielder and current member of the Brazilian coaching staff, César Sampaio, considered Tite's right-hand man.

"Vini Jr. and César Sampaio are coming to the field to talk about an issue that also affects those outside of it. And, as they are not only stars, but also renowned for their commitment to fighting social discrimination, it is only natural that they are involved in a program that is so important for the evolution of our soccer and society in a broader sense," defends Sleyman Khodor, CCO of VMLY&R, the agency that idealized the action.

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VMLY&R São Paulo, Wed, 16 Nov 2022 16:42:55 GMT