Impactful Sports Diplomacy:

It All Begins with an Idea

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  • Sports Diplomacy and the Untapped Power of Women’s Stories | Kely Nascimento | TEDxWaterStreet
    • 8/6/24

    Sports Diplomacy and the Untapped Power of Women’s Stories | Kely Nascimento | TEDxWaterStreet

    If sport is a mirror to society then football, as the game most played around the world, is its greatest reflection. While making a documentary about women's football I listened to dozens of stories from incredible women who are challenging the cultural barriers that restrict them, and I saw how those stories can cross borders and empower other women around the world. The freedom to write your own story is denied to so many because of race, gender, socio economics and geography, and this is something we can and need to help each other do, starting with our own stories. By encouraging others and elevating their stories, we can help each other dream beyond what we have been told is our limitation and in doing so create a more empathetic and equitable planet. Kely Nascimento works with entities to help define a focused identity and brand story, and to create partnership opportunities and programing that align with their objectives. Her recent work has been focused in the Sports Diplomacy and sports for development sectors. Kely travels the world and speaks on the power of storytelling in promoting equity as well as a community and trust building tool to further the UNDP Sustainable Development Goals. Ms. Nascimento is currently directing of Warriors of a Beautiful Game, a feature documentary on sports and gender equality (currently in post-production). Kely is the eldest daughter of Brazilian soccer legend Pelé and has founded the Nascimento Foundation which, through sports and the arts along with the principals of equality, leadership and storytelling, aims to harness the power of her father’s legacy towards building a more equitable, peaceful and sustainable future. This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at

  • Kely Nascimento: The Untapped Power of the Beautiful Game
    • 8/6/24

    Kely Nascimento: The Untapped Power of the Beautiful Game

    As part of Generation Amazing Festival 2022 in Qatar, Kely Nascimento gave an inspiring talk to young people about the connections and empowering possibilities of football.

    During a GOAL 22 programme session at Education City in Doha, daughter of football legend Pelé, Kely Nascimento spoke of how sport has the power to change perceptions, especially of girls and women around the world. The audience of young change makers also participated in a Q&A session.

    Generation Amazing helps young people to build life skills and meet their full potential, through their football for development programmes.

  • Kely Nascimento CIO Hadaf Global

    Kely Nascimento

    There is no limit to the power that sport can have  in our quest for equity, a more peaceful, respectful and tolerant world as well as towards creating sustainable solutions to solve some of the issues that threaten our survival as a species.

    One of the critical aspects of gender and race equity work is listening. Often, in our desire to be effective in creating change, we center our understanding of equity form our individual perspectives. It is only by approaching this work with a deep appreciation of history and culture, as well as a commitment to leading with empathy, that we can begin to imagine impactful and sustainable solutions.

  • Nasser Al Khori CEO Hadaf Global

    Nasser Al Khori

    Sport possesses a unique ability to connect people from all corners of the world. There’s a universal quality within it that resonates with us all, regardless of our background or individual journey.

    While it’s not a cure-all for society’s challenges, I’ve witnessed firsthand the profound positive impact sport can have on communities globally. Our work is deeply rooted in cultural awareness and political sensitivity, ensuring that we understand how to help you achieve your goals effectively.

  • Jonathan Miseroy CSO Hadaf Global

    Jonathan Miseroy

    Sport is an invaluable tool for advancing societal well-being, demonstrating its power to foster cooperation across multiple sectors. Whether in the private, public, or third sectors, organizations can harness the positive impacts of sports-based programs to achieve their goals.

    To maximize the benefits of these initiatives, it is crucial to tell your story effectively and shape your narrative in alignment with your national identity. A coordinated strategy can multiply the positive effects of your programs, ensuring they resonate deeply and widely.

ACADEMIC WORK

Leveraging Sports Mega Events to Enhance Social Impact of Sport for Development and Peace - In Concordia, (2023) Authors: Banda, D., Al Khori, N., Fraser, A., Sanchez, F., P., Hagstrom, G., Miseroy, J., Whitley, M. A., and Al-Hemaidi, S

Sport Diplomacy and Soft Power through Qatar’s FIFA World Cup 2022: A Case of Generation Amazing - In Routledge, (2024) Authors: Banda, D., Miseroy, J., Al Khori, N., Ulrichsen, K.

Leveraging global south sports mega events to advance sport for development and peace theory and practice. Sustainable Development, 1–12. (2024) Authors: Banda, D., Whitley, M. A., & Al Khori, N. https://doi.org/10.1002/sd.3148