There's one idea behind everything we do at MVPgear: football should be accessible to more people. We call our way of giving back The Assist - an umbrella for several different projects that support teams and kids. The name comes from football itself: an assist isn't the goal, it's the pass that makes the goal possible.

But we wanted to do it in a way that actually lasts. We chose one path: to give back in ways that strengthen both the teams and the company.

Club rebates

Every club we work with gets its own code. When a player, parent or coach shops with us using that code, part of the purchase goes back to the club's youth programme. The same applies when the club places a team order directly with us. Whether it's the club ordering or an individual family shopping with the club's code, the result is the same: the club gets a little money back into its coffers to keep youth football going.

The partnership can also grow. Some clubs start simple, with a shared discount code for their players. Others take the next step and order equipment together for the whole team. Some choose to become an official partner of MVPgear Group, with a deeper collaboration that reaches beyond a single order. How far a club wants to go is up to them. We meet them where they are.

So we're not giving anything away for free. We share a part of every purchase that goes through the club's code. Many small contributions, over time, add up to an amount that is actually noticeable. That makes it sustainable for us and valuable for the club.

Equipment collection

Football boots and clothes that kids outgrow are often in great condition. They're just too small. Meanwhile, there are families who can't afford new equipment. We connect the two: we collect intact, usable boots and clothes, and make sure they reach kids who need them.

It costs us almost nothing, but it means everything to a child who would otherwise be left out.

Where it began

Long before we had figured most things out, we backed two youth teams: Västra Frölunda IF P2011 and Jitex F12. There was no marketing plan behind it. Just a conviction that every child deserves to play properly equipped, whatever the family's wallet says.

Those teams are the reminder of why MVP exists. Everything we build leads back to them.

It grows with us

The Assist is built to grow in step with the company. More clubs, more collections and, in time, more projects, such as training sessions for teams that can't afford coaching. We're building it openly, step by step, and we'll tell you about it along the way.

You're part of it

If you shop with us, support a club or hand in a pair of boots your kids have outgrown, you're already part of it. That's the whole idea: to make it easy to give back to the sport we all love.

Every kid plays.