Qatar Airways announced the launch of the global on-ground activation ‘Goal For Difference’ in nine countries around the world, to further celebrate the 2018 FIFA World Cup RussiaTM and support Education Above All Foundation’s Educate A Child (EAC) Programme.

The programme now has partnership commitments in place to provide access to quality primary education for more than 10 million of the most marginalised and hardest to reach children in 50 countries around the world.

‘Goal For Difference’ is an on-ground activation being carried out in several key destinations globally, including: Australia, India, Iran, Turkey, Morocco, Malaysia, Kuwait, Oman, and the USA. Hosted at popular locations in each destination, participants will engage in a virtual penalty shootout game, with players who score at least two out of three goals entered into an online draw for a chance to win round-trip Economy Class tickets to any Qatar Airways destination.

The initiative leverages the airline’s groundbreaking sponsorship deal with FIFA, for which the award-winning airline is the Official Partner and Official Airline until 2022. The partnership, one of the biggest sporting sponsorships in the world, gives Qatar Airways extensive marketing and branding rights at the 2018 FIFA World Cup Russia™ and the 2022 World Cup Qatar™, with an expected audience reach of more than two billion people per tournament.

Qatar Airways Group Chief Executive Akbar Al Baker, said he was extremely pleased that the activation merges two wonderful initiatives – sports and education. He said that the launch of the ‘Goal For Difference’ activation globally not only celebrates the 2018 FIFA World Cup RussiaTM, but also contributes to an incredibly admirable cause.

EAC and its strong partnership network have already helped more than 6.6 million children to overcome barriers to education such as extreme poverty, cultural challenges, conflict and insecurity, and challenging geographies. EAC strives to achieve individual and social outcomes for these children, their communities and ultimately, a more sustainable world for us all.’

Participants can post images of themselves and others participating in the activation on a special microsite, to enable sharing on their social media platforms.

For updates and more information about ‘Goal For Difference’, visit