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London, U.K. / New York, N.Y (June 15, 2018): Global technology leader Xiaomi has chosen the Beyond Sport Foundation as the beneficiary of its “#RaiseTheCup campaign”. For every #RaiseTheCup photo shared between June 14 and July 15, Xiaomi will donate $0.25 to the Foundation (up to $150,000 total) to fund projects that use sport to help make the UN Sustainable Development Goals a reality.

Xiaomi relentlessly builds amazing products with honest prices to let everyone in the world enjoy a better life through innovative technology. During this year’s World Cup season, Xiaomi is working closely with social change through sport pioneer, Beyond Sport, to help people enjoy a better life through sport.

Over the past decade, the Beyond Sport Foundation has celebrated, supported and raised funds and awareness for innovative organizations around the world that are using sport to create positive social change. Through its world-renowned Beyond Sport Global Awards, it has supported more than 200 organizations worldwide, providing more than $1.5 million in funds, and distributing more than $7 million in long-term strategic support. In 2018, nearly 400 organizations have applied to the Beyond Sport Global Awards, encompassing projects from over 100 countries, six continents and 40 different sports. The 2018 Beyond Sport Global Awards will take place on September 12 in New York City.  

“We are extremely grateful to Xiaomi for partnering with the Beyond Sport Foundation on its Raise the Cup campaign, enabling us to grant even more money to some of the best sport for social change projects in the world. The additional attention and funds will really help us change health, education and inclusion outcomes for some of the most marginalised communities, all through sport,” said Nick Keller, Founder and President, Beyond Sport.

During the campaign, everyone is invited to post pictures of themselves raising “cups” of their own in fun and creative ways. Xiaomi believes that innovation should be fun — and that innovation should also be for everybody. It hopes that the #RaiseTheCup campaign will inspire everyone to not only have fun, but also to learn more about how sport can be used to drive sustainable social change.

See below for more information about on how to participate:

  • Take a picture or video of yourself raising a cup (or something else, be creative! Inspire us!)
  • Post it to Instagram or Twitter using the hashtags #RaiseTheCup and #Xiaomi
  • Tag 3 friends – the more posts, the more money Xiaomi donates to Beyond Sport!
  • Profiles must be set to public in order for the post to count


Xiaomi: Lilian Liu, [email protected]

Beyond Sport: Karen Asare, [email protected]  

*The right of final interpretation belongs to Xiaomi Inc. Campaign ends at 23:59 GMT 15 July


About Xiaomi

Xiaomi is an internet company with smartphones and smart hardware connected by an IoT platform at its core. Xiaomi was founded in 2010 by visionary entrepreneur Lei Jun and a group of accomplished engineers and designers, who believed that high-quality and well-designed technology products and services should be accessible to the world. The company’s mission is to relentlessly build amazing products with honest prices to let everyone in the world enjoy a better life through innovative technology. With presence in more than 70 markets worldwide, Xiaomi is a global player that has successfully achieved a foothold in key international markets.

About Beyond Sport

Beyond Sport is the leading global force for sustainable social change through sport, instilling insight, energy and impact in communities around the world. The organization does this through convening, supporting and advising the worlds of sport, business, government, and development on how sport can be used as a tool to achieve both social and business objectives. Since 2009, Beyond Sport has provided over $6 million worth of funding and support to projects across six continents addressing a range of social issues; commissioned four research projects with leading universities; facilitated ground-breaking action in child protection, girls education, urban communities, sustainability, STEM education and sports role in supporting refugees; and built sustainable sport courts in disadvantaged communities around the world.