Research surrounding Sport for Development and Peace (SDP) has examined the fund procurement for supporting sustainable activities. Even as importance is placed on sustainable SDP operation and the acquisition of financial resources for achieving the goals of a project, there is an emerging trend towards funding from the general public, who are not direct recipients of the SDP. Therefore, the purpose of this study was to investigate the evaluation of SDP projects from the perspective of citizens. We decided to apply Contingent Valuation Method (CVM) in this study, which enables evaluation including non-utilization values. The project subjected to a value estimation using CVM was a long-term project implemented in the city of Maebashi, Gunma Prefecture, which accepted athletes from South Sudan. The mean willingness to pay (WTP) with a certain degree of validity was calculated to be JPY 2,485, which we used to calculate the aggregate WTP for the study population (JPY [Japanese yen] 490 million). The fact that the funds collected for the implementation of this program was approximately 20 million yen per year suggests the possibility that more than ten times that amount in socio-psychological benefit was experienced by the citizens of the municipality.