Photo by storyteller: Reem Al-Haddad


We’re delighted to announce that the Sports Creative has teamed up with Goal Click, Qatar Foundation, and Generation Amazing to deliver a unique storytelling program about football, culture, and life in the year of the FIFA World Cup 2022 in Qatar.

From left to right – Photo by storyteller: Adriane De Souza / Photo by storyteller: Jafla Alhajri


GOALS explores first-person stories of football, culture, and community from over 40 storytellers of 20 nationalities. Community football coaches, pioneers of women’s football, workers, and students, each sharing a unique story through written word, photography, video, and spoken word.

GOALS has supported participants through a year-long skills and assignments program. The GOALS stories will exhibit in Doha during the FIFA World Cup, celebrating the goals, voices, and choices of each storyteller.

Through this program, we’re proud to contribute to seven of the United Nations Sustainable Development Goals (UNSDGs).

We’ll be sharing GOALS stories throughout the FIFA World Cup and beyond through our website, social channels, and through our incredible storytelling partners; Goal Click.


If you’re in Doha, or travelling to the FIFA World Cup, please reach out, and we’ll send you an invite to join us at the GOALS Exhibition in Education City.

Photo of a Generation Amazing coach, by storyteller Arham Khalid

“I have been a part of initiatives related to women empowerment, gender equality, and mental health…I have learned the skills required to use football to bring change in our community.”
Arham Khalid, Generation Amazing Youth Advocate & GOALS Storyteller