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.

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.

 

Those of us working in football and sport-for-good organizations are facing an unprecedented funding crisis. Securing financial support for programs that use sport as a tool for social impact has never been more challenging. Traditional large-scale national donors no longer have the same resources at their disposal, and an increasing number of Western countries are shifting their funding priorities towards local initiatives rather than those traditionally supported in the Global South.

While these traditional funding streams have long provided crucial support, they come with their own set of challenges—chief among them, sustainability. Many impactful programs that rely on government funding have found themselves at the mercy of shifting political priorities and budget cuts. A change in administration or funding policies can dismantle years of progress, forcing organizations to scramble for alternative resources to avoid resetting their impact to zero.

In response, more successful projects are now striving for financial self-sufficiency. Social entrepreneurship has become a key driver of this shift, with groundbreaking initiatives like Ligue d’Égalité demonstrating how sustainable ecosystems can be built around sport. These models ensure that programs are not only independent of external national policies but are also deeply rooted in their communities, maximizing their long-term impact.

This spirit of innovation has also led to a transformation in the way football academies are perceived. The emergence of Right to Dream reshaped the traditional view of academies, proving that they could be more than just talent factories. Instead, they could provide young players in football-loving countries with not only the dream of playing professionally but also the education and skills to build successful futures beyond the pitch.

Now, in Mozambique, Álvaro García Maldonado is taking this concept even further with Football Academies for Social Impact (FASI). His vision intertwines the presence of a football academy with the holistic development of an entire region, fostering an ecosystem that uplifts communities through sport. Álvaro’s journey is an inspiring one—leaving behind a successful career as a football executive and investor in New York to pursue his dream of using the beautiful game to drive social change in Mozambique. With FASI now poised for its next phase of growth, he shares with us how a football academy can be much more than a place for nurturing talent—it can be a catalyst for transforming lives.

Bonito: Álvaro, Thank you so much for joining us, Im so excited to learn more about how you are combining an elite football academy with social responsibility

Alvaro: So wonderful to be on the Bonito Platform!

Bonito: FASI has its origins in your remarkable personal journey, Alvaro. Could you share how you transitioned from a career in finance to working with Bayern Munich and Red Bull FC in New York, and ultimately taking the leap to establish FASI in Mozambique?

Alvaro: My journey into doing good through football has been a step-by-step process, shaped by a desire to create lasting impact where it is most needed. I started my career in finance and impact investing in developing countries, where I worked on projects aimed at fostering economic growth and social development. This experience exposed me to the challenges many communities face, but also to the incredible potential that well-structured initiatives can unlock. During this time, I developed a strong passion for creating impactful and sustainable business models that could drive meaningful change.

At the same time, I had always been drawn to football—not just as a sport but as a powerful tool for development. I saw firsthand how it could unite communities, provide life-changing opportunities, and serve as an entry point for education and personal growth. That realization made me want to channel my experience in impact-driven initiatives into the football world.

Knowing that I needed to further strengthen my expertise, I pursued a Master’s in Sports Management at Columbia University in New York. This was a key step in equipping myself with the right knowledge and network to build a project like FASI. After completing my studies, I sought firsthand experience in football at the highest level, joining Bayern Munich—one of the most successful clubs in the world. There, I gained insights into elite player development, club management, and community engagement.

I then continued to deepen my understanding of youth development and grassroots football by working with New York Red Bulls, where I became deeply involved in the management of a football entity and the understanding of how to create pathways for players to succeed.

Each of these experiences brought me one step closer to my ultimate goal—launching FASI, a social enterprise that leverages football as a tool for impact, transforming the lives of children in developing countries, starting from Mozambique.

Bonito: Mozambique faces significant socio-economic challenges, including widespread poverty. Can you provide some context about the situation in the country and how it shapes your work?

Alvaro: Mozambique is a country full of talent and potential, but it faces major socio-economic challenges that directly impact the lives of children, especially girls. Poverty is widespread, and access to essential services like education, healthcare, and proper nutrition remains limited for many families.

At FASI, we operate within this reality, understanding that for many of the children we work with, our program is not just about football—it’s a lifeline. 87% of the children we serve only have one warm meal a day, and it’s the one that FASI provides. This highlights the deep nutritional insecurity in the communities we support and how essential our meal program is to their well-being and physical development.

Education is another significant challenge. Only 11%—just one in ten—girls in Mozambique even access secondary education, let alone complete it. Financial barriers, cultural expectations, and lack of access to quality schooling often prevent girls from continuing their education. This is why education is a key pillar at FASI—we aim to ensure that children not only have access to learning but are supported holistically in their growth and future opportunities.

Beyond these structural challenges, we also recognize that gender roles are deeply rooted in many of the communities we work in. Cultural traditions play an essential role in shaping society, and we respect and embrace them while also working to create new opportunities for both girls and women. Our approach is not about imposing change from the outside but about working within the community to expand possibilities, offering young girls the chance to pursue education, develop their talents, and dream bigger.

The impact of this work extends beyond the girls on the pitch—it also affects the women we employ. By creating meaningful job opportunities for female coaches, educators, and staff, we are supporting economic independence, career growth, and hope for a better future for women in the community. These role models are instrumental in inspiring the next generation, demonstrating that there are multiple pathways to success and leadership.

All of this reinforces how necessary FASI’s continuity is for the well-being of these children and the broader community. What we are building goes beyond football—it’s about providing access, breaking barriers, and fostering long-term change in a way that is respectful, collaborative, and deeply impactful. Through our work, we are not only developing talented athletes but also helping to shape a more inclusive, empowered, and hopeful future for all.

Bonito: FASI is an elite training academy, but it also strives to create meaningful social impact. Could you tell us more about how you achieve this balance?

Alvaro: At FASI, we believe that football should be accessible to every child, regardless of their background, gender, or socio-economic status. While we have an excellence program designed for those who aspire to pursue a professional career in the sport, our approach is deeply rooted in inclusivity, accessibility, and equal opportunity.

Through our growing network of satellite academies, we already work with over 3,000 boys and girls across the country, ensuring that children in rural and underserved communities have access to structured football training, education, and health support. These free-to-play academies serve as the foundation of FASI, allowing us to create safe spaces where football becomes more than just a game—it becomes a vehicle for empowerment, education, and improved well-being.

Our “no child left behind” policy ensures that every child who wants to play, learn, and grow with us has a place in our programs. Whether they dream of becoming professional athletes or simply want a structured environment to develop life skills, we make sure that every child benefits from FASI’s three core pillars: Talent Development, Health, and Education.

For those who show the ability and desire to pursue football at a professional level, we offer our excellence program, which provides a higher level of training, mentorship, and career pathways. However, what makes FASI unique is that every single athlete in our excellence program comes from our satellite academies—ensuring that access to elite development is not dictated by financial means but by talent, dedication, and passion.

Sustainability is also at the heart of what we do. By embedding education, life skills training, and well-being initiatives into all aspects of our programs, we are creating a model that does not solely depend on producing professional footballers to be considered a success. Instead, we ensure that every child benefits—whether they pursue a career in football or take their skills and knowledge into other professional paths.

Ultimately, FASI is much more than an elite football academy—we are a platform for opportunity, growth, and social change, ensuring that every child we reach has the support they need to build a brighter future, no matter where they come from.

Bonito: At FASI, you prioritize employing locals in roles and services associated around the academy. How important do you think it is for sports-for-good projects to consider the local ecosystem, ensuring sustainability beyond the lifespan of initial funding?

Alvaro: For FASI, embracing and respecting the traditions and culture of the local communities we become part of is paramount. We believe that our impact can only be meaningful and lasting if it aligns with the values and practices of the communities we serve. By integrating ourselves into the fabric of local life, we foster trust, mutual respect, and genuine partnerships that enhance the sustainability of our initiatives.

We have set self-imposed metrics to ensure our commitment to community integration and empowerment is tangible. At all times, at least 90% of our employees are Mozambican, coming from the very communities we work in, which helps to create a sense of ownership and pride among our team and the broader community. Additionally, we are dedicated to gender equality within our organization, maintaining a minimum of 50% female employees. This approach provides powerful role models for the young girls and boys in our programs and demonstrates our commitment to inclusivity and equal opportunity.

We also believe in investing in the personal and professional growth of our staff. By consistently covering the costs for further education, certifications, and development programs, we empower our employees to advance their careers and expand their knowledge. This not only enhances their contributions to FASI but also equips them for broader opportunities beyond our organization, ensuring that their personal growth continues regardless of FASI’s journey.

Our approach is about more than just employment—it’s about building capacity and fostering long-term resilience within the community. By creating clear growth plans and supporting continuous development, we help our staff envision a better future for themselves and their families. This holistic support extends the impact of FASI well beyond the playing field, contributing to sustainable community development.

In sports-for-good projects, sustainability goes hand-in-hand with local integration. By empowering local staff, respecting cultural norms, and investing in community-driven growth, we ensure that the positive changes initiated by FASI are rooted in the community and can thrive independently in the long run. This commitment to local engagement and empowerment is at the heart of our strategy to create enduring social impact.

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

Alvaro: There have been many moments that have reaffirmed my commitment to this work, but some of the most powerful have come from meeting the parents of the children we support. Seeing the gratitude in their eyes when they realize that we are providing their children with an opportunity they would have never been able to afford—and doing so purely out of a genuine desire to support and uplift those who don’t have the same opportunities—has been incredibly moving. Many of these parents never imagined that their children could have access to structured football training, proper education, and nutritional support. Knowing that FASI is not just transforming the lives of the children, but also bringing hope and relief to their families, reinforces why we do what we do.

Another defining experience was my time at El Cambio Academy in Uganda and Right to Dream in Ghana. These initiatives have demonstrated that when done right, football academies in underserved communities can serve as powerful engines for social mobility and systemic change. They have produced talent capable of competing at the highest levels of the sport, allowing children who dream of professional careers to pursue them.

At the same time, these projects have empowered boys and girls from rural communities in Africa to graduate from top-tier universities around the world, thanks to the structured support they received from an early age. Many of these young men and women return to their home communities with the tools, education, and confidence to create lasting change—whether by mentoring the next generation, starting businesses, or contributing to the development of local institutions.

These experiences validated FASI’s model and strengthened my belief that we are shaping future leaders, role models, and change-makers. Seeing the tangible impact of such projects has been a reminder that the work we are doing at FASI is about opening doors, redefining possibilities, and creating pathways to a better future for thousands of children and their families.

Bonito: If you could collaborate with any organization in the world to create a project, who would you choose and why? What would make them an ideal partner for FASI?

Alvaro: This is a particularly relevant question at this moment in time, as FASI is actively looking for partners, sponsors, and supporters to ensure our sustainability over time and further elevate the impact of our work. To anyone reading this who feels called to be part of a project like ours—or knows someone who might—we invite you to reach out to us at contact@fasi.world.

Right now, we are in search of an exclusive lead partner in the form of a football club that can support all three of our core pillars—Talent Development, Health, and Education—while also helping us uplift our coaching standards and expand our reach. This partnership will play a critical role in shaping the future of the children we support, particularly those with the dream and ability to pursue a professional career in football.

We are currently in conversations with several clubs, carefully evaluating each potential partner to ensure full alignment with our values, mission, and long-term vision. While time is of the essence—and we aim to finalize this opportunity within the first quarter of the year—we are also taking a granular and deliberate approach to selecting the right club. It is crucial for us that any partner we bring on board respects and aligns with FASI’s mission and objectives beyond their own, prioritizing the well-being and development of the children we serve. We are looking for a club that, within their area of expertise, can help maximize the chances of those with the dream of becoming professional footballers to reach the highest levels of the game through structured pathways and exposure.

At the same time, this partnership is also a highly attractive opportunity for the club itself, and the organizations we are speaking with fully recognize the value in this collaboration. The proposal we have put forward presents a win-win scenario for all involved—FASI, the club, and most importantly, the children whose lives will be transformed. The club that joins us as our exclusive lead partner will gain a unique and meaningful presence in one of the most talent-rich regions of the world, positioning itself as a key player in the development of elite footballers in Africa. Beyond talent identification and player development, the club will be part of a movement that is driving real social impact, reinforcing its global reputation as a force for good in football.

Beyond this exclusive club partnership, we also extend an open invitation to corporations, foundations, and individuals who want to be part of FASI’s journey. Whether through funding, resources, expertise, or other forms of collaboration, there are many ways to contribute to our transformative mission. We are building something that goes beyond football, creating opportunities that change lives, and we welcome those who share our vision to join us in making a lasting impact.

For those who feel inspired to collaborate, please reach out—we would love to explore ways to work together.

Bonito: At Bonito, we believe every grassroots football coach is also a social impact practitioner. Could you highlight one of your Mozambican coaches at FASI who embodies this philosophy and share what makes them stand out?

Alvaro: One of the most inspiring figures at FASI is Coach Felismina Moiane, known as Coach Djime. She has been with us for almost a year, serving as both a football coach and the Coordinator of FASI’s Female Division, playing a pivotal role in developing the next generation of female footballers in Mozambique.

Coach Djime embodies everything FASI stands for—commitment, excellence, and a deep passion for using football as a tool for empowerment. She is a professional first-division football player while also pursuing a degree in Sports Science and Physical Education at IMEDE (the Mozambican National Institute for Sports). Her ability to balance her academic pursuits, athletic career, and coaching responsibilities makes her a powerful role model for the young girls in our program.

At FASI, we are committed to investing in the personal and professional growth of our staff, and Coach Djime is a great example of this. As part of our commitment to capacity-building and long-term development, we have covered the costs for her to obtain her CAF (African Football Confederation) coaching certification, ensuring she continues to grow as a football professional.

Her impact extends far beyond the pitch. She is a living example that with the right opportunities, dedication, and guidance, young girls in Mozambique can pursue both education and football at a high level. She leads by example, showing our student-athletes that success is achievable both on and off the field.

At FASI, we are incredibly fortunate to have local leaders like Coach Djime, whose presence not only elevates the level of football development in our academy but also inspires a new generation of young girls to believe in their potential. She is a testament to our commitment to empowering women in football, providing opportunities for personal growth, and ensuring that our impact is driven by talented Mozambican professionals from within the community.

Coach Djime represents the heart of what we do at FASI—creating pathways for success, fostering role models, and making football a force for real, lasting change.

Bonito: Álvaro, thanks so much for joining us today, you are really a shining example of dedication in the football for good field! And to all those clubs out there, contact Alvaro right away to both help with the social impact of Mozambique but also to perhaps find the next Mozambiquan Messi or Ronaldo!

Alvaro: Thanks so much for having me and we look forward to hosting Bonito in Mozambique some day!

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BIO

Name: Álvaro García Maldonado

Organization (s): FASI – Football Academies for Social Impact

Role: Founder & CEO

Favorite Football (or sport) for good organization apart from your own: El Cambio Academy

Favorite Football Club: Real Madrid

Website: https://fasi.world/

LinkedIn: https://www.linkedin.com/company/fasi-footballacademiesforsocialimpact/

Instagram: https://www.instagram.com/fasi.impact

Football has long been a universal language, breaking down barriers and bringing people together. For marginalized communities, particularly individuals with visual impairments, access to sports has often been limited. However, Blind Football Uganda is changing that narrative in the country, offering an inclusive and empowering space where players can experience the joy of the game, build confidence, and develop essential life skills. In Uganda, where opportunities for visually impaired athletes have been scarce, Blind Football is proving to be a game-changer—creating new possibilities and a sense of belonging for those who have often been overlooked.

At the heart of this movement is Jagwe, whose dedication and passion have been instrumental in bringing Blind Football to Uganda. Through his tireless efforts, the sport has not only gained recognition but has also provided visually impaired individuals with a platform to showcase their talent, connect with their communities, and pursue opportunities that once seemed out of reach. His work is a testament to the power of football in driving social change, proving that the beautiful game truly is for everyone.

Bonito: Jagwe, you are such an inspiration, thanks so much for joining the Bonito platform today! Can you tell us a bit about your personal journey in football and how did you end up deciding that you wanted to use football to help people with visual impairment?

Jagwe: From childhood, I have been both a football player and a passionate fan. While growing up, I participated in various sports, including athletics, goalball, and board games, but I always found myself returning to football—it remained the most interesting and engaging sport for me.

During my time at Makerere University Business School (MUBS), I actively participated in sports and realized that there was little in our communities that truly connected with people with visual impairments. This insight inspired me to introduce Blind Football in Uganda, as football is a universally recognized and beloved sport that everyone talks about, supports, and relates to.

My goal was to increase playing opportunities for individuals with visual impairments, as the existing options were limited to goalball and athletics—leaving many feeling excluded. By introducing Blind Football, I aimed to broaden access to sports and create a more inclusive environment.

Beyond just a sport, I also saw Blind Football as a career and employment opportunity—both for myself and for individuals with visual impairments. Not everyone can find employment in traditional job markets, so I envisioned Blind Football as an alternative pathway to addressing the social and economic challenges faced by the visually impaired community.

Bonito: Tell us a bit about the football culture in Uganda?

Jagwe: In Uganda, Football is the most popular sport making it a vital part of our culture. In every home, people know, speak about, or plays football. In Uganda you find football everywhere- on  official pitches and unofficial playgrounds and even on streets and roadsides 

Bonito: Tell us the story about the origins of Blind Football Uganda- how did the organization start?

Jagwe: The idea first came to me in 2016 when I watched the Rio 2016 Paralympic Games in Brazil. I was immediately drawn to Blind Football and began asking myself whether it could be introduced in Uganda. After conducting research, I realized that the sport did not yet exist in the country, which motivated me to take the first steps toward establishing it.

In 2019, after graduating from university, I began reaching out to various organizations—both locally and internationally—seeking support for equipment. However, I faced many challenges, as blind football balls were not readily available in Uganda or Africa. Despite numerous setbacks, I remained persistent.

In 2020, I contacted the International Blind Football Foundation (IBFF), an NGO based in Japan. They responded positively and provided me with 10 blind football balls and 20 unofficial eye shades, which were approved and delivered to Uganda in 2021. With this crucial support, I officially launched Blind Football in Uganda in June 2021.

I started by introducing the sport to students at Makerere University and Kyambogo University, gradually expanding to other regions, including Kamuli, Kabale, Soroti, Lira, Gulu, Buikwe, Jinja, Mukono, and the Nakivale Refugee Settlement Camp in Isingiro.

Over time, we have been able to organize annual events, with our flagship tournament, the Blind Football Uganda Championship, taking place every year since 2022. This competition brings together teams from across the country to compete for the national title, further growing the sport and increasing awareness.

Bonito: What projects and activities do you run at Blind Football Uganda?

Jagwe: At Blind Football Uganda, we conduct trainings for new players, areas, coaches and other technical officials for the game.  We run a beyond sport program to support our players off the pitch with assistive devices for example white cane, food support, assistive technology support and trainings.

We are currently rolling out a women blind football program to give equal opportunity to participate in sports as we have done with the male participants with visual impairment.

Bonito: What challenges in a Ugandan context to people with visual impairment face in Uganda?

Jagwe: People with visual impairments face several challenges, including:

• Limited access to assistive devices such as white canes and braille materials, which are essential for daily life but often too expensive for many to afford.
• High unemployment rates, despite a significant portion of the visually impaired population being educated and qualified to work.
• Barriers to education, largely due to a lack of awareness that individuals with visual impairments can pursue schooling. Additionally, a shortage of specialized teachers in schools has resulted in many visually impaired individuals starting their education at an older age or missing out on schooling altogether.

Bonito: For those readers who aren’t familiar with the sport of blind football, could you give us an overview about the rules and special equipment used to facilitate the sport?

Jagwe: Blind football is a modified version of football, specifically adapted to meet the needs of blind and visually impaired players. The game follows specialized rules to ensure inclusivity and fair play. Some of the key features are:

• Equal Playing Field: The  players wear blindfolds (eye shades) to ensure fairness, as some players may have varying degrees of vision. This levels the playing field for all participants.
• Playing Surface & Pitch Setup: The game is played on a 40m x 20m pitch, with two 20-minute halves. The longer sides of the pitch are lined with kick boards that prevent the ball from going out of play, ensuring a smoother and more continuous game—there are no throw-ins in blind football.
• Specialized Ball: A size 4 ball is used, containing an internal rattling sound system that makes noise when it rolls, allowing players to track its movement by sound alone.
• Goalposts: The goal size in blind football is 3.66m x 2.14m, the same dimensions as a field hockey goal.
• The ‘Voy’ Rule: Communication is key in blind football. Players challenging for the ball must say “voy” (Spanish for “I’m going”) to alert opponents of an impending tackle. Likewise, if a player is searching for or controlling the ball, they must also say “voy.” Failure to do so results in a foul, as the rule is essential for preventing collisions. However, a player dribbling the ball under control does not need to say anything.
• Standard Equipment: Players wear jerseys, shin guards, stockings, and football boots, but without spikes—instead, they use canvas or specially designed “fair play” shoes for better grip and safety.

Blind football is an exciting, fast-paced sport that not only enhances accessibility but also promotes teamwork, skill, and resilience among visually impaired athletes.

Bonito: How do you engage the professional football organization in Uganda to support your work?

Jagwe: It has been mainly through social media, email engagement and a case in point we have been engaging with Watoto Wa Soka who included us in their 2022 event called the slum derby giving us an opportunity to exhibit blind football to their audience and later on donated to us a kit for our team.

We have as well engaged FUFA- Federation of Uganda Football Associations on how they can support and include blind football in their plan but it has not yet yielded any positive fruits up to now 

Bonito: Uganda has one of the youngest populations in the world. How important are tools like football to empower the next generation?

Jagwe: Football can offer a lot for young people in Uganda. Football serves as a powerful tool for leadership, providing players with opportunities to captain teams, guide their teammates to victory, and become inspirational role models within their communities. By taking on these responsibilities, individuals develop confidence, resilience, and the ability to lead both on and off the field.

Beyond leadership, football plays a significant role in boosting mental health, particularly for individuals with visual impairments who may have limited mobility. The sport allows them to engage in physical activity, experience a change of environment, and enjoy the fun and excitement of the game, all of which contribute to their overall well-being.

Football also offers a pathway to success by providing athletes with access to education, sponsorships, scholarships, international travel, job opportunities, and mentorship. Through networking and interactions with various people and organizations, players can build connections that open doors to new opportunities and career growth.

Additionally, the sport helps develop teamwork and social skills, teaching individuals the importance of collaboration, communication, and mutual support. By working together towards a common goal, players learn how to assist each other in times of difficulty, fostering a strong sense of community and unity.

Bonito: Jagwe, this has been such an inspiring conversation, thank you so much for the work you do and for sharing it with us!

Jagwe: Thanks Bonito- I am always up fo collaboration so anyone on the Bonito platform can feel free to reach out to learn more about Blind Football!

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BIO

Name: JAGWE MUZAFARU

Organization (s): Blind Football Uganda

Role: Founder and Chairman 

Favorite Football (or sport) for good organization apart from your own: UEFA

Favorite Football Club: Vipers SC 

Dream sport for good organization that you would love to collaborate with on a project: FUFA – Federation of Uganda Football Associations 

Facebook: https://www.facebook.com/muzafaru.jagwe

Twitter: https://www.twitter.com/jagwe_muzafaru

Youtube: https://www.youtube.com/@blindfootballuganda 

Instagram: https://www.instagram.com/jagwe_muzafaru

Linkedin: https://www.linkedin.com/in/jagwe-muzafaru-87ab69132

Tiktok: https://www.tiktok.com/@blindfootballuganda 

 

 

In the mountainous kingdom of Lesotho, where sport is a lifeline for many communities, football has emerged as a powerful force for good. At the heart of this story is Nthona, a passionate advocate within the Olympic Movement, who emphasizes the unique role football can play in promoting the Olympic Values of excellence, respect, and friendship. With its unmatched global reach, football offers a platform to teach these values and inspire meaningful change, particularly among young people.

Lesotho’s role in the “football for good” movement is significant, as it is the birthplace of Kick4Life FC—an organization that pioneered the use of football to address social challenges such as health education, gender equality, and youth empowerment. This legacy positions Lesotho as a small country with an outsized impact on how the beautiful game is being used to transform lives worldwide.

In this article, Nthona shares her insights on how football and the Olympic Movement can work together to instill crucial life lessons and empower future generations. Her work highlights the potential of sport to unite communities, break down barriers, and turn shared ideals into lasting impact.

Bonito: Football is the biggest sport in Lesotho- tell us a bit about the football culture in Lesotho? 

Nthona Tsoanyane: Lesotho football is made up of strong local football structures with various clubs competing in the Premier League and lower divisions. There are clubs like Lioli FC, Bantu FC, and Matlama FC which are the most popular and have rich histories of success. The most crowd-pulling matches are experienced between these clubs, particularly the big derby games, creating a festive atmosphere in the stadiums.

Majority of the young people aspire to play professional sport, and in almost every community there is a football club which nurtures talent at a young age. My country has seen the critical role played by football and other sports where social cohesion became a way of life bringing together families, friends and neighboring communities.  

To date the culture of football in Lesotho faces significant challenges including lack of resources (infrastructure and funding) and development programmes as compared to the neighboring Countries .  But the commitment and passion to football still remains within the Basotho societies. 

Bonito: Football has a unique ability to connect with people across cultures and backgrounds. In your view, why does the game resonate so deeply with such a diverse audience worldwide?

Nthona Tsoanyane: Football is one of the easiest and flexible sports to play or engage people in as well as very budget friendly in terms of the equipment used. This says that people of all ages and ethnic origins can have equal access to the opportunity to engage through football.  I have personally seen young people make it to the international podium because of their skills and talent and this  further justifies how powerful football is in terms of fostering a sense of global community. 

Bonito: Can you tell us a bit about your work as a Safeguarding Lead at the Lesotho Olympic Committee? How in practice do you ensure safeguarding across your programs?

Nthona Tsoanyane: In my role as Safeguarding Lead, I am responsible for creating a safe and supportive environment for everyone involved in sports activities. This includes designing and delivering tailored safeguarding training for staff, volunteers, coaches, administrators, and other stakeholders. I provide education on safeguarding best practices to ensure that all individuals, particularly children and vulnerable groups, are protected from abuse and exploitation.

I also serve as the main point of contact for safeguarding concerns, where I address issues and link victims to the appropriate authorities and support services. This involves not only managing safeguarding concerns but also capacitating coaches, administrators, and Executive Board Members on safeguarding policies and procedures to create a more protective environment within the sports community.

Bonito: What important work! You also wear a few other hats in the organization- can you tell us about that?

Nthona Tsoanyane: Thats true, my title is Head of Programs, and I design and deliver a wide range of educational and community engagement initiatives. A key focus of my work is to promote gender equality in sports, ensuring that both men and women have equal opportunities and representation in sports. I lead initiatives that aim to empower young boys and girls in schools through economic strengthening activities and sports-based initiatives, which foster leadership, teamwork, and resilience.

I also work on social issues such as sexual and reproductive health rights and comprehensive sexuality education, particularly among young people involved in sports. Through tailored educational programs, I engage various youth clusters—both in and out of schools—on these important topics, helping to create healthier, more informed communities.

Another area of my work involves orphans and vulnerable children. I design and implement programs that use sports as a tool to educate and empower these children, both inside and outside of their care facilities. These programs focus on personal development, building life skills, and providing a safe space for these children to thrive.

Additionally, I have designed mentorship programs for young women in sports, paired with their male counterparts, to foster collaboration, confidence, and leadership in a male-dominated field. These mentorship programs focus on personal and professional growth, leadership, and empowering young women to take on roles of influence within the sporting community.

Bonito: Football and the Olympic movement isn’t always such an obvious connection to people. When it comes to grassroots programs that you are running, what role does football have as the most popular global sport?

Nthona Tsoanyane: In the context of Lesotho, where football may not always be perceived as directly connected to the Olympic movement and where there is little connection between the two bodies, football plays a crucial role in grassroots programs by leveraging its status as the world’s most popular sport to engage and inspire young people. Despite challenges, football’s global appeal provides a unique platform to promote various values and messages that align with the goals of the Olympic movement, particularly in terms of inclusivity, equality, and empowerment.

As stated earlier, it is the language that is understood by many people whether young or old,  it is a perfect tool for engaging young people in grassroot programmes regardless of their socio-economic status, it connects every community, town and nation together. This makes it a powerful tool to promote Olympic Values of Friendship, Respect and Excellence. 

Furthermore, one of the priorities of the Olympic Movement is promotion of Gender Equality. This is seen mostly in my country where traditional gender roles limit girls participation in sports. By using Football we can challenge these norms by giving girls and boys equal opportunities to play, compete and lead in sports.

By integrating Olympic values into football training and competitions, we  continue to help young people understand the importance of perseverance, fair play, and excellence, both on and off the field. It serves as an accessible entry point for introducing the Olympic ideals. Football and sports in general is a powerful tool to drive development in different aspects.

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?

Nthona Tsoanyane: there have been many experiences that have profoundly touched me and reinforced my commitment to this work. One of the most memorable moments was during my time as the Safeguarding Officer at the just-ended Paris 2024 Olympic Games. Being in that role allowed me to directly contribute to the safety and well-being of athletes and participants on the world’s biggest stage, ensuring that safeguarding practices were in place for everyone involved. 

The responsibility of safeguarding at such a prestigious event was both challenging and incredibly fulfilling, it highlighted the importance of creating safe environments in sport at every level, from grassroots to international competitions.

But beyond my role at the Olympics, it’s the everyday moments in the grassroots programs I run that continually reinforce my passion for using sport to drive positive social change. I have encountered countless opportunities to make a tangible impact in the lives of young people through sport. Every time following the sessions, to see young people’s faces light up , knowing that I had played a part in giving them hope for the future, is an incredibly rewarding moment. This experience, along with others, continually reinforces why I do this work. Every time I see the smile on a young person’s face, I am reminded that sport has the power to heal, to unite, and to offer hope in ways that go beyond just physical activity. 

Bonito: Looking ahead, where do you see the field of football and sport for social good in general evolving in the next few years? What thematic areas will become increasingly critical, and what major challenges do you anticipate practitioners in this space in Lesotho will face?

Nthona Tsoanyane:  The integration of comprehensive sexuality education (CSE) into sports programming will be a key area of growth in the coming years, especially in a context like Lesotho, where access to sexual and reproductive health education can be limited. Sport provides a unique opportunity to engage young people in discussions about their bodies, relationships, and rights in a way that feels natural and engaging. In football and other sports, coaches and mentors can play a central role in delivering these messages in safe, supportive environments.

CSE in sport not only addresses issues like contraception and sexually transmitted infections but also covers themes such as consent, gender equality, and healthy relationships. Given the challenges that young people, especially girls, face in Lesotho—such as early pregnancies, gender-based violence, and limited access to education—sport can act as a crucial vehicle for empowering youth with knowledge about their rights and bodies. As more practitioners in this space recognize the potential of sport to foster open discussions around CSE, I believe that this will become a more common and necessary component of sports programming.

Traditional beliefs and societal norms can sometimes hinder open discussions about topics like gender equality and sexual health. In Lesotho, where these topics can be seen as taboo, overcoming stigma and encouraging people to embrace the value of CSE in sports will require continuous education and sensitization.

Bonito: Finally, One of the great football for good social enterprise, Kick 4 Life is from  Lesotho. How have they impacted to country and how do you see partnerships between national entities like the NOC and organizations like Kick 4 Life?

Nthona Tsoanyane: Kick4Life is a truly impactful football-for-good social enterprise from Lesotho, and its contributions to the country have been transformative, particularly in how football is leveraged as a tool for social change. 

Given the alignment of goals between the Lesotho NOC and Kick4Life, I believe there is significant potential for collaboration, particularly in the area of economic strengthening and youth development. The NOC’s upcoming SESLA (Sport and Economic Strengthening for Lesotho’s Adolescents) project presents an excellent opportunity to leverage Kick4Life’s expertise and resources in driving positive social change. Through a potential partnership, the NOC and Kick4Life could combine their efforts to provide young people with both economic and educational opportunities, using sport as the conduit for reaching and engaging them. 

Bonito: Thank you so much Nthona for joing us and giving us such a great insight into Lesotho and your work in emowering the next generation!

Nthona Tsoanyane: Thanks so much for welcoming me so warmly to the platform.

In rural Kenya, where agriculture is the backbone of daily life, George Osoya has found an extraordinary way to unite farming and football to empower his community. Through his organization, Football Without Borders, George is leveraging the universal appeal of the beautiful game to educate young people about sustainable farming practices while fostering teamwork, leadership, and opportunity. This innovative approach not only nurtures talent on the pitch but also equips youth with essential agricultural skills, blending two vital pillars of the community to cultivate a brighter future.

Bonito: Welcome to the Bonito Platform George- 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? 

George: My passion for football began during my younger days, I used to carry one of those polythene cover balls around with strings five to ten going to school. We had an evening league from grade four to eight and I was the only person with the ball! Those kids were more physically advanced than me but luckily as the only one with a ball they had to let me play- no Geroge=No Ball! So it was forcing them to give me a chance to play even though I wasn’t a good footballer. Coming to secondary school now I started playing with a real ball and this was due to my brother Josky who was a goalkeeper in the top team in Kenya premier league called Sony Sunger, I gained confidence and wanted to join the top leagues too. After my high school I went for trial and I signed my first ever contract with KCB Club. Before the leagues fixture you have friendly matches and that’s where I began to carry the dream of playing as a national or professional player. Sadly, I got a very serious injury the MCL and ACL were damaged, I came back home and founded an organization call Society Empowerment Project who gave me another life after sports.

Bonito: When one door closes another opens! You have been around the football world all of your life- why do you think football evokes such powerful sentiments with such a broad range of people all over the world?

George: It’s a very entertaining tool and brings joy, fun and love. It’s the only method that I know where every person follows either victory or loss with conversation and a feeling of togetherness. I think because it brings so many people together, giving the information is very easy. It is only culture and a unique way of giving feedback to every culture.

Bonito: Tell us about Football without Borders Kenya- how did it start?

George: Football without borders-Kenya is a community based organization that uses the power of football to mobilize youth, empower and skill develop them in the areas of agriculture, education, female empowerment, afforestation, WASH, Health and Football for Life. We are also large on teaching our young ones life skills every opportunity we get because we believe self-development equals  community development.

As of  2021, we are working with 25 schools and with 8 zones .

Bonito: Could you tell us a bit more about your main programs?

George: Of course, let me list them:

FOOTBALL 4 AGRICULTURE – For a while now we have been running Football 4 Agribusiness where we encourage our communities to engage in modern and sustainable farming through sporting activities. Through the program we have created the Young Farmer Club and organized one-day tournaments and workshops in this regard. Football without Borders Kenya aim has always been to eradicate poverty and hunger and bring food security starting with the family unit. By encouraging and supporting our young ones to engage in agricultural activities at home we ensure that every one of our members and their families can cater for their immediate basic needs especially food. Read more about it here, its really our flagship program!

FWB ACADEMY- FWB Academy aims at supporting the development of the most talented players in communities who are selected to enter the academy. The program works to support the players in Football Without Borders. The most talented players from the Football Without Borders develop their education, life skills in addition to the sport skills. Currently, the academy only runs boys under 13 years football but this is an area that we want to expand and also open a girls academy.

EDUCATION- We have made large strides in ensuring our youth stay focused on their studies even when they are away from school. We so far have books and even laptops to ensure holistic learning. We know and appreciate the importance of a library in building and sustaining a healthy community. Our community library ensures that there is a balance Between sports, impacting of life skills and education. The presence of the library has ensured after school reading programs and preparation for exams.

LIFE ON THE BALL- FWB-K has over time found a way to integrate Football and Natural learning in a 20 minute small-sided match with no referees. Within this exciting Football match questions of the day are placed in corners to be opened, reflected on and answered at particular times of the match. Active learning beats all forms of learning as students get involved, engaged and work together to solve a problem. We have successfully integrated this concept in agriculture, female empowerment and afforestation.

WOMEN EMPOWERMENT– Menstrual hygiene management martial arts education for self defense. Making of reusable sanitary towels and period pants. We run workshops also within the areas of the importance of education and on subjects like early marriages and pregnancies, gender based violence and many others.

FOOTBALL 4 WASH– We might not have enough funds to put into the program but we continue to strive to empower our girls,Menstrual Hygiene Management Training and creating awareness against stereotypes and cultural practices. We marked the menstruation hygiene month by carrying out workshops and a woman empowerment tournament

AFFORESTATION- We recognize the need to conserve the environment by planting a tree in every free spot and at every opportunity. We started the initiative last year and continue to plant our own share of the 10% forest cover Kenya aims to achieve by the year 2030. 

Bonito: Fantastic portfolio of programs George. In your region, the majority of the inhabitants work with agriculture. Agriculture, like football, is very affected by climate change- what are some of the ways that regions like yours work to protect against climate related disturbances?

George: Some concrete examples are crop rotation, reduced tillage, mulching, cover cropping and cross-slope farming. You might have to look some of these terms up!

Football Without Borders Kenya also collect garbage and plastic to use them as markers and cones  Making reusable sanitary pads and period panties also help my community health wise due to no disposal pads that affect our environment.

Bonito: Can you tell us about a moment in your journey so far which has truly touched you and inspired you?

George: Yes, I was so lucky to have been chosen by Wilfried Lemke and the United Nations Office on Sport for Development and Peace (UNOSDP) to attend one of their Youth Leadership Programs in Bosön in Sweden. Just being there was an inspiration and made me realize that all of this was possible- it was definitely a turning point for me.

Bonito: George, thanks so much for speaking with us and we hope to have you on the platform again soon to help us delve deeper into the practical elements associated with football for agricultural development and resilience!

George: Thanks Bonito!

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BIO

Name: George Osoya

Organization (s): Football without Borders Kenya

Role: Founder/Director 

Favorite Football (or sport) for good organization apart from your own:Mathare Youth sports association (MYSA)

Favorite Football Club: Chelsea 

Dream sport for good organization that you would love to collaborate with on a project: Common Goal, FDF

About George: George Okoth Osoya is the Founder and Director of Football Without Borders Kenya, an organization empowering youth through sports by impacting education, physical wellness, nurturing talents, and teaching life skills. From a young age, George envisioned a community free from HIV/AIDS, poverty, unemployment, gender-based violence, early marriages, and drug abuse. His dedication has led to the organization’s tremendous growth, particularly in empowering girls and women. Football Without Borders Kenya now boasts men, women, and junior teams participating in national tournaments and championships.

George graduated from the African ChangeMakers with a project management certificate in 2018 and holds various certificates in women empowerment, disability, sustainability, leadership management, human rights, and child protection. He is also a qualified referee and coach working for the Football Federation of Kenya. Currently, he is involved in creating and participating in leagues and workshops focusing on menstrual hygiene management, agriculture, and general women empowerment for skill development. George’s dedication has earned him numerous awards, sponsors, and opportunities for volunteer and exchange programs, further growing his community.

It was 2002, and Brazil had just clinched their record-breaking fifth World Cup title. In Zimbabwe, a nine-year-old boy named Webster sat glued to the TV, captivated by Ronaldo and the magic of the beautiful game. Little did he know, this moment would shape his destiny. As twilight fell and his mother called him to wash away the day’s dirt, Webster began to map out his life in four-year cycles, using future World Cups as guideposts. Secondary school by 2006, A-levels by 2010, and university by 2014—such was the impact of football on his dreams. With only his imagination and passion as tools, Webster’s journey into the world of football had begun.

Fast forward 22 years, and that young boy with big dreams has transformed into a researcher and advocate who has married his love for football with a commitment to social impact. Webster’s career spans groundbreaking research on football and international trade to meaningful work with marginalized communities. His story is a testament to the unifying power of football and its ability to inspire not just ambition, but real, tangible change in the world.

Bonito: Hi Webster, thanks for joining us. 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? 

Webster: Thanks for having me! For me the setting is 2002, Brazil have just lifted a record fifth World Cup inspired by Ronaldo. A young 9 year old boy has just finished watching the first world cup of the 21st century without the slightest realization of how this historical experience would shape his destiny. Due to the vagaries of time zones between Asia and my modest landlocked country of Zimbabwe, I am called to bath by my mother at twilight to wash up having just witnessed the trophy presentation. As I do that, I envisage my life before me with the use of future World Cups as my guiding thread, only after my father had informed me it occurred every four years. By my final systemic tally, referenced by 4 year intervals (all World Cup years), my ambitions consist roughly of going to secondary school by 2006, being in A level by 2010 and to be in University by 2014; such was my love for Sport. Thus, I would begin my journey armed with nothing but my idealistic conceptualizations and my 4 year plans.

Twenty-two years on, I can definitely say that my shower daydreaming that cool late afternoon in July somewhat kick-started my mobility towards my involvement in football/sport as I have managed to marry my passion to reason.

Bonito: Why do you think football evokes such powerful sentiments with such a broad range of people all over the world? 

Webster: I believe football evokes powerful sentiments from people the world over as it has something that sets it apart from other sports, whether it be its status as the most played sport globally, the opportunities it creates beyond football (think jobs, inclusion etc), the adoration of players as role models which allow children to dream or the tribalism (rivalries) that characterizes it – the fusion and intersection of all of these makes football have such a powerful reach

Bonito: Tell us about your current research at the University of Malmö regarding football and trade?

Webster: Of course! I am researching on football and international trade to try to understand how football clubs use free trade agreements when sourcing their goods and services (including players) and whether they impress international trade sustainability standards within their supply chains.

Bonito: FIFA and the WTO recently started a partnership, what is the potential impact (positive or negative of such a partnership)?

Webster: This is a great question and this partnership is something I have also been trying to factor into my research as FIFA naturally carries influence. On the positives, this partnership is predicated at harmonizing trade and football by having manufacturing of football products such as shirts, kits etc happening in 4 or 5 African countries with supposedly the most sustainable cotton in the world. A number of positives can be read from this. Firstly, having these products manufactured, then exported from Africa would bring in more GDP for the African countries exporting the products which will be value added, compared to the age long and economically unsustainable practice whereby African countries export raw materials primarily. In general we need to find ways to allow all parts of the world to benefit from the massive economic opportunities that come with growing the football industry. 

Another potential benefit is the globalization of the football industry. For instance, manufacturing often takes place in different regions, which can support local cotton farmers and boost the local manufacturing sector. However, as with most globalized processes, there may be negative externalities, particularly concerning labor standards and the rights of workers in these manufacturing industries.

Bonito: Where do you see the football/sport for social good field heading in the next years? Where do you think academics in this field will focus their research on?

Webster: This is an interesting question. I genuinely think that this field will, if not already, develop in a trajectory that sees sport organizations (football clubs and private companies) as the main player or actors as they are the middle man between producers or  suppliers and society, hence have a major role to play. Furthermore, as politics becomes increasingly intertwined with sports, researchers will need to focus on an emerging angle: beyond the traditional narrative of  regimes using sports for propaganda, their involvement may also reflect elements of “sport for social good.” This trend highlights how gaining legitimacy through sports is likely to increasingly incorporate such dimensions in the future.

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

Webster: I worked on a project with the Saudi sport for All organization by consulting on how to attract and retain girls in sport. For me, this was a poignant experience as Nike agreed to partner with Saudi Sport for All organization by providing Nike themed hijabs as we perceived the lack or apparel as  one of the main barriers to female participation in sport. It was refreshing as this exercise resulted in so many girls participating in sport and some also being identified and supported to pursue their chosen sports further at a competitive level.

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?

Webster: This would be Franz Atare, who invented the game called Floormatics aimed at inclusion of the blind therefore allowing the blind and those with no visual impairment to compete on a level playing field. 

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BIO

Name: Webster Chakawata

Organization (s): Malmö University

Role: Researcher

Favorite Football Club: The Arsenal FC

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