The Adidas Foundation has announced the opening of proposals, a flagship programme designed to harness the transformative FIFA World Cup set to unfold across on equitable access to youth sport in.
Play Coll3ctive is part of the’s broader Playing for Purpose programme use sport as a catalyst and Common Goal with established track records in aim to strengthen grassroots organisations across North America, enabling them to backgrounds.
The World Cup, attention to football in North America opportunity lies its benefits extend investing in local organisations, the Foundation hopes to build sustainable, empowerment and criteria for applicants, reflecting the. Organisations must be legally registered, politically and religiously independent of experience in delivering youth programming. The World Cup stadium, ensuring that the initiative shadow of the tournament. Crucially, applicants commit to a three in monitoring, evaluation, accountability processes, as of Practice that will be established.
The inclusion funded programming is non-negotiable, underscoring the sport to the initiative. However, the emphasis is not solely on the game itself but on the values it can instil—team respect. Organisations must also demonstrate measures and sound governance at both organisational and programme levels, ensuring that young participants are protected and supported in safe environments.
Applications are being managed by Beyond Sport, which has long championed the role of sport in driving social change. Interested organisations can apply via the dedicated portal, with the deadline set for 22 March 2026 at 11:59 PM PST. The Foundation has encouraged applicants to review the full funding guidelines, which are available alongside the call for proposals, to ensure that submissions align with the initiative’s objectives.
The Play Coll3ctive initiative reflects a growing recognition of the role that major sporting events can play in shaping social outcomes. While the World Cup is often associated with economic impact, tourism and global spectacle, adidas is keen to highlight its potential as a platform for inclusion. By embedding community-focused projects into the fabric of the tournament, the Foundation is seeking to redefine what legacy means in the context of sport.
Grassroots organisations stand to benefit not only from financial support but also from capacity-building opportunities. The Community of Practice, for instance, will provide a forum for organisations to share experiences, learn from one another and collectively advance the cause of inclusive sport. This collaborative approach is intended to foster innovation and resilience, ensuring that programmes are not only impactful but also sustainable in the long term.
The partnership with Common Goal adds another layer of credibility and ambition. Common Goal, known for its pioneering model of collective giving within football, has consistently advocated for the sport to be a driver of social good. Its involvement signals a commitment to aligning the initiative with broader global efforts to use football as a tool for addressing inequality, promoting education and advancing social justice.
For adidas, the initiative is also a statement of intent. As one of the world’s leading sports brands, it recognises the responsibility that comes with its influence. The Foundation’s Playing for Purpose programme is emblematic of a shift towards purpose-driven engagement, where corporate involvement in sport is measured not only by commercial success but also by social impact. Play Coll3ctive is therefore both a philanthropic endeavour and a strategic investment in the future of the game.
The call for proposals has already generated interest among organisations eager to leverage the World Cup spotlight for community benefit. For many, the chance to be part of a global initiative backed by adidas, Beyond Sport and Common Goal represents a rare opportunity to scale their work and reach more young people. The emphasis on underserved communities is particularly significant, as it ensures that resources are directed where they are most needed.
As the countdown to the World Cup continues, the Play Coll3ctive initiative serves as a reminder that the true measure of the tournament’s success will not be found solely in goals scored or trophies lifted. It will also be reflected in the lives changed, the opportunities created and the communities strengthened through sport. By opening the door to grassroots organisations and inviting them to be part of this journey, adidas is helping to ensure that the legacy of 2026 is one of inclusion, empowerment and purpose.
Applications are now open, and the Foundation has urged eligible organisations to seize the moment. With the deadline approaching, the message is clear: this is an opportunity to build more inclusive sport spaces and programme support across North America, ensuring that the World Cup leaves behind not just memories but meaningful change.
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