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The “Incredible Game” kicks off World Cup 2010 fever for children

© UNICEF Malaysia/2009/F.Zahri
Sony Malaysia General Manager Mr. Taku Taguchi joins in partnership with UNICEF Representative to Malaysia Mr. Youssouf Oomar for the launch of the Sony-UNICEF 'Incredible Game' website.

SONY Malaysia and UNICEF join forces for children through football

KUALA LUMPUR, 7 August 2009 – Riding on the influencing power of football and the internet to support vulnerable children everywhere, Sony Malaysia and UNICEF have joined together to launch the Sony-UNICEF Incredible Game website.

Besides hosting an exciting virtual football challenge as part of Sony’s ongoing activities in the run up to the FIFA 2010 World Cup, the website will also reach out to members of the public, providing them with an interactive platform to learn more about UNICEF’s work in the areas of sports for development, young child survival and development, education, HIV and AIDS as well as child protection.

"No matter where you go in the world, the language of football speaks for itself, transcending class, age, religious and gender barriers," said UNICEF Representative to Malaysia and Special Representative to Brunei Mr Youssouf Oomar. "We hope that visitors to the Sony Incredible Game website will have fun and be inspired to join us in our efforts to change the lives of children in Malaysia and all around the world."

Universal language of hope

UNICEF has long recognised the importance of sport, recreation and play, not only as rights in themselves but also as a means to achieve positive results for children in development, in promoting peace, in challenging gender stereotypes and in achieving the Millennium Development Goals.

Sport, recreation and play strengthen the health, minds and bodies of children. Sport possesses a special power and the capacity to change a life by improving psychological and physical well-being. It offers a sense of belonging and connectedness for orphans, street children and former child combatants, and teaches teamwork, sharing, discipline and respect for playing by the rules.

In the school yard, and on playing fields, playgrounds, alleys and back streets around the globe, sport has become an increasingly important tool for reaching out to children and inculcating their development.

Delivering UNICEF's goals for children

Through its partnership with UNICEF, Sony hopes to create better awareness amongst its fans about the challenges that children face in their daily lives.

"We at Sony are in a position to give something back to society and we firmly believe that we have a responsibility to do so. Sony looks forward to lending our support to UNICEF in order for us to help enhance and improve the lives of underprivileged children. Through the power of sport and the web, we hope to inspire people to help to deliver UNICEF's goals for children,” said Sony Malaysia Managing Director Mr. Naoi Sudo. 

In addition to the launch of the Incredible Game website, this year long partnership will see Sony contribute USD50,000 (RM170,000) to enhance and aid UNICEF's local and global programs for children.

"In this troubling time of the global economic crisis, Sony’s support to children is a welcome symbol of hope," welcomed Mr. Youssouf. “Whatever our role in life, there is nothing that unites us and motivates us more than the welfare of children. Children are our future. It is only by investing in them can we hope to 'build a World Fit for Children'". 



High-resolution photographs are available at UNICEF Malaysia.

UNICEF and Football
Since 1999, FIFA and UNICEF have teamed up, using the world’s most popular sport, to prevent children from being recruited as child soldiers, inform them about the dangers of HIV through education and discussion, and promote educations for girls, among many other objectives. For the 2006 FIFA World Cup, UNICEF and FIFA joined forces once again to ensure every child's right to a peaceful world. Learn more

UNICEF and Sports for Development
Sport and play are important to UNICEF because they are vital elements in the health, happiness and well-being of children and young people. UNICEF works with governments and partners throughout the world to use sport-based programmes to improve children’s lives and to strengthen communities. UNICEF teams up with leading sports organisations and world-renowned athletes to bring attention to challenges facing children and to mobilise resources to address them. Learn more.

Sony (Malaysia) Sdn Bhd
Sony (Malaysia) Sdn Bhd was established in 1987 and is the Sales and Marketing arm for Sony in Malaysia. The core responsibility of the organisation is to pursue the enhancement of corporate value through innovation and sound business practices. Sony Malaysia recognises that its business has direct and indirect impacts on the societies in which it operates. Sound business practices require that business decisions give due consideration to the interest of shareholders, customers, employees, suppliers, business partners, local communities and other organisations. The Sony Group will endeavor to conduct its business accordingly.


Indra Kumari Nadchatram, UNICEF Malaysia
(603) 2095 9157 • (6) 013 3663452 •

Anne Selvarani Albert, UNICEF Malaysia
(603) 2095 9154 • (6) 016 233 0231 •

Shiao Eek, Tee, UNICEF Malaysia
(603) 2095 9154 • (6) 012 2070138 •

Connie Goh, Sony Malaysia
(603) 2295 0307 • (6) 017 353 6909 •





Incredible Game website

Click now to play the Incredible Game!

Millennium Development Goals

UNICEF Malaysia


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