NEW YORK — The antipoverty nonprofit Global Citizen is no stranger to big stages. The advocacy group rallied more than 60,000 festivalgoers at its Central Park concert last year around issues of rainforest protection and energy access.
But Global Citizen is preparing for its most ambitious production yet: the first-ever FIFA World Cup halftime show on July 19, curated with help from Coldplay vocalist Chris Martin. Super Bowl-style performances – uncommon in soccer – will feature Madonna, Shakira and BTS. Also Thursday, Shakira released the official World Cup song “Dai Dai” featuring Afrobeats giant Burna Boy.
Organizers aim to direct the tournament’s billions of projected viewers worldwide toward a humanitarian initiative launched alongside soccer’s international governing body. Leveraging what Global Citizen founder Hugh Evans called the “complementary” unifying powers of soccer and music, the FIFA Global Citizen Education Fund aims to raise $100 million for grassroots groups providing underserved children with access to education and sports.
“I hope that on the world’s biggest stage, finally, the importance of investing in education steals the show,” Shakira told the Global Citizen NOW summit in New York on Thursday. Later, she told The Associated Press in an interview that she wanted to help the “many children who are being left behind.”
“That should be our first concern,” Shakira said. “I’m so excited that finally we’re gonna use a global event like this one as a platform to discuss what’s most important: kids’ education.”
That push could be complicated, however, by the staggering cost of match attendance. A dollar from every World Cup ticket sale will go toward the education fund. But with tickets selling for four- to five-figures, not to mention the high price of travel and lodging, some host cities are lowering their attendance expectations.
Further complicating their message of unity is FIFA President Gianni Infantino’s tightening connection to President Donald Trump, whose restrictive immigration policies and recent military pursuits amount to what critics consider an unwelcoming environment atypical of an international sporting event.
Infantino awarded FIFA’s new peace prize to Trump in December. Ivanka Trump, the president’s daughter, was also appointed to the education fund’s board.
Evans is not focused on politics, though. “I’m a pragmatist,” he told the AP. “I’ve always believed that if we can do something so unbelievably positive, it has the potential to unite people at a time when the world needs it most.”
Thursday’s Global Citizen NOW summit speakers emphasized their ability to build cross-sector support for causes like the education fund. The annual spring gathering draws entertainers, business executives and world leaders to discuss shared solutions to ending extreme poverty, oftentimes aligned with the United Nations’ ambitious list of “sustainable development goals” ranging from eliminating hunger to achieving gender equality.
They’ve raised $47 million so far for the education fund, according to a Thursday announcement at a Global Citizen summit in New York City. Corporate sponsors Bank of America, MetLife and Cisco put in $15 million between them, according to Evans. MetLife is donating an additional $5 for every video that fans post online of themselves juggling a soccer ball with the hashtag #FootworkForFutures.
Indian education entrepreneur Sunny Varkey and his Varkey Foundation contributed $3 million. Also being donated are ticket proceeds from The Weeknd’s high-grossing world tour as well as the joint tour recently announced by Usher and Chris Brown. Shakira announced Thursday she will donate 100% of her “Dai Dai” proceeds plus $1 from every ticket to her newly expanded tour in the United States.
Evans is now turning to heads of state for more financial support. He invited existing or future World Cup host countries to supplement funding.
“It has the potential to say to the whole world: We are global citizens… We’re all on this amazing planet together. Let’s solve the world’s biggest problems together,” Evans said, adding that the move can foster a human approach rather than a “nationalistic” one.
Evans cited the 27 inaugural FIFA Global Citizen Education Fund grantees, released earlier this week, as inspiration. Among the recipients was Hit the Books, a Harlem-based nonprofit that uses mixed martial arts as the hook to provide students with additional educational resources.
The grants range from $50,000 to $250,000. Jhae Thompson, executive director of Hit the Books, said the support is meaningful because many nonprofits support hundreds of children on incredibly small budgets.
“What we are really leveraging is the foundation of what a young person needs in order to build character, to build discipline, to build confidence,” Thompson told the Global Citizen NOW audience.
Global Citizen has pursued partnerships in new regions as traditional actors including the U.S. cut their international aid budgets. That expansion includes the Middle East, represented by the addition of Mariam AlMheiri to their board.
AlMheiri, who heads the International Affairs Office at the Presidential Court of the United Arab Emirates, emphasized that “when you look at a football, everyone’s happy” – a positive association she hopes will translate into support for the education fund.
Marcus Samuelsson, a multiple James Beard Award-winning chef and avid soccer fan, noted that this World Cup is spread across three different countries: the United States, Mexico and Canada. The tournament, he added, has expanded from its origins as a competition largely between South American and European nations to represent countries in Africa and Asia, too.
He hopes that wide geographic spread inspires curiosity about global issues.
““You start thinking about these countries. You maybe want to go there on vacation, maybe you want to go there, volunteer and help out. Whatever gets you going,” Samuelsson told AP. “And it can start by falling in love while watching them.”
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