The Kindness Cup

A Sports for the Social Good Success Story

We activated youth soccer teams across Ontario in a way that really scored with players, parents and sponsors alike.

The Kindness Cup was a social impact campaign collaboration between Xocial and KidSport Ontario.

OVERVIEW…………………….

A prime example of Competitive Kindness® making an impact in the community.

A gamified social impact campaign

Coinciding with the 2018 World Cup, a series of fun challenges were created to promote team and community unity while bolstering soccer skills, and bringing awareness to key social impact goals. Players were activated using reward based contesting which increased adoption. Outside stakeholders and brands provided prizes and sponsorship for winning players and teams.

HIGHLIGHTS…………………….

1364 good deeds completed

35+ fun, impactful challenges

All soccer clubs from Ontario Soccer were invited to participate.

Dozens of leaderboard changes were recorded as teams raced to the finish.

Prizes were provided by MLSE and other local sponsors.

A donation was made to KidSport Ontario on behalf of the team with the greatest impact in their community!

The Kindness Cup Champions

 

1ST PLACE FINISHERS

10,277 XP

The Brampton Youth Soccer Club

 
 

2ND PLACE FINISHERS

10,005 XP

The Brams United Girls Soccer Club

 
 
 

3RD PLACE FINISHERS

811 XP

The Burlington Bayhawks Soccer Club

The winning challenge

With over 1,755 XP raised, the most popular challenge was based on the question, Who's in for 2026? We asked participants if they dreamed of playing for Canada in the next World Cup in 2026: What do you think you need to do to give yourself the best chance to make it? What do you think Canada needs to do to support you? Here’s some of what these future champions had to say:

 

“ This is what we live for. United in one goal for the World to see.”

— Brams President, Brams United Girls Soccer Club

“The best way I can become a great player is to have respect on and off the field.”

— Jeff Saunder, Brampton Youth Soccer Club

“Let girls know that they can be just as good as the boys.”

— Chantalsoccer7

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