Global Goals World Cup
Culture for Impact is an annual recognition by the Museum for the United Nations - UN Live to celebrate cultural initiatives that unleash the power of popular culture to address major societal challenges and inspire positive change.
UN Live are excited to introduce Global Goals World Cups – an activist football championship using the power of football as a medium to engage communities and empower women to become advocates for global change.
This is a conversation between Global Goals World Cups Co-Founder Majken Gilmartin and UN Live’s Head of Comms and Lead Curator Annesofie Norn. Together, they explore the transformative power of play and creativity. With their shared belief that humans need to be in a state of play to unlock creativity – to envision solutions and build meaningful connections for the future of our planet – they ask: By bringing people together through what they love, how can sports, and specifically football, become a field for creativity, growth, and connection? Let’s find out.
Annesofie Norn: What does it mean to you and the Global Goals World Cup to get on highlighted on the 2024 Culture for Impact List?
Majken Gilmartin: It means a million! Both because for us sport has always been art, so making it on the Culture for Impact List is so cool. But also because lots of our work happens behind the scenes. The Global Goals World Cups are just one part of how we work. We advise, teach, and run working groups with educational institutions, with female veterans, and with UN groups. We also work with governments, sports organizations, play designers, mental health specialists etc. So that UN Live recognises us gives us huge energy and a strong sense of connection. So a huge thank you for shining on us and super looking forward to diving into everyone on the list.
Annesofie Norn: What do you believe is the power of popular culture to change hearts and minds?
Majken Gilmartin: Popular culture is a powerful force that has the potential to shape our understanding of the world and inspire action. It can mobilise people around shared causes and create a sense of collective purpose. That's what we see when we do Global Goals World Cups around the world. Sport is a universal language that breaks down cultural and language barriers. The players become role models, potentially inspiring millions with their dedication to the sport, their team, their community, and their fans. We see them use their involvement to advocate for social justice, raise awareness about important issues, and promote positive values. Some find their voice while preparing to play, while others amplify their voice by playing in a Global Goals World Cup.
Annesofie Norn: What drew you towards using sports as a platform to spark positive change?
Majken Gilmartin: For us sports is not just a game; it's a powerful tool for creating a better world. We believe that we have to be in a state of play to be creative, come up with new ideas, see solutions, design, and build human connections that are so important for our mental health. When you add fun and laugh together, we believe you create trust and a unique space where players dare to challenge things and think big together. That's why we've reimagined our scoring system to prioritise creativity and innovation, such as adding "Style" as a point category. For us, this aligns with the spirit of the Global Goals, encouraging creativity and innovation for a more sustainable future.
Annesofie Norn: Can you talk us through the impact your initiative has had so far?
Majken Gilmartin: Since 2015, we've hosted 25 Global Goals World Cup tournaments in 17 countries, engaging 19,000 women in our global player community. The players have taken one or more Global Goals to heart and taken action towards a more fair and just world. They've created structures and policies to foster change in cities, companies, and schools, and some have even influenced legislation. All while working to close the Play Gap.
Our impact extends beyond the field: 3.4 million people have been reached through our teams' community projects and initiatives. Inspired by the tournament's success, we've designed a new league format that fosters creativity and community engagement. This new league launched in the US in the winter/spring of 2024.
Our SDG ball alone has reached millions, reminding us that sport can play a vital role in reaching the Goals. As we look to the future, we're excited to announce three new Global Goals World Cups planned for 2025: India, Kosovo, and Nigeria
Annesofie Norn: Can you share an example of when you experienced that your initiative made a real impact for someone?
Majken Gilmartin: Countless inspiring stories emerge from our GGWCUP tournaments. Colombian women from Malala's FC have become local heroes, using their platform to combat violence against women (158K followers on IG). Kenyan players not only secured their first passports and played at the Finals in NYC but also used this opportunity to address the UN General Assembly in 2019, advocating for gender equality.
Annesofie Norn: What are you hoping that others can learn from your initiative, and what is your dream for the initiative?
Majken Gilmartin: Sport belongs to everyone. It's a field for creativity, for growth, for connection. We dream of creating a future where our sports formats are as common as traditional tournaments, pro leagues and social leagues. A future where connecting play and community work is a given and comes naturally for the players and their fans.
Annesofie Norn: At the centre of UN Live is the importance of building empathy and global belonging for a brighter future. Arts and culture is an important building block for that. How would you say that your initiative is building on that?
The GGWCUP is part of a series of sports programs that foster global belonging. By combining the universal language of sport with a focus on global issues, we build empathy and connect women from diverse cultures and backgrounds. We inspire women to take leadership roles, create playful games that strengthen connections, and partner with local organisations to drive global change
Annesofie Norn: At its simplest, what is your message for the world?
Majken Gilmartin: Together, We Play. Together, We Change.
A huge thank you to Global Goals for sharing their story with us. You can learn more about their work here.
The selection criteria for the Culture for Impact list
The selection criteria prioritize innovative cultural initiatives addressing societal challenges and fostering change:
Culture Innovation: Initiatives that demonstrate a pioneering or significant application of popular culture to address societal challenges or promote positive change.
Genre Diversity: Inclusivity across a spectrum of cultural genres, showcasing a diverse range of creative expressions and innovative approaches.
Topic Versatility: Recognition of initiatives that address a wide array of topics and issues, demonstrating the versatility and adaptability of cultural genres.
Global Inclusivity: Emphasis on initiatives that contribute to cultural impact on a global scale, promoting inclusivity and representation from various regions around the world.
Dual Impact Approach: Acknowledgment of initiatives that have achieved significant reach while also recognizing the nuanced impact of smaller-scale efforts that contribute profoundly to cultural change.