India’s national sporting body for football, the All India Football Federation (AIFF) has announced a new motto – ‘Indian Football. Forward Together’ along with a new direction for the organisation.
The new motto and direction represent the core views of the organisation which are to promote, grow and develop football within India. The AIFF also said that the motto links up with the key values of the organisation – passion, respect, leadership, teamwork, integrity, professionalism and inclusivity.
The AIFF launched four key pillars as a part of the new brand direction. The key pillars are -developing the game, progressive, modern and driven and ambitious.
The new motto also represents the AIFF’s goals of driving development of football forward, from the lower levels of competition up to the national representative teams.
“The entire country is going through a period of lull especially when it comes to sport. AIFF has already taken the first step to bring back sporting activities in the country and it is only becoming possible because all the stakeholders are working seamlessly and tirelessly in this direction,” President of the All India Football Federation, Praful Patel said in a statement.
“With the new motto in place, our objective is to streamline these efforts in our communication with all the stakeholders. Even the smallest unit in the chain plays an important role.”
The first pillar of developing the game affirms the AIFF’s commitment to the development of football. The AIFF said that this includes coaches, referees, clubs, leagues, regional federations and tournaments.
The second pillar is ‘progressive organisation and team’. The federation said that this pillar represents a forward thinking mindset along with an intent to work with fans and stakeholders as well as being inclusive.
The third pillar focuses on the federation wanting to be a modern organisation with the AIFF wanting to move forward via technology.
The last pillar, ‘driven and ambitious’ represents a commitment to the AIFF developing the sport on and off the field.
“We have been doing an immaculate amount of work starting from developing grassroots to the national teams. Slowly but gradually, by working together, I am sure we will be able to achieve great things while establishing a pipeline of young talent for the Indian football team. Forward Together is the most inclusive way of defining it,” General Secretary of the AIFF, Kushal Das said about the new direction.
The new motto and brand direction was launched on Monday.