Ubuntu

Ubuntu – Football Unites.

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What unites us makes us strong, allows strengths to grow, and lets weaknesses fall behind. Football, the sport that connects all continents equally, and its effects on the economy, sports, politics, and society are not only enormous but affect everyone. Whether in the joy of victory or the pain of defeat, which usually spurs on and inspires one to do even better in the future.

Worldwide, football especially manages to bring people together for a common purpose. Africa is increasingly coming into the spotlight of public interest, and African football players are not just ambassadors of a beautiful game but the bridges linking their home countries to the major markets of the world. This is a good reason for Hidden Treasures of Culture GmbH in Berlin and the German Football Ambassador e.V. to follow the suggestion of H.E. Youngor Sevelee Telewoda, the Ambassador of Liberia to the Federal Republic of Germany, in 2025 to emphasize the importance of football in fostering relations between Europe and Africa, not just in sports, through a special initiative. "Ubuntu" is the thought that moves us.

But what is Ubuntu?

Ubuntu is an African philosophy, particularly practiced in the South, based on the communal idea that a person is part of a whole and that an individual can neither be happy nor content if everyone else is suffering. All interested organizations and networks are warmly invited to embrace this idea for mutual benefit and contribute their own initiatives.

The Events – Berlin

The first event on German soil will take place in November 2025. The formation of 3- or 4-person teams, consisting of both men and women, is planned, which will compete against each other in a penalty shootout. The teams could, for example, be formed from the in-house teams of the German Bundestag and the Foreign Office, as well as from Berlin clubs like Hertha BSC, 1. FC Union Berlin, Viktoria Berlin, or 1. FC Afrisko – the first African football club in Germany. Special guests could include the Liberian President, football world champion, and penalty legend Andreas Brehme (patron), as well as other well-known figures, such as current or former national goalkeepers (Merle Frohms, Kevin Trapp, or "penalty-killer" Harald Schumacher, etc.) or players (e.g., Alexandra Popp, Nia Künzer, Torsten Frings, etc.), to attract media attention. A selection of well-known Liberian football players could also be flown in to honor the event. Roland Bischof, president of the non-profit organization German Football Ambassador e.V., has already been enlisted to actively support the project in a leading role with his network. Strategic partners of the association include the Foreign Office and the Goethe Institute.

The Events – Monrovia

At the following event in the capital Monrovia, Liberia will not only host its German friends but also include its neighboring countries Sierra Leone, Guinea, and Ivory Coast in the football event. A three-day training camp for young people could be organized, for example, led by a German football ambassador with experience in Africa (e.g., former national coaches like Gernot Rohr, Otto Pfister, etc.). Here, it would also be fitting to have small teams of both genders compete against each other in a penalty shootout. A skills course could also be set up for the young people, consisting of various stations emphasizing the playful nature of the event. The children could compete against each other, and the results could be measured by a laser system, which could later remain in Liberia as a gift (e.g., at a school).

Business & Sport

That sports create massive economic movements is well known. However, the initiative aims not just to focus on advertising and marketing but to establish, deepen, and advance economic relations based on mutual interests, both on a large and small scale.