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.

© Antoine Tardy / Photographers for Hope

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.

© Antoine Tardy / Photographers for Hope

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.

© Antoine Tardy / Photographers for Hope

Bonito: Welcome to the Bonito Platform Isabel. 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? 

Isabel: It all started when I decided to start playing at the age of 6 in my younger brother’s football team. I was the only female playing in that category as there were no women’s teams at that time. I played the sport with men until I was 14 and from then on, I didn’t have many options of where to go to play. My parents were sports people all their lives and they raised my siblings and me through sport. Maybe that’s why we are a very competitive family haha.

I was always a very curious child who liked to know about everything that was going on around me. I used to ask my coaches if they were paid enough to make a living as a coach and I used to discuss with my teammates about how to improve women’s football in the country and how this would improve not only the sport but also society. I believe that my development in the sport and the values it brought with it shaped me as a person who likes challenges, preparing for them and facing them so that afterwards, whatever the outcome, I could work harder to get the best results. 

Not having many spaces to play in the football industry, I realized that those of us who were part of the ecosystem would have to create them and gradually develop them. At that time, in Mexico there wasn’t much talk about sustainability and even less in sport, so little by little I was joining ties until I got here. I remember that one of the most important issues to solve in Mexico was childhood obesity, so I took this topic to develop my final degree work in sport management, which involved the application of a schools sport program to improve children’s health. It is in this research where I realize that sport goes beyond and impacts positively in many areas in society.

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

Isabel: There are many reasons but, I think one of the main ones is that anyone in the world can play football even with 2 backpacks set up as goals and a bunch of sweaters tied in the shape of a ball. Having the access to play it and aspiring to make it to the big stage where you see your favorite players play on TV, creates that path from zero to professional and personal success that everyone aspires to have and there is a relation in these feelings generated in every stage of the game. 

I wouldn’t know how to measure the level of feeling of a fifth division football team going up to the next division compared to a team of 8 year olds winning a championship or a team winning their weekly game in the 95th minute or a national team winning a medal at the Olympics. I think the feeling is very similar at each stage because if there were levels, I’m sure our hearts would explode.

Bonito: Thats such a beautiful description of how the heart can be equally inspired and set ablaze at every level of football high and low. Can you tell us about the football culture like in Mexico where you grew up?

Isabel: For girls and women it was complicated. There were not many spaces to play in and not much to aspire to. You couldn’t dream of being a professional player because there was no such possibility, and even if you thought about it as a child, you reached adolescence facing a reality where many of those who played stopped playing. You also didn’t see your role models on TV and had to make do with being Rafa Marquez or Puyol or Inisesta (which isn’t bad at all haha). 

Parents didn’t want their daughters to play and not because they didn’t like the sport, but because they didn’t see the goal or the path where their daughters could grow over time and it wasn’t worth investing in it. Also, back then there was a culture where as a woman it wasn’t very cool to play football and you were criticized for that. 

I was lucky enough to have parents who supported me in anything I wanted to do as long as I was committed to the sport. In the end I had the opportunity to play in the women’s major league, the top league at the time, and got a small football scholarship at my university. But after university, everything was over. Years later I played again in Spain for 3 years in the women’s football 5th division.

Bonito: Tell us about your new project Ambassador X which you are launching- whats the idea and how did it evolve?

Isabel: AmbassadorX starts with the aim of helping the women’s football ecosystem to thrive in the best possible way. Talking to many people in the industry, I realized that there is no platform where the community can get to know the women’s football projects that are being created around the world and that there are many people who want to invest in these projects but don’t know where to start looking.

AmbassadorX is a global platform that unites leaders, companies, and enthusiasts from across the world who are dedicated to advancing women’s football. It’s a collaborative space that provides visibility to projects, ambassadors, and leaders working in diverse areas of the women’s football ecosystem. We amplify industry impact by providing a space where stakeholders can connect, create and inspire meaningful change through crowdfunding, sponsorship & Investment. 

We have just launched the Alpha version of the platform to engage with the community, get their feedback and build the best platform to support as many projects as possible and therefore support women’s football.  In this phase we will only focus on reaching out to the community, giving visibility to the projects and their ambassadors and connecting with new stakeholders. But step by step the platform will evolve to bring opportunities to these projects and little by little new features will be added.

Bonito: Thats a really cool platform, we cant wait to follow its progress!

Bonito: Your first job after moving to Spain was with the Cruyff Foundation- tell us a bit about that experience and the Cruyff Brand in Spain?

Isabel: I am a big fan of Johan’s legacy and his 14 principles. I completely identify with the values of the foundation and share the thinking he had. Working for the foundation was a dream come true, and I owe so much to the entire team I worked with. Even though it was an internship and only for a short time, it was enough to make me realize that my path should be built around the positive impact sports have on society. Being able to define this is priceless, and it’s a passion that will last a lifetime.

Recently, I had the opportunity to attend the “Open Day,” where the foundation organizes a full-day sports festival for people with disabilities. Seeing the happiness of everyone who participated filled me completely.

Bonito: Where do you see the football for good field heading in the next years?

Isabel: In the coming years, I believe football for good will grow significantly and will no longer be considered a separate topic within the industry. By this, I mean that a club’s growth strategy will no longer be divided from its Sustainability or CSR strategy; they will become one and the same. The SROI (Social Return of Investment) will become a highly valuable metric for clubs and, most importantly, for the stakeholders who support them.

A goal we should aim for as a community is for Sustainability Manager positions to disappear entirely because we should reach a point where every person in the world, in any job, makes decisions and acts sustainably. Of course, we need them now, and I would love to become one someday, but that is what we should aspire to achieve. I am someone who firmly believes that football can change the world if it is managed in an organized, correct, and positive way. Perhaps what I’m saying sounds overly ambitious, but I see it very clearly.

Bonito: What will the keys be to driving women’s football forward in the next 10 years- which partnerships will be critical to ensure equality in all aspects of the beautiful game of football?

Isabel: In the next 10 years, it will be essential to connect the development pathway with professional opportunities so that the girls who are now looking up to their role models have a space to grow within sports. We need to continue educating and training more female coaches, referees, and staff. We must create spaces for leaders who want to work in the industry. And, most importantly, we must ensure that the spirit of the community we have today does not change. Let’s protect our culture of mutual support, teamwork, and knowledge sharing. Together, let’s build the women’s football we want for the future and set aside the EGO that is beginning to knock at the door.

Bonito: Is there one colleague or organization who you have collaborated with who maybe doesn’t always get the spotlight that you would like to shine today and why?

Isabel: There are SO MANY! I cant list them all but a selected few are: 

SheWins – México by Cecilia Vales

Girls United – UK & México by Romina Calatayud

These two are doing an incredible job creating spaces for women to play and teaching coaches in Mexico. 

Women’s Soccer School Spain by Soraya Chaoui

The only 100% womens football club in Barcelona inspiring their players to work for a scholarship in the US, support the players and Staff  in mental health and train their coaches constantly for personal and professional growth.

Bonito: Isabel, thank you so much for talking to us today and congratulations on the launch!

Isabel: My pleasure and keep up the good work in supporting girls and womens football!

BIO

Name: Isabel Cabrejas Ruiz

Organization (s): AmbassadorX

Role: Founder & CEO

Favorite Football (or sport) for good organization apart from your own: SheWins, Girls United, EcoSport Pro, Sportanddev.org, Johan Cruyff Foundation, Laureus, Yunus Sports Hub, Common Goal and many others.

Favorite Football Club: Women: Barcelona FC & Chelsea FC

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

LinkedIn: www.linkedin.com/in/isabel-cabrejas-ruiz

AmbassadorX Instagram: https://www.instagram.com/ambassadorx.global/

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.

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!

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.