SEOUL, May 11, 2023 - Sports is no more just about results, triumphs. Philipp Müller-Wirth, the Chief of Sport Section in UNESCO, began in his presentation at the AIPS Congress by saying: “Something has changed in the sports policy landscape.” In a society where people are facing lot of unexpected situations, sports has become a need. “There is need for more sport and this need is not only financial. It’s social,” Müller-Wirth stated.

BETTER HEALTH Studies have shown that “better health from participation in sport can add $12 trillion to global GDP by 2040 (McKinsey). Being active improves brain functioning and increases test scores by 40% (Nike). “Physical activity is the pre-eminent modifiable lifestyle factor for both physical health and … an effective treatment for the most common mental health disorders.” (WISH 2022).

SPORTS AND SDGs Understanding this need for change, UNESCO has decided in its strategic plan to connect sports to the sustainable development goals. “It is what agenda 2030 is for: development in the world. It connects sports specifically to 11 SDGs based on scientific evidence they have that make significant contribution,” Müller-Wirth said.

IMPACT As an example of the impact of sports on people, the Chief of Sport Section in UNESCO shared a case study from Mozambique. “12,909 girls were provided, through football training, with sexual and reproductive health and rights education. This leads to lives improvement among those girls in such a country where tradition and culture have a deep impact in communities.

“Rate of early unwanted pregnancies among girls 8-16 years old is 9% reduced to 0.04% Rate of girls forced into child marriage is 11% reduced to 0.04%,” his presentation stated. “It’s very amazing, how sports is really life changing,” he added.  

CHANGING THE NARRATIVE The media has a role to play in this. According to Philippe, what people see in the media change their perception of sport. As an example, he showed in his presentation two pictures of sportsmen, one posing with a case full of money and another wearing precious jewellery. “They see the wealthy and mediatized side of elite and competitive sport and conclude that sports does not require funding,” he pointed out.

For the UNESCO Chief of Sport Section, “changing the narrative of sports for non-sports stakeholders to see it as an investment opportunity” is necessary.

COOPERATION In this regards and for sports to be seen as a driving force for development, UNESCO relies on partnerships. “UNESCO is cooperating with Paris 2024 to set standards to measure social sustainability, joining forces with AIPS to showcase the beauty of sports in all its diversity and co-organizing a youth newsroom at UNESCO, including 15 AIPS young reporters,” Müller-Wirth said.

FIT FOR LIFE He also introduced "Fit for Life, UNESCO's sport-based flagship aimed at enhance the wellbeing of youth around the world from the grassroots. The project uses data driven sport interventions to tackle intersecting crises in physical inactivity, mental health and inequality.