A new era of sports diplomacy
Brand Culture & Principles
Our brand principles never change, they define who we were, who we are and what we want to be known for over a decade to achieve peace; they exist to ensure we are moving forward in a positive thinking manner, they guide our goals and constant innovative strategic plays in everything we do. These are our 12th man and guide our thinking on partnerships, and people joining Football for Peace.
We Are
FAITHFUL
We Are
HUMBLE
We Are
ASPIRATIONAL
We Are
TRUSTED
WE ARE
CUSTODIANS
We Are SERVING
TO OTHERS
We Are
DETERMINED
Our 3 Pillars
Our sports diplomacy initiatives meet our pledge to the Sustainable Development Goals to prepare for tomorrow’s challenges, by starting to address the challenges of today. It’s a consistent part of our mission statement and at the heart of our 10-year strategic mandate.
Our 3 key goals are interconnected both locally and globally, we use the global influence of football with partners to bring resource and awareness to join and facilitate campaigns and activations that allow us to hit these targets.
Water Properity
Societal Resilience
Human Development
This pillar is focused on developing and executing initiatives to advance youth and communities to meet basic needs and to uplift them to reach success. People who continue to live in poverty deprivation are often intensified by violent conflicts and are vulnerable to disasters.
This pillar is focused on environmental transformation. Local and global water challenges require new thinking on environmental degradation, increasing aridity and global heating. These are all interconnected and some of the major reasons for unrest and migration globally, in turn, this leads to increasing strife, stress, mental health issues and conflict. Our initiatives invest in water related issues so that peace, prosperity and play can be met in the present and for future generations.
This pillar drives initiatives aligned to a whole society approach for a sustainable future. Common patterns sit across many societal problems, from Interactions between people and their socio-political environments. Our sports based approach can tackle the widest range of sensitives, while simultaneously building resilience for those in vulnerable situations and reduce their exposure and vulnerability
What is Sports Diplomacy?
sports diplomacy describes the use of sport as a means to influence diplomatic, social, and political relations. Sports diplomacy may transcend cultural differences and bring people together.
What is Football Diplomacy?
When football is used as a tool to create understanding and more peaceful relations between individuals, communities, peoples or nations.
We call this concept ‘football diplomacy’, and it drives everything we do…
