Generation Amazing and the University Campus of Football Business (UCFB) have joined hands in an effort to measure the impact of the FIFA World Cup Qatar 2022™ legacy programme.

The partnership will help Generation Amazing further enhance its projects while offering research and learning opportunities to faculty and students from the London and Manchester based higher education institution.

The value-in-kind collaboration kicked off last year when Generation Amazing Executive Director, Mushtaq Al Waeli, visited London’s Wembley Stadium to take part in a guest lecture to UCFB students. The collaboration continued when UCFB’s Dr Leo Watkins visited Qatar to prepare a research and impact report during the Generation Amazing Festival 2019. Once completed, the report will be distributed to all participants of the festival’s inaugural edition and will highlight key learning outcomes for the youth who took part from Qatar and 24 countries across the world.

“Partnering with a respected football education institution like UCFB allows us to further enhance our impact and beneficiary analysis, and continue to develop innovative and exciting educational pathways for those who are learning vital life skills through our football for development programmes,” said Nasser Al Khori, Generation Amazing Programmes Director.

“We look forward to embarking on a dynamic partnership which will see an exchange of knowledge and expertise around the topics of legacy, football for development and education in the build up to and beyond 2022.”

Brendan Flood, UCFB Chairman, commented: “We’re delighted to join forces with the Supreme Committee for Delivery & Legacy and help with the delivery of the Generation Amazing project. By sharing knowledge and ideas, our students will be able to see first-hand just one aspect of the World Cup planning process and what goes into planning events and projects away from the pitch.”

The partnership will see UCFB and its students monitor the impact of football for development initiatives to address social issues in countries around the world. In addition, both sides will explore ways to develop educational pathways and opportunities for Generation Amazing participants and beneficiaries.

The four-year partnership will go beyond the FIFA World Cup Qatar 2022™ — the first tournament to be held in the Middle East and Arab world.

The Generation Amazing programme includes the building of football infrastructure, the delivery of comprehensive football for development programmes and the empowerment of young people to become leaders in their communities. With 500,000 beneficiaries reach to date, Generation Amazing aims to reach 1 million youngsters by the time the tournament kicks off in November 2022.