{"id":325668,"date":"2025-11-19T16:57:35","date_gmt":"2025-11-19T14:57:35","guid":{"rendered":"https:\/\/www.monaco-tribune.com\/2025\/11\/as-monacoeur-how-as-monaco-shapes-the-principality-one-initiative-at-a-time\/"},"modified":"2025-11-19T16:57:43","modified_gmt":"2025-11-19T14:57:43","slug":"as-monacoeur-how-as-monaco-shapes-the-principality-one-initiative-at-a-time","status":"publish","type":"post","link":"https:\/\/www.monaco-tribune.com\/en\/2025\/11\/as-monacoeur-how-as-monaco-shapes-the-principality-one-initiative-at-a-time\/","title":{"rendered":"AS Monac\u0153ur: how AS Monaco shapes the Principality, one initiative at a time"},"content":{"rendered":"\n

In less than ten years, AS Monac\u0153ur has become much more than a community programme.<\/strong><\/p>\n\n

Launched in 2018 by club President Dmitry Rybolovlev, AS Monac\u0153ur is AS Monaco\u2019s social engagement programme. It brings together all the club\u2019s solidarity actions under a single banner built around four pillars: outreach, education, health and the environment.<\/p>\n\n

Less than ten years later, the programme has established itself as a reference point for the local area: more than 100 projects are carried out each year in an exceptionally small territory, reaching over 10,000 children annually \u2014 a rarely-achieved scale of impact in French football. The initiative, born out of the conviction that football can change lives, is also visible on the European stage: for the past two seasons, AS Monac\u0153ur has appeared on the back of the club\u2019s European shirt<\/a>.<\/p>\n\n

Outreach: meeting families who can’t travel to the stadium<\/h2>\n\n

The first pillar, outreach, rests on the idea that not everyone can get to the Stade Louis-II, but the club can go out to meet everyone. The Kids Tour is the most obvious example. Since 2022, the tour has travelled across towns in the PACA region and more recently to municipalities in Liguria, where AS Monaco has a loyal fanbase.<\/p>\n\n

At each stop, a town square, a port or a pitch is transformed into a mini Louis-II. Children rush in, families gather and, crucially, players from the professional team or the Academy take part, sign autographs and pose for photos. Their presence often makes all the difference. Over three editions, more than 10,000 children have taken part in the Kids Tour.<\/p>\n

\n
\"as
The Kids Tour, the travelling “Red & White” programme, was launched in 2022 \u00a9 AS Monaco<\/em><\/figcaption><\/figure>\n<\/div>\n

The Summer Village at Port Hercule builds on this momentum with a 3×3 pitch, sports workshops and meet-and-greets with players. Five weeks of free activities attracted thousands of families in 2025.<\/p>\n\n

Education: passing on values rather than instructions<\/h2>\n\n

The Munegu Cup has become an unmissable event for CE2\/Year 4\/Grade 3 classes in the Principality. Each year, nearly 400 pupils walk onto the pitch at the Stade Louis-II, discover the dressing rooms and, through sport, learn about the values that the club wishes to promote. Organised in collaboration with the Department of Education, Youth and Sports (DENJS), the competition represents a genuine educational project. R\u00e9my Garoscio, from the DENJS, put it this way<\/a>: \u201cThe Munegu Cup is above all an educational project. It teaches solidarity, humility and perseverance<\/em>.\u201d<\/p>\n\n

At the most recent edition, President Rybolovlev himself presented the trophy to the Saint-Charles school team, alongside captain Denis Zakaria \u2014 a further demonstration that the club\u2019s leadership is directly involved in this aspect.<\/p>\n

\n
\"munegu
The trophy was presented to the Saint Charles school team by AS Monaco President Dmitry Rybolovlev and Denis Zakaria \u00a9 AS Monaco \u00a9 AS Monaco<\/em><\/figcaption><\/figure>\n<\/div>\n

The \u00dcNSEME programme<\/a>, developed with the Ligue M\u00e9diterran\u00e9e de Football, the District de la C\u00f4te d\u2019Azur de Football and several municipalities in PACA and Liguria, creates lasting ties with amateur clubs. The club explained: \u201cThe programme was born from a desire to support clubs in our region and share our expertise<\/em>.\u201d<\/p>\n\n

The \u00dcNSEME Cup<\/a> brings together teenagers from dozens of municipalities each year. For some, it is their first experience inside a professional club\u2019s facilities. The Tous au Stade initiative, carried out in conjunction with the Ligue M\u00e9diterran\u00e9e and the District C\u00f4te d\u2019Azur, has allowed more than 5,000 young licence holders \u2014 including 2,500 at AS Monaco v Strasbourg in April 2025<\/a> \u2014 to attend a Ligue 1 match free of charge.<\/p>\n

\n
\"The
The second edition of the \u00dcNSEME Cup was won by the Ventimiglia team \u00a9 AS Monaco<\/em><\/figcaption><\/figure>\n<\/div>
\n
\"\"
The Tous au Stade initiative \u00a9 Ligue M\u00e9diterran\u00e9e de Football<\/em><\/figcaption><\/figure>\n<\/div>\n

Health: fostering courage when it is lacking<\/h2>\n\n

The health pillar reflects the most touching aspect of AS Monac\u0153ur. For several years, the club has had close ties with the Princess Grace Hospital (CHPG), particularly its paediatrics ward. Visits have become an eagerly awaited ritual. Last February, former striker Breel Embolo and the club\u2019s CEO Thiago Scuro spent an entire morning there. The player said at the time<\/a>: \u201cTimes like these are more important than football<\/em>.\u201d<\/p>\n

\n
\"\"
Beno\u00eete Rousseau de Sevelinges, Director of the CHPG (second from left), and Thiago Scuro, CEO of ASM (far right), at the inauguration of a reception area in the club\u2019s colours \u00a9 Communication Department \/ St\u00e9phane Danna<\/em><\/figcaption><\/figure>\n<\/div>\n

The partnership with the CHPG also includes the delivery of the club\u2019s newborn gift boxes<\/a> to all babies born to Monegasque parents or residents of the Principality since January 2024. The initiative underscores the club\u2019s commitment from the very first moments of life in Monaco.<\/p>\n\n

The club also takes part each year in the blood donation initiative<\/a> organised at the CHPG, now a key event. Renewed for the fourth consecutive year and firmly embedded in the Red & Whites’ institutional calendar, the donation drive is essential for a territory that requires between 4,500 and 5,000 blood bags annually.<\/p>\n\n

\u201cAS Monaco\u2019s support is important<\/em>,\u201d said<\/a> Dr M\u00e9lanie Rinaudo, Head of the CHPG blood transfusion centre. \u201cOur collaboration with the club enables us to run a successful drive, backed by awareness campaigns that lead to an increase in spontaneous appointment bookings in the following weeks<\/em>.\u201d<\/p>\n

\n
\"Academy
Academy Director S\u00e9bastien Muet \u00a9 AS Monaco<\/em><\/figcaption><\/figure>\n<\/div>\n

The club also supports local health-focused charities. The Flavien Foundation, at the forefront of the fight against childhood cancer, was highlighted during a match against Nantes in February 2025 as part of International Childhood Cancer Day. Players wore a special shirt featuring the foundation\u2019s logo, while awareness messages were broadcast throughout the match.<\/p>\n\n

Similarly, the Monegasque charity \u00c9coute Cancer R\u00e9confort was honoured during the home match against Toulouse<\/a> in October 2025 as part of the Pink October campaign. Val\u00e9rie Barilaro, the charity\u2019s president, who provides support and comfort to people affected by cancer, took the ceremonial kick-off. Players wore a special pink t-shirt during the warm-up, and the whole club delegation wore pink ribbons to raise awareness of breast cancer screening.<\/p>\n\n

The MyWish programme, launched in 2019, embodies the essence of this pillar. Many children have benefited from the initiative, which allows young supporters in vulnerable situations to experience extraordinary moments inside the club. The most recent example is Ezekiel<\/a>, aged 13, from Avignon, who lives with severe burn injuries and enjoyed \u201ca wonderful evening<\/em>\u201d at the Stade Louis-II in November 2025. His pitch-side experience, meet-and-greets with the players and time in the dressing room were moments that go far beyond sport.<\/p>\n

\n
\"Ezekiel
Ezekiel will remember these moments forever \u00a9 AS Monaco<\/em><\/figcaption><\/figure>\n<\/div>\n

A major innovation arrived with the Awabot robot, developed by the company of the same name, which enables hospitalised children to experience a match from their room. The first beneficiary, young Kousay, treated at Lenval Children’s Hospital and a passionate AS Monaco supporter, was able to move around virtually in the corridors and greet the players. His simple and sincere comment \u2014 \u201cIt was so cool<\/em>!\u201d \u2014 sums up the impact of the initiative.<\/p>\n\n

Environment: raising awareness from an early age<\/h2>\n\n

The fourth pillar of AS Monac\u0153ur takes shape via \u201cLes Ruches Rouges & Blanches\u201d (Red & White Beehives)<\/a>, a programme launched in summer 2022 with Terrae, the urban farm founded by Jessica Sbaraglia. The aim is to contribute \u201chumbly but concretely<\/em>\u201d to the preservation of bees, essential to the Principality\u2019s biodiversity. For every ten goals scored in Ligue 1, a new hive is installed on Terrae farms: more than 500,000 bees have already been welcomed.<\/p>\n

\n
\"The
The Red & White Beehives \u00a9 AS Monaco<\/em><\/figcaption><\/figure>\n<\/div>\n

Academy youngsters also take part in the scheme. The U16s recently visited the farm<\/a>, observed the apiary and talked with Jessica Sbaraglia about the role of bees and the production of the “Red & White” honey, some of which is gifted to opposing clubs. During the visit, the founder commented: \u201cIt allows us to reconnect them with the natural resources that form the basis of their diet<\/em>.\u201d<\/p>\n\n

Through these projects, AS Monaco aims to raise children\u2019s awareness of protecting living things and gradually integrate environmental considerations into its social commitment.<\/p>\n\n

A lasting impact<\/h2>\n\n

The programme’s strength lies in how its initiatives become part of everyday life in the region, the loyalty of partnerships with local institutions, the simplicity of the club\u2019s actions and the consistency of its commitment. \u201cThe feedback from our supporters is positive, as is that of our partners who, year after year, renew their trust so we can keep moving forward hand in hand<\/em>,\u201d the club said.<\/p>\n\n

For the 2025\u20132026 season, several flagship events continue to reinforce the programme’s commitment, from the fourth Kids Tour season to new editions of the Munegu Cup and the \u00dcNSEME Cup, as well as the Tous au Stade initiatives during the All Saints\u2019 and Easter holidays.<\/p>\n

\n
\"as
Kids Tour celebrations in Saint-Jean-Cap-Ferrat in April 2025 \u00a9 AS Monaco<\/em><\/figcaption><\/figure>\n<\/div>\n

\u201cThe goal is to make current projects sustainable while trying to improve them a little more each year, and to ensure that the different components of the club take greater ownership of the programme<\/em>,\u201d a representative of the organisation said.<\/p>\n","protected":false},"excerpt":{"rendered":"

In less than ten years, AS Monac\u0153ur has become much more than a community programme. Launched in 2018 by club […]<\/p>\n","protected":false},"author":78,"featured_media":250903,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1825,243,257],"tags":[2821],"post_sectags":[3102],"post_format":[2468],"class_list":["post-325668","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-editors-choice","category-news","category-sports-en","tag-as-monaco-en-2","sectag-football-en","format-story"],"acf":[],"yoast_head":"\nAS Monac\u0153ur: how AS Monaco shapes the Principality, one initiative at a time<\/title>\n<meta name=\"description\" content=\"In less than ten years, AS Monac\u0153ur has become much more than a community programme. 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