Schools responded enthusiastically to Sony's search for FIFA flag bearers.
Sony has strong ties in the United Arab Emirates and enjoys a close relationship with the nation's youth through initiatives such as the Dubai Schools Football League, which Sony has sponsored since 2007.
The official FIFA Partner went back to the schools for the FIFA U-17 World Cup UAE 2013 in order to recruit 64 FIFA flag bearers as part of the ongoing FIFA Youth Programme that makes youngsters feel a part of all our events.
The eight schools all responded enthusiastically to Sony's approach. Secondary pupils at the Regent International School in Dubai, for instance, were encouraged to create a logo design which best encapsulated why they should be FIFA flag bearers – the school then posted the winning designs on their Facebook page.
Other FIFA flag bearers were chosen through competitions as diverse as creative writing and football skills contests.
Yoji Higashida, Marketing Director at Sony Middle East and Africa, said: “We at Sony believe in developing opportunities to actively engage the community. The FIFA flag bearer initiative will offer these students a memorable opportunity to interact with the young football icons, and inspire them to develop their talent in the game.”