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8th world conference on sport, education and culture Olympism: Powered by youth and education
Table of Contents
8th world conference on sport,
education and culture
Olympism: Powered by youth and education
In collaboration with: Hosted by:
8th World Conference on Sport, Education and Culture
Page 2 / 59 International Cooperation and Development Department Print Table of ContentsTable of Contents
TABLE OF CONTENTS
1. Forewords . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
1.1. Message from the President of the International Olympic Committee, Dr Jacques Rogge . . . . 5
1.2. Message from the Chairman of the IOC Commission for Culture and Olympic
Education, Mr Lambis V. Nikolaou . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
1.3. Message from the Director-General of United Nations Educational, Scientific
and Cultural Organization (UNESCO), Ms Irina Bokova . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
2. Programme of the Conference . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
3. SUMMARIES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
3.1. OPENING CEREMONY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
3.2. PLENARY 1
Engaging young people through Sport, Education and Culture . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
3.3. PLENARY 2
Strengthening education through sport . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
3.4. DIALOGUE A
Engaging the family . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
3.5. DIALOGUE B
Values-based education: the power and practice of Olympic values . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
3.6. DIALOGUE C
Actual legacies of Sport, Education and Culture . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28
3.7. Dialogue D
Role Models in sport and beyond . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31
3.8. PLENARY 3
Bridging the past into the present and promoting potential . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34
3.9. PLENARY 4
Olympism Powered by Youth . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37
4. Recommendations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41
5. List of participants ............................................................................................ 44
8th World Conference on Sport, Education and Culture
Page 3 / 59 International Cooperation and Development Department Print Table of ContentsAcknowledgement
On behalf of the IOC, the Department of International Cooperation and Development wishes
to acknowledge the contribution of the rapporteur team comprised from The Nederlands
Olympisch Comité*Nederlandse Sport Federatie (NOC*NSF) and the higher education institution
of the Vrije Universiteit (VU). The team was guided by Head Rapporteur, Nicolette Schipper van
Veldhoven (NOC*NSF, Programme Manager Research) and was comprised as follows: Suze
Lubberdink (NOC*NSF); Inge Schimmelpennick (NOC*NSF); Dolf van Sommeren (NOC*NSF);
Sanne van Til (NOC*NSF); Sanne Dekker (NOC*NSF); Lieke Vloet (NOC*NSF); Tiambi Simms
(VU); Jeroen van der Kall (VU) and Anne-Catherine van der Lande (VU).
8th World Conference on Sport, Education and Culture
Page 4 / 59 International Cooperation and Development Department Print Table of ContentsForewords
1. Forewords
1.1. Message from the President of the International Olympic
Committee, Dr Jacques Rogge
Educating young people through sport is one of the primary goals of the Olympic Movement which is
being brought to the forefront through our core events – the Olympic Games and the Youth Olympic
Games – but also beyond them, through dedicated projects and programmes, such as the World
Conference on Sport, Education and Culture. Remembering the 150th anniversary of the birth of the
founder of the modern Olympic Games and more than a century after establishing the International
Olympic Committee (IOC), the combination of sport with a focus on education and culture continues
to be a primary objective of the IOC.
Looking back on the London 2012 Olympic Games, culture and education have never been such an
integrated component of the sporting programme, from the bidding phase right up to staging of the
event. The London Cultural Olympiad and accompanying educational programmes are an ongoing
legacy of the Games and are still being carried forward into today.
The 8th World Conference on Sport, Education and Culture in Amsterdam contributed to our mission
through key topics for the Olympic Movement, such as innovative approaches for sustainable
education; the value of sport in civil society, specifically in terms of family structures; cultural
exchange and identity; and the socio-economic benefits of sport and quality physical education.
The Conference comprised voices and minds from all aspects of sports, education, government,
non-governmental organisations and policy to review and discuss how sport can be used in the best
way possible for education and cultural exchange.
By progressively including young people, the Conference collected first-hand input of those who are
our main target in the field of sport, education, culture and society.
8th World Conference on Sport, Education and Culture
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1.2. Message from the Chairman of the IOC Commission for Culture
and Olympic Education, Mr Lambis V. Nikolaou
In our modern societies, the educational role of sport is no longer a philosophical principle, but a
true reality. Our challenge is to chart the course and find the right means to bring young people
back to physical education and sport, aiming for a healthier lifestyle and the development of social
responsibility in synchronisation with the Olympic values.
This is why the 8th World Conference on Sport, Education and Culture aims to address themes like
“Olympism: Powered by Youth and Education”, even more so in this Olympic year, with the Innsbruck
Winter Youth Olympic Games as well as the London Olympic Games.
As Chairman of the IOC Commission for Culture and Olympic Education, I believe that in Amsterdam
we were able to continue the positive momentum from the last edition of this Conference in Durban.
Designed in a fully interactive format with the integrated involvement of young people, the Conference
reflected on the three pillars of transition from policy, to practice, to the potential of sport and
Olympism as it relates to culture and education.
A very successful Conference resulted in a set of recommendations referring to a range of relevant
topics, including the important role of the athletes’ entourage, the 2013 UNESCO World Sport
Ministers Conference (MINEPS V), and the important role of social media in educational programmes
for athletes during their athletic career but equally afterwards.
Among the action points contained in the Declaration, the participants called for authorities to
include values-based education and physical education in school curricula. The involvement of
young people in the Conference has become structural and is fully in line with the IOC’s Global Youth
Strategy.
I would like also to express my sincere thanks to the Netherlands Olympic Committee, the City of
Amsterdam and the United Nations Education, Scientific and Cultural Organization (UNESCO). My
special gratitude goes to fellow members of the IOC Commission for Culture and Olympic Education
for their contribution, not only to the success of this Conference but through the everyday actions
in their various capacities.
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1.3. Message from the Director-General of United Nations
Educational, Scientific and Cultural Organization (UNESCO),
Ms Irina Bokova
Sport brings everyone together in a spirit of respect, equality and understanding. It carries a message
of peace that crosses borders and reaches out to all. In these ways, I see sport as a powerful
multiplier for education and for intercultural dialogue. It is a building block for healthy and inclusive
societies.
This was the message carried by the 8th World Conference on Sport, Education and Culture.
Engaging young women and men through sport is vital today. Sport has never been more global
or more influential. It carries benefits far beyond the grounds of stadiums. Sport is essential in the
struggle for tolerance and against racism. Physical education is essential to healthy lives. Sport can
be a powerful vehicle for social inclusion, for gender equality, for youth empowerment.
We must do more to exploit the power of sport to bridge divides, to promote understanding between
cultures and to teach civic skills. We must take every opportunity that sport offers as a learning tool –
to eliminate doping, to pass on the values of fair-play and mutual respect. But this does not happen
by itself. It requires political will and resources. This starts at the normative level, in terms of global
standard-setting, embodied in UNESCO’s International Convention against Doping in Sport. This is
taken forward through holistic actions to maximise the power of sport for gender equality and the
inclusion of persons with disabilities, to promote inter-cultural dialogue and to advance youth civic
engagement. It requires the integration of physical education and sport into public policy.
This vision has guided UNESCO’s partnership with the International Olympic Committee, in organizing
this World Conference and throughout our cooperation since 1984. Together, we seek to promote
the social inclusion of all in and through sport. UNESCO was pleased to join forces once again with
the International Olympic Committee to share good practices and to take these messages to young
people across the world.
8th World Conference on Sport, Education and Culture
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2. Programme of the Conference
25 November 2012
OPENING CEREMONY
Welcome speeches by:
Mr André BOLHUIS, President, Nederlands Olympisch Comité*Nederlandse Sport Federatie
Mr Lambis V. NIKOLAOU, Chairman, IOC Commission for Culture and Olympic Education
Mr Getachew ENGIDA, Deputy Director- General, United Nations Educational, Scientific
and Cultural Organization
Dr Jacques ROGGE, President, International Olympic Committee
Mr Eberhard VAN DER LAAN, Mayor, City of Amsterdam
Presentation of the Olympic Order to Mr Coen TEULINGS
Presentation of IOC OlympiArt Award Recipient to be accepted on behalf of Mr Danny BOYLE,
by Lord Sebastian COE, Chairman and President of the London Organising Committee of the
Olympic Games and Paralympic Games Ltd (LOCOG)
Award Presentation to the laureates of the IOC Sport & Art Contest, 4th edition
Category – Graphic Arts
Ms Volha PIASHKO (ITA)
Ms Luisa BALABAN (ROU)
Ms Isabel DA CUNHA LIMA (POR)
Category – Sculptures
Mr Martin O. LINSON (USA)
Mr Levan VARDOSANIDZE (GEO)
Mr Fernando SERRANO MUÑOZ (ESP)
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26 November 2012
PLENARY 1
Engaging young people through Sport, Education and Culture
The sporting movement, governments and other non-governmental organisations have taken
structural actions to actively engage young people and familiarise them with such values as
excellence, respect, friendship, fair play, teamwork and solidarity. There is increasing cooperation
between structures in sport, culture and education at different levels, and the effects of these
interventions are positive and promising.
The world around us is rapidly changing. If we want to make a lasting difference in the context of
sport, culture and education, we will need to adjust policies and programmes by incorporating
relevant data and lessons learned and especially by involving the upcoming generation.
How do important players in the field deal with these challenges? What policies have they formulated,
how do they co-operate with one another and how do they stay connected with what transpires, on
the field of play?
Moderator:
Mr Lambis V. NIKOLAOU, IOC Member; Chairman, IOC Commission for Culture and Olympic Education
Keynote Address :
Dr Jacques ROGGE (BEL), President, IOC
Mr Getachew ENGIDA (ETP), Deputy Director-General, UNESCO
Mr Michal KREJZA (CZE), Head of Sport Unit, European Commission – DG EAC
Ms Edith SCHIPPERS (NED), Minister of Health, Welfare and Sport in the Netherlands
PLENARY 2
Strengthening education through sport
How sport can play a key role in education, e.g. by increasing attendance and improving performance,
including how policies are put into practice by the relevant organisational structures.
Moderator:
Mr Ching-Kuo WU (TPE), IOC Member; Member of the IOC Commission for Culture and Olympic
Education; President of the International Boxing Association (AIBA)
Speakers:
Sport, Education and Culture: The Perspective of the UN Secretary General
Mr Wilfred LEMKE (GER), Special Advisor to the UN Secretary General, United Nations Office
for Sport, Development and Peace (UNOSDP)
Making sport a part of the education system: the road to MINEPS V
Ms Kerstin MOLL M.A. (GER), Desk Officer and Member of Project Group MINEPS, Unit EU
and International Sport Affairs, Dept of Sport, Federal Ministry of the Interior, Germany
Enhancing school performance: a food & sport initiative by the WFP and IOC
Ms Lauren LANDIS (USA), Director, United Nations World Food Programme (WFP), Geneva Office
Educational messaging through video games
Mr Jonathan KEMP (USA), Executive Director, International Media Corp (ISM)
8th World Conference on Sport, Education and Culture
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Dialogue SESSION A
Engaging the family
What role does the family and other actors close to the top athlete play to prepare them for excellence?
And what role does the social network play to promote participation?
Moderator:
Mr Marcello SCARONE AZZI (URU), Programme Specialist, Social Inclusion, Human Rights, Sport,
Social and Human Sciences Sector, UNESCO
Panellists:
Replacing family with coach and manager: a cultural shock and natural progression
Mr Sergey BUBKA (UKR), IOC Member; Chairman of the IOC Entourage Commission; Olympian
How well-known faces increase participation in sport
Mr Richard KAPER (NED), Head of Sport Development, NOC*NSF
Adolescent involvement in high performance sport: “Growing up with Sport”
Prof. Dr Wolf-Dietrich BRETTSCHNEIDER (GER), Universität Paderborn, Department Sport
und Gesundheit, Sportwissenschaft
What role does the family play in the making of high performance athletes?
Ms Lornah Kiplagat (NED), Olympian
Dialogue SESSION B
Values-based education: the power and practice of Olympic values
Embedding sport and its inherent values in educational programmes and inspiring youth through
sport and the Olympic values.
Moderator:
Mr Nat INDRAPANA (THA), IOC Member; Member of the IOC Commission for Culture
and Olympic Education
Panellists:
Defining Olympic values and their application to everyday life
Ms Alicia MASONI DE MOREA (ARG), Member of the IOC Commission for Culture
and Olympic Education
Me, You, We – Connecting with Youth
Ms Fabienne VAN LEEUWEN (NED), Senior Coordinator Olympic Education,
Foundation Olympic Stadium Amsterdam
Integrating sport and physical education in school curriculum
Ms Lina Paul KESSY (TAN), Physical Education Curriculum Coordinator,
Tanzania Institute of Education
Fair play and health at stake: prevention of doping through education of sports people
Mr Rob KOEHLER (CAN), Director, Education and Programme Development,
World Anti-Doping Agency (WADA)
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Dialogue session C
Actual legacies of sport, education and culture
Examples of projected and actual impact of events, programmes and projects in sport and beyond.
Moderator:
Prof Norbert MUELLER (GER), President, International Pierre de Coubertin Committee (IPCC);
Member of the IOC Commission for Culture and Olympic Education
Panellists:
Legacy of the Pan-American Games
Ms Christiane PAQUELET (BRA), Director of the Department of Education and Culture,
Comité Olimpico Brasileiro
Innsbruck 2012: a tripartite legacy for youth
Ms Rosie PILI (AUT), Former Head of International Client Services, Innsbruck Youth
Olympic Games Organising Committee (IYOCOG)
Living legacy at OYDC in Lusaka: a model example
Mr Clement CHILESHE (ZAM), Director, Zambia Olympic Youth Development Center (OYDC)
Multi-faceted legacy of the All-Africa Games
Mr Elias Musangeya, Senior Advisor International Inspiration, London 2012
Dialogue SESSION D
Role Models in sport and beyond
How iconic sports personalities achieved a successful transition and continue to inspire off the field
of play by example.
Moderator:
Mr Klaus SCHORMANN (GER), President, Union Internationale de Pentathlon Moderne;
Member of the IOC Commission for Culture and Olympic Education
Panellists:
What it takes to be successful in sport and in post-athletic life?
Mr Pieter VAN DEN HOOGENBAND (NED), Tournament Director, European Youth Olympic
Festival (EYOF) Utrecht 2013; Olympian
How to keep focus on life after sport while performing at the highest level?
Prof Mike BOIT (KEN), Associate Professor, Kenyatta University, Dept of Exercise Recreation
and Sports Science; Olympian
The importance of education for persons involved in an active sporting career
Ms Narin HAJTASS (JOR), Olympic Educator, NOC of Jordan; Trophy winner for Asia,
the 2011 IOC Women & Sport Award
The significance of the IOC Athlete Career Programme (ACP)
Mr Frank FREDERICKS (NAM), IOC Member; Former Chairman of the IOC Athletes’ Commission;
Olympian
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27 November 2012
PLENARY 3
Bridging the past into the present and promoting potential
Striking a balance between sport, education and culture by fostering the educational and cultural
aspects of sport and by linking past, present and future.
Transcending time and place: “The Fairy Play Sabratha”
Mr Marwan MAGHUR (LBA), Secretary General, Libyan Olympic Committee
Following in the footsteps of Giulio Onesti: a national legend
Ms Novella CALLIGARIS (ITA), Olympian
Mr Solomon TAIWO (NGR), young winner of the 2012 Giulio Onesti Contest
Social mapping for the future of Sport, Education and Culture
This engaging peer-driven session will inspire delegates to be active on a national or local level.
Multiple conversations based on core statements of strategic importance will allow delegates to
discuss and learn from each other, reflect on sport, culture and education and co-create. Output
from Conference delegates will be recorded in a fun and focused way.
PLENARY 4
Olympism Powered by Youth
A discussion on sport, culture, and education and the empowerment of young people. Participation of
youth, especially in decision making, is an important factor for making use of opportunities in front of
us and achieving our objectives in the field of sport, culture and education.
Participants:
Ms Catherine ASARE-FRIMPONG (GHA), Lead Trainer, Young Sports Leaders,
UK Sport, International Inspiration, London 2012
Mr Pedro CAVAZZONI (BRA), Youth Olympic Games, Young Ambassador, Innsbruck 2012, IOC
Ms Kamila HÁJKOVÁ, (CZE), Youth Olympic Games, Young Ambassador, Innsbruck 2012, IOC
Mr José DE JESUS (TLS), Young Sports Leader, UNESCO-Peace and Sport, Monaco
Mr Luka STEINER (SLE), Young Leader, UNESCO-European Athletics
Ms Sherry TSAI (HKG), Youth Olympic Games, Young Ambassador, Singapore 2010, Journalist,
London 2012, IOC
Ms Lea VAN BREUKELEN (NED), Master’s Candidate, Olympic Studies Programme, International
Olympic Academy / University of Peleponnese
Ms Marlou VAN RHIJN (NED), Paralympian, Gold and Silver Medallist Athletics, London 2012
Mr Bas VAN ROSSUM (NED), Vice-Chairman European Youth Network at the International
Federation of Red Cross and Red Crescent Societies (IFRC); Youth Volunteer at the Netherlands
Red Cross
PRESENTATION OF FINAL STATEMENT
Mr Lambis V. NIKOLAOU (GRE), IOC Member; Chairman, IOC Commission for Culture and
Olympic Education
8th World Conference on Sport, Education and Culture
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3. SUMMARIES
3.1. OPENING CEREMONY
Mr André Bolhuis (NED)
President Nederlands Olympisch Comité*
Nederlandse Sport Federatie (NOC*NSF)
Mr Bolhuis stated that 2012 had proven to be an incredible Olympic year, starting with the first winter
edition of the Youth Olympic Games in Innsbruck and followed by the Olympic and Paralympic
Games in London. Additionally, for the Dutch National Olympic Committee (NOC), 2012 was a special
year with its 100th year anniversary. Mr Bolhuis explained that the Dutch NOC was established on
11 September 1912, in the Hotel Krasnapolsky which also happened to be the conference venue
for the 8th edition of the IOC World Conference on Sport, Education and Culture. Together with the
National Federations (NFs), Dutch government, local authorities, corporate partners, educational
institutions and many more national parties the NOC had come a long way and achieved many
set goals over the past years. The NOC and the city of Amsterdam were very appreciative that
hundreds of experts from around the world had assembled together this important global event.
In Amsterdam, the achievements and outcomes of the previous edition of the World Conference in
Durban two years ago would be continued. Mr Bolhuis concluded by wishing all participants a fruitful
Conference for the coming days.
Mr Eberhard van der Laan (NED)
Mayor of the City of Amsterdam
Mr van der Laan announced that the city was proud to host the IOC World Conference of Sport
Education and Culture as Amsterdam had the distinction of being a former Olympic host city during
the 1928 Olympic Games. The Olympic Stadium built for the 1928 Games was still in use, not only
for elite sport but also at grassroots level and for educational and cultural events. In 2016, the venue
would accommodate the European Athletics Championships. This year the Conference would focus
on three themes that coincided with the focus of the city of Amsterdam:
• Culture was an integral part of the city, with more than 160 cultures coming and living together
in Amsterdam. Since 2010, the Canal Ring of Amsterdam, which would celebrate their 400 years
existence in 2013, had been added to the UNESCO World Heritage Listing.
• Amsterdam was a sport minded city, with the ambition to host major sporting events. Sporting
events and athletes, including this World Conference, inspired youth to participate in sport from a
young age. Amsterdam was also the cradle of international sportsmen such as Johan Cruijff and
Ruud Gullit.
• Mainstreaming education was one of the leading Conference themes and the discussions would
hopefully contribute to identifiying new concepts or solutions for local and global implementation.
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Mr Lambis V. Nikolaou (GRE)
IOC member; Chairman of IOC Commission for Culture
and Olympic Education
Original presentation
Mr Nikolaou identified the 8th IOC World Conference on Sport, Education and Culture as a unique
opportunity to build on the positive momentum from the last edition held in Durban (2010) and to
address the Conference theme, “Olympism: Powered by Youth and Education” through the interactive
environment in which delegates would be invited to share their stories and best practices.
He mentioned that the Conference sessions were designed to reflect three pillars of transition from
policy, to practice, to the potential of sport and Olympism as it related to culture and education.
The inclusion of young people in the conference programme was very important as sport could
leverage in a positive manner the participation and empowerment of youth. He stressed that the
support network of family and community structures also contributed to the delivery of good sporting
behaviour with its accompanying health benefits.
Sport as a vehicle in contributing to creating a better world had been recognised at a global level and
it was up to the Olympic Movement (OM) and its partners to continue to move forward in achieving
this objective.
The Chairman closed by extending his appreciation to the Netherlands Olympic Committee
(NOC*NSF), the City of Amsterdam, the United Nations Education, Scientific and Cultural Organization
(UNESCO), the IOC Department of International Cooperation and Development (DICD) as well as
his fellow colleagues on the respective IOC Commission for their close cooperation and continuing
support in the preparation of this 2012 Conference edition.
Mr Getachew Engida (ETP)
Deputy Director-General, United Nations Educational,
Scientific and Cultural Organization (UNESCO)
Original presentation
Mr Engida extended the best wishes of the UNESCO Director-General, Ms Irina Bokova, to all
present and stated that the organisation was honoured to join forces once again with the IOC in the
delivery of the 8th World Conference on Sport, Education and Culture. He added that the city of
Amsterdam was an iconic Olympic city in that the 1928 Summer Olympic Games were held there
and that for the first time the Olympic flame was lit during these Games.
He emphasised that youth engagement was a critical factor of UNESCO’s work to maximise the
benefits of sport for everyone and UNESCO had a longstanding “Sport for All” mandate built on
the guiding principles of dignity, equality and mutual respect. He saw the exploitation of the power
of sport as a bridge to promote understanding between cultures and building of good citizenship.
He also referred to UNESCO’s cross-functional mandate in education, culture, the sciences and
communication in terms of global standard-setting as embodied in the 1978 International Convention
against Doping in Sport; further expansion into the area of gender equality and the inclusion of
persons with disabilities.
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Mr Engida emphasised that the Amsterdam Conference was an opportunity for all involved partners
to share experiences and strengthen the power of the partnership to result in a positive impact
through sport and for the benefit of a healthier society. He mentioned that the Conference was a
major stepping stone on the road to UNESCO’s Fifth International Conference of Ministers and
Senior Officials responsible for Sport (MINEPS V) that would be held in Berlin (May 2013).
He saw sport as vehicle to enrich social capital based on joint collaboration, political will and
dedicated resources. Through the global framework of UNESCO’s Intergovernmental Committee
for Physical Education and Sport (CIGEPS) the integration of physical education and sport into
public policy could become a reality. He concluded by stating that, “sport is a language that speaks
to all people – it is also framework for action, to lay the foundations for more inclusive and peaceful
societies.”
Dr Jacques Rogge (BEL)
IOC President
Original presentation
The IOC President paid tribute to the magnificent setting of the Maritime Museum which expressed
the identity of the Netherlands – a nation of sailors, explorers and merchants. Not far from the venue,
national museums displayed the great Dutch and Flemish painters with Amsterdam splendidly
showing the combination of enterprise and culture.
The list of great Olympians from the Netherlands was indeed a very long one. This 8th World
Conference on Sport, Education and Culture was a great opportunity to share ideas and explore
how to tap the full potential of the power of sport to be a force for good. Everyone at the conference
would explore new ways to engage young people in a rapidly changing world; everyone would
reassert the educational and cultural power of sport.
The IOC President concluded by extending his personal thanks to the President of the NOC*NSF,
Mr André Bolhuis, UNESCO representative Deputy Director-General, Mr Getachew Engida, and
to IOC colleague, Mr Lambis Nikolaou, Chairman of the Commission for Culture and Olympic
Education for their contribution to the excellent Conference programme. In addition, he wished
to thank Mayor van der Laan, the Dutch national authorities and the people of Amsterdam for
welcoming Conference participants to their charming city. He ended by wishing everyone a pleasant
evening and a productive Conference.
Key points
• 2012 was a great Olympic year with the staging of the Youth Winter Olympic Games (Innsbruck
2012) and the Games of the XXX Olympiad (London 2012). Also for NOC*NSF it was a special year
with the NOC celebrating its 100th anniversary.
• The 2012 Conference themes coincided with the focus of the city of Amsterdam.
• Sport encourages empowerment for young people.
• Youth represents a critical mass, which needs to be fully engaged in sport to allow sustainable
development.
• The 8th World Conference on Sport, Education and Culture was a platform to share ideas on how
to reach the full potential of the power of sport.
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3.2. PLENARY 1
Engaging young people through Sport, Education and Culture
Dr Jacques Rogge (BEL)
IOC President
Original presentation
Dr Rogge complimented NOC*NSF with its great accomplishments in sport, activation of youth
participation in physical activity and sport and with its inclusive “Sport for All” approach. NOC*NSF
was a role model within the group of 204 NOCs.
He stated that the task at hand as signified by the Conference motto, “Olympism Powered by Youth
and Education” was to seek new and better ways to share the Olympic values and the benefits of sport
with young people around the world. The IOC had introduced diverse ways in which to accomplish
this goal that went beyond the Olympic Games as an event. He mentioned the Youth Olympic
Games (YOG) wherein the success of the powerful combination of sport and culture and education
had been displayed through the Culture and Education Programme (CEP), breaking down cultural
barriers by promoting Olympic values-based education on and off the field of play through the IOC’s
Olympic Values Education Programme (OVEP); the further expansion of Olympic Day celebrations;
the Olympic Youth Development Centre (OYDC) in Zambia, to be expanded in Haiti, which provided
sporting activities, alongside education and health programmes on a community level; IOC-UN
collaborative projects to bring the benefits of sport to youth in marginalized communities as well
as refugee camps; contributing to the fight against obesity; and supporting developing nations
through Continental Associations such as the Association of National Olympic Committees of Africa
(ANOCA).
He referred to the ideology that education was key to development and the use of Olympic sport
traditions and their inherent values were essential for the future of youth, be it in formal or informal
settings. He added that research had pointed to the significant correlations between sport, educational
achievement and the development of “soft skills” related to character building and values-based
behaviour.
He mentioned that the founder of the modern Olympic Games, Pierre de Coubertin, placed education
at the heart of Olympism. The athlete’s performance was important, but the impact of sport went
beyond just securing the winning medal. The concept of using sporting infrastructures as a starting
point to support building the cohesive wellbeing of the local community was an important area of
activity within the IOC streams. This however, could only be effectively carried out in partnership
with others such as the Olympic Family network, governments and non-governmental organisations,
the UN system.
The IOC President stated that he was confident that the expertise, enthusiasm and commitment
present in the room would be instrumental in the delivery of effective solutions as a successful
conclusion to this Conference.
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Mr Getachew Engida (ETP)
Deputy Director-General, United Nations Educational,
Scientific and Cultural Organization (UNESCO)
Original presentation
Mr Engida stated that UNESCO Member States had long recognised the power of sport through
the 1978 International Charter on Physical Education and Sport and advocacy bodies such as the
Intergovernmental Committee for Physical Education and Sport (CIGEPS). These bodies had allowed
for a platform to advocate for governmental action in sport and the implementation of sports policies
on a global scale.
He pointed out that considering that half of the world’s population was younger than 25 years old and
75 million young people were unemployed, youth represented a critical mass, which needed to be
fully engaged to allow for sustainable development. Everyone should take the opportunities offered
by sport as a learning tool and platform for young people’s participation in public and political life.
Sport had the unique power to attract, mobilise and inspire people.
Mr Engida referred to the UNESCO Fifth Conference of Ministers and Senior Officials Responsible
for Physical Education and Sport (MINEPS V) which would meet in Berlin in May 2013 and would
place on its agenda critical issues that related to governance, the integrity of sport and inappropriate
behaviour. He viewed the Amsterdam Conference as a window of opportunity to link to the upcoming
MINEPS V Conference and forward the message to include Olympic values-based education and
physical education in school curricula.
The Deputy Director-General closed by expressing his anticipation of the ensuing discussion and
wishing Conference delegates an enjoyable and fruitful debate.
Mr Michal Krejza (CZE)
Head of the Sport Unit, European Commission, DG EAC
Original presentation
Mr Krejza extended the congratulations of Ms Androulla Vassiliou, the European Commissioner for
Education, Culture, Multilingualism and Youth, to NOC*NSF for hosting this event in collaboration
with the IOC and UNESCO. He mentioned that since 2009, the development of closer cooperation
between European Union (EU) institutions and the sports movement had been effectuated. The
Commission’s White Paper on Sport (2007) and the EU Work Plan for Sport (2011), adopted by the
Council, defined the boundaries of EU action in areas such as the fight against doping and match-
fixing, good governance in sport, and the value of sport for education and health.
With regard to sport and education, Mr Krejza pointed out that two topics were receiving special
attention on the EU sports agenda: (i) the need of quality education for elite athletes in parallel to
their sports training (dual careers) and (ii) the recognition that sport contributed to the development
of social and civic competences in young people. He focused attention on the formation of EU
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dual career programmes which would be beneficial for the individual athlete, as well as the post-
career injection to the labour market. The EU supported these development processes through
international cooperation, the establishing of validation mechanisms and the recent elaboration of
EU Guidelines on Dual Careers of Athletes.
He communicated that a dedicated sports chapter in the strategic framework of the “Erasmus for
All” programme (2014-2020) had been adopted.
Ms Edith Schippers (NED)
Minister of Health, Welfare and Sport of the Netherlands
Ms Schippers indicated that the national government had put in place measures and taken on
the challenge of foreseen trends in that 50% of Dutch children were not involved in some form of
physical activity and hence the nation was suffering from the challenges of overweight and obesity
health-related problems.
In order to meet this societal challenge and stimulate the adoption of a healthy, physically active
lifestyle, the government had taken on board a national action plan to increase the “take-up” of sport
and physical exercise.
She mentioned that through the respective programmes and joint collaboration with the NOC*NSF,
National Sport Federations (NSFs), 27,000 local sports clubs, provincial municipalities, not-for-profit
entities such as the Krajicek and Cruijff Foundations and the harnessing of 1,000 neighbourhood
sport coaches, the enthusiasm for sport amongst Dutch children had widely increased.
The Minister also mentioned that welfare and health were promoted by linking sport with activities from
other civil sectors. She gave the example of the provision of bike lanes and the promotion of healthy
food in school cafeterias. The Netherlands had also learned from the exchange of good practices
from other European countries such as France wherein an integrated approach on the local level was
well established. Ms Schippers equally pointed out that there were four successful centres for elite
sport and education in the Netherlands, where training and education were combined to promote and
stimulate a dual career option. She commented that sport was a powerful tool as it not only served
to play a role in enriching curricula through values-based education and teaching respect for cultural
diversity, it also encouraged to actively implement these principles for the benefit of society.
Ms Schippers concluded by presenting the IOC President with the HRH Royal Distinction of the
Commander of the Order of Oranje-Nasssau. She complimented President Rogge for his exemplary
work during his IOC presidency, the impact of which had reached far beyond the world of sport.
Key points
• Social media were an important and powerful tool to involve (young) people in sport.
• The importance of sport to improve health and life skills was underlined.
• An urgent call was made to cooperate at all levels also including IOC, UN, UNESCO,
NOCs, NOAs and sport federations.
• Athletes should not have to choose between sport and education. High quality education
helps in life after their sporting career, but also contributed to enhance sport performance.
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3.3. PLENARY 2
Strengthening education through sport
Mr Wilfried Lemke (GER)
Special Adviser to the Secretary-General of the United Nations
on Sport for Development and Peace (UNOSDP)
Original presentation
Mr Lemke referred to goal No 2 of the MDGs whereby the end result was to achieve universal primary
education and the fact that although this action was making headway in some member states,
others were not on track. Within the context of the OECD (Organisation for Economic Co-operation
and Development) 80% of children lacked the recommended amount of physical activity of one hour
per day and the required minimum of two or three hours physical education of the school curriculum
was not ensured by many schools.
He mentioned that to further support the achievement of Goal No 2, the UN Secretary-General
had recently appointed Mr Gordon Brown, former UK Prime Minister, as the UN Special Envoy on
Global Education. In addition, the five-year action agenda included health related issues, including
reproductive health. To this effect, a youth volunteer programme under the umbrella of the UN
Volunteers and the appointment of a new UN Special Adviser for Youth was in the pipeline.
Mr Lemke spoke further on the (i) values of sport, education and the potential of sport, physical
activity and play to positively contribute to quality education for children. Related to values education,
the UN recognized the importance of the Olympic Movement and its Olympic Values Education
Programme (OVEP); (ii) school and kindergarten as ideal settings to introduce the early-on benefits of
sport education as a tool to help improve behavior, health, retention, and development of social skills
thereby contributing to enhancement of academic performance regardless of physical challenges,
gender, age, social or cultural parameters, and (iii) challenges faced by the fact that school sports
programmes suffered cutbacks and the fact that they lacked the “Sport for All” approach.
In terms of policy and programme recommendations, he advocated a higher standard of physical
education with the support of international and local-based partnerships. He concluded with the
wish that “one day every child will have access to physical education and benefit from sport and
play towards a healthy and happy lifestyle”.
Ms Kerstin Moll (GER)
Desk Officer and Member of Project Group MINEPS,
Unit EU and International Affairs, Department of Sport,
Federal Ministry of the Interior, Germany
Original presentation
Ms Moll started with the premise that regular physical activity had an important impact on socio-
economic health. Moreover, that society in general should be motivated to include physical activity in
its contextual daily lives, particularly children and young people. This applied not only to the benefits
achieved through physical fitness but in the broader sense because sport and physical activity
offered excellent ways to improve social integration, inclusion and equality.
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She mentioned that Germany was hosting the Fifth International Conference of Ministers and Senior
Officials Responsible for Physical Education and Sport (MINEPS V) which would take place in Berlin
(May 2013). MINEPS V was intended to take stock of global developments in sport, to address the
most pressing, current challenges, and to formulate strategic issues in international sport policy,
based on UNESCO’s International Charter of Physical Education and Sport, the Olympic Charter
and other fundamental texts of international sport.
MINEPS V would address three key topics, as endorsed by the UNESCO Intergovernmental
Committee for Physical Education and Sport (CIGEPS). These included: (i) “Access to sport as a
fundamental right for all” which would draw special attention to implementing the UN Convention on
the Rights of Persons with Disabilities and for promoting the participation of women and girls in and
through sport; (ii) “Promoting public investment in sport and physical education programmes” which
would tackle investment in sport and physical education programmes to foster relevant policies with
evidence supporting social and economic benefits of sport, and to examine standards for major
sporting events that ensured a more sustainable and positive impact notably for the populations of
the countries hosting such events and; (iii) “Preserving the integrity of sport” which would address
the fight against match-fixing, illegal betting, as well as doping and corruption in sport.
She further expanded on the above topics and concluded by inviting the Olympic family and all
sport organisations to contribute to the success of MINEPS V and to strengthen the role of physical
education, physical activity and sport.
Ms Lauren Landis (USA)
Director, Geneva Office at the United Nations
World Food Programme (WFP)
Original presentation
Ms Landis introduced the UN initiative of the World Food Programme (WFP) and the joint collaboration
with the IOC linking this school related programme to sport. She remarked that the WFP was the
world’s largest humanitarian agency fighting against hunger. The annual budget was US$ 3.75 billion,
serving 99.1 million people annually. Provision of food in schools took place through school meals,
take-home rations, high-energy biscuits and snacks. School feeding was a safety net with multiple
benefits including nutrition, education, income transfer, gender and local production.
In countries where school attendance was low, the promise of a nutritious meal served to increase
chances of student enrollment and further encouraged the respective parents to send their children
to obtain a formal education. Among the key beneficiaries of the school-feeding programme were
girls, who otherwise would have never been given the opportunity to obtain an educational base.
In 2011, the WFP was able to reach 26 million children worldwide, 48 percent of which were girls.
In the most improverished parts of the world, the implementation of the school-feeding programme
had thus far been able to double primary school enrolment rates.
Recognising that schools provided the platform where children’s needs could most efficiently be
addressed, the IOC–WFP partnership aimed to enhance the effects of the school-feeding programme
by investing in the physical health of children. In the context of this partnership, sports was defined
as all forms of physical activity that contribute to physical fitness, mental well-being and social
interaction, such as play, recreation, organised or competitive sport and indigenous sport and
games. The meeting of nutrition and sport enabled a productive and powerful partnership between
the IOC and WFP.
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Mr Jonathan Kemp (USA)
Executive Director, International Media Corp (ISM)
Original presentation
Mr Kemp provided insight into the contribution of educational messaging by means of interactive
entertainment software. He expanded on the fact that “gaming is everywhere” and could be used
to result in “learning through play”. He stated that this tool reinforced (i) context and meaning, (ii)
logic and experience, (iii) collaboration and social interaction, (iv) challenge and achievement, and
(v) stimulation and engagement.
Mr Kemp remarked that the gaming media could be used to promote and expose young people to
the Olympic values by using the related new media and involve the younger generation in socialised
play that would result in learning new things. Playing games could increase exposure to Olympic
values and education as the use of such media entailed, youth engagement, team playing skills,
physical movement, and learning about new sports and activities. Gaming was immersive, interactive
and deeply engaging and it offered children a safe environment while they experimented, moved
and communicated. He concluded with the reflection that games, if selected properly, did contain
educational value; currently, gaming was underutilised in education. He urged the Conference
delegates to embrace the opportunity of integrating current media and technology within their scope
of educational tools.
Key points
• Access to sport is a fundamental right for all.
• Integration of physical education and activity at kindergarten level and in schools will help in
tackling the challenge of young people getting the minimum amount of required physical activity
on a daily basis.
• School feeding is a safety net with multiple benefits. Collaboration between WFP and IOC brings
food and sport together in the framework of the formal educational system.
• Interactive entertainment software in the form of video games contained educational value if
used and selected properly. Currently, gaming was underutilised in education, while being highly
popular in general for youth.
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3.4. DIALOGUE A
Engaging the family
Prof Dr Wolf-Dietrich Brettschneider (GER)
Universtät of Paderborn, Department Sport und Gesundheit,
Sportwissenschaft
Original presentation
Prof Brettschneider highlighted that measuring success in elite sport was related to the interaction
between the athlete and his/her social environment. He explained that the role of the family support
network was increasingly significant for the development of talented young athletes, which – in turn –
could affect the family dynamics in both positive and negative ways.
He pointed out that current research indicated that young people’s entry into the sporting arena and
competition at “top” level occurred at an earlier chronological age than for preceding generations.
Furthermore, It could be stated that parents acted as powerful agents in the socialisation process in
and around sport.
Prof Brettschneider mentioned that in the process of coping with the dual pressures of school and a
sporting career, the family operated as a buffer to alleviate stress and acted as an important emotional
reservoir. Studies on chronic stress in the target group had shown that isolation from the family could
be considered one of the most stressful factors in an athlete’s career. On the flip side, he mentioned
that the negative aspects of familial dynamics resulted in excessive and overbearing influence, and the
establishing of unrealistic expectations. In addition, the role of the family and the extent of influence
in the lives of aspiring athletes varied according to the different stages of the child’s sports career. It
was important to note that the role of families equally varied around the world due to cultural diversity
and values.
Mr Sergey Bubka (UKR)
IOC Member; Chairman of the IOC Entourage Commission; Olympian
Mr Bubka underlined the fact that the athlete’s entourage in the present structure presented a complex
network of people playing an important role in the athlete’s environment. As an outcome of the 13th
Olympic Congress (Copenhagen 2009), the IOC Entourage Commission was established to deal with
the issue at hand. The Entourage Commission dealt with matters concerning the relationship between
athletes, coaches, managers, sponsors and all other stakeholders that support and could have an
impact on athletes.
He emphasised that no single individual or entity can supplant the role of the parents as they provide
the starting point and initial guidance when their young offspring were stimulated to play and sport. As
time progressed, the role of the coach and other reference points came to dominate the life of a young
athlete and could make the difference in their wellbeing and societal approach.
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Mr Bubka felt strongly that coaches played a pivotal role in encouraging athletes to combine sport
and a post-sporting career through education. Through the entourage guidance the respective IOC
Commission was striving to provide “guidelines of conduct” for a clearer understanding of the roles
and responsibilities of the relevant parties within the immediate surroundings of the athlete. Clearly, the
entourage should function as a cohesive element much in the spirit of a team guiding the athlete in his/
her career, not only in sporting achievements but also with reflection on the life beyond their sporting
career. To this end a dual career approach of sport and education needed to be combined to reap the
long-term benefits for the athlete’s future.
Mr Richard Kaper (NED)
Head of Sport Participation, Nederlands Olympisch
Comité*Nederlandse Sport Federatie (NOC*NSF)
Original presentation
Mr Kaper’s presentation title, “How well-known faces increase participation in sport” focused on
the broad definition of the word “entourage” as it related to the local or social environment of the
(potential) sports person. He further expanded on the concept of the “social environment” as defined
by the local neighbourhood in which one lived.
Mr Kaper referred to the fact that in the Netherlands 65% of the population was sports oriented and
the NOC objective was to increase this number by 10%. Research showed that age and economic
background were important factors as to why people participated in sport. For example, sport
participation was relatively less in low income groups versus the higher income bracket, as well as
the fact that when people get older, they tend to be less involved in sport. However, it could also
be said that the social environment or cultural context (i .e . sporting heritage) in countries such as
Holland can act as the tipping point in regard to participation in and popularity of sport.
Mr Kaper mentioned that based on insights from research findings, the strategic approach to
engage participation in the Netherlands was based on a “needs approach” by providing: (i) a low
cost supporting structure that offered sport and accommodation in close proximity to where one
resided with the availability of qualified coaches and referees; (ii) to attract local interest and develop
neighbourhood connectivity, the sporting club was a good starting point and offered a sustainable
environment. The latter structure was essential when promoting sport amongst older target groups;
and (iii) the creation of green spaces in residential and urban settings.
Ms Lornah Kiplagat (NED)
Olympian; initiator of the Lornah Kiplagat Foundation
Original presentation
Ms Kiplagat, former Olympian, spoke about her life as a young girl growing up in Africa and the
contributing factor of familial support that led to her athletic achievements and status as a world
renowned athlete. She stressed that the active support of the family structure was indeed crucial
in the ongoing development of a professional athlete. This included a long-term involvement even
when in the professional career span of an athlete the focal point was transferred from family to
coaches and other members of an athlete’s entourage.
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Ms Kiplagat explained that in order to give back to the community where she grew up, she had
established a High Altitude Training Centre in Kenya, the Lornah Kiplagat Sport Academy and the
Lornah Kiplagat Foundation offering talented and aspiring athletes the opportunity of becoming a
sporting champion alongside an integrated dual career approach, combining sport and education.
Key points
• The entourage played an important role in the life of an athlete. This entourage included not only
the family, but also the coach, the social environment and the neighbourhood surrounding the
athlete.
• The role and impact of families varied around the world due to cultural diversity and values.
• The athlete’s environment should act as a team guiding his/her career, not only in sporting
achievements but also in life during and after the athletic lifespan.
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3.5. DIALOGUE B
Values-based education: the power and practice
of Olympic values
Ms Alicia Masoni de Morea (ARG)
Member of the IOC Commission for Culture and Olympic Education
Original presentation
Ms Masoni de Morea observed that a comprehensive definition of Olympic values was difficult to
obtain since a lot depended on the social and cultural context that a values-oriented society was
based on. She touched on the OM activities and strategies in regard to (1) introducing young people
to Olympic values, (2) the challenges faced in communicating values in today’s modern society, (3)
how a sustainable future could be achieved, ensuring the well-being of young people and (4) what
solutions through sport could enable a values-based environment.
She emphasised the importance of integrating physical activities, sport and Olympic education into
school curricula and policy in order to build a balanced and healthy society. She proceeded to explain
the national perspective and the role of the Argentina NOC as it pertained to the dissemination of
the IOC’s Olympic Values Education Programme (OVEP) and Olympic education in general. She
explained that since no formal policy existed at national level in Argentina wherein Olympic education
and values were integrated as part of the school curricula this was a challenge. However, much had
been achieved by the Argentine Olympic Committee (AOC) to establish a framework for national
activation in this domain.
Ms Masoni de Morea further shared the development and progress made to date in the national
context. In order to make the programme a success, it was necessary to raise interest and awareness
among national authorities in sport and education. This was done by organising a nationwide
congress for key stakeholders. In addition, an agreement between provincial authorities and the
AOC was signed, in order to include Olympic education into the provincial curriculum. Courses
such as “Train the Trainer” and “Train the Teacher” were organised to prepare teachers to educate
Olympic values. In total, 980 teachers and 25,000 students were involved. Olympic values were also
promoted by the National Olympic Academy (NOA), the Association of former participants (of the
Olympic Academy), a drawing and literature contest for children, university courses in Olympism, a
film debate and by celebrating the annual Olympic Day.
Ms Fabienne van Leeuwen (NED)
Senior Coordinator Olympic Education, Foundation Olympic
Stadium Amsterdam
Original presentation
Ms Van Leeuwen spoke about the Olympic educational campaign developed by the NOC*NSF to
share and communicate the Olympic values to the public at large. For the campaign, the three core
values of excellence, respect and friendship were encapsulated into the cornerstone concepts of
the educational programme entitled: ME, YOU and WE.
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