At one level the East Africa Cup ( http://www.eacup.org/ ) brings together young people to play football.
But there's more to it than that: the annual tournament provides an opportunity for people to learn about leadership, networking, coaching, refereeing, first aid, and - from this year - media skills.
We are working on a programme of events which will bring together sports journalists who will improve their reporting skills: they'll also learn about covering development issues.
Leaders attending the tournament who work for a range of East African community groups will learn about how to use the media to get their message across - whether it's recruiting new players or communicating complex health messages to journalists without using jargon that people won't understand.
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