Development of Pitch In For Ukraine

Pitch In For Ukraine (PIFU) is a global football-driven humanitarian fundraising initiative supporting the people of Ukraine. Powered by FC Shakhtar Donetsk and high-profile football legends such as Oleksandr Zinchenko, Andriy Shevchenko, and Sir Kenny Dalglish, PIFU invites fans worldwide to donate and own a digital Pixel of the Pitch (PoP)—a symbolic piece of a Ukrainian football stadium. Each PoP represents a unique square of turf engraved with the supporter’s name, turning donations into digital collectibles that provide tangible aid and keep global attention on Ukraine.

Country

Ukraine

Industry

Fintech

Timeline

8 months

Project Team

Cross-functional team of 6 engineers

About Pitch In For Ukraine

22cm

Size of Each PoP Turf Square

4

Major Humanitarian Partners

Global

Football Fan Base Mobilized

Legends

Zinchenko, Shevchenko, Dalglish

PARTNERSHIP GOAL

Pitch In For Ukraine innovatively merges sport, digital collectibles, and philanthropy. By engaging global football fans through Pixel of the Pitch, the initiative delivers both symbolic recognition and life-saving support, ensuring Ukraine remains visible on the global stage.

BEFORE

Humanitarian donations for Ukraine risked donor fatigue, with traditional fundraising struggling to maintain global attention and momentum.

AFTER

Pitch In For Ukraine reimagined fundraising by merging football passion with digital collectibles, keeping the spotlight on Ukraine while channeling donations into real aid.

THETECHNOLOGIES WE USED IN THE PROJECT:

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What WeDelivered

Transformed football fandom into a global humanitarian movement for Ukraine.

Introduced Pixel of the Pitch (PoP) as a symbolic, collectible donor recognition system.

Raised funds for urgent aid through partnerships with United24, Shakhtar Social, Saving Lives Foundation, and Kyiv School of Economics Foundation.

Engaged international football legends to maintain visibility and momentum for Ukraine relief efforts.

WHAT THE COLLABORATION Process Looks Like

1 Humanitarian Needs Assessment

Collaborated with Ukrainian officials and humanitarian organizations to identify urgent needs in healthcare, shelter, and recovery.

2 Football-Led Fundraising Model

Partnered with FC Shakhtar Donetsk and legendary players to rally global football fans into a unified donation campaign.

3 Digital Collectible Design

Created the Pixel of the Pitch (PoP), a unique 22cm digital turf square, symbolizing ownership and recognition of donor contributions.

4 Global Awareness & Community Activation

Launched an international platform enabling fans to contribute, share, and showcase their support while amplifying awareness of Ukraine’s ongoing needs.

ImplementedFeatures

Pixel of the Pitch (PoP)

Supporters receive a digital square of FC Shakhtar Donetsk’s stadium turf, engraved with their name and edition number, as a token of their donation.

Global Football Legends Campaign

Fronted by Zinchenko, Shevchenko, and Dalglish, PIFU leverages football’s universal reach to mobilize millions of fans.

Direct Humanitarian Impact

Proceeds fund healthcare, shelter, and recovery via vetted NGOs including United24, Saving Lives, and Kyiv School of Economics Foundation.

Supporter Community

An international supporters’ club that fosters visibility, updates, and continued advocacy for Ukraine through sport.

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