Bowl for the people

New Orleans needs to do this when Gayle's SuperBowl comes to town in 2024.

The FIFA World Cup is currently taking place in Russia, and a network of Saint Petersburg-based civil society activists and social entrepreneurs have launched a campaign called “Cup for the People,” providing an alternative program for hundreds of thousands of soccer fans arriving from all over the world. From guided tours held by local residents about LBGT rights or environmental issues to a map of responsible consumption, the campaign hopes to spread awareness about different aspects of social life in Russia, while fostering diversity, tolerance and sustainable development within the food, retail and tourism sectors.

Behind the campaign is Olga Polyakova, a 31-year-old activist engaged in civic education, citizen cooperation movements and circular economy.

"I was in Hamburg, Germany, when the G20 meeting took place there [in 2017], and I saw what kinds of alternative programs local activists carried out – with actions, discussions and performances,” she says. “In almost every country there are people who are critical of such mega events, which are normally financed with public funds but benefit mostly politicians and corporations. So I thought about creating a similar alternative program for Saint Petersburg."