An organiser in the Ibrox star's charity foundation has given a unique insight into his work.
Alfredo Morelos suffered a tragic childhood following the death of his little sister when he was just 13 years old.
But the
Rangers striker has made it his mission to give kids in his poverty-stricken Colombian hometown a better life.
For youngsters growing up in the impoverished Bovaten area of Cerete there is little Christmas cheer over the festive period.
Families struggle to make ends meet but
Morelos has helped bring some joy to their lives through his own charity foundation.
Morelos, who has spoken previously of his grief after his younger sibling died at the age of just six, recently returned to his native South America where he staged a friendly charity match.
Fellow Colombian players took part with other 7000 local fans turning out to watch and food was provided from 300 supermarkets to deliver to those most in need.
As the son of a fruit salesman and housewife mother, Morelos has tried to provide for his own family after growing up in crime-ridden Botaven, an area in the Cordoba region of northern Colombia, which is the fourth poorest area in the the country.
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Karina Ruiz Beleno is a journalist with Colombian newspaper El Meridiano in the city of Monteria and is involved with the Alfredo Morelos Foundation.
She agrees with Rangers boss
Steven Gerrard ’s recent claim that the 23-year-old is misunderstood due to his fiery temper and poor disciplinary record on the field for the Ibrox club.
Speaking to the
Daily Record to outline his charitable work, Beleno said: “Alfredo has been giving toys to children for two years at Christmas.
“It is something very beautiful because some parents sometimes have no money to buy gifts for their children and this gesture of Alfie is reflected in the smile of the children.
“Alfredo is an example of overcoming adversity and wants to be a motivation for the little ones. That is why he saw the importance of opening a foundation that helps the most vulnerable population.
“The Alfredo Morelos Foundation is located in the municipality of Cerete where Alfredo is from. What the Foundation seeks is to help low-income children to get ahead and fulfill their dreams, turn them into agents of change to help their community and keep them from the bad roads that are harming young people.
“The Botaven neighborhood is a neighbourhood known and now more for Alfredo, all its neighbours are watching him, his matches with Rangers and the Colombian national team.
“Alfredo is a humble person, who always has his family in mind since they did everything possible to make him a great player today. It is recalled that his family was of limited resources and now Alfie is giving them a better quality of life.
“On December 30, the first event of the Foundation was held, which was a friendly match between the Soccer Stars vs. Friends of Alfredo where players such as Wilson Morelo, Miguel Angel Borja, Duvan Vergara, Frank Fabra, among others were at the Alberto Stadium Saibis Saker de Cerete.
“No money was raised but non-perishable food was delivered in the El Totumo, Playa Rica, El Oriente, Villa Celina, Playa Rica, Botaven and Las Marcelitas regions.
“Around 300 markets provided food that were delivered by Alfredo and his wife Yesenia. The event was a total success and is expected to be repeated in the coming years.
“The Foundation will work on cultural, artistic and sports issues. I got involved because of the friendship I have with Alfredo and I am very happy to work on this beautiful project that will benefit the most disadvantaged.
“Cerete is an important municipality of Cordoba, cotton is grown there, people are hardworking and dear. It is growing both economically, socially and culturally.
“Alfredo Morelos from a young age promised his parents that he would fight for them to give them a better quality of life. The Buffalo comes from a humble and hardworking family.
“His father sold fruits in the marketplace and his mother has always been a housewife. They gave him all the support since his beginnings in football with the Los Fumigadores school, struggled tirelessly to be able to provide his son with what he needed to play and demonstrate his scoring streak.
“He participated in many championships where he always stood out for his way of playing, holding the ball and especially making goals.
“The death of his sister affected him a lot and she is always in his memory. He has suffered because his path has been very hard but today he sees the fruits of so much sacrifice.”
Morelos has earned the reputation as a controversial character since arriving in Scotland from Finnish club HJK Helsinki in 2017 with a poor disciplinary record.
Rangers claimed in a statement last month that the player was subjected to racial abuse after being sent off in the Old Firm derby at Parkhead and say he is victimised in Scotland.
Ibrox boss also Gerrard said during the club’s recent winter break in Dubai that rivals are trying to “kill” his Rangers career but Beleno says he’s happy in
Glasgow .
Morelos - nicknamed ‘El Buffalo - and wife Yesenia are expecting their first child and Beleno continued: “Alfredo has told me that Scotland is wonderful, and when he was presented with the opportunity to go to Rangers he did not hesitate.
“I am aware of reputation in Scotland because of his disciplinary issues but Alfredo is working on that, he is a young man who learns from his mistakes.
“It is also important to mention that some people insult him for his skin color, in Scotland there is still racism and that part of his disciplinary problems is because that topic.
“But Alfredo says that the Rangers fans love him very much, that children appreciate him and how much he has struggled to win the love of Rangers fans.
“I’ve been with friends with Alfredo for about three years. The first time we started talking for interviews and then a beautiful friendship emerged.
“He is too excited for the arrival of his first baby, his wife is very happy for the new member who will soon arrive in the family, his parents and sister are also happy for the arrival of a ‘bufalito’.
“The people of Botaven are very happy for everything he is doing with Rangers, for the love he receives from the fans, for his goals, for the call to the Colombian national team.”