Sony's unique technological and human resources, and the power of football for social development.

The Millennium Development Goals (MDGs) are a series of development goals responding to the world's main development challenges. There are eight specific goals. They include the eradication of extreme poverty and hunger; combating HIV/AIDS, malaria and other diseases; and achieving universal primary education.
In a bid to achieve the goals by the target date of 2015, various initiatives are currently underway around the world. Support for the Africa region-which has more than its fair share of social problems, including poverty, hunger, HIV/AIDS and malaria-is crucial to achieving the MDGs. Sony is working hard to carry out its duties as a responsible corporate citizen, leveraging the power of its technology and employees, its global network and its partnerships with international organizations and NGOs, to make a meaningful contribution to Africa, and so help achieve the MDGs.

June 2010 will see the first-ever FIFA World Cup™ to be held in Africa kick off in South Africa. Football is one of the most popular sports in the world. It has an extraordinary power to stimulate hopes and dreams by creating connections between people: the players dashing around the pitch; the impassioned supporters following the game in the stadiums or in front of their TVs at home; and the volunteers who ensure that everything runs smoothly. As an Official FIFA Partner, Sony is implementing "Dream Goal 2010," its own social contribution program especially in Africa. 2010 FIFA World Cup™ is going to focus the world's attention on Africa and provide us with a unique opportunity to harness the power of football to effect positive social change.

"Dream Goal 2010" consists of four separate projects. Sony and Sony group companies with the appropriate resources have teamed up with United Nations Development Programme (UNDP, the UN's global development network, advocating for change and connecting countries to knowledge, experience and resources to help people build a better life.), Japan International Cooperation Agency (JICA, the Japanese body specializing in international development assistance), and NGOs from Africa and other countries which use football as a tool for social development.
Our partnerships with UNDP, JICA and international NGOs makes it possible to create projects that best suit local needs. At the same time, we are confident that our joint social contribution activities we undertake using the technology, equipment and people of the Sony Group will become a valuable CSR asset for the company and will endure long after the 2010 FIFA World Cup™ has ended.

-With the Communities
-With the Children
-With the NGOs

Sony's "Dream Goal 2010" CSR program communicates the sheer joy of football as sporting entertainment while also helping Africa build a better future.

©2005 FIFA TM