Sustainability Policies & Practices
A commitment to sustainability policies and practices across all operations, messaging, strategies and business models.
United NationsSDG Aligned6 Confederations
SHOT Clubhouse — Proud Member
FootballFor The Goals
SHOT Clubhouse is a proud member of the United Nations Football for the Goals initiative — a global platform using the power and reach of football to advance the Sustainable Development Goals and drive real change across the sport.
About the Initiative
What is Football for the Goals?
Launched on 6 July 2022, Football for the Goals is a United Nations initiative led by the Department of Global Communications. It provides a platform for the global football community — confederations, national associations, leagues, clubs, players, fans, and commercial partners — to engage with and advocate for the Sustainable Development Goals (SDGs).
The initiative inspires and guides the world of football to build on existing sustainability approaches and implement SDG strategies that lead to behavioural change. With over 370 members from more than 120 countries, including all six FIFA confederations, it taps into the global reach of football — the world’s most popular sport — to raise the profile of the SDGs.
Members act as champions of the SDGs during the Decade of Action (2020–2030), using their visibility and outreach power via tournaments, players, corporate brand exposure, media and fan communities to demonstrate how sustainable practices can be mainstreamed through any business model, including sport.
370+
Global Members
120+
Countries
6
FIFA Confederations
17
SDGs Supported
About Football for the Goals
Five Principles
Core Commitments
Every member of Football for the Goals commits to five core principles that drive sustainable change across football.
Implementing & Advocating for the SDGs
Acting as champions of the Sustainable Development Goals during the Decade of Action, using visibility and outreach to raise the profile of the SDGs through amplification and advocacy.
Human Rights-Based Approach
A commitment to a human rights-based approach, including addressing issues of discrimination and avoiding discriminatory practices in all activities.
Equality & Equity
A commitment to promoting equality and equity, including gender equality, ensuring football is a platform for inclusion at every level.
Climate Action
A commitment to climate action — reducing the environmental footprint of football and using the sport’s influence to inspire sustainable behaviour worldwide.
“Being part of Football for the Goals isn’t a badge we hang on a wall. It’s a framework that holds us accountable. Every feature we build, every organisation we support — it connects back to real outcomes for real communities.”
Liam McDowell
Founder & CEO, SHOT Clubhouse
The Goals Grant
Global Football Development. Powered by SHOT.
The Goals Grant is a global programme run by SHOT for the United Nations Football for the Goals initiative. We’re giving FFTG-aligned partners free access to SHOT Clubhouse — PERFORM, Clubhouse, and Impact Reporting — so they can develop athletes and coaches with a weekly habit loop, evidence real outcomes against the Sustainable Development Goals, and scale what already works in their communities.
Most tools in football optimise admin. SHOT is the development and evidence layer. If your organisation is using football to make a difference, the Goals Grant gives you the tools to prove it.
6 Confederations · Every Continent
One Programme. Six Regions. Global Reach.
The Goals Grant operates across all six FIFA confederations — covering every football-playing nation on earth. We’re looking for infrastructure partners and delivery partners in every region. If your organisation is doing the work, we want to back you.
Europe
UEFA
55 Member Associations
The birthplace of structured coaching. Home to the world’s biggest leagues and some of its most underserved grassroots communities. Europe sets the standard — and the Goals Grant ensures that standard reaches everyone.
Africa
CAF
54 Member Associations
The continent with the most to gain. Hundreds of millions of young footballers. Girls’ football growing fast. Community organisations doing extraordinary work with almost nothing. This is where the Goals Grant makes the biggest difference.
Asia
AFC
47 Member Associations
From the Gulf to the Pacific. Federations mandating IDPs for the first time. Coaches hungry for frameworks. A massive, diverse continent ready to level up its football development.
N/C America & Caribbean
CONCACAF
41 Member Associations
The World Cup is coming to North America in 2026. Caribbean and Central American communities using football to change lives. The Goals Grant backs the organisations behind those stories.
South America
CONMEBOL
10 Member Associations
Football’s spiritual home. The passion is already there — the infrastructure isn’t. Community foundations and coach pathways need the tools to turn raw talent into structured development.
Oceania
OFC
11 Member Associations
The smallest confederation with some of the biggest ambitions. Island nations where a single grant allocation can transform an entire country’s football development landscape.
Is This You?
We’re Looking for Organisations That Use Football to Make a Difference
The Goals Grant is open to any football organisation aligned with the Sustainable Development Goals. Whether you’re governing the game or delivering it on the ground — if you’re using football to create real change, we want to hear from you.
National Football Associations
Mandate IDPs. Raise coaching standards. Evidence outcomes to government and funders.
Leagues & Confederations
Roll out structured development across your member clubs and academies.
Clubs & Academies
Give your coaches elite-level tools and your athletes a real development pathway.
Community Trusts & Foundations
Prove the impact of your programmes with real data. Give your funders what they need.
Grassroots Organisations & NGOs
Scale what already works. Evidence what you’ve always known — football changes lives.
Girls’ & Women’s Football Programmes
Every Goals Grant partner must have girls’ football in scope. This is non-negotiable.
The Maths
Here’s What the Goals Grant Delivers
The Build
6
FIFA Confederations
12
Partners per Region
72
Partners Globally
The Reach
600
Licences per Partner
72
Partners
43,200
Free Licences
The Value
£2.6M+
Annual Grant Value
7
SDGs Evidenced
6
Continents Reached
What You Get (Free)
Everything You Need to Develop Athletes and Evidence Impact
The Goals Grant gives organisations free access to the full SHOT Clubhouse platform. Think of it as your digital clubhouse — connecting coaches in Cambridge to academies in Accra, community clubs in São Paulo to national federations in Bangkok. One platform, one global community.
PERFORM Evaluations
Confidence-led development across 5 pillars: Technical, Physical, Psychological, Social, Personal. Three-stage evaluation cycle for every athlete. Aligned with England Boxing, LTA, RFU, ECB, and England Hockey frameworks.
Example: A youth coach in Lagos evaluates a 14-year-old midfielder across all 5 pillars after every training block — the same methodology used by Premier League academies.
AI-Assisted Individual Development Plans
AI-assisted personalised development plans for every athlete in your programme. Tailored to their sport and stage. From U7 discovery to adult performance, every athlete gets a clear pathway.
Example: A girls’ football academy in Jordan generates AI-powered IDPs for 200 athletes — each one personalised to their age group, position, and confidence profile.
Organisation & Team Admin
Fixtures, attendance, results, team management, and event tools in one place. No more spreadsheets. No more WhatsApp admin chaos.
Example: A community trust in Bogotá manages 12 teams, 40 coaches, and 300 athletes — all from one dashboard instead of scattered spreadsheets.
Safeguarding Architecture
Under-13 parent-linked accounts, under-18 consent flows, DBS tracking. Built for compliance from day one. Every child protected. Every interaction auditable.
Parent / Guardian Portal
Full visibility for parents into their child’s development journey. Engagement without interference. Real-time progress updates that keep families connected to the programme.
Impact Reporting
Evidence-based reporting for funders, governing bodies, and stakeholders. Real data, not anecdotes. Individual-level outcomes that roll up into real SDG evidence.
Example: A federation in Southeast Asia presents quarterly SDG impact reports to government — backed by real athlete development data, not estimates.
AI-Assisted Coach Feedback
Intelligent feedback tools to help coaches deliver better development insights, faster. ALEX AI analyses evaluation patterns and suggests targeted coaching actions.
Multi-Sport Frameworks
Sport-specific development frameworks built on best practice from governing bodies including The FA, England Boxing, LTA, RFU, ECB, and England Hockey.
PULSE & LOCKER
Beyond PERFORM, grant organisations also get access to PULSE (culture & community tools) and LOCKER (content & media management). The full ecosystem.
Building a Global Clubhouse
Imagine a world where a grassroots coach in Nairobi uses the same development tools as an academy director in Manchester. Where a girls’ football programme in Rio de Janeiro shares the same evaluation framework as a community trust in Sydney. Where a federation in Bangkok can evidence impact to government using the same platform a youth club in Brooklyn uses to plan training sessions.
That’s the global clubhouse. One platform connecting everyone — from the first-time volunteer coach to the national federation director, from the parent checking their child’s progress to the funder demanding evidence of impact. From the pitch in rural Ghana to the stadium in Munich. From Under-7 discovery sessions to professional performance pathways.
SHOT Clubhouse is that connective tissue. Football is the language. Development is the mission.
Sustainable Development Goals
The Sustainable Development Goals
Every organisation that joins the Goals Grant contributes to the Sustainable Development Goals through their everyday football activity. Every evaluation logged. Every session attended. Every athlete developed. It all counts. It all gets tracked. It all gets evidenced. This isn’t a badge on a website — it’s behaviour change at scale.
Good Health & Well-being
Football drives physical activity and mental well-being across communities. SHOT tracks the health impact of every session.
Quality Education
Structured coaching frameworks and development pathways mirror educational best practice, building skills on and off the pitch.
Gender Equality
Promoting women’s football, female coaching pathways, and equal access to development tools and opportunities.
Reduced Inequalities
Community football reaches underserved areas. SHOT’s grant programmes prioritise the most deprived communities.
Sustainable Cities & Communities
Football clubs are community anchors. Supporting them strengthens local social infrastructure and cohesion.
Climate Action
Reducing the environmental impact of football operations and using the sport’s platform to inspire sustainable behaviour.
Peace, Justice & Strong Institutions
Football unites people across borders, cultures, and backgrounds — building peace through shared purpose and fair play.
Partnerships for the Goals
Cross-sector collaboration between the UN, SHOT, confederations, clubs, and sport organisations to drive collective impact.
25 May 2026
Get Ready for World Football Day.
World Football Day — declared by the UN General Assembly on 25 May, adopted by 193 member states, co-sponsored by over 160 countries. The day the world celebrates football’s power to advance peace, development, and social inclusion.
The UN recognises football as more than a sport — it’s a global force for unity. With 4 billion fans worldwide, football has the unique ability to transcend borders, bridge divides, and inspire collective action toward the Sustainable Development Goals.
Two weeks later, the FIFA World Cup kicks off across the USA, Mexico, and Canada. 48 nations. 104 matches. The biggest sporting event on the planet.
Level up with SHOT Clubhouse. Apply now and celebrate with us on 25th May.
Based in the UK?
The Power of Six is our UK programme — backing 72 sport organisations across 6 regions of England with free SHOT Clubhouse access, in partnership with Sported Foundation. If you’re a UK-based organisation, Power of Six is your route in.
If you’re outside the UK, the Goals Grant is for you. Apply below.
How to Apply
Three Steps. That’s It.
Apply
Fill in the form. Tell us about your organisation, your sport, your community, and how many athletes and coaches you’d like to activate.
Review
We review every application on reach, impact, activation readiness, and SDG alignment. Priority goes to organisations working with girls’ football and underserved communities.
Onboard
If selected, you get your licence allocation, onboarding dates, and a named SHOT delivery contact. We get you live in weeks, not months.
Take Your Shot. Own It. Make Impact.
SHOT Clubhouse is a proud member of the United Nations Football for the Goals initiative.