WFF has tapped into the passion of a nation for the game of soccer and is making significant inroads into poaching prevention. The youngsters in villages bordering the KNP no longer sit idle and bored. Like the lion, they now too have a sense of pride in their lives. They wear designer team jerseys, sponsored by Kit and Bone, they participate in 56 matches spread across the soccer season, they have become the idols of the smaller children in the village, and they have found another way in which to earn money – a way that does not harm others.
