Carrefour, which Majid Al Futtaim owns the exclusive rights to operate in the UAE, has partnered with Dubai-based cricket team, the Desert Vipers. This strategic collaboration aims to empower families in making healthier and more sustainable choices while nurturing the next generation’s love for cricket.
Central to this mission is the Desert Vipers Schools Programme, which engages over 12,000 children annually across the UAE in cricket training through partnerships with GEMS Education and other leading schools. The programme introduces students to the fundamentals of cricket through practical sessions that enhance their physical fitness and teamwork skills while also integrating lessons on healthy living, sustainability, and the importance of making healthier, more responsible lifestyle choices.
Each participating student will receive a Desert Vipers shirt, sponsored by Carrefour,with a QR code that directs parents to Carrefour’s "Choose Better" programme, which showcases a selection of sustainable products.Launched in 2023,“Choose Better” aims to educate, empower, and reward customers by making healthier and more sustainable choices accessible, affordable, and appealing to everyone.
Jean-Luc Graziato, Chief Operating Officer — UAE at Majid Al Futtaim,commented: “This partnership is a testament to Carrefour’s commitment to a healthier, more sustainable future for the community. We recognise our responsibility as a retailer to positively impact health and well-being. Through initiatives like ‘Choose Better’, we are working in alignment with the UAE’s National Nutrition Strategy, educating the community, particularly the youth, on the importance of making healthy and sustainable choices. By linking this to the community’s love for cricket, we aim to empower families in making informed choices that benefit both themselves and the planet. Encouraging the next generation to embrace these values is key to building a greener tomorrow.”
Carrefour customers will enjoy opportunities to engage with the Desert Vipers through competitions to win prizes, including tickets to live matches and signed merchandise.
Further demonstrating their commitment to a greener future, the Desert Vipers will host their “Sustainability Match” on January 18th, 2025, as part of the ILT20 league. This match isn’t just about cricket, it’s an opportunity to celebrate and showcase the Vipers’ work in sustainability while engaging fans in a shared journey toward a more sustainable future.
“The link between nutrition and high-performance in elite sport is recognised across the board as marginal gains can make the difference between winning and losing on the field of play,” said Phil Oliver, CEO of the Desert Vipers. “In this way sport serves as a metaphor for how making better choices about the food we eat in everyday life is linked to personal health. Carrefour is the perfect partner for us to work with in our mission to promote health and wellness in our community. Our Sustainability Match offers a unique chance to inspire fans worldwide to take positive actions for the planet in partnership. The Desert Vipers aim to make this match a fun, engaging experience while driving meaningful change for people and the planet”.