LocationsThe organization participated in a series of communication initiatives during the tournament that highlighted UNDP’s presence around the globe.
More Than a Game: UNDP's World Cup Campaigns for Sustainable Development
July 27, 2026
Lionel Messi mural in Rosario, Santa Fe, Argentina
Perfil Newspaper
Throughout the FIFA World Cup 2026, the United Nations Development Programme (UNDP) in Argentina led a series of communication efforts that turned the global competition into a platform to highlight international cooperation, strategic partnerships and the organization's work in advancing sustainable development.
These campaigns brought together UNDP country offices from all over the world, development partners and local stakeholders to demonstrate how sport can foster dialogue, collaboration and shared purpose across borders. The following sections summarize two months’ worth of communication initiatives.
“La Desarrolleta”: UNDP in Argentina’s digital sticker album
Durning May, UNDP in Argentina launched "La Desarrolleta", a digital sticker album celebrating some of the organization's key development partners and collaborators from the past four years. The non-profit campaign highlighted strategic alliances, innovative initiatives and impactful studies carried out alongside public institutions and other organizations.
A new digital sticker pack featuring six partners was released each week through UNDP Argentina's social media channels. Participants included former footballer Javier Zanetti, Fundación River Plate’s President Felipe Llorente, business leader Andrea Grobocopatel, Norwegian Ambassador Halvor Sætre, science communicator Andrés Rieznik, and many other prominent figures whose contributions have advanced sustainable development across Argentina.
United for Development: Algeria
For its second World Cup-themed campaign, UNDP in Argentina collaborated with its counterparts in Algeria to produce a commemorative video marking the FIFA World Cup 2026 match between the two national teams, which served as both countries' tournament debut. The campaign, called "Rivals on the Pitch, United for Development", celebrated the shared commitment of both offices to advancing sustainable development beyond the football field.
The initiative, which included participation from UNDP officials, journalists and ordinary citizens, also highlighted UNDP's global presence, with offices in more than 170 countries and territories working alongside governments and partners to deliver integrated development solutions tailored to national priorities.
United for Development: Bangladesh
In July, UNDP in Argentina partnered with its counterparts in Bangladesh to produce the second installment of “United for Development”, celebrating the connection between the two countries during the FIFA World Cup 2026.
The campaign drew on the strong bond between Argentina and Bangladesh, where support for the Argentine national team gained worldwide attention during the previous World Cup. By building on this shared enthusiasm, initiative showcased how cultural connections can foster dialogue, international cooperation and a shared commitment to sustainable development.
United for Development: World
For the final chapter of the "United for Development" series, UNDP in Argentina partnered with country offices in Bangladesh, Türkiye, Guatemala, Bolivia and South Africa to celebrate the spirit of international cooperation inspired by the FIFA World Cup 2026. This production demonstrated how football can transcend borders, serving as a platform to strengthen partnerships, foster dialogue and showcase the shared commitment of UNDP offices around the world to advancing sustainable development.
Why is sport important for development?
Players of the Argentina national football team
INFOBAE
Sport has long been recognized as a powerful force for bringing people together, transcending borders, cultures and differences. By fostering inclusion, mutual understanding and respect, it helps build more just, peaceful and resilient societies while creating opportunities for dialogue and participation, particularly among vulnerable communities.
Beyond its social impact, sport contributes to healthier lifestyles and supports both physical and mental well-being. It also serves as a platform for cooperation, trust and conflict resolution, demonstrating that its influence extends far beyond competition and making it a valuable driver of sustainable development and social cohesión.
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