Danone Nations Cup teams up with Mr Price Sport

South African sporting and outdoor value retailer, mrpsport (Mr Price Sport) has teamed up with the Danone Nations Cup as the official apparel sponsor. While the soccer tournament is in its 20th. year, this is the inaugural year of the Danone Nations Cup partnering with mrpsport.

 This collaboration is a great opportunity for mrpsport to showcase its very own Maxed brand on the world stage. With value at the core of its offering, Maxed continues to ensure that its world-class fitness and sporting range remains accessible to every level of athlete – novice or pro – no matter their budget. The Maxed kit that will be featured throughout the tournament includes Maxed soccer balls, Maxed active tees and Maxed caps, as well as exciting spot prizes of Maxed soccer kit hampers.

What does the new collaboration with Danone Nations Cup mean for mrpsport? “We are really excited to be supporting a national soccer event that enables local young talent to participate at a global level,” says mrpsport & www.mrpsport.com Marketing Executive, Dylan Cherry.



The Danone Nations Cup is the world’s biggest soccer tournament for aspiring soccer legends between the age of ten and twelve years old. The tournament first kicked off in 2000, and has since become more than a “kids’ world cup” – it has become a memorable and invaluable experience for millions of children, all built on the central sporting values implemented in the first edition of this tournament: fair play, open-mindedness, humanity, proximity and enthusiasm.

Since its inception, the Danone Nations Cup has seen more than 2,5 million aspiring soccer players compete annually. Across the globe, 34,000 schools and 11,000 clubs take part every year. The tournament has grown from an eight-nation event with 20 boys’ teams competing this year. Previously boys and girls could be included in the teams and in 2017 the Danone Nations Cup introduced an all-girl tournament to run in conjunction with the original format of the event.

The Danone Nations Cup concept followed the 1998 FIFA World Cup in France.  On seeing the power that soccer has in bringing entire nations together, Group Danone introduced a similar tournament for youngsters with the message of encouraging kids to believe in their dreams and bringing health, through food to as many people as possible.

South Africa is one of only a couple of countries that has been participating in the tournament since its inception in 2000 and is one of two countries that has won the tournament three times; in 2003, 2007 and 2009.

 “We are extremely excited to have mrpsport on board,” said Chantel Ehlers, Internal Communications Manager, Danone Southern Africa.  “This year is Danone’s centenary and the tournament is 20 years old and to mark this auspicious occasion we will be staging a double-tournament (2018 and 2019) in the country and city where Danone first started, Barcelona, Spain.  Further, we are using this milestone and the power of football to make a strong connection to our ‘One Planet. One Health’ brand platform.  Mrpsport has come on board at a meaningful time in the history of Danone and the tournament.”