As part of the AFC’s commitment to strengthen the annual awards, this year’s winners will each receive an added incentive of USD $10,000 for the first time, enabling them to bolster their social responsibility programmes and efforts.

In addition to the corporate, non-governmental organisation (NGO) and individual awards, three new categories for the AFC Member Associations were also introduced this year. The Chinese Football Association claimed the Inspiring category, while the Football of Malaysia clinched the Developing award with the Mongolian Football Federation taking the honours in the Aspiring category.

In line with the AFC’s Vision and Mission, the three new categories were established to recognise the dedication and ever-growing efforts of the AFC Member Associations to use the power of football to inspire hope and strengthen social development in their respective countries.

The 2018 edition was made more significant with the newly-introduced prize money, which will see each Member Association rewarded with USD $15,000 for future Social Responsibility causes.

The landmark conference, which built on the highly-successful AFC-English Premier League joint conference in Hong Kong last year, brought together some of the world’s leading non-profit organisations to examine the positive impact of football to empower some of the Continent’s most vulnerable communities.

In his opening speech, AFC Social Responsibility Committee Chairman, Ahmed Eid S. Al Harbi said: “Football continues to make a difference in many parts of Asia and the AFC is determined to do more. We are fully committed towards strengthening our partnership with the world’s best organisations to enhance the quality and reach of our programmes.

“Together, I am confident we can fulfil our purpose to serve the people in Asia who need us the most and to create a brighter and better future for tomorrow’s generation through football.”

The grassroots programme brings the local community as well as children from across the Continent together, focusing on inspiring children to have a healthy mind and body, as well as developing good communication skills and to pursue their goal in the spirit of fair play. 

Their latest endeavor took place at the Urawa Club House last Saturday, with over 80 participants from Urawa city, including a group of children from Northern Japan and a boy from Thailand taking part, before heading to witness a J1 League match between Urawa Reds and Cerezo Osaka at the Saitama Stadium. 

The children and parents were welcomed by Keizo Fuchita, Urawa Red Diamonds President and David Borja, the AFC representative as well as Suzuki Keita and Nagai Yuiti - two former Urawa Reds players and ACL champions in 2007 - who spoke on their experiences as professional players and emphasised on the importance of fair play.

The events, involving more than 80 children and 60 coaches, were held at the National Olympic Park in Beijing as the CFA, implemented social development programmes through collaboration with local clubs, local and international NGOs and government agencies.

The activities included some of the legends of China PR football including Sun Wen, the former Women’s captain, Shao Jiayi, Nan Fang and Liu Qingquan as well as CFA and AFC partners such as the International Federation of Red Cross/Red Crescent Societies.

The CFA kickstarted the two-day programme with The AFC Social Responsibility Seminar for Grassroots Coaches followed by the Social Responsibility Field Activities on the last day. 

At the AFC Social Responsibility Seminar for Grassroots Coaches the Beijing FA Vice President, Wang Jiangtao praised the AFCs continued efforts in organising important SR activities in Asia – and particularly in China PR. 

Liu Qingquan, who represented China including at the 1974 Asian Games, also shared his experiences with the participants - encouraging the coaches to further educate themselves in handling children because coaching children requires ‘exemplary behaviour and unique qualities.’

Maude Froberg, the communications manager of International Federation of Red Cross/Crescent Societies, said the work of the AFC and CFA was highly valuable and productive for IFRC in delivering public awareness on First Aid and other health and disaster-related matters. She added that Beijing Red Cross society would work with the Beijing FA to continue to deliver the message through football.

Also present at the event were Li Jiuquan, the CFA director of Grassroots Football Department and Chinese Football Elite Coach Lecturer Xiao Bojie and 60 local grassroots coaches and representatives from various NGOs’ participated in the seminar.

The CFA donated equipment worth 50,000 RMB to the China Administration of Sports for people with Disabilities in Beijing while their SR partners contributed training kit and equipment for the participating children.

More than 200 coaches, national team players and school teachers benefited from a diverse range of engaging sessions, which were organised by the Hong Kong Football Association (HKFA) and funded by the AFC Dream Asia Foundation.

The first-of-its-kind seminar represents the successful legacy programme from the 2017 AFC-Premier League (PL) Football Social Development Conference. Since its inauguration in August 2017, the ‘Empowering Girls through Football' programme has reached more than 3,800 girls in the 7 to 14 age group, across 48 primary and secondary schools in Hong Kong.

AFC General Secretary Dato' Windsor John said: “The AFC Vision and Mission has outlined social responsibility as a key focus area. At the forefront of this ambition has been the desire to harness the power of football and provide greater access for everyone, regardless of their background, gender, social status or ability to experience and grow through the joys of football.

“We are pleased to be able to bring our Mission to life for women’s football in Hong Kong and together with our Member Associations and international partners; the AFC will continue to empower more communities, better engage our future generation and enrich the most vulnerable segments of society across the Continent.”

One of the highlights of the seminar was the emphasis on football as a tool to support character building and establishing vital transferable skills sets from the pitch to the classroom. Participants were quick to praise the sessions on job opportunities in the local football industry as well as insights on various key functions of the game’s larger ecosystem.

“Today’s seminar has been a good reminder of the lifelong values we obtain through football. Football can inspire a competitive spirit; it instils leadership, commitment and the values of fair play and teamwork. It can help us live healthier, fuller, more meaningful lives,” said former player Ella Ko, who is currently a physical education teacher. Her daughter is also amongst thousands of children engaged as part of HKFA’s ‘Empowering Girls through Football' outreach efforts.

The two-day seminar, themed ‘Empowering Women Through Football’, attracted 90 participants which included women coaches, high school sports teachers, representatives from local NGOs, national U-17 girls’ team as well as government representatives.

MFF General secretary Shijir Ulziikhuu, who opened the seminar, said: “I would like to convey my heartfelt appreciation to the AFC for assisting and facilitating in the organising of the seminar. 

"On behalf of the MFF President, the MFF will prepare its four-year social responsibility plan following AFC’s social responsibility guiding principles and I hope those participating today will play active roles in the seminar. I would also like extend my gratitude to the Football Association of England for providing training attires for the participants and the children.”