Today May 25 is World Football Day! In this spotlight, we take a moment not just to celebrate the beauty of the game, but to recognize the individuals who are using football as a force for good. This year, we spotlight Aya Noguchi—a former professional footballer whose journey from small-town Japan to Europe’s top leagues, and now into social entrepreneurship, reflects the game’s true power to transform lives both on and off the pitch.

After a career that took her from her home in Japan to New York to renowned Linköping FC in Sweden, Aya returned to Japan with a new mission: to use sport as a tool for social change. As the founder of Azitama, she is building a movement that connects football to youth empowerment, gender equity, and community development across Asia. Her story is a powerful reminder that the final whistle on a career isn’t the end of the game—it can be the beginning of something even greater.

Bonito: Aya, thanks so much for joining us- we are so thrilled to discuss the amazing organization that you are building at Azitama!

Aya: Thanks Bonito, proud to be here on World Football Day to discuss such important issues around the power of the game.

Bonito: Can you tell us a bit about the football culture in Japan in general and specifically for womens football?

Aya: Football holds a significant place in Japanese sports culture, with a well-structured league system and strong national teams. Women’s football, in particular, has seen substantial growth. The establishment of the WE League in the 2021–22 season marked Japan’s first fully professional women’s football league, replacing the Nadeshiko League as the top tier. The national team, known as Nadeshiko Japan, achieved global recognition by winning the FIFA Women’s World Cup in 2011, becoming the first Asian women’s team to do so. Their playing style has been likened to Spain’s “Tiki-taka,” emphasizing short passing and movement. 

Bonito: Such a great victory in 2011! What is your personal love story with football and can you describe your journey from grassroots football to playing professional in Europe?

Aya: My love story with football began when I was just 3 years old, inspired by my older brother. I joined a boys’ team at my kindergarten and never looked back. Even though people often questioned why a girl was playing football, I was determined—I simply loved the game too much to quit.

Growing up, there were no girls’ teams in my hometown, so I kept playing with boys and traveled long distances to train with girls’ clubs, thanks to the support of my parents. That experience shaped me. It made me more resilient and more serious about pursuing football.

I chose a high school in Tokyo with a strong girls’ team, aiming for the national championships, and later studied sports science at the University of Tsukuba, continuing to play at a competitive level.

After university, I received an athletic scholarship to study in the U.S. and played for my college team in New Hampshire, while also competing in the W-League with New York Magic during the summers. Those years in the U.S. were transformative—I grew a lot as a player and as a person.

At 24, I felt it was now or never to chase my dream of going pro. I took a chance, attended a tryout, and with the help of an agent, signed a short-term contract with Linköping FC in Sweden’s top women’s league. It was the moment I had dreamed of since childhood—playing professionally in Europe.

That journey, from a small-town girl kicking a ball in her brother’s room to stepping onto a European pitch, is the heart of my football story.

Bonito: How important were your coaches along the way both in your development as a player and as a person? Is there any one coach in particular who really stands out for you?

Aya: Coaches have played a huge role in my development—not just as a player, but as a person. If I had to name one who truly stands out, it would be my very first coach from my local football club. He coached me from the age of 3 all the way through to the end of junior high school.

He taught me the importance of loving the game and putting in the hard work that comes with that passion. He also shaped my mindset—what it really means to be committed if you want to reach a professional level. But more than that, he gave me life lessons. At the time, becoming a professional women’s footballer in Japan wasn’t really an option, so he always emphasized the importance of thinking beyond football—about education, about a second career, and about building a balanced life.

He encouraged me to aim for the national team, but also to stay grounded and think about my dual career. Thanks to his guidance, I built strong foundations—not just in skills and mindset, but also in physical health, which helped me avoid major injuries throughout my career.

Looking back, I truly believe that everything I achieved in football was made possible because of what he taught me in those early years.

Bonito: Can you tell us about Azitama? How did the idea come about and what do you hope to achieve with the organization?

Aya: Azitama is a Japanese social enterprise I launched in 2024, shaped by my journey through professional football and international development. The idea came from a deep frustration — and hope. While working in the field, I noticed how often sport was excluded from serious discussions around sustainability and social impact in Asia, despite its immense potential. I created Azitama to change that narrative. 

In Japan and across Asia, the concept of “Sport for Development” is still not widely understood. As a result, there’s a lack of both academic research and practical implementation. More importantly, professionals in this field don’t yet have an environment where they can fully thrive. My goal with Azitama is to help build that environment — to strengthen the field itself so that talented individuals can contribute meaningfully and sustainably through sport.

Azitama aims to build a cross-sector ecosystem where sports are tools for equity, education, and empowerment. Our work ranges from supporting grassroots organizations to helping companies integrate sport into ESG and sustainability strategies. At its core, Azitama is about connection — connecting people, ideas, and institutions to create long-term, meaningful impact through sport.

Bonito: Did you always think that you would be in the social impact field after your career as a footballer ended?

Aya: Actually, no—I didn’t always imagine I’d be working in the social impact field after my football career. For a long time, I wanted to become a coach. I studied coaching at university, gained experience in different settings, and thought I would become a school teacher who coached football, especially in a school club environment. That was my original dream.

But everything changed after I studied in the U.S., played professionally in Sweden, and then interned with an NGO in Zambia that used sport to support girls’ education. That experience opened my eyes to a whole new world—where football wasn’t just a sport, but a way to connect with people across cultures, to have meaningful conversations, and to take action together on equal footing.

While in Zambia, I was invited to a festival hosted by Discover Football, a German organization promoting feminism through football. There, I met people from all over the world—Cambodia, Kenya, Iraq, Burkina Faso—talking about gender and equality through the lens of sport. It was powerful. I remember thinking, “I want to be part of this. I want to work alongside people like this, using football to make a difference.”

That moment changed everything. I realized I had a deep passion for using football to drive social impact. After returning to Japan, I made the decision to pursue this as my professional path—and to become a specialist in this field.

Bonito: Can you tell us a bit about the main issues facing Asia (Azitamas main geographical focus) and how you see sport as a potential tool to address these issues?

Aya: East and Southeast Asia are home to fast-growing economies and dynamic cultures, but also face complex social challenges — from widening inequality to youth disconnection, gender disparities, and a lack of inclusive community infrastructure. Many of these issues are deeply rooted and require innovative, cross-cutting solutions.

That’s where sport comes in. Azitama sees sport not just as a game, but as a gateway — to confidence, belonging, leadership, and opportunity. We use sport to break down barriers, particularly for young people and marginalized communities. Our approach is both strategic and systemic: we strengthen nonprofit capacity, align sport with corporate sustainability goals, and create platforms for researchers, funders, and practitioners to collaborate. It’s about shifting the mindset from sport as entertainment to sport as a vehicle for inclusive, collective progress.

Bonito: Imagine you could collaborate with any organization on a sport and social impact project- who would you choose and why?

Aya: If I could collaborate with any organization on a sport and social impact project, I would choose Japanese and Asian-based companies. Because I believe there’s so much untapped potential. Right now, very few companies in Japan or across Asia are investing in sport as a tool for addressing social challenges. I see this as a huge opportunity. I’d love for Azitama to work alongside these companies to co-create impactful CSR and community engagement initiatives that are rooted in Sport for Development.

My dream is to build long-term partnerships where we not only co-design projects with local nonprofits, but also bring in technical expertise—like needs assessments, project design, monitoring, and evaluation. By doing so, we can create more professional, locally driven, and sustainable sport-based initiatives in Asia.

Ultimately, I hope to help shape a system where sport becomes a recognized and respected avenue for corporate social investment in our region.

Bonito: As a former professional football player, tell us why you think football is such a universal language for so many around the world?

Aya: Football is such a universal language because it transcends cultural and language barriers, uniting people from all walks of life.

When I played football in the U.S., I realized that my game, shaped by Japanese football culture, was quite different from the styles of players from Brazil, Germany, the U.S., and the U.K. The way we played, the expectations, and even the way we communicated on the field, were all influenced by the culture we grew up in. For instance, in Japan, we were taught to focus and be serious during practice, while in Brazil, players often had a more joyful, carefree approach. In Germany and England the game was intense but disciplined. Yet, despite these differences, football allowed us to connect and communicate without words.

Football became my entry point into any community. No matter where I was, I could always connect through the game. I could walk into a completely unknown place, get involved in a pickup game, and have fun with others. Football became my way to find a sense of belonging, a universal language that allowed me to blend in anywhere. That experience made me realize just how powerful sport is in connecting people.

Through football, I learned about different cultures and the ways people think. It gave me a chance to understand diverse backgrounds and the nuances of communication that go beyond language. For me, no matter where I went—whether it was the U.S., Sweden, Zambia, or Japan—football was my bridge to community. It was always there, allowing me to join groups and connect with others, even in unfamiliar places. Football truly became my home, and that’s why it’s such a powerful universal language.

Bonito: Finally, having played football in both Japan and in Europe, what are the main differences you noticed in the approach to football in both regions?

Aya: Having played football in both Japan and Europe, there were many differences, but speaking from a gender perspective, one of the main differences I noticed—was how gender equality is approached. When I moved to Sweden in 2015, Japan still didn’t have a professional women’s league. I had an opportunity to have a meal with sponsors of a football club, and I asked them why they supported the women’s team. Their response shocked me. They asked, “Why wouldn’t we support the women’s team? Why would we only support the men’s team?” This was such a stark contrast to what I had experienced in Japan, where there was a widespread belief that investing in women’s football wouldn’t generate profits, so sponsors and clubs weren’t interested.

Europe is big, but comparing Sweden, where I played football, with Japan, it’s clear that gender equality and the progress towards gender balance are much more advanced. In Japan, it’s still a challenge to convey that women should have the same rights as men in football — that women can demand the same things as men, and receive the same treatment. This was incredibly difficult to communicate, and there was a lack of understanding. I still feel this difference today, and I felt it back then as well.

Bonito: Aya, thank you so much for sharing your story with us today- so excited to see all of the big things Azitama will accomplish in the future.

Aya: Thank you for having us on the Bonito platform- I hope we can find fun ways to collaborate in the future!

BIO

Name: Aya Noguchi

Organization: Azitama Corp.

Role: CEO/Founder

Favorite Football Club: Afghanistan Women’s National Team

Dream sport for good organization that you would love to collaborate with on a project: Women Win

“Many describe Football as the most beautiful game in the world- and for me it was”. 

These were the words from the now late Pope Francis in his autobiography “Hope” released earlier this year. It was the first time a living Pope had released an autobiography and fitting that it would be such a trailblazer of the church to do so. Many people around the world are mourning the passing of Pope Francis, who took his last breaths on Easter Monday the 21st of April, 2025. He was  known for his connection with the people, his work with the most marginalized which had an energetic focus on the plight of migrants and his wish to make a more inclusive and welcoming Catholic Church.

In Italy, all Serie A matches were immediately postponed Monday- a fitting gesture for the Argentinian Pope (of Italian ancestry) known in some circles also as the Football Pope.

Some months ago after reading a newspaper article which described the football fan side of the Pope and his love for the Argentinian team San Lorenzo De Almagro, I couldn’t help but think that this Argentinian Pope from Buenos Aires who loved football would probably think a platform dedicated to the use of football for good (and called Bonito) would probably come across pretty well. So I wrote him a letter explaining the platform and our future vision of it, linking to at the time our recent article on football as a tool for helping the plight of migrants featuring I Speak Football and asked him if he would give us an interview. Unfortunately his health turned for the worse this winter and I didn’t hear back, but I like to think if he would have stayed healthy he would have been up for the idea.

Earlier this month, the author of this article went on his usual football pilgrimage to the Stadio Olimpico in Rome (a holy football site to me) and I took with me a copy of “Hope” to read in the eternal city. Much to my delight as I sat in my rented apartment in Della Vittoria, some kilometers north of the Vatican, I turned to Chapter 7 entitled “Playing over the Whole of His Earth”- a whole chapter dedicated to the beauty of Football.

Pope Francis, born Jorge Mario Bergoglio, grew up in Buenos Aires and covers in this chapter his philosophy on why football can be so beautiful, his journey as a fan and also in a way his approach to grassroots football and sports in general which he describes as something that generally unites instead of divides.

“Playing is a right”, he starts off by saying on page 78 of the autobiography. “Playing involves everything, not just muscles-the whole personality in all of its dimensions, even those deeper aspects. When someone is really trying hard, people say: He is giving his soul to it”- “The ball than becomes not just a piece of equipment, but an instrument, a way of inviting real people to share true friendship”- this was how he saw football as a great tool to not be alone in a world that he saw as increasingly overemphasizing individuality and isolation. 

He quotes the Protestant theologian Dorothee Sölle who when asked to explain what happiness is to a child,”responded – “ I wouldnt explain it- i’d toss them a ball and let them play” 

He than touched on his life as a fan:  “In the barrio of Boedo, not far from where my maternal grandparents lived, the azulgrana (blue and red) of San Lorenzo de Almagro were the most familiar colors to be seen on the streets”, he says. The Club was founded in 1908 by Father Lorenzo Massa also from Piedmont Italy (where the Popes family was from). On their website as of today is multiple tributes to one of their biggest fans.

Francis describes his life as an avid fan of the team in great detail from going to the games with his father and brothers, the atmosphere in the stadium and even the typical foods which still gave him warm memories at the time of writing the book. On San Lorenzo’s title in 1946, he wrote: “I watched nearly all the home matches of the 1946 championships that we would win a few days before my 10th birthday, and well over seventy years later, i can still picture that team as if it were today” His football hero at the time was Rene Alejandro Potoni and he described him as “the symbol of that game of football, of team spirit, of love for a sport that wasn’t just money in the bank, so that rather than the million-dollar temptations of Europe he preferred his club, preferred to stay close to his family, to his friends and the people most important to him”. (A sentiment that this life long fan of Francesco Totti can very much relate to).

“Lets see if any of you have the courage to score a goal like Pontoni”…”Said the Pope when he met the Argentinian and Italian National Teams captained by Messi and Buffon for a charity match after he was elected Pope. In fact Potoni’s son came to visit him at the Vatican some years after his election. Despite not watching TV, the Pope kept informed on the happenings from the football world and describes  how a Swiss Guardsman would leave the results and league tables on his desk.

Football was a part of his DNA, like so many people around the world feel about the beautiful game. When San Lorenzo won the Copa Libertadores and came to the Vatican with the trophy, Francis told them so much- “ You are part of my cultural identity”.

But what really struck me reading this chapter, wasn’t so much his love for the game, or his passion for his favorite team. Instead it was his vision of how football should be played and coached. Its a vision that we share at Bonito and why we think the game can be so beautiful. 

“I once heard of a trainer of young football players say that on the field you need to walk on tiptoe so as not to trample on the hallowed dreams of youngsters. Its so important not to weigh down their lives with forms of blackmail that hinder their freedom and imagination”- said the Pope. His intention here was that grownups need to stop pushing kids to much to be great and let them have fun- At Bonito we think this is the primary job of grassroots coaches- do develop good people, not just good players.

Continued the Pope on page 85:  “For me, the most beautiful football matches are still those played in a local square, whether it is Plazoleta Herminia Brumana, like mine, or any other name, on a cobbled street, on a garden lawn or on a sunbaked dirt road, in whatever corner of the world it happens to be” Then quoting Galeano: “However much technocrats program it down to the smallest detail, however much those in power manipulate it, football still wants to be the art of the unexpected- and to belong to the people”

This is the essence of what football should be and what it has the potential to be when used in its most beautiful way. 

So here is a tribute to a fellow footballer, San Lorenzo fan and without perhaps knowing it- football for good advocate- may you rest in peace. To leave with a final quote from the book (a quote which I think is the most “Bonito”):

“Everyone together to chase and control the ball: It doesn’t matter what your name is, who your family is, where you come from. This will always be the real beauty of the game”

 

 

Nestled in the eastern Caribbean, Saint Lucia emerges from the turquoise waters like an emerald jewel, its lush mountains rising steeply from the sea. Located between Martinique to the north and Saint Vincent to the south, this small but breathtaking island spans just 27 miles in length and 14 miles in width, yet its diverse topography makes it feel much larger. Towering volcanic peaks, rolling rainforest-covered hills, and sun-drenched golden and black sand beaches define the landscape, while the iconic Pitons, twin volcanic spires, stand sentinel over the island’s southwest coast. Whether arriving by air, with a descent over the verdant valleys of the interior, or by sea, where the coastline unfolds like a tropical dream, Saint Lucia instantly captivates with its natural beauty and rugged charm.

Here behind the glitzy fancy hotels that dot the sandy white coasts, lays an islands population that have a youth especially facing a host of social issues. Its here that we also find the Sacred Sports Foundation a pillar of the community with an incredible football heritage being founded by the late great Keith Alexander, a true pioneer who was as a player representing Saint Lucia and as a manager became one of the few black managers to break through in English Football. Sacred Sports Foundation Inc (SSF) was established in 2008 by the Alexander, his sister Nova and brother Delroy. Nova, the Executive Director joins us today on Bonito to chat about this wonderful organization that is fulfilling Keith’s legacy and touching countless lives on the island.

Bonito: Hi Nova, its such an honor to chat with you today. I would guess many of our readers might just thing of the beautiful geography when they hear the name Saint Lucia but like many Caribbean Islands, once you get away from that image, there are many social issues affecting especially the youth- can you explain that a bit further.

Nova: First of all thank you so much for welcoming me on this platform and for focusing some attention on the football for good world in the Caribbean. Saint Lucia, like many ‘tourism driven Caribbean Islands’ has become a forgotten child; behind the polished travel images and tourism advertisements lie local communities facing severe hardships, grappling with challenges like those in other underdeveloped regions. (Drugs, Crime, Teen Pregnancies, Poor School Attendance), not to mention rising prices for imported food and fuel due to economic and social welfare challenges post covid. Youth employment has become one of the most pressing issues. And now, with international aid being withdrawn from all corners of the world, it is hard to put into words or see what the future will look like for our young people.

Bonito: Having spent a lot of time in the Caribbean during my youth, I’ve always been amazed at how the imagery from the islands in commercials and advertisements often unfortunately takes away from the awareness of the difficulties of the local populations. Another surprise to me was the passion and love for football in many Caribbean Countries. Tell us a bit about the football culture in St. Lucia?

Nova: Cricket still holds an important place in Caribbean culture, yet football has experienced remarkable growth and is increasingly seen as eclipsing cricket when it comes to fan base and media exposure across the region. Saint Lucia has been a member of FIFA since 1988 and a member of CONCACAF since 1986. The team has never qualified for the FIFA World Cup or the CONCACAF Gold Cup. As a woman, I have always been a passionate advocate for gender equality thus It remains a priority for me to be a vital change agent in sports and social development. Given the funds available to local FA’s, more effort must be made in the development of football for girls and women in the Caribbean.

Bonito: Tell us about the Sacred Sports Foundation- what projects do you run and how do you use football as a tool for positive development?

Nova: Sacred Sports Foundation Inc (SSF)  has its roots firmly in football and adapted sport for all. We are recognized as a leader in youth and sport for development programs and one of the few registered, independent, non-denominational, nonpolitical, social and sports for development charities in the Caribbean.

 The Foundation’s core mission is straightforward: to encourage healthier, more sustainable lifestyles and support social and developmental progress in the Caribbean by using physical activity and sport as the primary means to engage youth.

 We work in communities, to reach the most underserved and those with lower incomes, using physical activity, sport and associated life lessons as the primary tools to enhance a range of development activities. Our programs are typically conducted in safe spaces at or around such facilities as schools or a community field. Our beneficiaries include children with and without disabilities, their families, local stakeholders, mentors, coaches, unemployed youth, sporting associations, and educational institutions. SSF collaborates with a diverse range of partners, such as humanitarian organizations, global brands, and influential public figures. We cultivate a strong culture of diversity and inclusion in both our actions and outcomes , whilst consistently emphasizing gender sensitivity, promoting greater awareness and understanding of diverse sexualities and cultures. This approach confronts discrimination and fosters a climate of acceptance.

 Under the banner ‘Sacred Futures’ SSF also focuses on specific training for unemployed young people typically between ages 18-29. We offer training certification programs to help youth become proficient at organizing and running sport & PE sessions, with both theoretical and practical elements of leadership, coaching and mentoring. The aim of this qualification is to provide learners with the basic knowledge and skills required to assist with planning, preparing, and delivering safe and effective activity sessions for school-age participants in communities and schools.

Bonito: Its such amazing and important work you do. Do you see football as a common interest in the Caribbean countries? Is there much work with other countries in the area to promote projects using football as a tool for good?

Nova: Yes, football is quite popular in the Caribbean. Several nations, such as Jamaica, Trinidad and Tobago, Haiti, and Cuba, have strong soccer traditions, with national teams participating in regional competitions and even qualifying for World Cup events in the past. Its widespread appeal is also fueled by international soccer leagues, particularly the EPL, which has a large following in the region. Numerous England international players have Saint Lucian heritage, such as Les Ferdinand and Jermain Defoe.

SSF is a member of networks such as Caribbean Policy Development Centre and Caribbean Sports Development Agency, allowing us to work alongside various NGOs using football as a tool for good, such as the Jason Roberts Foundation in Grenada, and community-based organizations in Tobago, Barbados, and St. Kitts and Nevis. We have conducted such initiatives as child safeguarding practices, ability-over-disability coach training, and a Girls2Women mentorship programs. However, such opportunities are inconsistent and still limited due to funding challenges. 

Bonito: Reflecting on your journey in football (or sport) for social good, is there a particular moment or experience that profoundly touched you and reinforced your commitment to this work?

Nova: Undoubtedly, the loss of my beloved brother Keith had a deep effect on my journey, fueling an intense drive to create a legacy in his honor. He always had the resilience to endure and excel through challenges. He built teams on limited resources, selling players to stay afloat while finding new talent to thrive. He earned a reputation as a brilliant manager who changed the fortunes of multiple football clubs and renowned players. As one of the few Black managers in the game, he became disillusioned by the lack of opportunities to play or manage in the Premier League, yet this never deterred him from his mission. He was a trailblazer whose talent spoke volumes, a steadfast advocate for equality in the sport, and, above all, a role model for aspiring coaches and managers, regardless of their racial background. He deserves to be remembered, and that is why we must continue his legacy

Bonito: Keith is such a role model. Can you tell us a bit more about him, his legacy as a football coach and why he founded the Foundation in 2008?

Nova: My parents went to England in the 1950’s-the Windrush Generation. Born in Nottingham, my brother Keith Alexander died March 2010, age 53. He was the first black English league football manager and one of the highest black qualified (UEFA PRO LICENCE) football coaches in the world at the time. The England team wore black armbands when they played against Egypt in his honor. 

Keith wore leg braces and stuttered as a child. At the tender age of 18, he suffered three leg breaks in quick succession. The devastating impact saw team after team reject him, suggesting that he’d never have the strength to survive in the professional ranks. He saw players he played with; the likes of Pedro Richards, Viv Anderson and Gary Birtles, make big impressions. He had to pick himself up and get on with it, so he trained to be a joiner and travelled around Europe working on sites. Hence, his late entry into the professional ranks – remolded as a center forward with size, pace and an eye for goal. Football was the career he was always meant to have. In 2003 he suffered two brain aneurysms. His heart stopped twice. Surgeons took away part of his brain stem. 3 months later he took Lincoln City FC to the play off finals with Bournemouth at Cardiff Millennium Stadium. 

Keith was deeply committed to coaching and had a well-defined plan in place. He coached and mentored youth teams, playing a pivotal role in shaping future stars such as Darren Huckerby and Mike Pollitt. Each year, he travelled to Saint Lucia to spend time with his parents, viewing the island not just as his home and eventual retirement destination, but as a place with untapped potential. He envisioned a way to replicate his success from England there, believing there was a broader opportunity to make an impact.

I am Nova Alexander, Keith’s sister. Following his death, myself and other brother Delroy Alexander , moved to Saint Lucia to continue building on his legacy. SSF continues to grow from strength to strength. 

Bonito: You are doing a wonderful job continuing his legacy.

Bonito: Is there a athlete from Saint Lucia who in particular is a wonderful ambassador for your country and in using the power of sport for social good?

Nova: Saint Lucian, Julien Alfred struck gold in the 2024 Olympics -women’s 100m, making history with Saint Lucia’s first-ever Olympic medal. The Julien Alfred Foundation, launched in April 2024, aims to empower youth in Saint Lucia through education, sports, and community development initiatives, with Julien Alfred herself serving as a global tourism ambassador for Saint Lucia.

Saint Lucian, Daren Sammy is a Saint Lucian cricketer who played international cricket for the West Indies. He is currently serving as the head coach of the West Indies cricket team in limited overs cricket and has a foundation in his name designed to support and empower aspiring athletes by providing them with the necessary resources to excel academically and athletically. He’s done so much to raise the profile of Saint Lucia and develop up and coming cricketers. 

Bonito: Nova, I cant thank you enough for taking us on this journey through Saint Lucia, the life of your brother Keith and the work you are doing with Sacred Sports Foundation. Bonito thanks you from the bottom of our hearts and we hope we can also support your mission in Saint Lucia!

Nova: Thank you so much to Bonito- its great to have platforms like this to highlight football for good and its great to see some focus on the Caribbean.

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BIO

Name: Nova Alexander

Organization: Sacred Sports Foundation Inc. Saint Lucia

Role: Co-Founder/ Exec Dir

Favorite Football Club: Nottingham Forest FC & Spain women’s national football team

Dream sport for good organization that you would love to collaborate with on a project: Over the years, Sacred Sports Foundation has collaborated with FIFA Foundation Community Program and the UEFA Foundation for Children. Next on our list would be the opportunity to team up with the likes of: The charitable arm of the English Football League, MLS Unites or the US Soccer Foundation. We are keen to partner with any organization or educational institution who can assist with capacity building / technical training for our unemployed youth mentors and program beneficiaries.  

Mental health is one of the most critical public health challenges of our time, affecting nearly one billion people worldwide and contributing to the strain on national health care systems around the world. While traditional treatments such as therapy and medication remain essential, there is growing recognition of the power of sport—particularly football given its global popularity—in supporting mental well-being. The European Culture and Sport Organization (ECOS) is at the forefront of this movement, using football to promote social inclusion, emotional resilience and psychological recovery. Founded in 2017, ECOS runs projects that integrate football into mental health programs, demonstrating how the game can help alleviate anxiety and depression, rebuild self-confidence, and foster a sense of belonging for those who often feel excluded from society.

In an interview with ECOS President Valerio Di Tommaso, we explore how football provides the conditions necessary to improve both physical and mental health. More than just a sport, football offers structure, routine, and social connection—key elements in maintaining emotional well-being. Programs such as Crazy for Football and the European Alliance for Sport and Mental Health (EASMH) have shown that regular participation in football can enhance mood, lower stress levels, and create safe spaces where individuals can feel supported. For people experiencing social marginalization—such as those with mental health conditions, refugees, or young offenders—football serves as a bridge back into the community, breaking down stigma and offering a renewed sense of purpose. As discussions continue about the role of football clubs in society, ECOS’s work provides compelling evidence that sport should be recognized as a vital component of mental health care, not just in Europe but globally.

Bonito: Valerio, thanks so much for joining us on the Bonito platform!

Valerio: Thanks so much for having us- we are always happy to collaborate with Bonito and talk about the beautiful game.

Bonito: Could you please tell us a bit about the background of the European Culture and Sport Organization (ECOS)- when and why was it founded and how it works?

Valerio: The European Culture and Sport Organization (ECOS) was established  in 2017 and is recognized by the Italian National Olympic Committee (CONI) through its affiliation with the sports promotion body OPES, which aims to develop projects and initiatives related to sports, culture, and all transversal activities—both direct and indirect—that use sports and culture as tools for economic and social growth.

Our main focus at ECOS is to carry out national, European, and international projects aimed at fostering integration and psychosocial well-being, preventing and combating individual difficulties and various forms of marginalization, with a special focus on minors, young people, and all socially vulnerable individuals.

The organization is particularly active in European programs and operates in various thematic areas, with a special focus on using sports and culture to enhance the psychological and physical well-being of individuals facing psychosocial challenges. The primary beneficiaries of ECOS projects are people experiencing hardship and social marginalization, such as individuals with mental health issues, young offenders, refugees, and immigrants.

Each project is implemented by a team of professionals based on the studies and research of a scientific committee composed of experts in the medical, sports, and social fields. The projects are carried out in partnership with universities, organizations, and national, European, and international institutions to achieve the best possible results in each specific area of action.

Bonito: The World Health Organization (WHO) highlights that nearly 1 billion people globally experience some form of mental health disorder. Yet, mental health often receives significantly less attention and resources from governments compared to physical health, despite the clear connection between the two. In this context, what role can sports play in bridging this gap and supporting mental well-being?

Valerio: Sport can play a fundamental role in bridging the gap between mental and physical health, serving as a powerful tool for holistic well-being. Firstly, physical activity is recognized as an effective means to reduce stress, improve mood, and prevent anxiety and depression. By triggering the release of endorphins and other beneficial neurotransmitters, sport contributes to enhancing mood and alleviating symptoms associated with mental health disorders.

Moreover, sport fosters social inclusion and strengthens community bonds, providing individuals with a sense of belonging and support. In vulnerable contexts, such as for young offenders, refugees, or individuals with mental health issues, sport creates a safe space to experience positive relationships, develop personal skills, and rebuild self-confidence.

From a prevention perspective, sport can be integrated into mental health promotion programs, both as part of therapeutic interventions and as a tool for raising awareness. Through structured activities combined with psycho-educational approaches, it is possible to reduce the stigma surrounding mental health and drive cultural change in how these issues are perceived.

Bonito: Your organization stands out for its diverse range of EU-level programs centered on sports and mental health, including initiatives like Crazy for Football, Dream Euro Cup, European Alliance for Sport and Mental Health, and Energy. Could you provide more details about these programs and share the impact they’ve had on improving the mental health of the communities you serve?

Valerio: The Crazy for Football project is the first national five-a-side football team for people with mental health issues. Established in 2016, it has participated in two World Championships and one European Championship. The team, conceived by psychiatrist Dr. Santo Rullo, aims to promote the inclusion of sports in psychiatric rehabilitation programs and launch a communication campaign against the stigma of mental illness. The team members come from various Italian cities and gather periodically for training sessions. As part of the project, new player selections and social responsibility matches with companies—known as the Crazy Challenges—are also organized. The impact on the players participating in the project has been very positive: being part of the National Team motivates them to train regularly in their cities, which positively affects their psychophysical well-being.

The DEC project is the first European five-a-side football championship for people with mental health issues. It took place in Rome in September 2024 and involved 12 teams from across Europe. Alongside the championship, a scientific conference was held where representatives from participating nations discussed the role of sports as a complementary tool to pharmacological therapies.

The EASMH project created a network of mental health professionals, including psychiatrists, psychologists, social workers, and sports professionals such as coaches, athletes, and sports managers, to jointly define new integrated models for safeguarding physical and mental health. As part of the EASMH project, training materials and tools were developed for sports instructors and healthcare professionals to promote the benefits of sports for the prevention, treatment, and rehabilitation of psychiatric disorders.

Bonito: Recent research, particularly in the UK, where the football governance bill is under discussion, explores how to quantify the value a football club brings to its community. In terms of mental health, would you agree that football clubs (and sports more broadly) play a crucial role in providing essential services that not only support mental well-being but also save the state resources that might otherwise be spent addressing societal challenges related to mental health?

Valerio: Yes, we absolutely agree that football teams and sports, in general, play a crucial role in supporting mental well-being and alleviating the burden on state resources allocated to addressing social challenges related to mental health. Our organization, ECOS, actively promotes the idea that sport should be used as a complementary tool in treatment pathways for mental health issues and other psychosocial challenges.

Sport, including football, is not just a physical activity but a powerful means of social inclusion, a channel to reduce stigma, and an opportunity to build positive relationships within communities. Additionally, sports are essential as a preventive tool: they promote psychological and physical balance, reduce stress and anxiety levels, and help prevent the worsening of situations of distress.

Through our projects, we work to demonstrate how sport can complement and enhance traditional approaches to mental health, providing benefits both at the individual and societal levels. We believe that investing in sport as a tool for prevention and care is a strategic choice to improve people’s well-being and optimize public resources.

Bonito: At Bonito, we often explore football’s unique ability to unite people. Feeling part of a community is vital for mental well-being. In a country like Italy, how does football contribute to fostering this sense of belonging—whether through participation in physical activity, membership in a local club, or even being part of a supporters’ group? Do you believe football can effectively fulfill a part of this need for connection and community?

Valerio: In Italy, football is much more than a sport—it is a key element of culture and collective identity. Through participation in physical activity, belonging to a local club, or supporting a team, football fosters a strong sense of connection and community. Stadiums, fields, and shared moments among fans become spaces of inclusion and belonging.

I believe football fulfills a deep need for connection and social cohesion, making it a powerful tool not only for entertainment but also for well-being and inclusion.

Bonito: Where do you see the future for the sport for mental health field? what kinds of projects do you see coming in the next round of EU funding?

Valerio: The future of the sport for mental health field is incredibly promising, with growing recognition at both national and European levels of the vital role physical activity plays in mental well-being. We anticipate a stronger integration of sport into public health policies, education systems, and workplace well-being initiatives.

In the next round of EU funding, we expect to see projects that focus on innovative and inclusive approaches to using sport as a tool for mental health. Programs like Erasmus+, CERV and Horizon Europe will continue to play a vital role in supporting these initiatives. As a non-profit organization, we look forward to leveraging these opportunities to design impactful projects that make sport a fundamental pillar of mental health promotion across Europe.

Bonito: What role do you see professional football players (and athletes in general) in the fight for mental health awareness through sport?

Valerio: We believe the role of professional football players and athletes in general is crucial in fighting the stigma surrounding mental health and promoting its care. As public figures and role models for many, athletes have the opportunity to raise awareness about these issues, showing that taking care of one’s mental health is normal and necessary, just like taking care of physical health.

Many people are afraid or hesitant to talk about mental health, often due to prejudice or shame. By sharing their own experiences and speaking openly about these topics, athletes can help normalize the conversation and encourage others to seek help. Their visibility can be a powerful tool to drive cultural change, emphasizing that mental health is an integral part of a person’s overall well-being.

Ultimately, athletes can inspire not only through their sports performances but also through their commitment to breaking taboos and promoting greater awareness and accessibility to mental health care.

Bonito: Valerio, thanks so much for joining us!

Valerio: My pleasure and keep up the good work!

In the ever-evolving world of football for good, few names resonate as powerfully as Marisa Schlenker’s. A former professional footballer turned global changemaker, Marisa’s journey has transcended the pitch, weaving through some of the most impactful organizations in the sport-for-development arena. From coaching at the Homeless World Cup to her leadership roles with Girl Power Germany, Discover Football, and now as a program manager at the adidas Foundation, Marisa has become a mainstay in this field—an emblem of dedication , expertise and purpose.

Her career isn’t just defined by titles or affiliations but by the profound impact she’s had on communities worldwide. Whether supporting grassroots initiatives or mentoring young leaders in the IOC Young Leaders Program, Marisa’s work reflects a deep belief in football’s potential to break barriers and foster meaningful social change.

In this  interview, we dive into Marisa’s journey—her reflections on the power of the game, the projects that have left lasting marks on her, and her insights on where the sport-for-good movement is headed next.

Bonito: Marisa, your quickly becoming a legend in the sport for good realm! thanks so much for joining us on Bonito.

Marisa: Thanks! Its such a cool platform- awesome to join.

Bonito: Tell us about how your passion for football began and how you were captivated to explore the ways the game could bring about positive changes for society?

Marisa: I have been involved in football for many years and my love and passion for the game continues to develop as I take on different roles and responsibilities on and off the pitch. From a player’s perspective, when I think about the football matches and training sessions I’ve participated in, whether it’s at a pick-up with friends or training as part of a development sports workshop through to matches at amateur and professional level, I feel incredibly privileged to have had the opportunity to play football in so many different countries and with so many communities and teammates. If I have to name one moment in my football journey where I realized the ‘power’ of the game, I would have to describe my experience at the Homeless World Cup as an assistant coach of the Paraguayan women’s team. Being surrounded by players and coaches from all over the world with such diverse backgrounds and stories was eye-opening. It was one of the first times I realised that it wasn’t just about the results or the outcome of the tournament, it was about more. It was about the process and the journey the teams and organizations had to go through to get there in the first place, and it was about the moments on and off the small pitches that would contribute to further developments on an individual and community level.

Bonito: It feels that so many people involved with the Homeless World Cup come away with that powerful sentiment. Why do you think football evokes such powerful emotions with such a broad range of people all over the world? 

Marisa: Football is played in so many countries and on so many different surfaces around the world. It is a team sport in which every individual has a role to play. It’s a game with many decisions, opportunities and strategies. It’s also about a larger community, not just the players and coaching staff or volunteers, but also the fans, from the players’ family members at the local level to the supporters and fan groups. As football is still seen as the domain of boys and men in some parts of the world, it can also become a place of resistance and change for those who also want and deserve the chance and opportunities to play. Because in theory it does not take too many resources to set up a training or a game, it is seen as a game endowed with power, but this is not always the reality. At a grassroots level, where young people and adults either come into contact with play for the first time or enjoy it as such, play can bring communities together and, when played and practiced in a safe and intentional way, can also be a platform or gateway for further social and community development.

Bonito: Tell us about some of the projects you are currently working on or recently have worked on in the football for good arena?

Marisa: I am part of the volunteer team that supports the development of Girl Power Germany. We have had several opportunities to build a network in Germany through a Leadership Academy, various social leadership skills workshops and weekly girls’ soccer development programs. As a part of the larger Girl Power network, we have worked closely with the team in Denmark to build the foundation and structure of our team and programs. However, there are many actions that depend on our local context and collaboration.

Recently I also concluded a year of training as part of the Steilpass program. 

The team behind the project is phenomenal and the partnership and collaboration between the three Bundesliga teams brought a unique dynamic to the programme. As participants, we were taken on a year-long journey where we learned about the football industry, jobs, roles and responsibilities within the sector and much more. The theoretical component was reinforced by a practical project that was left to the discretion and creativity of the individual participant. The project had to take place in a football club or organisation, so there were certain requirements. A key element of the programme was the support of a mentor. I was lucky enough to learn from a manager at VfL Wolfsburg.

Bonito: Where do you see the football/sport for social good field heading in the next years? Which thematic areas will be most important to deal with and what are the big challenges awaiting sport for good practitioners?

Marisa: At the moment, it is difficult to say where the non-profit football sector is heading as it is heavily influenced by changes in broader development agendas, funding and approaches as well as movements and shifts in the football sector. In the football sector, it is of course also important to pay attention to what is happening at a professional and international level, as there are impulses, trends and movements that ultimately impact the non-profit football sector. Personally, I see climate change and environmental sustainability becoming even more important to all levels of football and, as is already becoming apparent, will be a force that impacts football at all levels and all over the world. The way in which football clubs, organisations and non-profits are able to adapt, be resilient and continue to deal with the effects of climate change will be of great importance to the protection of football.

I also see that the investment, professionalization and promotion of women’s football will continue to be a force that supports the football for good sector as both are working tirelessly to address gender inequalities and injustices. At both levels of football, the organizations or teams and institutions are committed to removing the barriers and challenges women and girls face in accessing sport and providing them with safe, equitable and quality experiences. For this to be the case, there needs to be a greater focus on creating safe and athlete and participant-centered programs that require safeguarding policies, but also frameworks, mechanisms and training for all stakeholders, including coaches, volunteers, athletes and participants themselves. Sport cannot be positioned as a development tool if it is not delivered in a safe, consistent and user-friendly way.

Bonito: Can you tell us about a moment in your football (or sport) for social good journey that touched your heart profoundly?

Marisa: From 2021 to 2024, I had the opportunity to work with a group of young social sports entrepreneurs selected as part of the IOC Young Leaders Program to develop their social sports enterprises or social organizations over a four-year period. Together with many experts and an incredible IOC team that funded and managed the program, I was able to support the young leaders in turning their ideas and concepts into organizations and businesses. They tested out their ideas, learned from the process, pivoted in many directions and it was inspiring and educational for me to be part of the supporting team. On their journey, they found out how to develop business models and sustainability plans and lead as inclusive leaders.

Bonito: Is there one colleague at your organization or who you have collaborated with who maybe doesn’t always get the spotlight that you would like to shine today and why?

Marisa: I would love to shine more spotlights on so many colleagues or other professionals I admire in this field. I will name a few and do not know if they don’t get enough attention, but I just enjoy seeing what they are doing right now and on their career path, learning from them and collaborating with them whenever possible. These include: Anika Leslie-Walker, Jackie Bachteler, Aya Noguchi and Dr. Lombe Mwambwa.

Bonito: What tremendous experience you have Marisa, so great to have you join us and I really hope we can find some good projects to do together in the future!

Marisa: Thanks so much! its great to have this unique community live!

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BIO

Name: Marisa Schlenker 

Organization (s): employed at adidas Foundation gGmBH and for volunteer work, I support Discover Football and Girl Power Germany

Role: program manager, volunteer, facilitator and coach, safeguarding in sport officer 

Favorite Football (or sport) for good organization apart from your own: I do not have a favorite, but feel inspired by so many organizations, from those working at the community level to create more opportunities and access to football, to those initiated through partnerships at the professional level. From my experience of working, volunteering, supporting and researching these organizations, I know that football can only lead to different social, economic or environmental outcomes if it takes place in a safe, inclusive and sustainable environment and the choice of partners is crucial.

Favorite Football Club: Chicago Red Stars, SC Freiburg

Dream sport for good organization that you would love to collaborate with on a project: As I already work with and support many organizations in the field of sport for development, my dream would be to see greater collaboration between existing sport for change movements and networks to achieve greater impact and develop coherent policies. The use of research, best practice and lessons learned from existing sport for development partnerships and the mechanisms within their structures, processes to share resources and conditions will undoubtedly benefit collaborations addressing complex development issues. I would also like to see more examples of cross-sectoral collaborations where those with knowledge of the specific development challenges are already involved in the program planning stages.

HUGE NEWS ALERT! We’re absolutely buzzing to share that the International Olympic Committee has selected Bonito Foundation to join the Tech365 Explore think tank as part of the Olympism365 Innovation Hub!

Sport for good! Technology! Innovation! Teamwork! This is exactly our kind of beautiful game, and we’re excited to step onto this global field.

Joining a Global Team of Innovators

As one of 25 international organizations chosen for this initiative, we’ll unite with an incredible team of innovators worldwide. The connections and collaborations that will emerge from this initiative perfectly align with our mission to bring together those who use sport as a force for positive change.

We’re honored to be playing together with remarkable people representing these organizations:

• PiTCH – Players in Training, Coaching and Health from Edinburgh Napier University (Great Britain)
• Positive Impact Events (Global)
• Tom Edwards at City St George’s, University of London (Great Britain)
• Eleven Campaign (Global).
• Women Emerging (Great Britain, Global)
• All In For Sport (USA)
• RAIS3 Partners (USA)
• Sports Beyond Limit Mindset (Kenya)
• Never Stop Playing Sports (Japan)
• Teampact (South Africa)
• Special Olympics Europe Eurasia Foundation (Global)
• Invictus Sport (Australia)
• Bamako Technologie (Mali)
• eMuseum of Sports (Brazil)
• Fundación Gold Sports (Colombia)
• Athletepreneur (USA)
• 5 Ironmans Beat Alzheimer (Global)
• Sportiw (France)
• Propelathon (India)
• Girls First Initiative (Tanzania)
• Community Innovation Hub (Nigeria)
• Maria Luisa Zambrano Rojas (Colombia)
• Sarreya Sport (Somalia)
• love.futbol (South Africa, Global)

Leveraging Technology for Greater Impact

With over 25 years in the tech industry, I’ve witnessed its constant evolution—both positive and challenging. At Bonito, we’re not just tech enthusiasts; we’re committed to developing a culture that fosters innovation while embracing accountability through our core values and principles.

We believe purposefully designed technology serves as a powerful equalizer and connector—creating innovations that positively impact both people and planet.

Thanks to generous backing from tech companies of all sizes (more on that in an upcoming post), we bring substantial capabilities to the table that we’re excited to share with our fellow organizations in Olympism365.

Sharing Knowledge and Building Capacity

The initiative is led by Beyond Sport and Women Win – two powerhouses in the sport for development sector that we deeply admire. For a small, newly established foundation like ours, being recognized by the IOC alongside such established organizations feels like scoring the perfect goal in extra time!

Through this collaboration, we’ll learn from others and share our expertise, strengthening our ability to educate and empower the entire football ecosystem. We’ll elevate football for good practitioners with innovative approaches and equip grassroots coaches with frameworks that amplify their social impact. By bridging these worlds, we’ll help transform how football serves communities worldwide.

Creating Solutions Together

Together with our new teammates, we’ll harness our collective expertise in technology and sport for development to advance sustainable solutions that make a real difference. The knowledge-sharing and collaborative projects will directly strengthen our work with grassroots coaches and community builders.

Sport for good + Tech for good = Impact. And we’re ready to play!

It’s been about four months since we officially became a registered non-profit, and it’s time for a match report on where we are and where we’re headed next!

Some Highlights So Far

• When we drew up our game plan in early 2024, we hoped to be registered before summer, but bureaucracy had its own timeline. The administrative journey took longer than we expected and shifted our roadmap, but hey – now it’s done. Achievement unlocked!
• We’ve released a first preview of our digital platform (where you are right now), showing a small portion of what’s to come. Let’s call it a warm-up.
• We’ve set up our home pitch at Norrsken House, Stockholm’s vibrant Impact Hub. Being surrounded by passionate, forward-thinking impact-makers, companies and other non-profits, has been fantastic – helping us connect with experts in many fields and opening new doors. The amazing support from the Norrsken Foundation team has really helped us find our rhythm in these early stages.
• And for some news from today: Bonito has been selected to join the IOC Olympism365 initiative – a recognition that perfectly matches our passion for using sport as a force for good!

Our Current Challenge: Getting Match Fit Financially

Like most players in the non-profit league, our biggest challenge right now is fundraising. To realize our vision of using football to create more peaceful and sustainable communities, we need the resources to move at the pace we know is possible.

We’ve been teaming up with awesome organizations like Common Goal, Fútbol Más, Elitfotboll Dam (EFD), and ECOS to submit applications for various projects. We’re expecting responses during June–August and feel good about our chances of scoring some wins here!

Game Plan for 2025

In 2025, we’ll keep building our foundation to make bigger plays in 2026 and beyond. Right now, we’re focusing on two key areas:

1. Fundraising and Partnerships

• Continuing to pursue funding for both specific projects and our day-to-day operations
• Creating meaningful partnerships with companies, and together create shared value
• Developing supporter packages for businesses who want to be part of making football a force for good

Want to join our team? If you represent an organization that could partner with us, shoot an email at per@bonito.football and let’s talk about creating something amazing together while making football even more beautiful.

2. Full Digital Platform Launch

Our original roadmap had our full digital platform launching in Q4 2024, but we’ve adjusted our timeline to early Q2 2025. The platform will have two complementary halves:

• Editorial Website: Think of this as a fanzine for Football For Good – a place for news, stories, interviews, and profiles of the people and organizations using football to create positive change
• Community Platform: A digital clubhouse where the real MVPs of Football For Good – coaches, volunteers, and practitioners (some truly unsung heroes) – can connect, share knowledge, and learn from each other

To see what we’re building toward, check out the interviews we’ve already published with international superstars in the Football For Good sector here.

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Thanks for reading this far! If you haven’t joined our team of supporters yet, sign up for our newsletter or follow us on LinkedIn to stay in the game and know when we launch.

Change is at your feet!

Jamie & Per
Your coaches at Bonito Foundation

In the modern era of football, where the sport’s influence extends far beyond the pitch, players are increasingly recognizing their platform’s potential to drive meaningful change. One such figure is Alexei Rojas, Arsenal’s promising young goalkeeper, who exemplifies the new generation of athletes committed to environmental sustainability and climate action.

From an early age, Rojas demonstrated a profound dedication to both his sport and the planet. His journey began at the age of four, playing grassroots football, and has since ascended to the ranks of one of the world’s most prestigious clubs in Arsenal. Beyond his athletic prowess, Rojas has emerged as an environmental champion within Arsenal’s Academy.

Rojas believes in the power of collective action and the unique position football holds in influencing global audiences. He asserts that football can inspire people worldwide in a way that no other industry can, emphasizing the duty of players and clubs to lead by example in sustainability efforts. The team logos hold a value much beyond an image.

Through his advocacy, Rojas encourages concrete actionable changes, underscoring that individual efforts can collectively make a significant impact on environmental preservation.

Alexei was kind enough to take some time after a training session to shares insights into his journey, the intersection of football and environmental responsibility, and his vision for a more sustainable future in the sport.

Bonito: Alexei, thank you so much for joining us on the Bonito Platform, its so inspiring to see an up and coming professional football player so engaged in sustainability in football.

Alexei: Thanks so much for having me, its great to see platforms like Bonito emerging and engaging with the sport at both the grassroots level all the way up to the professional level.

Bonito: How did your love for football begin, and can you share your journey from playing grassroots football in your home country to becoming part of one of the world’s most prestigious clubs?

Alexei: My love for football began at a very young age. I started playing football when I was four years old. I started kicking the ball about with my dad, with my younger brother going to the park. And then when I was five years old, I joined my first football team. Within the space of two months, I decided that I wanted to be a goalkeeper because I loved the position. I loved the responsibility that you have, the uniqueness of the position. And also, I was good at it back then at that age compared to everybody else. So it was a very easy decision for me to stay in goal. then talking about my journey going from grassroots I played grassroots football up until I was 13 and throughout that period I went on trial at a number of clubs in the London area where I was not signed they didn’t want to have me there so that was a period where I had to stay resilient and keep going -keep moving forward and then when I was 13 I had a trial at Arsenal Football Club and was signed after five weeks so that was a fantastic opportunity for me that I managed to maximize and now I’ve been at Arsenal for over six years having signed my first professional contract in July of 2024 and now being part of the first team.

Bonito: Such a good lesson for youngsters out there to be resilient and not give up! Football connects people across cultures and backgrounds like few other things can. Why do you think the game resonates so deeply with such a diverse global audience?

Alexei: I feel that football resonates so deeply with people on a global scale because it’s a sport that we all love. People feel very connected to their nations, to their club teams, and everyone grows up playing and watching football. And even at older ages, people still go and watch football. Whenever the national team plays it, it unites the country. And it’s a sport that everybody loves because it’s so simple to play. All you need is a ball and some space. So I think football is the most powerful sport in the world and also I think the most powerful tool to send messages to people, to initiate global change. 

Bonito: At Bonito, we focus a lot on the potential of coaches to impact people lives. How significant have your youth coaches been in shaping your development, not only as a player but also as a person?

Alexei:  The people on my journey have been very important in shaping me as a player and as a person. It’s very important that from a young age you learn the technical foundations, that you’re given the opportunity to make mistakes, you learn from mistakes, you’re given that opportunity to improve as well. Because failure is ultimately what makes me better as a player because I pass through lots of experiences and I’m able to understand what works for me and what doesn’t. And then the personal side is fundamental. At Arsenal we have a great academy manager, he’s called Per Mertesacker. He always talks about better players make better people and better people make better players and it’s a positive cycle. So being a good person is fundamental because you’re not going to be a footballer for your whole life and you’re going to come across a number of people. You’re going to have to work within team environments where there’s lots of different personalities, lots of different people with different backgrounds. So it’s important to know how to treat people, how to be able to communicate and how to be able to get the best from the team around you.

Bonito: I just love the concept of the positive cycle that Per has imparted at Arsenal. 

Bonito: What role do you think professional football clubs and players can play in addressing some of the world’s biggest challenges today?

Alexei:I feel that football is the most powerful tool that we have in the world today. It’s the most watched sport in the world and the influence that football can have on people is huge. You see how closely fans resonate to their clubs, that whenever a player gets new boots or a club gets a new shirt, they want to do that. They want to buy the new shirt, buy the new boots. I would love to see football have the same social change, where a club pushes for sustainability in my case and it leads to people being more sustainable in their day-to-day action. Footballers and football clubs are some of the most watched, some of the most observed people and organizations in the world. Huge role models for adults and children. So the examples that we set as professional footballers and as football clubs are really important in driving change globally. 

Bonito: Young people around the world are increasingly focused on climate change and climate justice. Do you see a similar awareness and engagement among young professional footballers today, compared to their older teammates?

Alexei:  Oh absolutely I definitely agree that every day there are more and more footballers who are more concerned about climate change and the impacts that we are having on our planet, not only generally, but also from a football perspective, with all the logistics, all the travel and all the fan travel that comes with it. So I feel that as footballers, we have a responsibility to, at the very minimum, make people aware, try and influence people, to try and help the world be a more sustainable place because of the huge outreach and the huge audience that we have. And I definitely think that as time passes and we move more into the future, we’re going to see a lot more players advocating for sustainability.

Bonito: The Arsenal logo carries immense power and recognition. How impactful do you think it is when it comes to advocacy and community outreach? Can you give a few examples of projects close to your heart?

Alexei: Arsenal is a huge club, one of the biggest clubs in the world, and with that audience, with the resources that we have, I feel that we have a huge opportunity to make change and make the world a better place for people within football and people outside of football as well. A few projects that I find have been quite close to me is making the club more sustainable internally, reducing our single-use plastic, introducing recycling bins, helping out with the food bank, the food waste, eliminating that as much as possible and introducing more sustainable behaviors on a day-to-day basis. Another project i’ve been involved with as well that’s been in collaboration with football for future has been implementing a sustainability strategy with the premier league for how we’re going to educate and develop young players into having more awareness about sustainability and how they’re able to take action

Bonito: Educating young players seems vital and great to have such a wonderful organization like Football for Future onboard. Is there a player you’ve encountered who doesn’t always get the spotlight for their work in the community but deserves recognition? Who would you highlight and why?

Alexei:  There are many players that I know definitely take a lot of community action and as you say they’re not recognized for what they do that I wouldn’t even know myself. I know there are many good people in football, people that want to give back to the community that they come from because they come from very difficult upbringings and use their platform to do good in the world. that is very very important and that’s definitely something that I would love to do is to help people to make the world a better place and maximize my audience and my position as a footballer to have positive impacts on people.

Bonito: Alexei, thank you so much for taking your time today with us and for giving us a glimpse of what we hope is the new modern professional footballer leading the mission for more sustainability in the game.

Alexei: Thank you for having me- we look forward to having Bonito at Emirates Stadium some day!

In the heart of Cameroon, where dreams of young girls taking to the pitch were often met with closed doors, La Ligue D’Égalité emerged as a beacon of change. Before its creation in 2022, organized competitions for girls at the grassroots level were virtually nonexistent, leaving countless aspiring players without a stage to showcase their talent or to quench the thirst that comes with falling in love with a sport. But through the vision of Petrichor and the backing of La Liga, a revolution quietly began—one that was not just about football, but about rewriting the narrative for girls in sport. More than a league, it became a movement, forging pathways for young players to step onto the field with pride, knowing that their game mattered.

For Jurian Van Den Berg, one of the driving forces behind this initiative, the key to lasting change lies in community. Petrichor doesn’t just run a league; it weaves a network, uniting teams and individuals who share a relentless passion for advancing girls’ football. This interconnected system fosters professionalism, builds local leadership, and instills the structures needed for the game to thrive—far beyond any single season. It’s this foundation that makes La Ligue D’Égalité more than just a moment in time; it is a blueprint for sustainability, ensuring that the girls who play today will inspire the generations that follow.

Jurian took a break from the pitch in Cameroon and South Africa to discuss this impressive initiative with the Bonito Platform.

Bonito: Hi Jurian, we are just so excited to have you on the platform today to discuss what we think is a very important and model initiative. Tell us about how your passion for football began and at what point did you realize its potential to make a positive change in the world?

Jurian: Thanks so much for having me to discuss the Beautiful Game! Growing up in Cameroon, Africa, football was all around from me from the moment I could walk. Soon, I started to play with the local Cameroonian kids my age and my love for the game just grew and grew. Especially playing on the dirt and sand fields of the neighborhoods gave me a unique experience with football. You don’t need pristine pitches or balls to enjoy football.

Just saying that football was around from the moment I could walk shows the reach that the sport has, not just in Cameroon, but worldwide. Positive change can start small by just forming friendships which is what happened for me. Throughout my life I realized football creates connection which gives a huge opportunity for change and that is how it became a passion.

Bonito: In almost every corner of the planet, one sees young people playing football- Why do you think football evokes such powerful sentiments with such a broad range of people all over the world?

Jurian: Football does not require a certain body build or a certain level of economic stature to enjoy. Every little boy or girl becomes equal when they start playing together, be it on the great fields in the western world or the sand pitches in Africa. All you need is a ball and four sticks for goals and you are set.

Bonito: Tell us about how La Ligue D’Egalite came about in Cameroon? It really feels like a model for how to build a successful structure for girls football in Africa.

Jurian: La Ligue D’Egalité started in 2022 when Petrichor wanted to find a solution to the fact that there were no organized leagues for girls teams in the country. The only women’s leagues are the pro leagues. However, at the grassroots level, there was nothing. Petrichor and La Liga got in contact and shared a vision to promote girls’ football and the partnership was born. The first league started with 6 teams and grew to 10 in the second edition. Now, there are teams coming from multiple regions of Cameroon, hundreds of kilometers away, to play in the league. The past editions, the categories consisted of U13, U15, and U17 and impacted 400-500 girls from different communities.

Bonito: You have a unique approach with building the league there- can you tell us about how your program is built to be successful in the long run?

Jurian: The biggest reason why it is built for the long run is that Petrichor is a community network of teams and individuals putting an importance on girls football. Petrichor is an association where teams can join so that both parties can help each other. This mutual benefit is the key to growing women’s football here because it is building structure and professionalism.  Through this structure, the league will always be finding and pulling more people who have a passion for women’s football. La Ligue D’Egalité teaches these teams and individuals what it means to run a football organization well, as well as professionalism in being on time with the right people and respecting the regulations. By growing girls football at grassroots level, the league can also be successful because more and more girls teams are professional and well run.

Bonito: Tell us about your partnership with La Liga- What role do you see big clubs and leagues like La Liga having in promoting grassroots girls football around the world?

Jurian: Big leagues and clubs obviously have a big presence all over the world just through branding alone, not to mention the actual ‘on the ground’ work that they do. Because of this, they should be the leaders of pushing topics like grassroots girls football that are still growing and need role models. In the case of La Ligue D’Egalité for example, every week a crowd of over 100 people come to the gamedays to watch. This started out because they heard a big organization like La Liga was involved that they know from Fc Barcelona and Real Madrid, and now they come back because they’ve realized girls can actually play beautiful football. Promoting and backing girls football around the world will push the game forward and take away a lot of the stigmas that sadly do still exist all over the world.

Bonito: You recently expanded the program to South Africa- tell us a bit about why you chose South Africa and how is it going there?

Jurian: The first edition of what is called the Mzansi League just finished and it was a great experience. It was really cool to provide that same joy that football brought girls in Cameroon, to girls in South Africa as well. The structure was a little different from Cameroon because this was small sided but that added a really cool dimension the games and experience as well! We chose South Africa because there were people that we trusted from both the Petrichor and La Liga sides. This project has to be done with partners on the ground which made this a logical choice.

Bonito: How does La Ligue d’egalite differ from a lot of other programs aimed at getting more girls involved in the sport at the grassroots level?

Jurian: The biggest difference is that La Ligue D’Egalité is not solely focused on the football side. The platform is a great way to educate girls on leadership, support them through troubles at home, and help in social skills. For example, in the second edition, ‘Goals for Girls’ got involved giving each team talks on having conversations on female leadership. It was one of the highlights that each team mentioned at the end of the League showing its value. Also, women’s coaching courses are given to women involved or connected with the teams in La  Ligue D’Egalité, which again shows it is not just about the football for the girls. Those female coaches have gone on to coach some petrichor teams, local academies and started their own teams. La Ligue D’Egalite is just as much a social project outside of football as in it.

Bonito: Where do you see the future of the football for social impact field headed?

Jurian: The beautiful thing is that because football is such a global industry and passion for so many people, football for social impact will always thrive in my opinion and there will always be opportunities to do good. I do think, like mentioned above, that clubs and organizations will play a big role in its future, growing their presence in different markets by creating social impact through organizations that are on the ground. It is a good match that can benefit both parties in the long run. The biggest struggle for football for social impact organizations is most often the finances and professional football organizations could be a solution.

Bonito: Jurian thanks so much for joining us today and sharing your wonderful work!

Jurian: Thanks so much Bonito Platform! The questions were really fun to answer, what a great initiative this is!

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BIO

Name: Jurian van den Berg

Organization (s): Petrichor Football Association

Role: Country Manager

Favorite Football (or sport) for good organization apart from your own: Johan Cruyff Foundation

Favorite Football Club: Sparta Rotterdam

Dream sport for good organization that you would love to collaborate with on a project: Football for Future

 

Elin Landström has built an impressive career in professional football, winning a Serie A title with AS Roma and competing at the highest levels of the game. As women’s football continues to grow, she has seen firsthand the progress being made and the challenges that remain. Beyond her achievements on the pitch, she is also passionate about making the sport more sustainable and accessible for future generations.

In addition to her playing career, Elin is an advocate for climate action and social impact in football. As an ambassador for Common Goal and Football4Future, she is helping to raise awareness about how football can be a force for positive change. She also speaks about the need for more women in coaching, emphasizing how role models play a decisive role in showing young girls that they can have a future in football—both on and off the pitch. Elin joins us today to share her experiences in the game, her thoughts on the growth of women’s football, and why sustainability and representation in sport are issues she cares deeply about.

Bonito: Elin, its such an honor to have you join us on the Bonito platform! 

Elin: Thanks so much for having me, what a great initiative!

Bonito: Can you please tell us about how your passion for football began and how that translated into your incredible journey through grassroots football clubs to some of the biggest clubs in professional football?

Elin: My passion for football began in my backyard in northern Sweden together with my two siblings. We also lived close by the pitch where the local team played and always went there to watch their games. Later on my parents brought me to the closest city, Umeå, to watch Umeå IK who were the real giants during the beginning of 2000 and that’s when I started dreaming of becoming a player in Damallsvenskan (Women’s top division in Sweden). I was lucky enough to be able to play for their youth team when I was about 14 years old and when I was 16, I did my first session with the first team. My debut for Umeå IK was actually in the Champions League and it was a dream come true. I stayed in Umeå for seven more years before moving to Gothenburg and then over to Linköping. After more than 12 years in Damallsvenskan I joined Inter Milan and moved to Italy. I spent one year in Inter before moving south and played for AS Roma where we won the league. Moving abroad was the most inspiring and yet challenging thing I have ever done. It was a journey I will never forget and always will cherish.

Bonito: What a fantastic career you have had. It also seems that growing up in Umeå and seeing the game so close was a big factor in your dreams of becoming a professional player.  What role did your coaches along the way have in your development as a player and a person? Is there one coach in particular who stands out in your mind?

Elin: I have had several coaches during my career, and they have all taught me something. The one coach that meant the most to me is Joakim Blomqvist. We worked together during my time in Umeå and without his help I don’t think I would have been able to play at the level I actually did. He gave me tools and knowledge on football but also on the psychological skills you need to build the resilience you need to perform at a professional level.

Bonito: Womens football is growing and more and more young competitive girls are seeing that it is possible to have a career as a professional player although there is still so much to be done in this arena- can you remember the moment that you realized that your dreams of being a professional football player could be a reality?

Elin: I had the, maybe unique, opportunity to grow up in Umeå while Umeå IK was the biggest club in Europe. I could watch high quality football every week and I got role models from a young age, at a time when women’s football wasn’t that visible. For me, it came
naturally that both boys and girls could become professional players. It turned out it wasn’t completely true at that moment, but what was important was my belief in it. I think this is what’s still important and there’s still a lot to be done. Making women’s football visible, making it easier for young girls to connect and get role models, will create big dreaming girls.

Bonito: Can you describe what it was like to play for both Inter and AS Roma in the Italian football league? What role do these bigger traditional clubs have in growing the women’s game.

Elin: It was a big cultural change for me to play in Italy compared to Sweden. I learned a lot during my years in Italy and I think the leagues can learn a lot from each other. Where Sweden has been creating good conditions in women’s football for a long time, the Italian
clubs are just starting, but they have completely different possibilities to make the big investments. It was truly inspiring to see from within these organisations, but I can also see how things could be done more efficiently. Big traditional clubs have a big role in the development of the women’s game and sharing experiences and ideas between clubs, leagues and countries will speed up the growth to unimaginable levels.

Bonito: Both in Sweden and Globally, there is a shortage of female coaches and technical staff despite the game growing at such a rapid pace- how can we encourage more girls  and create the conditions necessary for them to stay in the sport and continue as coaches and staff? It seems that this is vital also when we discussed earlier that role models can be the reference point to believing one can have a future in the game.

Elin: This is a simple but yet complicated question. We need to find out what the girls and women need in terms of conditions to be willing and able to stay, or get in to the coaching and staff of football. I don’t think we should only focus on previous professional players, there are plenty of intelligent women out there who could be excellent coaches without a professional career as a player. With that said, I find it important to make bigger investments on an educational level, to make it accessible for women. There is also a need of investment in time, where this education and investments are being directed to the right group.

Bonito: You retired from football last year, can you tell us a bit about your next career and also your role on the commercial supervisory board at FIFPRO?

Elin: I was studying law during my career and have a master’s in law and sports law. Now I find myself a legal associate at a law firm in Umeå, Ahlgrens Advokatbyrå. I am still engaged in football through the board of Spelarföreningen (Swedish Players Union) and FIFPRO, and I am very grateful to be able to keep working with the areas I find interesting, law and sports. Through FIFPRO and Spelarföreningen I get to keep strengthening and securing the rights of players, which I find really inspiring.

Bonito: At AS Roma, you took part in a unique sustainability campaign where the club went directly to the supporters to decide which social issues were most important for the club to address in its sustainability strategy- can you tell us a bit about that experience and why its so important for a club to listen to its members like that with regards to the pressing needs that local communities are experiencing?

Elin: Sometimes campaigns and initiatives can tend to not actually reach the targeted group, and might even disconnect the organization from it. By listening to the members of the club, who they wanted to reach, I think the members found the campaign more authentic and targeted to them. By connecting in that way, it may be easier to then present new initiatives and help the members to take better decisions, in this case regarding sustainability. The starting point of these matters are very different around the world, and also within Europe. I think its important to make it easier for everyone to take good decisions for themselves and our planet, but it must start at a level that seems doable for the individual.

Bonito: Could you give some advice to grassroots football clubs who want to be more inclusive and grow womens football- what are some of the most important steps that a club director can take to ensure conditions are right for young girls to become passionate football players for life?

Elin:I think the main point here is “for life”. The debate is often stuck at how to create more and better professional players, but I don’t think that should be the objective as a grassroots football club. By creating an inclusive environment where as many kids as possible is
felt seen, we are giving them the opportunity to become passionate football players for life. This will probably strengthen the level of professional players in long term, but more important is that all the kids get to find the love of football.

Bonito: Thanks so much Elin, its been an honor to have you join us on the platform. Such a wonderful career and we look forward to following your next career and hopefully collaborating on some projects together!

Elin: That would be great. Thanks so much for welcoming me to the Bonito community.

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BIO
Name: Elin Landström

Organization: Ahlgrens Advokatbyrå (Legal Associate), Spelarföreningen (Board member), FIFPRO (Commercial Supervisory Board), Common Goal/Football4Future (Ambassador), We Play Green (Team Player)

Favorite Football Club: Umeå IK

Dream sport for good organization that you would love to collaborate with on a project: I’m always open for collaborations where sport and climate issues are being connected.