Proyecto Cantera, Juntos por México AC

What Proyecto Cantera, Juntos por México AC does

Proyecto Cantera, Juntos por México AC is a non-profit civil association (Asociación Civil) founded in 2008 and headquartered in Mexico City, registered as a donataria autorizada (authorized charity) under CLUNI PCJ08072909JBW. The organization promotes the integral development and social inclusion of girls, boys, and adolescents in poverty and vulnerability situations through a sport-based pedagogy grounded in a humanist-constructivist framework and physical literacy principles.

Its core product is the program 'Entrenando para la Vida – Fútbol por el Bienestar', which uses football as the educational vehicle to transmit values, life skills, and healthy behaviors. The program is operationalized through a structured five-skill socio-emotional framework (HSE) covering self-knowledge, decision-making, conflict resolution, emotion management, and empathy, and is reinforced by a proprietary positive-recognition tool called the 'Tarjeta Verde Proyecto Cantera Entrenando para la Vida®'. Materials are delivered under universal design principles, with formats adapted to the developmental level of each group, including hybrid virtual/in-person delivery piloted during the COVID-19 pandemic.

The organization's business model is charity-based: all programs are provided free of charge to beneficiaries, and operations are funded through individual donations (including via PayPal), corporate sponsorships and cause-marketing activations (with partners such as Nike, Coca-Cola Femsa, and Grupo Herdez), and in-kind volunteer contributions. GTM is community-led and channel-based: the program is implemented through partnerships with schools and civil society organizations in Mexico City and its metropolitan area, with an annual call (May–July) that recruits new institutional partners tied to the school year. The organization has operated since 2012 with 4–13+ partner institutions, reaching approximately 550–650 children and adolescents annually, and is governed by a board of directors led by an executive team with backgrounds in medicine, psychology, pedagogy, and finance.

Name

Proyecto Cantera, Juntos por México AC

Legal name

Proyecto Cantera Juntos por México AC

Website

https://proyectocantera.org

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

1–10 employees

Short description

Proyecto Cantera, Juntos por México AC is a Mexico City-based non-profit that uses football-based socio-emotional pedagogy (the 'Entrenando para la Vida' program and Tarjeta Verde recognition tool) to promote values, life skills, and healthy behaviors among children and adolescents in poverty and vulnerability situations, delivering free programs through partner schools and civil society organizations in the metropolitan area.

Ownership category

akta.pro rank

Product category

Youth Development Social Services

NAICS

Sports and Recreation Instruction (611620), Educational Support Services (611710), All Other Schools and Instruction (61169)

SIC

Services-Educational Services (8200), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Youth Athlete Development & Long-Term Athlete Development (LTAD) (HSADAEAE)

Keywords

• Youth development programs
• Socio-emotional education
• Sports pedagogy methodology
• Football for good
• Social inclusion services

Headquarters

HQ city

Mexico City

HQ country

Mexico

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Donations and charitable contributions: Organization is a registered charity (donataria autorizada) with CLUNI registration PCJ08072909JBW, accepting donations through PayPal and other channels to fund programs for children and adolescents
2. Corporate sponsorships and support: Companies provide support through sponsorships, grants, and cause marketing campaigns including activations with ambassadors (Nike, Coca-Cola Femsa, Grupo Herdez)
3. Volunteer contributions: Individuals and companies donate time, talent and effort to strengthen programs, representing in-kind support for operations

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Proyecto Cantera is a non-profit civil association that delivers the 'Entrenando para la Vida – Fútbol por el Bienestar' youth development program, using football/soccer as an educational vehicle to transmit values, socio-emotional life skills, and healthy behaviors to children and adolescents in situations of poverty and vulnerability. The methodology combines sports pedagogy with a humanist-constructivist and physical literacy framework, supported by the proprietary Tarjeta Verde recognition tool that reinforces prosocial behavior. Programs are delivered free of charge through partner institutions and schools in Mexico City and the metropolitan area, in both in-person and hybrid formats.

Product overview

Proyecto Cantera Juntos por México AC is a non-profit organization operating a unified youth development ecosystem centered around its flagship program 'Entrenando para la Vida – Fútbol por el Bienestar.' The core program uses football as an educational vehicle to promote values, life skills, and healthy behaviors among children and adolescents in vulnerable situations. The 'Tarjeta Verde Proyecto Cantera Entrenando Para la Vida®' serves as the program's proprietary recognition tool, encouraging prosocial behaviors through positive reinforcement. The program also incorporates a Socio-Emotional Skills (HSE) module based on five core competencies. The organization works with allied institutions and schools in Mexico City and the metropolitan area, offering both in-person and hybrid session formats.

Differentiator

Problem solved

Functional benefit

Products and services

• Entrenando para la Vida – Fútbol por el Bienestar

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered minor and core.

• Streetfootballworld (YELP Program)minorStrategic or Co-development Partner · 1 January 2019Participated in Youth Entrepreneurship Legacy Program (YELP) in São Paulo, Brazil, demonstrating international recognition of the methodology and exchange of best practices with global football for good network.
• My World MéxicocoreStrategic or Co-development Partner · 1 January 2017Joined as member promoter to influence Sustainable Development Goals of the United Nations 2030 Agenda through football. The organization aligns its programs with ODS objectives and contributes to national SDG implementation.
• Laureus Sport for GoodminorStrategic or Co-development PartnerAmbassadors including Nadia Comaneci, Lorena Ochoa, and Sean Fitzpatrick visited the organization in 2018, indicating affiliation with the Laureus Sport for Good global network.
• Partner institutions (schools and civil society organizations)coreChannel Partner/ Reseller/ DistributorSchools and civil society organizations in CDMX and metropolitan area implement the 'Entrenando para la Vida' methodology under partnership, growing from 4 institutions (2012) to 13+ institutions (2019).
• Club AméricaminorGTM or Marketing PartnerVisited Club América in 2014 and played football match (cascarita) with Atlético de Madrid, demonstrating sports partnership network.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Regional players

• Sport dans la Ville: Leading French sport-for-social-inclusion nonprofit using sport (including football) to drive youth employment and integration in disadvantaged suburbs. Comparable in mission and methodology but primarily operating in France rather than Latin America.
• Fundación Gol de Letra: Brazilian NGO co-founded by former World Cup players that uses sports (including football) and education to promote social inclusion of vulnerable youth. Comparable mission and football-based methodology, primarily operating in Brazil rather than Mexico.

Direct peers

• Soccer in the Streets: US-based nonprofit connecting underserved youth to soccer and life-skill development in urban settings, with a focus on transportation, fields, and structured training. Comparable in sport-for-youth-development mission and urban, community-anchored delivery model.
• Football Beyond Borders: UK-based charity using football to support the education and personal development of young people from disadvantaged backgrounds. Directly comparable in combining football coaching with socio-emotional and educational outcomes for vulnerable youth.
• Fútbol Más: Chile/Mexico/Latin America-based nonprofit that uses football as a vehicle for socio-emotional development and social inclusion of children in vulnerable contexts. Highly comparable to Proyecto Cantera in mission, sport (football), beneficiary profile, and Latin American footprint.
• Common Goal (streetfootballworld network): Global football-for-good network and movement that convenes organizations using the sport to drive social impact. Proyecto Cantera is already part of this ecosystem via streetfootballworld's YELP program, making it a directly comparable peer in football-for-social-change methodology.
• America Scores: US-based nonprofit that uses soccer as a platform for youth development, combining athletic, educational, and community-service programming for underserved children. Highly comparable in using football/soccer as a vehicle for socio-emotional outcomes in vulnerable youth.
• Coaches Across Continents: International nonprofit partnering with local organizations to deliver soccer-based social impact curricula in underserved communities. Comparable methodology (sport-based social development), comparable NGO/government partnership model, and globally networked in the same football-for-good space.

Broad incumbents

• Fundación Real Madrid: International foundation of Real Madrid that operates sport-based social inclusion and education programs for vulnerable children globally. Comparable as a larger, brand-anchored football-for-social-development operator, though anchored to a professional club brand and global scale.
• Laureus Sport for Good Foundation: Global foundation funding sport-for-development programs worldwide, with which Proyecto Cantera has ambassador-level affiliation. Comparable as a funding and convening body in the sports-for-development space, though operating at a much larger scale and as a grantmaker rather than direct service provider.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/proyecto-cantera-juntos-por-m-xico-ac

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about Proyecto Cantera, Juntos por México AC