Starting in June 2025, Uzbekistan will launch Land of Talents, a nationwide youth campaign aimed at celebrating talent, unity, and patriotism through sports and culture. The campaign kicks off with a week-long program of public events in front of the National Library in Tashkent, organized by the city government with support from national authorities.
The highlight of the events will be live screenings of two key FIFA World Cup 2026 qualifying matches: Uzbekistan vs. UAE on June 5 (Abu Dhabi) and Uzbekistan vs. Qatar on June 10. These games are seen as pivotal to Uzbekistan’s qualification hopes, with millions of fans across the country expected to tune in. The campaign is being run in partnership with the Uzbekistan Football Association.
All project costs are fully funded by Kapitalbank, Uzum, and Ucell, companies that see investment in human capital and talent as part of their broader social responsibility.
More than 100,000 young people aged 16 to 40 are expected to take part in the Tashkent events, which will feature not only football screenings but also concerts and motivational shows. Participants can register via Telegram at @land_uzbot.
Festivities will begin at 7:00 PM on June 5. The matches and surrounding events will be broadcast live by national channel Zo’r TV, which will also air youth-focused programming from the venue. Thousands of young residents and visitors, civic leaders, creatives, athletes, bloggers, and influencers will come together in one space to support the national team.
Leading Uzbek media outlets including Kun.uz, Gazeta.uz, Daryo.uz, Qalampir.uz, Repost.uz, Championat Asia, and Uznews.uz will serve as official media partners, providing extensive coverage throughout the week.
The Land of Talents campaign aims to bring young people together under a shared spirit of patriotism and ambition, using sport as a powerful platform for inspiration. The movement will also include a series of annual events across the capital in the years ahead.
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