Soleen AL Zoubi is becoming a beacon of change across Asia. For her, the journey began at the young age of 3. In a society where opportunities for girls to play the beautiful game were scarce, she stood out, choosing a ball over dolls and taking inspiration from Captain Tsubasa, a Japanese cartoon that fueled her dreams. With no organized teams or pathways for girls, she created her own field of play, weaving around imaginary defenders and battling societal expectations, driven purely by the joy of the game.

Her journey took a pivotal turn at 15, when her school finally formed a girls’ football team. It was then that she truly understood the sport’s incredible power. Football wasn’t just about scoring goals; it became a means of empowerment and a pathway to newfound confidence. The ripple effect of football was undeniable. When Jordan established a national women’s team in 2005, the change was transformational. Girls from rural areas, once held back by conservative norms, began challenging traditions, inspiring their communities, and even using football to better their lives and their families’ living conditions. Football had become a powerful catalyst for change, a movement that uplifted and inspired.

Soleen joins us on the Bonito to platform to talk about her journey.

Bonito: Hi Soleen, we are so grateful that you are taking the time to talk with us on the Bonito Platform.

Soleen: Thanks, I love to be involved with this project!

Bonito: So tell us about how your passion for football began. I understand you began at the age of 3! Also how did it become so that you were captivated to explore the ways the game could bring about positive changes for society?

Soleen: Yes, I developed a love for football at the age of 3 and was always chasing the ball at home. I preferred playing with a ball over barbies and toys, and often imitated the actions of thecharacters in the Japanese Cartoon “Captain Tsubasa” while playing with my brothers on the street. Despite the lack of opportunities for girls to play football in Jordan at the time, I continued to play on the streets until I turned 15, when my school established a girls football team. This marked the beginning of my realization of the positive impact football can have on society, especially for girls. Through playing football, we gained confidence, felt freedom, and were empowered compared to other girls of our time. The formation of the national team in Jordan in 2005 has brought about significant changes, with many stories of girls from rural areas shifting the mindset of their families and using football as a primary source of income
to change their lives with better living conditions.

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

Soleen: I believe that football is not only the most popular sport in the world but also the most accessible, you can play football on the street with two stone blocks at each side and a ball to kick with bare feet and still brings immense joy when scoring. football from long ago represents national identity and pride particularly during events like world cup.  This connection fosters sense of belonging and unity among the fans. playing and watching football is an addictive feeling that cant be described to those who are not into this beautiful
game.

Bonito: You are currently the head of women’s football and the head coach of the Malaysia National Women’s football team- how has that experience been and what is the state of women’s football in Malaysia and in Asia in general?

Soleen: It has been an amazing two years for me in Malaysia so far, witnessing the development and growth of the women’s game. When I arrived in December 2022, I observed that many young talents did not have a place to play. There was even a lack of football in girl’s schools, and the national teams did not train regularly with limited access to good facilities. Over the past two years, we have been working to develop grassroots football by introducing the FIFA Women’s Football campaign in all 13 states of Malaysia. This initiative has provided girls with the opportunity to play football all over the country. We have also been working with physical education teachers in girls schools to start coaching football, established youth and senior leagues for elite players, and formed three national teams with comprehensive coaching and support staff. These teams have gained valuable experience through international matches. Moving forward, we will continue to collaborate with all stakeholders to invest more in women’s football in order to compete with top Asian countries such as Japan, Australia, China, and Korea.

Bonito: So amazing to see the game growing so fast in Malaysia!

Bonito: Tell us about Finaa, Your NGO in Jordan that aims to empower women through football- what kinds of projects do you run there?

Soleen: Finaa is a Jordanian non-profit organization that was established in 2021. Our focus at Finaa is on girls schools in rural areas of Jordan. We work to rehabilitate the schools backyard area and transform it into a well-equipped football pitch for the girls to have the opportunity to play freely, away from the societal conservativism. Once the football pitch is created, we provide an intensive coaching course for PE teachers to form a team and coach the girls. Additionally, we provide equipment to the school and ensure a football program runs during the school year. We collaborate with other international NGOs to fund this project. To date, we have successfully completed the transformation of five different schools in Jordan.

Bonito: Its really interesting to hear some of the parallels between your experience in Jordan and that of a previous guest to Bonito, Sana Mahmoud (former captain of the Pakistan national team) about the challenges to just finding places to play for girls in such conservative environments.

Bonito: Where do you see the football for good sector going in the next years and what will be the biggest challenge in growing grassroots girls football around the world?

Soleen: In the next few years, I see the football continuing to grow and expand its reach to more communities around the world. The continued investment and support from organizations and governments will help to increase access to resources and opportunities for young people, especially girls, to participate in football programs. However, the biggest challenge in growing grassroots girls’ football around the world will be the gender stereotypes and cultural barriers that limit girls participation in football as we still see this in some countries in Asia Breaking down these barriers will require efforts to promote gender equality, provide equal opportunities for girls to participate, and challenge societal norms. Also, its important to ensure adequate funding, resources and infrastructure for girls football programs, as they are also key challenges in growing grassroots girls football on a global scale

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

Soleen: There have been many unforgettable moments throughout my football journey that have touched my heart deeply. From being called up to the national team for the first time, to being chosen to lead women’s football in Jordan, each experience has been incredibly
special. However, one moment stands out above all others, When Jordan hosted the FIFA U17 Women’s World Cup in 2016, I was the team manager. The opening match was between Jordan and Spain, and as we stood in the tunnel, awaiting our entrance onto the field, we could hear the roar of the fans. I never could have imagined that we would see 15,000 spectators packed into the stadium, all coming out to support the girls. It was a sight that brought tears to my eyes and filled my heart with overwhelming emotion. This moment was truly a turning point for women’s football in Jordan.

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?

Soleen: I would like to shine a light on my colleague Zein Twal today. We have been teammates since we started playing football together and she is the co-founder of Finaa Organization. Zein shares my passion for football and although she hasn’t had the opportunity to work in a professional football organization, she took initiative and created one instead. She currently manages Finaa in Jordan while I am occupied in Malaysia. I want to express my gratitude to her for all the hard work she is doing to empower young girls in Jordan.

Bonito: Finally, how has having been a player yourself and now working in that professional environment helped you in the energy that you are clearly putting on growing the grassroots game and helping more young people experience the beauty that is
football?

Soleen: As a player myself, I have a better understanding of the needs and desires of young players. I am familiar with the passion and dedication required to succeed in football, as well as the challenges that female players, especially those in conservative communities like my own, may face. This knowledge fuels my drive to work hard and overcome these obstacles, motivating me to make a positive impact in this area. My experience as a player and professional leader has provided me with the necessary skills to advance grassroots football and create more opportunities for young females to thrive football. I am committed to giving back to the sport that has given me so much and to inspiring the next generation of players and female leaders. I aim to inspire them and serve as a positive role model for reaching their full potential.

Bonito: Soleen, thank you so much for joining us and we wish you the best in your journey to grow the beautiful game for young girls and women in Asia!

Soleen: Such a pleasure to join you and good luck with the Bonito platform- its needed!

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BIO
Name: Soleen AL Zoubi
Organization (s): Football Association of Malaysia
Role: Women’s Football Technical Director and Head Coach
Favorite Football (or sport) for good organization apart from your own: Jordan Football
Association
Favorite Football Club: Barcelona (Men & Women)

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

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

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

Who are we?

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

Here is a bit about who we are:

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

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

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

But why are we doing this?

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

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

Change is at your feet!

In the heart of Hull, a group of refugees and asylum seekers is finding a new home on the football field through Acorn FC. Supported by Sport England’s Active Through Football program, funded by the National Lottery and delivered by the Football Foundation.

Acorn FC is more than a club—it’s a family. Founded by Maureen Mulligan and Anei Akon, who named the team after his family name meaning “acorn,” Acorn FC has become a symbol of resilience and community.

In a powerful testament to football’s unifying spirit, Acorn FC in Hull stands as a pioneering force. The team, the first of its kind led by and for asylum seekers and refugees, was born from one young man’s simple request: a ball. Anei Akon and Maureen Mulligan met through Hull’s Welcome House, a charity supporting refugees. Anei’s desire to play football, combined with Maureen’s determination to help, led to the founding of Acorn FC. Through the support of Active Through Football, a consortium funded by Sport England and led by the Football Foundation, Acorn FC began to grow.

Today, the club represents more than a football team—it’s a family. With over 100 players from twelve nationalities, Acorn FC trains regularly, breaking barriers and building friendships that go beyond the pitch. The team’s journey to official affiliation with the East Riding County FA, overcoming traditional barriers of residency and financial support, is a result of collaborative efforts from Tigers Trust, Hull University, and the East Riding County FA. This strong network enabled the team to secure essentials like a pitch, gear, and even a 3G field at Hull University, leading to Acorn FC’s debut victory of 10-2.

The initiative, as part of the Football Foundation’s five-year commitment, has created a model for “football for good,” demonstrating how the sport can be a transformative tool in communities. The roots of Acorn FC have taken hold, providing structure, support, and a place for young players to dream and belong. This success highlights what can happen when football is used not just as a sport but as a social force for positive change.

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

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

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

Change is at your feet! 💪⚽

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

Read our Upprop / Announcement (Swedish and English)

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

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

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

It is becoming a universally accepted notion that our food systems are broken. Currently (especially in the west), food production creates a massive negative impact on the environment and has taken us to the verge of global food insecurity. The positive of this newly accepted notion is the opportunities that it allows for tech, data, innovation and new models to  create a healthier food system and a value and power transfer for the planets largest sector. In short there are massive opportunities to achieve a sustainable and healthy transformation of the food system. 

17 Sport’s latest article , “How Sports Lead the Way in Sustainable Food Choices”, explores the growing connection between the sports industry and sustainable food practices. It highlights how sports organizations, from stadiums to athletes, are leveraging their platform to advocate for healthier, eco-friendly food choices. This movement is driven by the realization that food production has a significant environmental impact, and sports entities are uniquely positioned to lead by example due to their large, global audiences.

Key examples include stadiums adopting plant-based menus and reducing food waste through initiatives like composting and redistribution to communities in need. The article also discusses how high-profile athletes are advocating for sustainable diets, using their influence to inspire fans and the general public to make more responsible food choices. These efforts show that the sports world can play a pivotal role in promoting sustainable consumption, given its cultural influence.

By aligning sustainability with the excitement of sports, the article suggests that the industry can drive significant behavioral change. This growing movement underscores the importance of integrating sustainability into every aspect of the sports ecosystem, from corporate responsibility to fan engagement, to create a more environmentally conscious future.

In countries around the world food and technology is becoming an ever increasing partnership for addressing planetary concerns- could football as a truly global game make this a truly unique value proposition which also could have a tremendous impact on communities around the world.

Football clubs have a unique position- when Cristiano Ronaldo says no to a cola and promotes that young people drink water- it gets attention. Could big football clubs, make strategic partnerships with food and technology to deliver another element to sustainability? UEFA recently made news with there first sustainable catering guidelines for food and beverage concessionaries recognizing that their operations can have a significant impact on not only fan experience but fan health and environmental footprint.

The European Football Development Network (EFDN) also has highlighted the importance and impact of food by taking part in the Consumers Understanding of Eating Sustainably (CUES) project.

Food and sports are in many ways inseparable. the young footballer is fueled by the nutrition their diet accounts for as they step on the pitch. Just as a healthy football fan into their later years will depend on their health to be able to follow their favorite team at a ripe old age. Not to mention the edge our favorite athletes get when their diet is orchestrated by a keen maestro with an eye to nature and sustainable processes. In many ways, we in the sports world are natural ambassadors for this food revolution.

Could food be the hook where football and latch onto to make a real and tangible difference in the global goals?

For more details, you can check the original article here.

Read more about the EFDN CUES Project here

UEFA catering guidelines

 

As the world recently marked the International Day of the Girl on October 11th, a groundbreaking initiative called Equal Play Effect Africa is making waves by promoting gender equity through sports. The movement is built on the belief that sports can empower girls to achieve their dreams and is leading the charge across the continent by providing girls with the opportunity to thrive both on and off the field.

A recently released video titled “Moving Africa – Gender Equality in and Through Sport” illustrates how this initiative is impacting communities across Africa. The video shows the transformative power of sports, highlighting how girls are gaining confidence, leadership skills, and opportunities through participation in football.

Equal Play Effect Africa isn’t just a one-off project. It’s a scalable and adaptable model designed to advance gender equality across Africa. Supported by Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ), and spearheaded by Common Goal, Soccer Without Borders (SWB), and Moving the Goalposts, the initiative is driving systemic change both within organizations and across local communities.

Operating with over 100 stakeholders from 45 organizations across 24 African countries, the movement has made significant strides in pushing for gender inclusivity. These efforts are rooted in the belief that collective action can foster safer and more equitable environments for all.

Regional Hubs with Local Solutions

The initiative is organized around four regional hubs in Africa, each tailoring its approach to local needs. These hubs include:

• North Africa, led by Tibu Africa in Morocco,
• East Africa, led by SWB Uganda,
• Southern Africa, led by Kick4Life in Lesotho,
• West Africa, led by Tackle in Côte d’Ivoire and Senegal.

Each hub works to increase girls’ participation in football, develop leadership opportunities, and address unique regional challenges, while promoting systemic change.

SWB Uganda’s Role in East Africa

As the lead organization for East Africa, SWB Uganda is playing a pivotal role in executing this initiative. With a strong track record of using soccer as a tool for education, leadership, and community building, SWB Uganda is well-positioned to create meaningful outcomes through the Equal Play Effect.

In Uganda, SWB focuses on creating safe spaces where girls can engage in soccer, boost their self-confidence, and develop crucial leadership skills. This aligns with SWB’s long-standing commitment to ensuring that all youth, regardless of gender, background, or culture, can access opportunities to reach their full potential.

The Equal Play Effect Africa initiative continues to build momentum, with partnerships across the continent striving to turn gender equality in football from a vision into reality.