Beko has partnered with the United Nations Children’s Fund (Unicef) and, existing sponsorship partner, FC Barcelona, for its Eat Like A Pro initiative.
The home appliance brand is looking to raise €1 million (£880,000) for Unicef to tackle the global challenge of childhood obesity. For each #EatLikeAPro post that appears on Instagram or Twitter, Beko will donate €1 (£0.88) for Unicef.
Beko’s sponsorship partner FC Barcelona and the Barça Foundation are joining the campaign. At the El Clásico match on May 6, the Eat Like A Pro brand will be on players sleeves’ and those who use #EatLikeAPro on social media will have the chance to win a signed FC Barcelona shirt.
Donations will be given to Unicef programmes that help prevent child malnutrition, in all its forms. If current trends persist, by the year 2025, there will be over 70 million children in the world who are overweight or obese.
Beko’s CEO Hakan Bulgurlu said: “Childhood obesity is a worldwide issue and we are delighted that three leading global brands – FC Barcelona and two of their biggest partners – are uniting to help tackle the challenge. At Beko, we are striving to tackle this crisis through using innovative technologies that make healthy eating easier whilst raising awareness and donations for Unicef with FC Barcelona through a social call to action and the sleeve reveal at this year’s El Clásico match.”
This specific contribution by Beko will support Unicef nutrition programmes in Latin America, where an estimated 23% of school-age children are overweight or obese.
Victor Aguayo, chief of Unicef global nutrition programme, said: “Childhood obesity is increasingly affecting the poorer families and countries, largely due to diets that do not provide children all the nutrients they need to grow healthy. We welcome the support of our partners Beko and FC Barcelona, who will work closely with us to bring about positive change for children globally.”
The initiative gives families access to the healthy eating habits of FC Barcelona players. Beko is looking to encourage people all over the world to share posts of healthy eating on social media and use its online balanced lifestyle resource.