For more than 30 years, BAMA has partnered with the Norwegian Football Federation (NFF) to use football’s reach to inspire healthier choices and positive values across Norwegian communities. Five years ago, KIWI, one of Norway’s largest grocery chains, joined the partnership to expand its impact and bring the message closer to everyday families through local store engagement and community presence.
At the heart of the collaboration lies the KIWI BAMA-CUP, a nationwide football tournament for boys and girls aged 6 to 12, focused on healthy values, inclusion and learning. Each year, 55–70 tournaments unite around 70,000 children, parents and volunteers across Norway. Over 20 years, the programme has become one of the country’s most beloved grassroots concepts.
In 2025, the partners celebrated a historic milestone: one million participants since the beginning – the equivalent of one in five Norwegians. Every club receives a product and equipment package worth up to €20,000, enabling them to earn €6,500–13,000 per event in vital funding for local football.
The milestone was marked at Fjellhamar FK with branded content on TV2.no, as NFF President Lise Klaveness and BAMA CEO Bent Andersen led opposing teams in a friendly match.
The KIWI BAMA-CUP demonstrates how long-term sponsorship can unite business and purpose: strengthening brand relevance and trust while inspiring healthier habits, stronger communities and lifelong joy through football.
