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!

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)