Changing the game: Leveraging sport for sustainable health and development in the region

A Transformative Model of Collaboration

The Sport for Health (S4H) partnership brought together Qatar, WHO, FIFA, and other stakeholders with a key goal: to put public health considerations at the center of one of the world’s largest sporting events. Health initiatives became top priorities rather than peripheral concerns. This collaboration provides a model for future mega events by focusing on health promotion, health security, and inclusive legacies. Experts from multiple sectors worked to safeguard the well-being of spectators, participants, and staff, while establishing a foundation for healthier societies.

This approach aligns with World Health Assembly Resolution WHA 77.12 on “Strengthening Health and Well-Being through Sport Events,” adopted in May 2024 (2). Presented by Qatar and co-sponsored by multiple Member States, WHA 77.12 underscores evidence-based interventions, cross-sectoral partnerships, and proper evaluation. By embedding health promotion into planning and implementation, it encourages governments and global organizations to use events as platforms to advance public health and shape equitable, sustainable policies.

Aligning Sport with the SDGs and Long-Term Well-Being

The strategies in Changing the Game and those advanced through WHA 77.12 reflect a commitment to SDG 3 (Good Health and Well-Being), SDG 11 (Sustainable Cities and Communities), and SDG 13 (Climate Action). Providing more nutritious food in stadiums and fan zones improved dietary options and fostered lasting behavioral change. Such measures can be replicated, broadening their impact at future events across the region and beyond (1)(3).

Efforts to improve transport, encourage active mobility, and enhance accessibility for people with disabilities highlight how thoughtful infrastructure and policies advance health equity and environmental stewardship.

Health Promotion at the Forefront

A key element of the S4H project was the integration of evidence-based health interventions which in turn contributed to a more family-friendly atmosphere and have indirectly reduced violence and health-service demand. These included physical activity campaigns such as “Walk the Talk” and “GenMove”, used the World Cup’s global audience to inspire more active lifestyles; nutrition initiatives transformed concession areas, ensuring that 30% of the food choices in stadiums met WHO standards and provided healthier alternatives; and tobacco-free policies created smoke-free environments.

Mental health did not remain in the shadows; the “Are You OK?” campaign, “Friendship Benches,” and accessible mental health resources promoted dialogue around psychological well-being and minimized stigma. These efforts aligned with WHO’s guidance on addressing noncommunicable diseases and mental health challenges (3).

A Legacy of Sustainable Development

The long-term benefits of the S4H project are evident in infrastructure and policy changes that continued long after the tournament ended. Investments in integrated public transport, active mobility routes, and accessible stadiums improved the urban environment. Better walkability, inclusive seating, and expanded infrastructure support equitable participation and healthier living.

Fostering Social Cohesion and Inclusivity

Sport has been acknowledged as a potential catalyst for social harmony. In the MENA region, where conflict and displacement have affected numerous communities, sport-based initiatives provide a neutral platform for dialogue, empathy, and community-building. The integration of health promotion into these events with ensuring that they are not only joyful but also health-conscious, magnifies the positive social dividends.  

Such inclusive strategies align with global Sport for Development and Peace efforts, demonstrating that uniting sport with health, education, and equity fosters social well-being (5).  

A Roadmap for the Future: Scaling Impact Through Policy and Partnership  

The FIFA World Cup Qatar 2022 experience, as detailed in Changing the Game, provides valuable lessons for future hosts. WHA 77.12 encourages scaling these strategies, sharing best practices, and refining monitoring and evaluation frameworks to ensure meaningful, sustainable impact.

Ultimately, the S4H collaboration in Qatar proves that major sporting events can shape healthier environments, address public health challenges, and leave lasting legacies of inclusion and sustainability. With foresight and evidence, sport can indeed change the game

References

WHO & Ministry of Public Health, Qatar (2023) Changing the game

World Health Assembly Resolution WHA77.12 on Strengthening Health and Well-being through Sport Events (2024)

WHO Global Action Plan for the Prevention and Control of Noncommunicable Diseases

World Health Organization (WHO) (2003) WHO Framework Convention on Tobacco Control. Geneva: World Health Organization

International Platform on Sport and Development (sportanddev)

Reading Resources

Changing the Game Report: Changing the game

WHA 77.12 Resolution: Strengthening health and well-being through sport events

Sport for Health Project Website: English (United States) Home

About the author

Raghad Saeed, a Junior Epidemiologist at the Ministry of Public Health, Qatar, Health in All Policies (HiAP) Unit, Minister of Public Health Office. Currently doing a master’s in health Promotion at Qatar University and has been involved in initiatives like the Healthy Cities Program and promoting healthy practices during mega sporting events. Skilled in program planning, stakeholder engagement, and communication.