Kaufland brings the 'Unofficial Ball' to the Transylvania Open: an initiative that does good, beyond the court

As the main partner of the Transylvania Open, Kaufland brings to the fore the “Unofficial Ball” – an initiative that complements the sporting competition with a clear social dimension and an impact that goes beyond the boundaries of the court. The project starts from the values ​​of performance sport and translates them into a concrete approach about access, inclusion and real chances.

If the official ball scores in matches, The unofficial ball does well. It is not used in official games, but it becomes a symbol of how sport can extend its meaning beyond competition. Personalized with sports-inspired attributes – courage, ambition, poise, respect and determination – the ball speaks of potential and the paths built when there is access and support.

The initiative is part of Serve Inspirationthe Kaufland platform that connects sport with career, two worlds united by the same energy: the desire to progress, collaborate and perform. The project is integrated into the program Kaufland ACCESSthrough which the company supports the integration of people with disabilities in sports, work and an active life.

Between January 31 and February 7the public can support this direction by purchasing Unofficial ballsavailable through a dedicated vending machine, located in the tournament areaas well as online on caiacsmile.ro websitewithin the limit of available stock. Every ball purchased helps support inclusion through sport, and Kaufland doubles the amount raised. Funds are directed to SMile Kayak Sports Club Associationthrough the ACCESS program

The approach reflects a reality already present in Kaufland's organizational culture: over 500 disabled people I am part of the company's team, actively contributing to performance and diversity. In this context, the Unofficial Ball becomes a natural extension of the way Kaufland talks about inclusion – through concrete actions with an impact in the community.

Also during the Transylvania Open tournament, on February 5, Kaufland will organize a special wheelchair tennis match between two professional players. Access to the match is possible on the basis of a ticket valid for that day, available on the official website of the tournament, transylvaniaopen.ro.

Kaufland will be present at the event with a series of interactive activations and a dedicated stand where visitors can discover the unofficial balls on display. And starting on January 30, Kaufland customers who order from the stores in Cluj through the delivery platforms will receive, along with the delivery, a kit prepared by Kaufland employees with disabilities, which will contain an unofficial Ball. The initiative is part of the “Kaufland Delivers Inspiration” project, run for a limited time, while stocks last.

In this way, the inspiration from sport turns into a real support for inclusion, and the competition takes on a meaning that goes beyond results and rankings.

Article supported by Kaufland Romania