Dashen-Arsenal Grassroots Coaching Series Oversubscribed due to Popularity

Client Press Release


Dashen Breweries/Addis Ababa, Ethiopia (May 23, 2016):- The latest round of Dashen-Arsenal Grassroots Coaching Series is oversubscribed after more and more Ethiopian trainee coaches requested to join.


The upcoming round of the Dashen-Arsenal Grassroots Coaching Series to take place in Addis Ababa on May 24 and 25 will, accordingly, see the highest number of participants yet with at least 10 more new coaches added.  

This is the third training session and the second in the Grassroots Coaching Series conducted by Arsenal Soccer School coaches in Ethiopia. Before the Grassroots Coaching Series was launched a team of Arsenal coaching staff gave advanced and modern coaching training to over 30 coaches drawn from all Ethiopian Premier League clubs in November 2015. The first of the six-round Dashen-Arsenal Grassroots Coaching series was conducted in Bahirdar town on February 17 and 18 involving over 27 coaches drawn from around Ethiopia. The number has now increased owing to the request from individual coaches, the Ethiopian Football Federation and Regional Sport bureaus.

Accordingly, the upcoming coaching session will be held in two groups with all the newly joining coaches given the first round while the rest receive the second round coaching training.

Coming under the Dashen Arsenal F.C. partnership agreement, this high profile coaching series under the theme “Grassroots Football Development in Ethiopia” is meant to boost  grassroots football across the country.   

Dashen Breweries S.C. is undertaking several activities to support the development of football and this initiative is one part of that commitment to society. Accordingly, a team of Arsenal Soccer School coaches gave in November 2015 advanced and modern coaching training to over 30 coaches drawn from all Ethiopian Premier League clubs. This was followed by the maiden Dashen-Arsenal Grassroots Coaching Series launched in mid February.

“We are extremely happy and excited that our Grassroots Coaching Series has attracted more Ethiopian coaches keen to participate in the training,” said Mekibib Alemu, Deputy CEO of Dashen Breweries S.C. “This shows that the grassroots approach under the Dashen Breweries Arsenal partnership is the right path to trigger football development in Ethiopia”.

Arsenal has become the first Premier League side to secure a regional partnership in Ethiopia after announcing Dashen Breweries S.C. as its Official Beer Partner. The three-year-partnership will help Arsenal get closer to its fans in Ethiopia and will focus on supporting Dashen Breweries’ community based initiatives with coaches from the club taking part in grassroots football development projects in Ethiopia.

As was the case with the first round the second round Dashen-Arsenal Grassroots Coaching Session on Tuesday May 24 and Wednesday 25 will be given by the same Arsenal Soccer School coaches; the next four rounds will take place in various parts of Ethiopia at different times. The training is designed for Ethiopia by the Arsenal coaches and focuses on how to spur Grassroots Football Development in Ethiopia by nurturing children’s talent.

The training has both theoretical and practical aspects. The first round included major  topics such as elements that make up a young football player;  qualities of a good coach; and how to train young football players, among others. Building further on these topics, the second round will focus on receiving balls,  moving in different directions,  shooting, and possession, among other topics.

As all the Ethiopian coaches progress through the course there will also be "train the trainer" module so that the trainee coaches can pass on the skills and knowledge they gain to new new coaches.   

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