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Baseline, a sports marketing, entertainment and licensing start-up company, has facilitated Liverpool Football Club to launch of the Club's first full-time coaching programme in the United Arab Emirates.
Together with partner PESCO, a Dubai-based sports and events management company, the Reds will deliver ongoing player development programmes to youngsters within a network of schools in the country.
The youth coaching project, which will initially focus on schools in Dubai, will officially start from October 2015 and will provide a unique opportunity for young players to learn to play 'The Liverpool Way'.
The programme will provide youngsters between age group of 8 and 15 with the opportunity to improve their football skills and develop in the technical, tactical, physical and social aspects of the game through age-specific coaching sessions.
Through the unique coaching methods of Liverpool, there will also be a focus on improving key life skills of the young participants, including teamwork, confidence, motivation and communication.
PESCO will be bringing coaches all the way from Liverpool in the United Kingdom, home of the club, who will be responsible for delivering the coaching programme, which will be unique to the region and will aim to help develop the game in the UAE.
"This project is a great opportunity for the Club to positively influence the game in the UAE. On all our projects we aim to develop players both on and off the pitch and this partnership is no different," said Liverpool legend Ian Rush.
"The young players will have a fantastic experience on this programme and will be taught the fundamental skills of the game by Liverpool coaches. Our international academies enable us to bring the club closer to our young fans around the world and we're set to do just that with this project in Dubai," added Rush, who happens to be the Anfield club's ambassador
"We are delighted to have played our part in bringing Liverpool soccer schools to the UAE. Having identified PESCO as the partner of choice, young and aspiring footballers can now learn key skills, foster team spirit and self-confidence through LFC's unique player development programme which has been a conduit for producing legendary players over the years," said R Ramakrishnan, co-founder and director (Baseline).
Mr Nisal Mohammed, the program director from PESCO, commented: "We are thrilled to have partnered with Liverpool FC to bring the very best coaching programmes to the young players in the UAE. We are now in the process of short listing schools based on the interest shown by them. The coaches will be here this month and we will commence our program from October."