RANGERS and Celtic have announced a ground-breaking joint initiative for children ahead of Sunday's Old Firm game aimed at building and developing stronger communities through football.

The project, entitled 'Old Firm Alliance', is supported financially by the Social Justice Resources Fund through the Glasgow Alliance and aims to educate young people on the benefits of a healthier lifestyle, provide them with positive role models and challenge racist and sectarian attitudes and other anti-social behaviour.

The joint initiative is the first of its kind in the City and will target 128 primary schools across Glasgow, achieving 90,000 attendances by P4 children.

The key aims of the project relate closely to issues high on the agenda for young people, including health and fitness, anti-social behaviour and positive lifestyle choices. The courses will also help to promote self-development and raise self-esteem.

Coaches from both Rangers and Celtic will work closely to deliver 11 weeks of coaching and associated lifestyle education to the children.

Both clubs have been working on the £450,000 project since April last year and launched the initiative today at Glasgow's Keppoch Campus, a multi-faith school site which includes a non-denominational, a Catholic and a Special Needs School in one campus, with shared facilities such as a canteen and playground.

In addition, 16 Old Firm Alliance Football Centres staffed by Rangers and Celtic coaches will be created in Glasgow's Social Inclusion Partnership areas and a range of additional activities are planned including festivals, match visits to both Clubs, stadium tours and club development.

Rangers Chief Executive Martin Bain said: "Football has huge potential to motivate children and help them learn about important issues such as healthy eating and equality in a fun environment.

"The Old Firm Clubs in particular have massive potential to reach kids and we have taken that opportunity via this project to really make a difference to future generations.

"We have conducted a number of pilot projects and Rangers has also worked via the New Opportunities Fund on similar initiatives which have been hugely successful.

"For example, 83% of the children involved in the Rangers project demonstrated a positive change in behaviour. These figures show just how successful we can be at reaching young people."

Speaking at the launch Peter Lawwell, Chief Executive of Celtic, commented: "Celtic Football Club is delighted to team up with Rangers in developing this fantastic new initiative for kids across Glasgow.

"The Community coaches of both Clubs will be working together to provide a fun environment in which to educate young people about healthy lifestyles, about the benefits of cultural diversity and will also promote a strong anti-racism and anti-sectarianism message.

"Celtic has already out a great deal of work within the community over a number of years and we are delighted to build on this work in conjunction with Rangers to provide a programme which we are sure will be a great success and enhance the lives of many children throughout the city." 

You can enjoy a special feature on the Old Firm Alliance on Rangers World now!

Check out highlights from this afternoon's press conference plus an exclusive interview with Chief Executive Martin Bain!

There are three ways to join the growing band of subscribers:

1) Phone 0208 484 0544 or
2) Email: worldpromotions@premiumtv.co.uk and one of our team will call you back or
3) Click Here