Kick It Out campaigner Paul Elliott hopes the 2018 World Cup can improve attitudes to race in Russia for good.
FIFA recently disbanded its anti-racism task force, declaring the work complete despite ongoing concerns about discriminatory behaviour in Russia, where there have been numerous racist incidents at and around matches.
"It's an unbelievable sport, an unbelievable power," former Chelsea defender Elliott, representing anti-discrimination group Kick It Out, said at the Leaders Sport Business Summit in London.
"By going to Russia, by going to Qatar you've got to use the power of football.
"Hopefully we can challenge some of the areas and address some of the areas around anti-discrimination, around homosexuality.