A broad agenda with societal urgency — From improving children's learning performances to delaying the onset of Alzheimer's disease. From productive employees to playing football to counteract radicalisation. From including the disabled to economic export product. Sport can make a positive contribution to dealing with social, cultural and healthcare issues more effectively and can stimulate both personal and economic growth. Two conditions must be satisfied if these contributions are to be realised in a structural, sustainable and successful manner. One: all parties involved must collaborate to realise the evidence-based added value of sport in practice. Two: politicians, industry, healthcare and health insurers must recognise that it is in everybody's interest that sport acquires this key role.