First-Person Storytelling: FIFA World Cup 2022
When we embarked on the journey to use storytelling before, during, and after the FIFA World Cup 2022, we aimed to create something deeply personal, authentic, and transformative.
Reflecting on this journey, I’m proud of how The Sports Creative partnered with world-renowned storytellers Goal Click, alongside Qatar Foundation and Generation Amazing, to bring GOALS to life — a storytelling program that captured the essence of football, culture, and life at a truly unique FIFA World Cup.
What was GOALS?
At its core, GOALS was about people and their stories. It gave a platform to over 40 storytellers from 20 nationalities — community football coaches, trailblazers in women’s football, workers, and students — each sharing their journeys through written word, photography, video, and spoken word. Their stories offered a vivid visual of how football intersected with their lives, communities, and cultures.
The program wasn’t just about capturing stories; it was about empowerment. Over a year, we supported participants with tailored training, equipping them with the skills to share their unique perspectives with authenticity and creativity. It was a transformative experience for many, providing them with tools to articulate their narratives and inspire others.
Celebrating Voices on the Global Stage
The culmination of GOALS was an exhibition in Doha's Education City during the FIFA World Cup. The space buzzed with energy as visitors from around the world immersed themselves in the voices of the storytellers. Each story celebrated the resilience, choices, and dreams of those who participated, creating a mosaic of football's impact on individuals and communities.
For those who couldn’t join in person, we shared these stories across our digital platforms and through our storytelling partner, Goal Click. This ensured the legacy of GOALS reached audiences far beyond Qatar, spreading inspiration globally.
A Commitment to Global Impact
GOALS was more than a storytelling program; it was a driver for change. Aligned with seven United Nations Sustainable Development Goals, it contributed to advancing gender equality, promoting education, fostering decent work, and more. Participants like Arham Khalid, a Generation Amazing Youth Advocate, exemplified this impact:
“I have been a part of initiatives related to women empowerment, gender equality, and mental health…I have learned the skills required to use football to bring change in our community.”
Through stories like Arham’s, GOALS showcased how football could inspire and empower individuals to lead change in their communities.
A Lasting Legacy
GOALS was not just a program — it became a legacy. The voices we amplified, the skills we nurtured, and the connections we fostered continue to ripple across communities. The storytellers’ journeys live on, inspiring future generations to use football as a tool for connection, empowerment, and change.
For those who experienced the exhibition or followed the stories online, thank you for being part of this incredible journey. GOALS may have concluded, but the impact of these stories and the lives they’ve touched will endure, ensuring that the spirit of the FIFA World Cup 2022 lives on far beyond the tournament.
