Growing up in a neighborhood in the suburb of greater Paris in a sensitive and harsh environment, Maryam quickly recognized the powerful role that sport—especially football—could play in shaping lives and communities. It was there, as an avid PSG supporter surrounded by passionate family members, that her journey began. Today, that journey has taken her to the heart of the “football for good” movement as a leader at Força Foundation International, an organization dedicated to empowering girls and women through sports. I had the pleasure to first meet Maryam in 2013 at a United Nations workshop. Now 11 years later, I am fortunate to have the chance to connect once again with this star in the football for good world.

Bonito: Welcome Maryam, How did your passion for football first take root, and what inspired you to see the game as a force for social good?

Maryam: Thanks! Growing up in a neighborhood in the suburb of greater Paris surrounded with violence, I’ve witnessed how sport can drive the youth and, if aware of its power, how it can save lives: and I mean it metaphorically but also literally. Young men and women, youth in general are always seeking a purpose, to avoid the pitfalls of boredom-so society has to offer a place where young people can let their energy go: and there is no better recipient than football and sport in general.

My passion for football started at a young age as I was surrounded by my uncles who were passionate. I have never played, but I could not miss one PSG game. And if so, I had to watch or listen to the radio the after-game recap. I was immersed in this world through the men in my family. We’re big PSG fans at home: I grew up with my uncles. Of course, there was an odd one out among my uncles who was an OM (Marseille) supporter! So, when it came to making fun of each other, it was off-gloves. But what always fascinated me was the passion and enthusiasm they exuded when talking about football. Clearly, it was the 98 World Cup that triggered my interest. I was 9 years old. Then Euro 2000, and Trezeguet’s golden goal is one of my fondest memories to this day. One of the most difficult was, in 2006, Trezeguet’s missed penalty and his tears at the Élysée Palace… Well, I admit I cried, but I adored the player. If you see me in front of a PSG match, I’m unrecognizable, according to those around me.

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

Maryam: About his feeling of passion? I can’t really explain it: why football? But in general,  I guess it is more about supporting a club or a part of your community, this feeling of belonging. That is what sport creates, develops and brings to society. So we should definitely keep preserving it and use it as a tool for empowerment because it has a unique power.

Bonito: Tell us about your work at Futebol da Forca?

Maryam: Working for Futebol dá força (FDC),  means being on a daily basis working towards girls and women empowerment through sport. Futebol dá força Foundation (FDF) is an international foundation building capacity among coaches to empower girls through gender inclusive values-based leadership with an intersectional approach and with the objective of the coaches leading behavioral and attitude change in their local communities promoting girls’ rights and opportunities, in order for girls to be able to shape their own future far outside the football field.

FDF’s work breaks down barriers to gender equality in sport, while using football as a platform to promote gender equality and social inclusion in local communities in numerous countries across the globe across all continents. Football  is the main sport used as a platform for education and empowerment among FDF certified coaches, but the methodology can be applied to any sport, and is currently practiced through a variety of sports by coaches in our global network, among them basketball, handball, netball, floorball, tennis, dance, boxing. Our mission: turn the football field into a powerhouse that helps young girls build their physical and mental strength, creating a platform for empowerment.

We want to build long-lasting systemic impact by engaging local leaders and role models as coaches and equipping them with leadership, evidence and tools to empower girls, both on and off the field, and ensuring that they have the support needed to maximize their impact in developing girls’ agency and leading change in their local communities.

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?

Maryam: What I see is that more and more sport representatives stand up for their values requesting from their institution to be more involved in fighting equality, diversity and inclusion. In recent years there has been, in many famous organizations, changes in governance, strategy, HR etc to lead more towards  equality, diversity and inclusion. So in the next few years I believe that more awareness will  be created around those subjects and, most importantly, more actions! We’ve seen that the race towards more money, more successes, more fame, with no respect for universal values and human principles, can only lead to failures, for which we’ll witness sooner or later.

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

Maryam: Let say that in every Futebol dá força training that I am providing to women we are to discuss deep and profound matters related to their personal journey as girls, and women. Each time you are listening to (private) personal stories highlighting inequalities, discrimination, violence it touches your heart. Our work is to make sure that in the near future we don’t have to hear as many heartbreaking stories because things are changing.

Bonito: Is there an organization out there that you would just love to collaborate with in the future because of the work they do?

Maryam: Futbol Mas!

Bonito: Fantastic, Futbol Mas if your reading this reach out and we will make the introductions! Maryam thanks so much for being with us today on the Bonito Platform, looking forward to follow your and Futebol da Forca’s progress in the future!

Maryam: Thanks to Bonito for the platform, also looking forward to following your progress in the football for good arena!

 

 

 

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)

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.