Four steps to engage athletes in sustainable development projects
AROUND HALF THE WORLD’S POPULATION (3.4 billion people) tuned in to watch at least some part of this year’s FIFA World Cup. An extreme example maybe, but those viewing figures show the extent to which sport, if played at the highest level, can capture the imagination of swathes of people.
We watch for the entertainment first and foremost. And fortunately those who caught the action from Russia earlier in the summer were blessed with an exceptional tournament with few dull matches.