Introducing the Totalsports Safe-Hub


South African Football Association (SAFA) Vision 2022 seeks to build the structures of football development that will ensure that the country produces consistently winning national teams. The SAFA Development Agency (SDA) was established by SAFA to raise funding for the implementation of this ambitious vision, and has achieved this with partners in various parts of the country.

Totalsports, which forms part of The Foschini Group Pty Ltd (TFG) has been a key SDA partner since 2015 and has invested R 8.5m in the SAFA football development programmes based in Johannesburg as well as an additional R5.4 million annually for the next 5 years.

The football development programme includes training hundreds of coaches, administrators, referees and providing development funding for SAFA Johannesburg structures to build administrative and operational capacity. This successful partnership has resulted in the launch of the Totalsports Safe-Hub in Alexandra.

Safe-Hub® is a registered trademark of the internationally acclaimed South African non-governmental organisation AMANDLA EduFootball. The award-winning youth development model has been pioneered and developed by AMANDLA over the past eight years.

It engages young people in a football-based after-school programme of transversal youth development that has achieved significant reductions in crime and violence, improvements in educational results for its participants, and a job-creation pipeline for young people.

Dr Robin Petersen, the CEO of the SAFA Development Agency says “As from April 2017 onwards, we aim to enrol over 2,000 participants in the Safe-Hub programme here in Alex. This will provide youth development through football, as well as assist us to build structures of talent development in the community”. The Safe-Hub programme will officially start in April 2017.

The Totalsports Safe-Hub in Alexandra is the fourth Safe-Hub in the country, and the first implemented by the SDA. Now, AMANDLA and SDA have embarked on an exclusive partnership to rollout 100 Safe-Hubs through a social franchise model with the support of national government and corporates in the next ten years.

“Totalsports are leading the way in funding football development. Not only have they made a five- year commitment to funding the implementation of our Vision 2022 plan in Johannesburg, but they have now invested in much needed football infrastructure that will allow us to implement the successful Safe-Hub youth development programme in Alexandra,” says Dr Danny Jordaan, President of SAFA

“As Totalsports we are delighted to be able to play our part in communities where we operate. Our partnership with SDA is an important one because we believe that sports has the power to change lives. We would like to display our commitment in transforming and empowering the youth through the culture of sports,” says Craig Lamb, the Head of Brand for Totalsports.

The Safe-Hubs will promote the involvement of children in sports, and ultimately address the challenge of sports development and transformation that the country is faced with. Totalsports will invest a total of R35m over a five-year period, and with this partnership both stakeholders aim to entrench their belief that sports changes lives and build long-lasting and fruitful relationships.

“Being nominated as the beneficiaries of the Safe-Hub is a dream come true for us as the Local Football Association (LFA). Over the years we have been knocking on various doors trying to convince both corporate and government to build us pitches. As the Alexandra Northrand Local Football Association (ANLA) we are grateful for the work that is done by the SDA and Totalsports in building a facility of such high quality for us,” says Maisha Molepo, chairperson of ANLA.

The City of Johannesburg has been an important partner in the development of the Safe-Hub. They have provided the land to the SDA, and have made a commitment to complete the construction of the Safe-Hub youth centre. This Centre, which will include a 40 seater ICT centre, a technology enabled Youth Café, as well as learning and enterprise development facilities, will significantly enhance the impact of the Safe-Hub programme. It is anticipated that the work on this centre will take place in the early part of 2017. They have also committed to increasing the size of the pitch so as to allow for the playing of adult football on the pitch over the weekend.

The MMC for Community Development, Cllr Nonhlanhla Sifumba, expressed her delight with the programme and committed the City to supporting the roll-out of further Safe-Hubs in the City. “These have the ability to change the course of the lives of thousands of young people, making them into healthy, educated and productive citizens. They will also enable us to further develop the football talent that we need to set us on a winning path,” she said.

About SAFA Development Agency

The SAFA Development Agency (SDA), a Trust registered in South Africa (IT1090/2013), is the entity established by the South African Football Association (SAFA) to ensure the implementation of SAFA’s Vision 2022 Football Development Plan to create internationally successful national teams through focused development at the base of the SAFA pyramid. The role of the Agency includes, inter-alia, the sourcing and managing of funding for the implementation on behalf of SAFA and its structures at all levels.

The core strategic direction of the SDA is, in partnership with AMANDLA, to realise the ambitious programme to construct and operate 100 “Safe-Hubs” throughout the country, each one linked in turn to three other SAFA Local Talent Centres, providing 400 touch points for youth development through football and football development for youth.

About AMANDLA EduFootball

AMANDLA EduFootball (AMANDLA) is an international non-profit organisation based in South Africa and Germany. Its award-winning approach to youth development – the Safe-Hub Social Franchise Model – is designed to disrupt the intergenerational cycles of poverty, unemployment and inequality that trap young people growing up in disadvantaged communities. AMANDLA creates safe spaces that bring together the power of football and learning to empower youth and change lives. AMANDLA is endorsed by the United Nations Office on Sport for Development and Peace and has won numerous international awards for its social impact.

About Safe-Hub®

A Safe-Hub is a physically and emotionally safe space where young people access services, opportunities and support from strong role models through a football-based programme system that focuses on health, safety, education, and employability. A platform for transversal youth development, a Safe-Hub is a campus for local NGOs, government and service providers to offer holistic support to young people, their families and community. It includes an Artificial Turf Football Field connected to Youth Café, Training Academy, ICT & eLearning Centre, Transversal Office Spaces, Psychosocial Support Centre and Shop Units. Diverse and integrated income and funding streams ensure financial sustainability of operations of the Safe-Hub.

Safe-Hub is a social franchise system that provides third parties with a comprehensive social franchise operations, monitoring, evaluation & learning and training & support toolkit and system. Through this Safe-Hubs aim to replicate evidence-based outcomes at scale through third parties. Safe-Hub® is a registered trademark of AMANDLA EduFootball.

In the catchment area of the blueprint Safe-Hubs contact crime has reduced by 44% between 2008 and 2014. During the same timeframe the Safe-Hubs’ primary school programme participants have shown an increase in their education results by an average of 49% in comparison to control groups. Safe-Hubs have placed 80% of identified youth not in employment, education or training into permanent employment or education.

Issued by: Margeaux Swartz
Manager: Marketing & Communications

SAFA Development Agency +27 71 734 9877

SAFA Development Agency | SAFA House | 76 Nasrec Road | P.O.BOX 910 | Johannesburg | +27 11 567 2803


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