Generation Amazing Foundation

What Generation Amazing Foundation does

Generation Amazing Foundation is a Qatar-based non-profit foundation established in 2010 following Qatar's successful bid to host the FIFA World Cup 2022, operating as the tournament's designated human and social legacy initiative. The foundation uses football and other sports as a delivery vehicle for life-skills development, gender equality, inclusion, and psychosocial support, targeting youth (ages 16–25), children and families in underserved communities, schools, and refugee populations across 75 countries. Its core programmatic products are the Generation Amazing Community Club (GACC) network of 41 multi-sports facilities and pitches, the annual GA Youth Festival, the GA Youth Advocates ambassador program, the Sports for Development (S4D) curriculum, and the GA Maktaba children's book series tied to UN Sustainable Development Goals. The supporting technology stack is a Moodle-based eLearning LMS offering 8 coach-education courses covering safeguarding, mental health, and community development, with no proprietary AI or advanced technical components disclosed.

The organization operates under the umbrella of the Supreme Committee for Delivery & Legacy, a Qatari state entity that also houses the foundation's headquarters in Al Bidda Tower, Doha. Programs are delivered free of charge to beneficiaries through a "freemium" model funded by foundation grants, government partnerships, and donor support. Distribution is community-led: 180+ trained coaches, 220+ youth advocates, and 41 GACCs form the field network, with strategic co-delivery partners including YFC Rurka Kalan (India), WAFF Foundation (Jordan), Tibu Africa (Morocco/MENA), Qatar Stars League, and Qatar Ministry of Public Health. As of 2022 the foundation had reached 1 million cumulative beneficiaries, and recent activity indicates active expansion into new geographies (Morocco, Jordan) and new verticals (public health, crisis response) supported by multilateral partnerships with the United Nations and UNESCO.

Name

Generation Amazing Foundation

Legal name

Generation Amazing Foundation

Website

https://generationamazing.qa

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Generation Amazing Foundation is a Qatar-based non-profit that uses football to deliver life-skills, gender-equality, and psychosocial programs to youth, children, and refugees across 75 countries via a network of 41 community clubs, 180+ coaches, and 220+ youth advocates under the Supreme Committee for Delivery & Legacy.

Ownership category

akta.pro rank

Product category

Sport-for-Development Social Programs

NAICS

Sports and Recreation Instruction (61162), Sports and Recreation Instruction (611620), Educational Services (611), Fitness and Recreational Sports Centers (71394)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Arts, Sports & Recreation-Based Youth Development Nonprofits (BPAGADAJ)

akta.pro secondary industries

Youth Athlete Development & Long-Term Athlete Development (LTAD) (HSADAEAE), Cause, Community & CSR-Linked Sports Partnerships (Foundations, Youth Programs) (MPAKALAJ)

Keywords

• Football for development
• Sport-based youth programs
• Community sports facilities
• Social impact foundation
• Coach education training

Headquarters

HQ city

Doha

HQ country

Qatar

HQ region

Middle East

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Foundation/Charitable Funding: Generation Amazing Foundation operates as a legacy initiative from the FIFA World Cup Qatar 2022, funded through partnerships and donations. The foundation delivers free programs to beneficiaries with support from organizations like Supreme Committee for Delivery & Legacy, partners, and government entities.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Generation Amazing Foundation delivers football-for-development programs and curricula that use sport as a vehicle for life-skills training, gender equality, and social inclusion. It operates a global network of community sports facilities (GACCs), an annual youth festival, a youth advocate ambassador program, and a Moodle-based eLearning platform for coach certification, reaching over 1 million beneficiaries across 75 countries. All programs are provided free of charge to beneficiaries and funded through partnerships, government support, and donations.

Product overview

Generation Amazing Foundation operates a unified portfolio of sports-for-development programs centered on using football as a transformative tool for social impact. The core offerings include the Generation Amazing Community Club (GACC) network of multi-sports facilities, the annual GA Youth Festival, the GA Youth Advocates ambassador program, and the Sports for Development (S4D) curriculum. Supporting these programs is the GA Maktaba Reading Goals initiative featuring children's books on sustainable development, and the Generation Amazing LMS eLearning platform (built on Moodle) for coach education. Together, these products form an integrated ecosystem that uses football to build life skills, promote inclusion, and empower youth and communities across 75 countries.

Differentiator

Problem solved

Functional benefit

Brands

• GA Maktaba: Reading Goals: A literacy initiative featuring children's books developed as part of the Generation Amazing legacy project in collaboration with Maktaba's library for children, using football-themed stories to teach UN Sustainable Development Goals.
• Generation Amazing Community Club (GACC)
• GA Youth Festival
• GA Youth Advocates
• Sports for Development (S4D)
• #1MillionAmazing
• Healthy Cities: Sports for Health and Development Programme

Products and services

• Generation Amazing Community Club (GACC) Multi-sports community facilities developed by and for local communities, serving as hubs for safe gathering, learning, and play; they provide football and other sports activities alongside social development programs managed by motivated youth to create positive community impact.
• GA Youth Festival Annual festival focused on football for development, bringing together young people aged 16 to 25 from around the world, combining sports activities, leadership workshops, and cultural exchange to empower youth advocates.
• GA Youth Advocates Youth ambassador program that selects passionate individuals from communities where GA runs football for development initiatives; advocates undergo capacity building training to transmit GA values to local youth and communities worldwide.
• Sports for Development (S4D) Curriculum Football for development curriculum delivering life-skills training through sports sessions, partnering with leading sports-for-development organizations globally to craft programs addressing priority social issues in Qatar, the region, and beyond.
• GA Maktaba (Reading Goals) Children's books initiative developed in collaboration with Maktabat children's library, using football-themed stories to teach UN Sustainable Development Goals and promote literacy among youth globally.
• Generation Amazing LMS (eLearning Platform) Online Moodle-based learning management system offering football-for-development coach education courses including safeguarding, community development through football, facilitation skills, needs assessment, gender analysis, and mental health modules.

Quantifiable outcome

• Reached 1 million beneficiaries across 75 countries since inception
• +4 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

18 partnerships are on record, tiered core, major and minor.

• United NationscoreStrategic or Co-development Partner · 25 June 2025GA-powered inaugural Football for the Goals Forum at UN, bringing together senior UN officials, football federations, clubs, and NGOs. Supports World Football Day celebrations.
• Tibu AfricacoreStrategic or Co-development Partner · 8 April 2025MoU signed at Education Through Sport Summit in Africa to empower youth, expand psychosocial support initiatives, and enhance leadership and health programs across Morocco and MENA region. Focuses on FIFA World Cup 2030 legacy preparation with train-the-trainer programs.
• YFC Rurka KalancoreStrategic or Co-development Partner · 27 February 2025Partnership since 2017 culminated in inauguration of GACC Multi-Sports Facility in Punjab, India. USD 1 million project providing free access to children and youth, featuring football pitch, basketball/tennis/volleyball courts, gym, and 200-seat auditorium.
• UNESCO Chair on Governance and Social Responsibility in Sport (HBKU)majorStrategic or Co-development Partner · 10 February 2025Co-sponsored Fit for Life in Emergencies expert meeting at UN House in Doha, bringing together global experts to explore sport as a tool for resilience, healing, and recovery in crisis settings.
• WAFF Foundation (West Asian Football Federation)coreStrategic or Co-development Partner · 23 November 2024MoU signed in Aqaba, Jordan to establish two GACCs in Aqaba and Baqaa targeting 4,000+ youth from marginalized and refugee communities in West Asia. Includes coach training on Psychosocial Support and Mental Wellbeing modules.
• Qatar Ministry of Public HealthcoreStrategic or Co-development Partner · 1 October 2024MoU for Sports for Health and Development Programme aligning with Qatar National Vision 2030. Cycle 2 training for 40+ teachers from 15 schools on sports-based health curriculum.
• AS RomamajorGTM or Marketing Partner · 1 September 2019Four-year partnership covering sustainability, education, digital media, and social responsibility. Includes football sessions with children and legendary player appearances.
• Kas EupenmajorGTM or Marketing Partner · 1 September 2019Four-year partnership focusing on sustainability, education, and social responsibility with emphasis on refugee communities through Football for Development sessions.
• Leeds UnitedmajorGTM or Marketing Partner · 1 January 2019Partnership to support youth development in underserved communities and refugees in Sheffield and Leeds areas.
• Sheffield FCmajorGTM or Marketing Partner · 1 January 2019Train-the-trainer program to provide pathways for youth development in underserved communities and refugees.
• Qatar Stars League (QSL)coreStrategic or Co-development PartnerPartnership in Negdar initiative targeting childhood obesity through 15-week football-based program. Includes Qatar Stars League, Lekhwiya (Internal Security Force), and Ministry of Public Health.
• Supreme Committee for Delivery & LegacycoreStrategic or Co-development PartnerParent organization providing support for GA Foundation as the human and social legacy initiative of FIFA World Cup Qatar 2022.
• PSG for CommunitiesminorGTM or Marketing PartnerPlanned partnership for scaling impact through key stakeholders as part of GA-Tibu Africa collaboration roadmap.
• Achraf Hakimi FoundationminorGTM or Marketing PartnerPlanned collaboration for scaling impact as part of Morocco FIFA World Cup 2030 legacy preparation.
• Behavior for DevelopmentmajorStrategic or Co-development PartnerEndorsed the Football for Development educational program, contributing behavioral science insights to enhance program impact measurement.
• Qatar Ministry of Education and Higher EducationmajorStrategic or Co-development PartnerEndorsed the Football for Development educational curriculum for use in Qatar's educational institutions.
• IFRC (International Federation of Red Cross and Red Crescent Societies)majorStrategic or Co-development PartnerEndorsed the Football for Development educational program, recognizing its contribution to international development sector.
• Coaches Across ContinentsmajorStrategic or Co-development PartnerSupports the Football for Development educational program, emphasizing integrity, community ownership, and responsible individual development.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Regional players

• Qatar Foundation: Large Qatar-based foundation backing education, research, and community development including sport initiatives. Regionally relevant state-affiliated philanthropic peer operating out of the same Qatar ecosystem.

Direct peers

• Soccer Without Borders: NGO using soccer as a vehicle for refugee and newcomer youth integration. Overlapping refugee-focused programming and youth-development curriculum comparable to GA's Rurka Kalan and Jordan initiatives.
• Right To Play: Global Sport for Development organization using sport and play to educate and empower children facing adversity. Direct peer to GA's S4D curriculum and youth-empowerment mission with comparable coach-training and program-delivery model.
• Coaches Across Continents: Sport-for-development nonprofit partnering with community coaches globally; explicitly named as a GA partner/curriculum endorser, directly comparable in train-the-trainer delivery model.
• Street Football World: Network organization supporting local football-for-good NGOs globally; overlapping core methodology (football as development tool) and beneficiary base (marginalized youth).
• Laureus Sport for Good Foundation: International foundation funding Sport for Development programs across more than 40 countries. Closely comparable funding model (foundation grants for community S4D delivery) and global youth-coaching methodology.
• Tibu Africa: Africa-focused sport-for-development organization recently partnered with GA via MoU for Morocco/MENA expansion. Directly comparable youth-empowerment, coach-training, and psychosocial-support model.

Emerging players

• Street Child United: NGO running Street Child World Cup and related football-based youth-leadership programs with comparable beneficiary base and tournament-based advocacy events.

Broad incumbents

• UNICEF Sport for Development: UN-affiliated programs using sport to advance child welfare, gender equality, and inclusion. Comparable SD-aligned curriculum approach with substantially larger resource base and global mandate.
• Barça Foundation (FC Barcelona Foundation): Football-club-affiliated foundation running sport-for-development programs for vulnerable children worldwide. Comparable partnership-driven, beneficiary-funded S4D delivery at greater scale and brand reach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/GA4good
• YouTubeyoutube.com/channel/UCatCd4q0R4YVu9bgEzShfjg
• Facebookfacebook.com/GA4good
• Instagraminstagram.com/ga4good
• LinkedInlinkedin.com/company/generationamazing

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about Generation Amazing Foundation