Using the World Cup to harness the potential of sport for development

This publication contains an overview of the activities that the Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) carried out on behalf of the German Federal Ministry for Economic Cooperation and Development (BMZ) in the field of sport for development during the 2014 World Cup. It highlights the important role that innovative sports concepts can play in achieving development goals.

Introduction
It is not without reason that Brazil is known as football’s spiritual home. The sport is deeply ingrained in the Brazilian way of life, culture and identity. It is played everywhere – be it with a ball or a tin can. In Brazil, even more than in other countries, football is seen as offering prospects for a brighter future. It brings a sense of belonging and arouses passion and hope. In the summer of 2014, the World Cup returned “home” after a 64-year wait. For four or so weeks, the eyes of the world were on Brazil, looking closely not only at events on the pitch, but also at the wider picture in the country as a whole.

Events like these may be a huge media spectacle, entertaining fans and pitting them against each other, but sport’s impacts are much broader than this. It teaches tolerance, fair play, respect and discipline and encourages people to take responsibility for themselves and others. Sport also plays a role in peace-building, social integration and gender equality and helps strengthen civil society structures. Major events such as the FIFA World Cup are an ideal platform for harnessing the potential of sport for sustainable development and raising awareness of this potential among the public. This was especially true in Brazil, where the focus of attention was not only on sporting success but also on the debate surrounding the sustainable legacy of the World Cup.