Doha, 27 January 2022 - The Qatar Football Association and the Qatar Stars League signed a cooperation agreement with Qilaa Consulting, to implement the ‘Shiamuna’ initiative through football in the country. ‘Shiamuna’ is an awareness campaign that seeks to spread values in Qatar using sports as a foundation, with a focus on respect, good character, and sportsmanship.
The initiative aims in general to create a welcoming environment in the country in preparation for the FIFA World Cup Qatar 2022, to embrace fans who arrive for the tournament, by highlighting Qatar’s distinctive and hospitable identity.
The signing of the agreement at Al Bidda Tower – the headquarters of the Football Family – was attended by Mr. Mansour Al-Ansari, Secretary-General of the Qatar Football Association, and Mr. Hassan Rabia Al-Kuwari, Executive Director of Sales, Marketing and Communication at Qatar Stars League, and His Excellency Sheikh Jassim bin Abdulaziz Al Thani, CEO of Qilaa Consulting.
On this occasion, Mr. Mansour Al-Ansari, Secretary-General of the Qatar Football Association, said: “I would like to commend the objective of this initiative, which focuses on preparing the general atmosphere and the public in preparation for the World Cup, particularly as the Qatar Football Association and its various partners are working to make this tournament the best edition of the World Cup. We also welcome and support various constructive initiatives aimed at developing Qatari football in all aspects.”
For his part, Hassan Rabia Al-Kuwari, Executive Director of Sales, Marketing and Communication at Qatar Stars League, said: “This is a unique initiative and a great step towards developing our competitions by focusing on an important point – the fans. This initiative will be implemented in all tournaments supervised by the Qatar Stars League Management, through a series of events and activities aimed at activating the axes of the initiative. We wish success to everyone involved in this initiative, in achieving our common goals.”
In the same context, His Excellency Sheikh Jassim bin Abdulaziz Al Thani, CEO of Al-Qilaa Company, stressed the importance of the Shiamuna initiative in building a project that reflects the morals of the people of Qatar, alongside creating comprehensive understanding of behavioral norms in preparation for the World Cup, as well as building sports awareness inside and outside Qatar.
Concerning the vision, goals and values ??of the initiative, Sheikh Jassim said: “The vision of the initiative is to raise our spirits for a more beautiful Qatar. As for the objectives of the initiative, they are summed up in upgrading the human dimension, advancing and demonstrating the beautiful values in our society. The most important values that will be focused on are setting examples, promoting altruism, and patriotism.”
He also added: “We will cooperate and work with the Qatar Football Association and the Qatar Stars League to activate the initiative through matches and in stadiums, and there will be a program to introduce the initiative outside the State of Qatar. Work is currently underway to develop an integrated program for the initiative to achieve its desired goals. A number of agreements with many private institutions and companies will soon be concluded to support the initiative.”
Sheikh Jassim thanked the Qatar Football Association and the Qatar Stars League for supporting the initiative, which is considered one of the most important community initiatives reflecting the country’s values and morals, that we will demonstrate during the 2022 World Cup.