Championing Football Club values for peace

A renowned football club wanted to promote its international engagement to better peoples’ lives via its programmes and social values. We analysed the cost-effectiveness, sustainability and impact of its existing programmes through a fresh multidisciplinary perspective. We identified key synergies and complementarities among sport programmes, local communities and sustainable development to support peace, respect and social dialogue. We designed an integrated path for global visibility and recognition by positioning the club as a game-changing actor in responding to the most pressing societal challenges via new transformative initiatives. We developed actions to maximise the use of internal resources, to empower staff and to develop new operational capabilities.