Football can change the world.
That’s the belief that drives Generation Amazing – and has done since it was set up in 2010, during Qatar’s successful bid for the FIFA World Cup 2022™.
We know that the power and appeal of football can inspire positive social change in Qatar and globally. We know because we’ve seen it happen – and made it happen.
Generation Amazing uses a football for development approach – a type of football training on and off the pitch. Through the beautiful game, it teaches principles like gender equality and inclusivity, and life skills like communication, organisation, teamwork and leadership.
We’ve found that football instantly engages people and helps them to remember the lessons taught. For example, mixed-gender matches reinforce the importance of gender equality and inclusion.
In Qatar, Generation Amazing delivers sessions to schoolchildren and expat construction workers – giving vital skills and knowledge to two groups playing a central role in taking the country forward.
Internationally, the main focus is on communities affected by poverty, unemployment and social problems. In these places, we give young leaders the skills and confidence they need to improve their communities and create lasting social development projects.
Incredibly, Generation Amazing has reached 500,000 people around the world – in more than 28 communities in Brazil, Haiti, India, Jordan, Lebanon, Nepal, Oman, Pakistan, the Philippines, Russia, Rwanda, Syria and the UK.
It has built or refurbished 30 football pitches and created two community centres, giving people a place to go for both sport and social development.
First-class coaches, first-class partners
Football for development sessions are led by specially trained coaches and community development facilitators who help these people to gain the skills and confidence to develop their communities from the inside. They’re sometimes assisted by young people, programme advocates and community leaders.
We measure Generation Amazing’s progress against the United Nations’ Sustainable Development Goals (UN SDG) and the Qatar National Vision 2030. And we’ve chosen partners who can help us make even more progress, including world-famous footballers (Xavi Hernández, Cafu, Samuel Eto’o and Tim Cahill, to name a few) and a partner network of football clubs (AS Roma, KAS Eupen, Leeds United and Sheffield FC).
Other partners include the English Football Association and the University Campus of Football Business, UN agencies, NGOs and humanitarian organisations (the Jordan Hashemite Charity Organisation, CORE and the International Federation of Red Cross and Red Crescent Societies).
Our collective expertise, channelled through Generation Amazing, changes lives.