inDrive x Burger King: Celebrating Football Where the Story Begins
As anticipation builds across the Kingdom for an upcoming continental football event, inDrive has launched a social and humanitarian initiative centered on children who play football purely out of passion. Instead of focusing on established stars or professional pathways, the initiative aims to highlight young players who have not yet received recognition or media attention.
This initiative supports 100 young players across various regions of Morocco by providing them with football equipment. It stems from the simple belief that while talent and passion are ubiquitous, opportunities and visibility remain limited. Among these 100, four children were selected as the symbolic faces of the initiative, not for being exceptional cases, but because they represent thousands of children who play football daily in neighborhoods and public spaces, driven solely by their love for the game.
Highlighting dreams at their nascent stages, the issue of visibility forms the core of this initiative. Many emerging talents remain outside the spotlight, their efforts unseen, and their dreams unrecognized. The initiative seeks to address this imbalance by granting early recognition, where encouragement and support can make a real difference in their journey.
To draw attention to this concept, inDrive adopted a simple yet impactful visual approach. In the days leading up to the press conference, images of the four children appeared in Casablanca, Tangier, and Agadir on urban posters placed on walls, shop doors, construction fences, and a limited number of large digital screens. The photos were close-up shots focusing on the children's gazes, devoid of any logos or branding, and accompanied by a single message: "And me? I'm a footballer too."
The background of this campaign was unveiled during a press conference held in Casablanca, attended by the four children, Ms. Faten Bennani Mezian, inDrive North Africa Director, Ms. Rita Goa, Burger King Morocco Marketing Director, and Lola Al-Dhuruf, a sports content creator on TikTok. The event was structured as a full press conference, with the children at its heart. During the conference, the children spoke directly to the media, sharing their personal stories and football-related dreams. For some, this was their first experience addressing the press. Their contributions were honest and simple, reflecting their passion for the game and the significance of this moment in their journey.
During the event, the children also received the official campaign jersey, along with gifts from inDrive and Burger King, and financial support. In a statement during the conference, Faten Bennani Mezian affirmed that the initiative aims to redirect the spotlight towards beginnings. She said, "We live in a world where attention is focused on those who have already achieved success, while many deserving individuals remain out of the picture due to their starting circumstances. Through this initiative, we wanted to shift attention from well-known stars to ordinary children. It doesn't matter if they become professional players or choose other paths; the most important thing is to support their passion and give them confidence at an early stage. Sport is not just about titles and achievements; it is joy, and every child deserves to experience it."
While the four children serve as the media face of the initiative, its scope extends beyond them, encompassing support for 100 young players nationwide. This underscores that the initiative is built on practical action as much as it is on symbolism.
To further amplify the initiative's reach, Burger King has joined as an official partner, announcing the launch of a joint offer named "Future of Football." This will be promoted across Burger King restaurants, digital screens, and social media platforms.
In this context, Rita Goa, Burger King Morocco Marketing Director, explained: "At Burger King Morocco, we were inspired from the very first moment by the spirit of inDrive's 'Fair Stars' initiative. This initiative highlights football talents, both male and female, who embody football in its purest, most authentic, and passionate form."
She continued, "In the coming weeks, football will be the focus of all discussions in Morocco. It was important for us to remind everyone that this passion is not limited to major stadiums but lives daily in local pitches, within neighborhoods, and training centers, where young players work hard, develop their skills, and dream of a better future. This initiative highlights the stories of players who play out of love for the game, not in search of fame, which deeply moved us."
She added, "Burger King Morocco has always been close to young people, their energy, and their ambitions. Supporting this initiative means encouraging confident, talented, and enthusiastic youth, and providing clear visibility for real pathways that deserve recognition. As part of this collaboration, these young talents will be at the heart of our upcoming marketing campaign, with a wide national presence. A special offer bearing their names and images will also be launched to celebrate their journey. This initiative will be activated across all our restaurants, enabling customers to discover these players and recognize them as future stars of Moroccan football. We are proud to support an initiative that embodies the values of passion, hard work, and determination, values we deeply believe in."
Through this project, inDrive and Burger King combine early support, thoughtful vision, and social commitment to present a different model for celebrating football—one that restores the game to its original form: children playing for enjoyment, before the journey into the spotlight begins.
