Dubai, UAE, 10 January 2025 – Carrefour, operated exclusively by Majid Al Futtaim in the UAE, has joined hands with the Dubai-based cricket team, the Desert Vipers, to advocate for healthier living, sustainable food choices, and nurturing young talent’s love for cricket. This strategic partnership underscores Carrefour’s ongoing commitment to fostering a healthier and more environmentally conscious community.
At the heart of this collaboration is the Desert Vipers Schools Programme, a unique initiative reaching over 12,000 students annually through partnerships with GEMS Education and other educational institutions. The programme integrates Carrefour’s “Choose Better” campaign, which focuses on providing children and their families with access to nutritious food options, educational materials on healthy eating, and rewards designed to encourage positive lifestyle changes.
Carrefour customers stand to benefit as well. Through this collaboration, they can win tickets to live Desert Vipers matches or exclusive merchandise, creating a deeper connection between sports, health, and sustainability. Additionally, pop-up cricket nets will be installed in select City Centre malls, offering children an exciting opportunity to hone their cricket skills while parents shop.
Focus on Sustainability
In line with the partnership’s commitment to sustainability, the Desert Vipers will host a special “Sustainability Match” on 18 January 2025, as part of the International League T20 (ILT20) tournament. Carrefour will play a key role in this event, providing healthy snacks and juices to 150 children in the Fan Zone to promote wholesome eating habits among younger audiences.
This event not only highlights the importance of cricket in uniting communities but also reflects a shared vision of reducing the environmental footprint and inspiring future generations to adopt sustainable practices.
Engaging with the Next Generation
The Desert Vipers Schools Programme aims to instill a passion for cricket and healthy living among students, fostering their physical and mental well-being. By combining education, sports, and Carrefour’s expertise in providing quality food, the initiative creates a holistic approach to youth development.
Speaking on the partnership, Hani Weiss, Chief Executive Officer of Majid Al Futtaim Retail, stated, “Carrefour is thrilled to collaborate with the Desert Vipers in promoting health, sustainability, and community engagement in the UAE. Through our ‘Choose Better’ initiative and the Desert Vipers Schools Programme, we hope to inspire children to adopt healthy habits that will benefit them for a lifetime.”
Similarly, Phil Oliver, CEO of the Desert Vipers, shared, “This partnership with Carrefour is a testament to our shared commitment to the well-being of our community. Together, we aim to encourage students to embrace the sport of cricket while making informed decisions about their health and the environment.”
Cricket Meets Community
This collaboration exemplifies the synergy between Carrefour’s expertise in sustainable retailing and the Desert Vipers’ dedication to nurturing cricket talent in the UAE. It not only strengthens Carrefour’s role as a champion of healthy living but also cements the Desert Vipers’ position as a community-driven sports team.
As the UAE continues to prioritize sustainability and healthier lifestyles, Carrefour and the Desert Vipers are setting a benchmark for impactful partnerships. Their combined efforts ensure that health, sustainability, and sports remain at the forefront of community development initiatives in the region.