Our innovative photography project harnessed the spirit of Brazil 2014 to show the world why we all need to protect the future of sport.
Sport has an incredibly important part to play in all of our lives - but particularly in the lives of young people. We believe that the values promoted by good sporting behaviours can enrich and benefit childhoods in ways that extend far beyond the field of play. By fostering a positive mentality of honesty and mutual respect, our kids can become happy, confident and tolerant members of society - a vision we hope to see become reality around the world.
To help raise awareness of the unique power of sport, we embarked on a special project with renowned photography agency, Magnum Photos. Together, we looked to explore the positive emotions felt beyond the stadiums during the World Cup Finals in Brazil. Through a collection of spectacular images, we were able to capture the passion and spirit that gripped the country throughout the tournament, giving a unique insight into the moments of humanity experienced in sport.
July's opening exhibition at the Instituto Moreira Salles in Rio De Janerio was a great success - inspiring us to take the collection on tour in key cities including Turin, London and Doha where they'll be housed for fifty years. As visitors around the world get the chance to enjoy the collection, we hope that they offer a simple reminder of the need to protect the future of this pure and beautiful activity - recognising the impact that it has on us all.