The aim of the initiative is to promote the values that the European Union attributes to Sport as an instrument of social integration and intercultural dialogue, as an opportunity to spread notions of peace, tolerance and mutual understanding. Education and Sport represent two key areas for fostering the harmonious development of young people's personalities, for building models of aggregation and identification, for providing emotional and affective cues combined with symbols of belonging. The strong and proactive message that we want to get across to young people is that of sport to be perceived as an "added and transversal competence" to enhance and harmonise those inherent values such as fair-play, overcoming oneself, team spirit, tolerance, in order to better live everyday life.

The EU intends through sport to promote educational and social values in order to disseminate them among all citizens, as called for in the White Paper on Sport, adopted in 2007 by the European Commission with the aim of giving strategic orientation to the role of sport in Europe, encouraging debate and raising awareness of the needs and peculiarities of the sector.