The Concept:
At each tournament we partner with a local host and recruit a number of companies, grassroot organizations, educational institutions etc. to a steering group. Each organization mobilizes its network and encourages their peers to set teams for the tournament. Our media partners ensure that news of our tournaments travel far and wide; so that our teams reflect the many different ways we can all support sustainable development.

Teams apply to play by motivating their choice of goal and explaining how they will take action for their goal. Qualification to play in the tournament is based on sustainable development action, passion, and commitment to promote The Global Goals. We encourage everyone to share their stories of action with us and with each other to let the inspiration and action spread like rings in the water. We aim to promote a whole new type of sport role models for girls and women to be inspired by. 

A ggwcup is not just a soccer tournament, – it is a cultural event built to bring together all kinds of people: Each cup must have at least one partner from the following sectors: Corporate, cultural, NGO, government office, educational institution or media. They form an informal steering group, which supports the core host, who is the legal entity signing the agreement with ggwcup. This combination gives the maximum agility to the organization, but also secures impact and legacy.

The role of the steering group is to create an event where participants and stakeholders are engaged and inspired to Sustainable Development Action. It can be an educational workshop, an art installation, a showcase of new sustainable technologies etc. Each sector mobilizes its own network and encourages their peers to set teams for the tournament.

The ggwcup has a gradually expanding world cup structure, where regional tournaments feed their winning teams into an annual world final. Any city can apply to host a ggwcup tournament. Ggwcup will work along with qualified partners to combine the ggwcup brand and content with the local context and identify the most relevant focus and legacy of the event. The cost of hosting a world cup varies with the level of ambition of the host. But we have a firm policy that minimum 80% of the funds raised for an event is invested directly into the local community. Preferably building the foundation for a lasting positive legacy.

How We Finance The ggwcup:
In order to make the tournaments happen, the ggwcup builds cross-sector commercial and non-profit partnerships – mobilizing both corporate companies and civil society organizations. This way, we draw on the specific strengths of each of our partners, and create spectacular events with minimal resources.

In Copenhagen, we joined forces with the Women Deliver Conference to amplify awareness of the indispensable role of women in achieving the Sustainable Development Goals. Teamed with Danfoss, Save the Children Denmark, The Danish Football Association and the Danish Ministry of Foreign Affairs as well as numerous celebrities and media outlets.

In NYC 2016, we teamed up with UNDP to open The Social Good Summit, in order to engage the impressive community of change makers and opinion leaders built by Mashable. Where the focus was to spark new conversations about how we can merge media, technology, culture, and sport to accelerate gender equality and development impact. This event was made possible by the Danish Ministry of Foreign Affairs, UNDP, Mashable, Save the Children, Goodwings, and an impressive list of VIPs.

In Nairobi our core partners where the Royal Danish Embassy and Save the Children. Primary funding was supplied by the Embassy, which awarded a grant to Save the Children to host the event in collaboration with Eir Soccer. We then teamed up with UNDP and local civil society organisations such as MYSA, Horn of Africa Development Initiative and GAIN Alliance. The team was joined by corporate partners Safaricom and Flora Holland. Teams and media from all over the region where instrumental in creating massive awareness of the event and the issues addressed by the UN Global Goals.