For the 2020 Erasmus+ call, the research groups Sport and Society (SASO) submitted as a coordinator a collaborative partnership entitled ATHLETES 4 SOCIETY. The project was granted by the European Commission and will be led by VUB (prof. dr. Veerle De Bosscher and drs. Jens De Rycke). The online kick-off meeting of the ATHLETES 4 SOCIETY project was organised on 4 Feburary 2021. This project explores how the public value of sport can be empowered through athletes as role models. The project brings together a mix of respected academic sport partners, innovative private partners with experience in the sport sector, and public sport associations/organisations.