Bundesliga Launches Youth Ambassador Program in Kenya


On 27 February Germany’s Bundesliga kicked off its Youth Ambassador Program in Kenya to develop a group of 35 young adults aged 18-25 into self-asserted community leaders as part of a long-term commitment to grow football internationally.

  • The Bundesliga is training 35 Youth Ambassadors to use football as a tool for social change
  • 1.5-year program developed for participants in partnership with TSG 1899 Hoffenheim, streetfootballworld and Transforming Young Stars of Africa
  • Bundesliga Youth Ambassadors serve as educators and role-models within their communities

- 2019 DFL

In partnership with streetfootballworld, Transforming Young Stars of Africa (TYSA) and Bundesliga club TSG 1899 Hoffenheim, the select group of promising youngsters are participating in a 1.5 year-long development program. It focusses on several educational and social components, from personal development to communication for societal change, and collaborative work.

As Bundesliga Youth Ambassadors, they serve as role models and multipliers to bring about positive change across the whole region. During the program, the young leaders are acquiring general football coaching capabilities and learning how to utilise the game as a tool to teach life skills and educate others on different challenges in daily life. They are influencers in their local communities and engage with their peers on social media through their shared passion for the Bundesliga.

Throughout the course of the program, the ambassadors are participating in weekly educational and football coaching sessions delivered by the organisations supporting this project. Together they are using football as a tool to teach an understanding of fairness and equality, autonomy and how to handle frustration and emotions appropriately.

- Luke Dray/Getty Images

As part of a five-day kick-off event in Nairobi which started on 27 February, the young leaders joined training sessions led by TSG 1899 Hoffenheim, developed their interpersonal and life skills, and experienced the unique atmosphere of the Bundesliga games as part of an exclusive watch party on Matchday 24.

The Bundesliga is a league that always puts its fans first, bringing them together across all areas of life. The Youth Ambassador Program is an important part of the league’s unique philosophy to embrace the social dimension of football and convey the values and ideals of ‘Football as it’s meant to be’ to younger generations around the world.