As the world marks the biggest and most celebrated sporting event, FIFA World Cup 2022™, the world’s attention turns increasingly towards the biggest celebration of its most popular sport. Naturally, this attention will be focused on football, however, FIFA also recognizes that our sport should use the unique platform our competition provides to make a positive impact on society.
In line with the approach adopted in all tournaments, FIFA, together with three United Nations agencies, will run a range of campaigns during the FIFA World Cup Qatar 2022™ to send messages promoting health, unity and non-discrimination to the billions of worldwide viewers across multiple channels. These campaigns have taken into account feedback received from our member associations who, like FIFA, are committed to using the power of football to effect positive change around the world.
Individual campaigns will run during each round of matches at the FIFA World Cup Qatar 2022™. FIFA has teamed up with UNESCO, WFP and WHO to amplify messages during the finals. Campaigns will harness the power of football to spread positive messages globally.
Each round of matches will be associated with its own dedicated campaign designed to maximize reach and impact. These will be run together with FIFA’s partner agencies from the United Nations, including the United Nations Educational, Scientific and Cultural Organization (UNESCO), the World Food Programme (WFP) and the World Health Organization (WHO).
Messaging opportunities will be provided to the participating teams via the team captains’ armbands during matches, with supporting content being displayed on LED screens around the pitch, on giant screens and on flags in the stadiums, together with additional amplification on FIFA’s digital platforms and through media, stakeholders, and other public activities.