Sahara Group Expands Employee Engagement Drive With M.A.D With Football 5.0

Sahara Group has rolled out M.A.D With Football 5.0, the latest edition of its internal engagement programme designed to connect staff across its operations in Africa, Asia, Europe and the Middle East.

The company said the initiative gives employees opportunities to attend live football matches at major venues, including Old Trafford in Manchester and Emirates Stadium in London, while using those shared moments to strengthen collaboration across teams.

Head of Corporate Communications, Bethel Obioma, said the new edition reflects Sahara Group’s continued focus on diversity, inclusion and staff connection across different locations. She said the organisation has, for more than three decades, treated people and culture as a core part of its growth plan.

According to her, M.A.D With Football is not only about matchday attendance. She said the idea is to create a common experience for employees from different departments, countries and backgrounds, so they can return to work with stronger relationships and better communication.

Obioma said programmes of this kind also support the One-Sahara culture, which aims to keep teams aligned even when they are spread across multiple regions and business units. She added that building stronger personal connections at work can improve trust, ease coordination and support delivery across projects.

Sahara Group said the initiative sits within a wider employee engagement agenda that combines wellbeing, team bonding and inclusive participation. The company noted that football was selected because it is widely followed by employees in different countries and can create a neutral meeting ground for interaction.

The group also said previous editions helped create stronger internal networks, with staff from different offices continuing collaboration after the events.

M.A.D With Football 5.0 comes at a time when many firms are reviewing how to keep employees connected in cross-border operations. Sahara Group said it will continue to develop activities that promote belonging while supporting business performance.

By linking culture-building with shared experiences, the company said it expects the latest edition to deepen internal cohesion and reinforce its long-term people strategy.