Sahara Group Deepens Workforce Culture Through Global Football Engagement

Sahara Group has launched the fifth edition of its M.A.D with Football initiative, an internal engagement programme designed to strengthen collaboration across its global workforce.

The programme allows employees to attend live matches at iconic stadiums such as Old Trafford and Emirates Stadium, turning shared experiences into tools for corporate culture building.

The initiative highlights the company’s growing emphasis on inclusion, employee well-being, and cross-border collaboration across its operations.

Football Initiative Strengthens Global Workforce Culture

Sahara Group has launched M.A.D with Football 5.0, the latest edition of its internal engagement initiative aimed at strengthening employee connection across the company’s global workforce.

The programme offers employees the opportunity to attend live football matches at internationally recognised stadiums, including Old Trafford in Manchester and Emirates Stadium in London, using shared sporting experiences to foster collaboration and deepen organisational culture.

The announcement was made on March 3, 2026, in Lagos, Nigeria, reinforcing the company’s long-standing emphasis on people-centred corporate development and internal community building.

People Strategy Driving Long-Term Corporate Performance

According to Bethel Obioma, Head of Corporate Communications at Sahara Group, the initiative aligns with the organisation’s broader strategic vision of building an inclusive and connected workforce across its international operations in Africa, Asia, Europe, and the Middle East.

Obioma noted that the programme reflects the group’s belief that sustainable success requires more than operational performance.

“M.A.D with Football 5.0 aligns strongly with the Sahara Beyond XXX narrative, reflecting the Group’s belief that sustainable success is driven by operational performance and meaningful experiences that inspire, energise, and connect people.”

The company says such initiatives form part of its broader effort to reinforce organisational cohesion as the business continues to expand across multiple geographies.

Employee Engagement Initiatives Across Global Operations

The initiative builds on earlier editions that emphasised cultural exchange and cross-border employee engagement within the Sahara ecosystem.

Shared Experiences Build Collaboration Across Borders

Employees who participated in earlier editions of the programme highlighted the initiative’s role in strengthening relationships across Sahara’s global operations.

• Juliet Basemera of Asharami Uganda described the experience as “a dream come true,” noting the opportunity to travel to Manchester and interact with colleagues from different regions.
• Arnaud Ritz of Sahara Energy Geneva said the initiative helped him finally meet colleagues he had previously only interacted with digitally.
• Meanwhile, Oriyomi Adewale of Asharami Energy Rwanda described the experience as evidence of Sahara’s commitment to work-life balance and employee wellbeing.

Participation in the programme is open to Sahara employees through internal selection guidelines, with chosen participants representing the organisation at live football matches in Europe.

Path Forward – Culture, Inclusion, And Global Workforce Integration

Sahara Group’s employee engagement strategy signals a broader shift among multinational companies toward strengthening internal culture as a core component of corporate sustainability.

By investing in shared experiences that transcend geography, Sahara aims to deepen collaboration across its global workforce while reinforcing a unified organisational identity.

The company indicates that initiatives like M.A.D with Football will remain part of its long-term strategy to support employee well-being, strengthen internal networks, and sustain growth across international markets.

Press Release