Founded by former professional soccer players, Grassroot Soccer (GRS)is a South Africa-based non-governmental organization that integratesthe cross-cultural appeal of soccer with evidence-based HIV preventionand life skills programs that arm African youth with the knowledge,skills, and support to live HIV free. Translating research into actionand leveraging the excitement around the 2010 World Cup, GRS attractsand engages African youth through schools, community outreach, andsocial multimedia (e.g. magazines and TV). Since 2003, over 270,000youth in 16 countries have received comprehensive HIV preventioneducation through programs linked to GRS.