Our story

How we see football

Beyond the poetry of the passes, movement of the players, shots and goals, the beauty of football lies deeper. Embedded in the game is the power to unite, build bridges and lift individuals and groups to new heights. It’s a game of passion, teamwork, comradery… and it’s a beautiful game.

Vision

A world with peaceful and sustainable societies, where football plays a part in helping people to live happy and healthy lives while helping the planet to regenerate.

Mission and Game Model

Bonito should contribute to increased and better engagement in the football sector, helping it improve its efforts to support the global field of Sport for Development and Peace (S4D).

Our game model consists of four guiding principles:

1. Unite

We provide online and in-person spaces for people in football to meet, build relationships, and learn from each other.

2. Support

We build platforms that enable us to support people and organizations in the Football For Good sector. By helping them tell their stories, we make them better.

3. Coach

As advocates for football as a force for good, we improve and inspire parents, coaches, players, and everyone involved in the beautiful game.

Through education, training, and guidance, focusing on mental health using concepts such as Emotional Intelligence and Social Emotional Learning, we’ll foster a positive and supportive environment that enhances the football experience for all!

4. Play

We’ll organize football activities, such as camps, matches, and tournaments, either ourselves or in collaboration with others.

Global Goals

Our commitment to the S4D sector contributes to the following Global Goals:

3. Good health and well-being
4. Quality education
5. Gender equality
8. Decent work and economic growth
10. Reduced inequalities
11. Sustainable cities and communities
13. Climate action
16. Peace, justice and strong institutions

Human Rights Based Approach (HRBA)

All our operations comply with the United Nations Convention on the Rights of the Child, and we promote the inclusion of safeguarding practices with all partners and activities.

Founders and Head Coaches

Jamie Laflamme-Elovsson

jamie@bonito.football / LinkedIn
Sport for Development Expert, Storyteller, and Football Enthusiast

• 15 years of experience in the social impact field, focusing on sport for social good, working for UN Sport (UNOSDP), Johan Cruyff Institute, and as a consultant working across the sector.
• Proud Romanista
• Also teaches some tennis on the side!

Per Sandström

per@bonito.football / LinkedIn
Creative Technologist, Youth Football Coach

• 25+ years of experience in the digital industry, as a consultant and a co-founder and CEO of a digital agency. Strong User Experience (UX), Strategy, and Product Management expertise.
• Youth football coach, focusing on girls' football in the age groups 10-15 years old. Most recently at the IF Brommapojkarna Girls Academy, but currently on a sabbatical from coaching.  

Roadmap

Being registered in late 2024, we’re taking our first steps out on the pitch in 2025.

2025

Bonito Website
A platform reporting news, telling stories, and providing resources for the Football S4D sector.

Bonito Hub
A place dedicated to Football For Good organizations, helping them grow and thrive. 

Bonito Community
A community for those active in the Football For Good and Sport for Development and Peace sector.

2026

Bonito Academy
Online learning – courses and digital tools – for football coaches, professionals and volunteers.

Being free to dream and unable to get enough beautiful football, we also hope to accomplish:

• Bonito Football Cups and Camps
• Bonito Conference

The fint print

Insamlingsstiftelsen Bonito Foundation (that's our full legal name) is a registered Swedish non-profit organization, a fundraising foundation to be specific, with the organization number 802482-6136. 
As a fundraising foundation, we’re governed by the County Administration Board of Stockholm.

The website bonito.football has a publication license from the Swedish Agency for the Media. The editor-in-chief and responsible publisher is Per Sandström.

Our office is located at Norrsken House Stockholm, Sweden's main hub for impact entrepreneurs. This is where you can come by and borrow a football when you urgently need to play some ball in the inner city of Stockholm.

Bonito Foundation
c/o Norrsken House
Birger Jarlsgatan 57C
113 56 Stockholm
Sweden

…or reach out digitally on team@bonito.football. 

We need your support

As a non-profit organization, we rely on donations to sustain and expand our work. Your donation will help us make a difference! Make a one-off donation or become a monthly donor. 

Donate now