Football for the Goals - Generation Amazing Foundation on the Initiative | SGDs

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Published Feb 17, 2025

In this episode of the Football for the Goals Q&A video series, we sit down with Executive Director of the Generation Amazing Foundation, Nasser Al Khori. We discuss why his organisation joined the Football for the Goals Initiative, the social impact of Generation Amazing, and its plans for advancing the SDGs.

Generation Amazing is a social and human development programme launched in 2010 as part of Qatar’s FIFA World Cup bid, using football to drive positive change in underserved communities worldwide. Through initiatives focused on education, inclusion, and sustainability, the programme empowers youth with life skills and opportunities to create lasting social impact.

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Football for the Goals is a United Nations initiative that provides a platform for the global football community to engage with and advocate for the Sustainable Development Goals (SDGs). It is an opportunity to build on football’s powerful and influential reach and to work together to become agents of change by aligning messaging, strategies and operations with the aspirations of the SDGs.

This initiative will inspire and guide the world of football – from confederations, national associations, leagues and clubs, to players’ associations, organized fan groups, as well as media and commercial partners – to build on existing sustainability approaches and to implement SDG strategies that lead to behavioural change.

Members may not only aspire to develop sustainable practices, but may also act as champions of the SDGs during the Decade of Action (2020-2030). Members will use their visibility and outreach power via tournaments, players, corporate brand exposure, media and fan communities to raise the profile of the SDGs through amplification and advocacy. They will inspire action by demonstrating how these sustainable practices can be mainstreamed through any business model, including sport.