Homeless World Cup: Social Entrepreneurship, Cause Marketing, and a Partnership with Nike

By George Foster, Jocelyn Hornblower, Norman O'Reilly
2010 | Case No. E376
The case follows Mel Young, Founder and President of Homeless World Cup, a non-profit organization whose mission is to eliminate homelessness around the world. Homeless World Cup organizes annual football (i.e. soccer) tournaments in host cities and through its grassroots partner organizations, recruits and trains homeless people to play in the events. The case highlights the early days of founding and building the organization, including Young’s inspiration for the idea, and also covers the importance of branding and marketing and the organization’s relationship with Nike.
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