inDrive x Burger King: Supporting Football Where It Truly Begins

In Morocco, football is learned long before it is organized. In streets, schoolyards, and open spaces, thousands of children play daily without an audience or guarantees. The inDrive project was built upon this very reality.

Before academies, before stadiums, and before media appearances, Moroccan football exists in its simplest form. It's played after school, on asphalt or dirt, often without equipment, but never without passion. This is the version of the game that the inDrive project chose to acknowledge and support.

The project, launched by inDrive in partnership with Burger King Morocco, is designed to support 100 young players across various regions of the Kingdom by providing football equipment. The idea is simple and familiar to anyone who understands the game: talent is everywhere, but opportunities are not.

Instead of focusing on elite pathways or competitive performance, the project targets children who play regularly in neighborhoods, public spaces, or local environments, but often remain out of the spotlight. The inDrive project intervenes at an early stage, where encouragement has a crucial impact on building confidence, habits, and a child's relationship with the game.

From this broad group, four young players were chosen to be the visible faces of the initiative. They were not selected as exceptional cases or promising prospects, but as representatives of a shared experience lived by thousands of Moroccan children. Through them, the project reflects a collective football culture more than individual success stories.

This approach is intentional; the inDrive project does not promise a professional future nor does it seek to predict career paths. According to the organizers, the goal is not to identify “future stars,” but rather to recognize effort and passion at a foundational stage, whether football remains a lifelong passion or later develops into something more.

The project also carries a strong narrative dimension. In the days leading up to its official presentation, close-up photos of the four players appeared in Casablanca, Tangier, and Agadir, without logos or explanations. Just faces and a simple message: “And me? I am also a football player.” The message resonated with the public because it reflected a reality many know but is rarely represented.

This story continues through a short film shot with the four players in their own environments. Far from spectacle, the film captures moments of play, preparation, and waiting—the unseen parts of football that shape players before results become important. The film is scheduled to launch with the start of the next major continental football event, maintaining its focus on everyday football.

To expand the project's scope, Burger King Morocco joined the inDrive initiative through a joint venture titled “Future of Football.” This partnership allowed the project to extend into public spaces and daily life. The collaboration aims to enhance visibility without altering the project's core message: football is lived first, not marketed.

By combining early support, symbolic representation, and balanced visibility, the inDrive project proposes a different way to talk about football—one that doesn't start with success, but with beginnings. It recognizes the game as it is first experienced, by children who play simply because they love to play.

For Moroccan football, this perspective is neither new nor nostalgic; it is a firm foundation.