No matter the audience, one question frequently arises when discussing sport for social good: “Yes, but how can sport solve that issue?” This question has trailed me throughout my career—from discussions about sport’s role in achieving the Millennium Development Goals (MDGs), to its integration into the Sustainable Development Goals (SDGs), and even casual conversations with those outside the field.

For many thematic areas, the answers come easily: social inclusion, gender equality, health and well-being—these are familiar territories. But when it comes to poverty alleviation, the skepticism lingers: “How can involvement in football affect poverty in a country or community?”

Football is often praised as a vehicle for positive change, particularly in the Global South, where its reach extends to some of the most marginalized communities. The idea that football can alleviate poverty is not new—it’s a message championed by NGOs, grassroots organizations, and major football institutions. Yet, for all the inspirational rhetoric, one critical question remains unanswered: how does football actually alleviate poverty?

A Tool, Not a Magic Wand

Current UN estimates have the amount of people globally living in poverty at around 1,1 billion. Half of these children and all living in very difficult circumstances. In such a pivotal moment in the world and with so many facing hardship, i often get a bit uneasy in my field when I hear some of the big slogans about the power of sport. First, let’s clear the air: football, or any sport, cannot single-handedly alleviate poverty (or accomplish big social economic challenges of any kind on its own). In the sport-for-good field, we often (perhaps too often) turn to the inspiring words of the great Nelson Mandela, who famously said, “Sport has the power to change the world.” However, this powerful statement is sometimes misinterpreted to mean that sport alone can solve complex societal challenges. It cannot.

Football for example is a tool—and its an excellent  one—that can mobilize, inspire, and create the conditions for meaningful change. But it is not a standalone solution or a magic wand. Mandela himself framed this sentiment on a micro level, continuing in the same quote: “It has the power to inspire. It has the power to unite people in a way little else does. It speaks to youth in a language they understand.”

This distinction is essential when discussing the role of football—or any sport—as a force for good. Football, as the world’s most popular sport, is uniquely positioned to serve as a catalyst for development. It offers communities a valuable platform to take meaningful steps toward alleviating poverty and improving lives. Let’s explore how this works in practice.

How Football Can Alleviate Poverty: Pathways to Impact

In many parts of the world, football is more than just a sport; it is a cultural lifeline. Whether it’s  in football crazy Argentina, in remote parts of Kenyan, the slums of India  or in migrant landing spots in Europe, football captures the imagination and offers a glimmer of hope in contexts often overshadowed by hardship.

Here are the most effective mechanisms through which football can alleviate poverty:

1. Education and Skill Development

Grassroots football programs  often provide more than athletic training—they offer educational opportunities. Football is a great mobilizer when it comes to gathering youth who come for the love of the game but who also can receive valuable life skills training which can lead to better employment opportunities.

Organizations like Grassroot Soccer in Sub-Saharan Africa integrate health and life-skills education into their programs, empowering youth with tools for both personal and professional growth. Vocational training is another avenue, teaching participants skills like event management, groundskeeping, or sports equipment repair—pathways that lead to broader employment opportunities.

Elite academies are also recognizing their potential for social impact. For example, Football Academies for Social Impact (FASI) in Mozambique embeds social entrepreneurship into its mission, prioritizing local hiring for every role—from coaches to catering staff—thereby building an ecosystem of sustainable economic activity.

2. Employment and Economic Stimulation

Football generates jobs directly and indirectly. Local tournaments employ coaches, referees, and organizers, while related industries such as sports manufacturing and hospitality flourish.

One standout example is Alive and Kicking, an NGO that produces high-quality footballs in Kenya and Zambia, creating jobs for local artisans and supplying durable products worldwide. Similarly, The UN (UNCTAD) is currently exploring how Africa can localize its participation in the billion-dollar sports economy by fostering homegrown entrepreneurs in kit-making, stadium operations, and more.

In fact one of the biggest advancements in the football and broader sport for social good field is the rise of social entrepreneurship as a focus in interventions. Organizations like Yunus Sport Hub have contributed so much to the way we think about interventions weather they be in remote areas or attached to major events.

3. Social and Community Development

Football fosters social cohesion, especially in regions recovering from conflict. In Sierra Leone, football programs have helped reintegrate child soldiers, while in other post-conflict areas, the sport serves as a platform for peacebuilding.

Infrastructure investments—such as building pitches or community centers—leave a lasting legacy, benefiting entire neighborhoods. Programs that employ and empower local talent ensure sustainability and prevent collapse when external funding diminishes.

4. Health and Well-Being

The health benefits of football extend beyond physical fitness. In Zambia, football programs have been used to combat HIV/AIDS by spreading awareness and encouraging testing. The mental health benefits are equally significant, particularly in trauma-affected areas, where football provides a sense of normalcy and hope.

Wherever football improves health, it indirectly alleviates poverty by reducing public healthcare burdens, freeing resources for other pressing needs. In fact in the UK, numerous research is being done in relation to the new UK Football Governance Bill to examine how to measure the real social value of a football club- what does it cover that the state no longer has to?

5. Pathways to Professional Opportunities

While not every grassroots player becomes the next Sadio Mané or Marta, the dream of professional football can still be transformative. Even for those who don’t reach elite levels, exposure to networks, mentorship, and life-changing opportunities can alter life trajectories. Let us not forget that many of the skills one learns on the pitch can translate directly into the job market. While this wasn’t widely recognized 10 or 20 years ago- the idea of dual careers is one that is now established and recognized.

Challenges in Translating Promise into Practice

Despite its potential, using football to alleviate poverty is not without challenges:

• Sustainability: Many programs rely heavily on external funding, making them vulnerable to collapse.
• Access: Rural and remote areas often lack infrastructure or resources for meaningful football programs.
• Short-Term Focus: Initiatives sometimes prioritize immediate outcomes over building long-term systems.
• Limited Data: Without robust metrics, it’s difficult to quantify the impact of football on poverty alleviation.

The Way Forward: Bridging the Gap

To unlock football’s full potential as a poverty alleviation tool, we must:

• Integrate Football with Development Goals: Align football programs with education, health, and employment initiatives.
• Prioritize Local Ownership: Employ local staff and address community-specific needs to ensure sustainability.
• Measure Impact: Develop metrics to track outcomes and refine strategies.
• Foster Partnerships: Collaborate with NGOs, governments, and private sponsors for resources and scalability. We need to build local eco-systems!

Conclusion: Moving Beyond the Narrative

Football is not a panacea, but it is a powerful catalyst. Its true potential lies in the hands of those who use it wisely—building not just players, but communities. The challenge is not in convincing the world that football can alleviate poverty; it’s in providing clear, actionable examples of how it contributes to that goal.

By bridging the gap between narrative and practice, football can become more than a game—it can be a wonderful teammate in giving people a brighter life.

Leveling the Playing Field: The Case for More Female Entrepreneurs in Sports

The world of sports has long been a stage for passion, talent, and competition, yet its business side often remains inaccessible to many—especially women. While strides have been made in on-field representation, the off-field arena, where entrepreneurship and decision-making shape the industry, still lacks gender balance.

To achieve a truly equitable and accessible sports ecosystem, we need more female entrepreneurs driving innovation, creating opportunities, and reimagining the industry’s potential. This perspective was powerfully echoed in the recent partnership between  Women in Football (WiF) and Xero, which is highlighting the pivotal role of women in transforming the business of sports. Watch their newly released video on the partnership here.

A broader vision for inclusion and holistic growth

Female entrepreneurs bring unique perspectives to the sports business, often prioritizing inclusivity and access. Their leadership can ensure that the industry moves beyond traditional norms to address the needs of underrepresented communities—whether that means creating platforms for women athletes, amplifying diverse voices, or building ecosystems that embrace real equality.

The business of sports is not just about big-name clubs and leagues. It encompasses everything from grassroots organizations to fan engagement platforms and sports tech startups. Without having adequate female representation in the football business arena- the whole football eco-system will continue to be unequal. The sports business has traditionally been dominated by male-led enterprises, which often perpetuate outdated structures and biases. Female entrepreneurs bring fresh perspectives, innovation, and a willingness to challenge the status quo, paving the way for a more dynamic and equitable sports industry whose profits can then be reinvested into  their communities. In football, this translates into reinvestment in local clubs, youth programs, and opportunities for women and girls to participate in the industry—on and off the field.

Barriers to Entry for Women

Despite their potential, women entrepreneurs in sports face significant hurdles:

• Limited Access to Funding: Female-founded businesses often receive a fraction of the investment compared to male-founded ones.
• Lack of Representation: Women remain underrepresented in sports leadership roles, making it harder for aspiring entrepreneurs to find mentors or networks.
• Cultural Bias: The perception that sports entrepreneurship is a “man’s game” persists, discouraging women from entering the field.

In 2023, Xero partnered with Women in Football to address some of these barriers ad create the entrepreneur mentorship program.

This is a call to action for the football industry. To support more female entrepreneurs in sports, we must address these barriers through:

• Targeted Funding and Support Programs: Initiatives like Xero’s collaboration with WiF are crucial for providing women with financial tools, mentorship, and exposure.
• Policy and Structural Reforms: Sports organizations and governing bodies must actively prioritize diversity in leadership and procurement processes.
• Celebrating Role Models: Highlighting successful female entrepreneurs in sports inspires others to follow in their footsteps, creating a ripple effect across the industry.

Watch the video and visit Xero to read more about and to follow this exciting collaboration.