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More than football: An investment that develops and promotes Albania

2026-07-14 17:04:00, Sport CNA

Sport today is much more than competition and results. Major sporting events create opportunities for the international promotion of a country, the development of tourism, the growth of economic activity and the strengthening of its image. Football, as the sport with the greatest public following and influence, has a special potential to create value beyond the playing field.

Recent discussions in public opinion on the impact of major sporting activities on the promotion of Albania and the development of tourism have brought back to attention an already proven reality: investing in football and in the organization of international events is not only an investment in sports, but also a concrete development opportunity for the country.

The 2022 UEFA Europa Conference League final in Tirana was one of the most concrete proofs of this reality. It was one of the most important international sporting events organized in Albania and showed that the impact of football goes beyond the playing field.

The organization of the final brought significant international attention to Albania, attracted visitors, contributed to the promotion of tourism and strengthened the belief that the country has the capacity to successfully welcome and organize activities of the highest European levels.

For the Albanian Football Federation, the 2022 final was not a random success nor an isolated achievement. It was the result of a long-term strategy, aimed at developing Albanian football, strengthening Albania's position in international football structures and using sport as a concrete opportunity for the promotion and development of the country.

When the Albanian Football Association applied to UEFA to host the first historic UEFA Europa Conference League final, the objective was not just to bring a big match to Tirana. The aim was for Albania to present itself to a wide international audience, attract visitors, promote tourism and prove that it is capable of hosting sporting events of European proportions.

And this was achieved.

But the 2022 final was not the end of this process.

It created a new standard and opened up other opportunities for Albanian football and for Albania.

In the same spirit, the AFF has worked to organize the European U-17 Championship, the historic meeting of the UEFA Executive Committee in Tirana, as well as a number of conferences, tournaments and other international activities.

These activities have contributed to strengthening the position of Albanian football in the European arena, increasing organizational and professional capacities, promoting Albania, and creating new opportunities for the development of football in the country.

Today, the results are also supported by concrete data.

The latest study conducted by UEFA and Nielsen shows that Albanians' interest in football has increased significantly over the past decade. The perception of national teams has improved, while the public's interest and connection to football has strengthened.

These developments are not accidental. They are the result of ongoing work and strategy, which includes investments in infrastructure, the development of national teams, children's and youth football, girls' football, raising organizational standards and strengthening cooperation with UEFA and international partners.

For this reason, the AFF continues to work to bring other important international activities to Albania.

In 2027, Albania will co-host the European Under-21 Championship. The AFF has also submitted a bid to host the 2028 UEFA Super Cup final and is working on organizing the World Football Summit and other activities that can create added value for football and the country.

Organizing such events requires commitment, professional capacity and considerable investment. But the benefits are not limited to football or the Federation.

These events benefit host cities, tourism, hospitality, local businesses, services and the economy. They increase international exposure, promote Albania and strengthen the country's image as a destination capable of welcoming and organizing important activities.

For this reason, organizing international sporting events should be seen as a strategic investment and a development opportunity, not simply as an expense or as a sole responsibility of the Federation.

The AFF will continue to do its part: to invest in the development of Albanian football, to raise standards and to work towards bringing important international activities to Albania.

However, projects of this level cannot and should not remain the sole responsibility of the Federation. Their implementation requires a more structured cooperation between the AFF, central institutions, local government and other public and private actors.

Because a major sporting event is not just a football project.

It is an opportunity for tourism, business, the economy and Albania's international image.

It is an opportunity for the country.

And when football develops, promotes Albania, and creates new opportunities, it's not just the sport that wins.

The whole country wins!