Its aim is to promote the values of sport and the interests and freedom of the sports press.

UNESCO: Social and Human Sciences

Recent ads from automobile and even bourbon companies aim to reach the average Joe via the theme of shared values.

FORBES: Marketers Embrace "Values" Pitch In Tough Times

'Our joint bid reflects the aim of Fifa and the United Nations of using sport as a tool in bringing nations together, promoting the values of education, health, peace and development, ' said a communique jointly issued by both federations.

BBC: By Durosimi Thomas