Sports Media Report
New opportunities and challenges in the Sport for Development sector come with a new year. Llove.fútbol, the global non-profit dedicated to closing the play equity gap and ensuring every child has a safe space to play sports, identifies and highlights five key trends to consider going into 2024 to make an impact in local communities and society at large through sport.
A Greater Push Towards Accessibility – As North America prepares to host the FIFA World Cup in 2026 and with the evolving nature of soccer leagues including the Major League Soccer, National Women’s Soccer League, and youth academies within local communities, 2024 will be a year to further capitalize on the opportunity to increase participation in the sport in advance of the biggest sporting event in the world taking place in the region. Now is the time to strengthen grassroots programs, engaging deeply with communities by building safe sports spaces and working with local leaders to plan and execute long-term, sustainable initiatives dedicated to providing access and promoting play.
Sport for All – One of the biggest global trends for 2024 is the growing importance of diversity, equality, and inclusion. From sports bodies to governments, businesses to non-profit organizations, there is a recognition and a more clear path to take action. There is a stronger opportunity to continue raising awareness of the relevance and role that sport plays in closing the gender gap, educating societies, and helping achieve equality for all. With the success of the 2023 FIFA Women’s World Cup last summer and the implementation of more programs and policies that support diversity and ensure all athletes are respected and valued, there will be an increased focus on gender equality.
Improving Safeguarding – In promoting access to sport and contributing to soccer’s growth, one of the cornerstones of development must be safeguarding. Sport has a major role in preventing harm or abuse and protecting people. However, there have been multiple reports on how people have been victims of harm and abuse within sports environments. Organizations must set out long-term commitments to promote well-being while adopting policies and measures that protect the right to play, prevent harm, and provide systems to report and address situations that may affect safe sports environments.
Partnerships for Sustainable Development – The sustainable impact of sport requires partnerships between the public and private sectors, sports bodies, media, and non-profit organizations. Successful efforts by love.fútbol to build safe sports spaces to play have proven that collaboration from multiple stakeholders is critical to providing access for the community to public spaces while promoting its well-being, development, and engagement long-term.
Innovation Beyond the Pitch – In finding innovative ways to educate and engage communities, collaborating with esports bodies and partners can provide an extraordinary opportunity to grow the sector and awareness of its impact. Sports gaming platforms are a powerful, appealing vehicle to engage people in inclusive, positive, and fun play experiences. To illustrate, we will be repeating our 2022 collaboration with EA Sports, where players will be able to unlock an in-game jersey representing the organization which will celebrate the social values of soccer.
love.fútbol’s mission is to build safe places for every child to play soccer, celebrating the love of the game and key sports pillars such as unity, teamwork, inclusion, sportsmanship, leadership, and self-confidence.
Since its launch in 2006, love.fútbol has reached more than 125,922 children in 72 communities worldwide with safe, inclusive, and sustainable spaces to play.
