Bonito Updates

Chronicle: A tribute to the late Pope Francis- a Fellow Fan of the Beautiful Game

“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”

 

 


JE
Jamie ElovssonApr 25, 2025

The IOC Selects Bonito to Join Olympism365!

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:

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!


PS
Per SandströmMar 10, 2025

Bonito’s story so far

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.


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


PS
Per SandströmMar 10, 2025

Bonito Foundation Joins the European Football Development Network as an NGO Partner

We are excited to share that the Bonito Foundation is now an official NGO partner of the European Football Development Network (EFDN)! This partnership is an important step in our mission to use football as a tool for positive change.

What is the European Football Development Network?

EFDN is a network of football clubs, leagues, and organizations from across Europe working together to make a difference in society through football. They focus on inclusion, community support, and creating sustainable programs that improve lives.

Joining this network allows us to connect with amazing organizations that share our vision of football as more than just a game—it’s a way to bring people together and create real social impact. It is also an exciting partnership for us given the extensive resources that EFDN will be able to provide our community with!

Sharing Inspiring Stories

One of our key goals is to tell the stories of the great work being done by EFDN members. From grassroots football programs to major community initiatives, we’ll be helping to share these stories far and wide, inspiring others to join the movement for social change through football.

We sincerely hope that this is just the beginning of an exciting partnership. We’re looking forward to working with EFDN and its members to make football a stronger force for good.

Stay tuned as we celebrate and share the stories of those already creating a positive impact and collaborate on new ways to bring change through the beautiful game.

 


JE
Jamie ElovssonDec 10, 2024

Welcome to Bonito!

Per Sandström and Jamie Elovsson, co-founders of Bonito Foundation

We want to give you a heartfelt welcome to the launch of the Bonito platform!

Bonito means beautiful in Portuguese and we believe that the game of football is indeed that-beautiful. Its beauty however lies beyond the poetry of the passes, the movement of the ball and the crucial goals scored. We believe the beauty of football lies deeper. Embedded in the game is the power to unite, forge bonds and deepen relationships based on trust and empathy, build bridges and lift individuals and groups to new heights. Its a game of passion, teamwork, comradery … it’s beautiful.

All over the world everyday heroes are using football to make positive change. Bonito is an editorial platform and a community.  Over the coming days, weeks, months and years we will bring you stories from all over the world, interviews with key football for good heroes and editorials on important subjects related to the beautiful game of football and more specifically its ability to do good.

Who are we?

A chance encounter on Slack in late 2023 brought us together on this journey! Since then we’ve been working together, transforming Bonito from just an idea to reality.  We are now a registered non-profit foundation in Sweden (organization number 802482-6136).

Here is a bit about who we are:

Jamie Elovsson comes with a wealth of experience in sport for good. Previously at UN Sport (UNOSDP), Johan Cruyff Institute and as a consultant working across the sector, Jamie is a generalist who has experience and training in everything from social impact, monitoring & evaluation to story telling and content creation. He even teaches some tennis on the side!
Connect with Jamie on LinkedIn

Per Sandström has 25 years of digital product development expertise, most of those years running a digital agency that worked heavily with NGOs and other civic society organizations. He also works as a football coach in the girls’ academy at IF Brommapojkarna (BP), the largest football club in Europe.
Connect with Per on LinkedIn

Together, our blend of experience in sport for good, technology, and design, combined with our love for the game of football and our belief that it can be a driving force for good, has fueled the fire to start this platform.

But why are we doing this?

We want to help harness the power of football and bring tribes of football enthusiasts together to participate in a movement aimed at taking collective ownership for the game and transforming  this power into real social impact. We wanted to build a platform for more of the heroes of football to lead the game through its mission to be a positive force in the world. And we believe by sharing stories from every corner of the world we can help start our support for this movement. 

We have big plans for the future so join us! Subscribe to our newsletter, follow us on social media and check back often to be inspired!

Change is at your feet!


JE
Jamie ElovssonNov 15, 2024

A soon-to-be-iconic number in football!

802482-6136. Who’ll be the first to play with this number on their shirt?
Bonito Foundation is now officially a registered charity, and this is our organization’s number! ❤️⚽

This milestone takes us one step further toward our launch, being set for an exciting journey as we work to help those heroes of the football for good world harness the power of football to inspire, uplift, and create positive change in our communities. 🌱✨

Thank you to everyone who has supported us so far – we couldn’t have done it without you. Let’s keep the momentum going and make a real impact, one goal at a time.

Change is at your feet! 💪⚽


BF
Bonito FoundationNov 06, 2024

Welcome to a preview of the Bonito platform!

Bonito is in the final steps of becoming a non-profit foundation and is finalizing our registration with the Swedish authorities. We’re at the end of some lengthy bureaucracy, getting close to kick-off, and what you see now is a minimal preview of what’s coming.

Read our Upprop / Announcement (Swedish and English)

First up for the Bonito platform are an editorial website and a community. Our editorial website champions the Football for Good movement by telling stories, providing knowledge, fostering engagement, and inspiring others. Our community will bring people from the Football for Good sector together, empowering and supporting their important work.

Learn more about us here. When fully registered as a foundation, we’ll tell you more about our story and where we’re going. Until then, please subscribe to our newsletter or follow us on LinkedIn for more updates.

That’s it for now. Beware of bugs and glitches. Enjoy, and stay tuned!


BF
Bonito FoundationOct 22, 2024

Team

Hey! We’re Jamie and Per, your hosts here at Bonito

We’re always looking for ways to make football more beautiful. Feel free to reach out to us at any time.

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More information

Our story

We empower people and organizations who use football to do good

About us

Insamlingsstiftelsen Bonito Foundation is a registered Swedish non-profit organization with the organization number 802482-6136.

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

For general questions, please contact us at team@bonito.football.