In the heart of Cameroon, where dreams of young girls taking to the pitch were often met with closed doors, La Ligue D’Égalité emerged as a beacon of change. Before its creation in 2022, organized competitions for girls at the grassroots level were virtually nonexistent, leaving countless aspiring players without a stage to showcase their talent or to quench the thirst that comes with falling in love with a sport. But through the vision of Petrichor and the backing of La Liga, a revolution quietly began—one that was not just about football, but about rewriting the narrative for girls in sport. More than a league, it became a movement, forging pathways for young players to step onto the field with pride, knowing that their game mattered.

For Jurian Van Den Berg, one of the driving forces behind this initiative, the key to lasting change lies in community. Petrichor doesn’t just run a league; it weaves a network, uniting teams and individuals who share a relentless passion for advancing girls’ football. This interconnected system fosters professionalism, builds local leadership, and instills the structures needed for the game to thrive—far beyond any single season. It’s this foundation that makes La Ligue D’Égalité more than just a moment in time; it is a blueprint for sustainability, ensuring that the girls who play today will inspire the generations that follow.

Jurian took a break from the pitch in Cameroon and South Africa to discuss this impressive initiative with the Bonito Platform.

Bonito: Hi Jurian, we are just so excited to have you on the platform today to discuss what we think is a very important and model initiative. Tell us about how your passion for football began and at what point did you realize its potential to make a positive change in the world?

Jurian: Thanks so much for having me to discuss the Beautiful Game! Growing up in Cameroon, Africa, football was all around from me from the moment I could walk. Soon, I started to play with the local Cameroonian kids my age and my love for the game just grew and grew. Especially playing on the dirt and sand fields of the neighborhoods gave me a unique experience with football. You don’t need pristine pitches or balls to enjoy football.

Just saying that football was around from the moment I could walk shows the reach that the sport has, not just in Cameroon, but worldwide. Positive change can start small by just forming friendships which is what happened for me. Throughout my life I realized football creates connection which gives a huge opportunity for change and that is how it became a passion.

Bonito: In almost every corner of the planet, one sees young people playing football- Why do you think football evokes such powerful sentiments with such a broad range of people all over the world?

Jurian: Football does not require a certain body build or a certain level of economic stature to enjoy. Every little boy or girl becomes equal when they start playing together, be it on the great fields in the western world or the sand pitches in Africa. All you need is a ball and four sticks for goals and you are set.

Bonito: Tell us about how La Ligue D’Egalite came about in Cameroon? It really feels like a model for how to build a successful structure for girls football in Africa.

Jurian: La Ligue D’Egalité started in 2022 when Petrichor wanted to find a solution to the fact that there were no organized leagues for girls teams in the country. The only women’s leagues are the pro leagues. However, at the grassroots level, there was nothing. Petrichor and La Liga got in contact and shared a vision to promote girls’ football and the partnership was born. The first league started with 6 teams and grew to 10 in the second edition. Now, there are teams coming from multiple regions of Cameroon, hundreds of kilometers away, to play in the league. The past editions, the categories consisted of U13, U15, and U17 and impacted 400-500 girls from different communities.

Bonito: You have a unique approach with building the league there- can you tell us about how your program is built to be successful in the long run?

Jurian: The biggest reason why it is built for the long run is that Petrichor is a community network of teams and individuals putting an importance on girls football. Petrichor is an association where teams can join so that both parties can help each other. This mutual benefit is the key to growing women’s football here because it is building structure and professionalism.  Through this structure, the league will always be finding and pulling more people who have a passion for women’s football. La Ligue D’Egalité teaches these teams and individuals what it means to run a football organization well, as well as professionalism in being on time with the right people and respecting the regulations. By growing girls football at grassroots level, the league can also be successful because more and more girls teams are professional and well run.

Bonito: Tell us about your partnership with La Liga- What role do you see big clubs and leagues like La Liga having in promoting grassroots girls football around the world?

Jurian: Big leagues and clubs obviously have a big presence all over the world just through branding alone, not to mention the actual ‘on the ground’ work that they do. Because of this, they should be the leaders of pushing topics like grassroots girls football that are still growing and need role models. In the case of La Ligue D’Egalité for example, every week a crowd of over 100 people come to the gamedays to watch. This started out because they heard a big organization like La Liga was involved that they know from Fc Barcelona and Real Madrid, and now they come back because they’ve realized girls can actually play beautiful football. Promoting and backing girls football around the world will push the game forward and take away a lot of the stigmas that sadly do still exist all over the world.

Bonito: You recently expanded the program to South Africa- tell us a bit about why you chose South Africa and how is it going there?

Jurian: The first edition of what is called the Mzansi League just finished and it was a great experience. It was really cool to provide that same joy that football brought girls in Cameroon, to girls in South Africa as well. The structure was a little different from Cameroon because this was small sided but that added a really cool dimension the games and experience as well! We chose South Africa because there were people that we trusted from both the Petrichor and La Liga sides. This project has to be done with partners on the ground which made this a logical choice.

Bonito: How does La Ligue d’egalite differ from a lot of other programs aimed at getting more girls involved in the sport at the grassroots level?

Jurian: The biggest difference is that La Ligue D’Egalité is not solely focused on the football side. The platform is a great way to educate girls on leadership, support them through troubles at home, and help in social skills. For example, in the second edition, ‘Goals for Girls’ got involved giving each team talks on having conversations on female leadership. It was one of the highlights that each team mentioned at the end of the League showing its value. Also, women’s coaching courses are given to women involved or connected with the teams in La  Ligue D’Egalité, which again shows it is not just about the football for the girls. Those female coaches have gone on to coach some petrichor teams, local academies and started their own teams. La Ligue D’Egalite is just as much a social project outside of football as in it.

Bonito: Where do you see the future of the football for social impact field headed?

Jurian: The beautiful thing is that because football is such a global industry and passion for so many people, football for social impact will always thrive in my opinion and there will always be opportunities to do good. I do think, like mentioned above, that clubs and organizations will play a big role in its future, growing their presence in different markets by creating social impact through organizations that are on the ground. It is a good match that can benefit both parties in the long run. The biggest struggle for football for social impact organizations is most often the finances and professional football organizations could be a solution.

Bonito: Jurian thanks so much for joining us today and sharing your wonderful work!

Jurian: Thanks so much Bonito Platform! The questions were really fun to answer, what a great initiative this is!

BIO

Name: Jurian van den Berg

Organization (s): Petrichor Football Association

Role: Country Manager

Favorite Football (or sport) for good organization apart from your own: Johan Cruyff Foundation

Favorite Football Club: Sparta Rotterdam

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

Those of us working in football and sport-for-good organizations are facing an unprecedented funding crisis. Securing financial support for programs that use sport as a tool for social impact has never been more challenging. Traditional large-scale national donors no longer have the same resources at their disposal, and an increasing number of Western countries are shifting their funding priorities towards local initiatives rather than those traditionally supported in the Global South.

While these traditional funding streams have long provided crucial support, they come with their own set of challenges—chief among them, sustainability. Many impactful programs that rely on government funding have found themselves at the mercy of shifting political priorities and budget cuts. A change in administration or funding policies can dismantle years of progress, forcing organizations to scramble for alternative resources to avoid resetting their impact to zero.

In response, more successful projects are now striving for financial self-sufficiency. Social entrepreneurship has become a key driver of this shift, with groundbreaking initiatives like Ligue d’Égalité demonstrating how sustainable ecosystems can be built around sport. These models ensure that programs are not only independent of external national policies but are also deeply rooted in their communities, maximizing their long-term impact.

This spirit of innovation has also led to a transformation in the way football academies are perceived. The emergence of Right to Dream reshaped the traditional view of academies, proving that they could be more than just talent factories. Instead, they could provide young players in football-loving countries with not only the dream of playing professionally but also the education and skills to build successful futures beyond the pitch.

Now, in Mozambique, Álvaro García Maldonado is taking this concept even further with Football Academies for Social Impact (FASI). His vision intertwines the presence of a football academy with the holistic development of an entire region, fostering an ecosystem that uplifts communities through sport. Álvaro’s journey is an inspiring one—leaving behind a successful career as a football executive and investor in New York to pursue his dream of using the beautiful game to drive social change in Mozambique. With FASI now poised for its next phase of growth, he shares with us how a football academy can be much more than a place for nurturing talent—it can be a catalyst for transforming lives.

Bonito: Álvaro, Thank you so much for joining us, Im so excited to learn more about how you are combining an elite football academy with social responsibility

Alvaro: So wonderful to be on the Bonito Platform!

Bonito: FASI has its origins in your remarkable personal journey, Alvaro. Could you share how you transitioned from a career in finance to working with Bayern Munich and Red Bull FC in New York, and ultimately taking the leap to establish FASI in Mozambique?

Alvaro: My journey into doing good through football has been a step-by-step process, shaped by a desire to create lasting impact where it is most needed. I started my career in finance and impact investing in developing countries, where I worked on projects aimed at fostering economic growth and social development. This experience exposed me to the challenges many communities face, but also to the incredible potential that well-structured initiatives can unlock. During this time, I developed a strong passion for creating impactful and sustainable business models that could drive meaningful change.

At the same time, I had always been drawn to football—not just as a sport but as a powerful tool for development. I saw firsthand how it could unite communities, provide life-changing opportunities, and serve as an entry point for education and personal growth. That realization made me want to channel my experience in impact-driven initiatives into the football world.

Knowing that I needed to further strengthen my expertise, I pursued a Master’s in Sports Management at Columbia University in New York. This was a key step in equipping myself with the right knowledge and network to build a project like FASI. After completing my studies, I sought firsthand experience in football at the highest level, joining Bayern Munich—one of the most successful clubs in the world. There, I gained insights into elite player development, club management, and community engagement.

I then continued to deepen my understanding of youth development and grassroots football by working with New York Red Bulls, where I became deeply involved in the management of a football entity and the understanding of how to create pathways for players to succeed.

Each of these experiences brought me one step closer to my ultimate goal—launching FASI, a social enterprise that leverages football as a tool for impact, transforming the lives of children in developing countries, starting from Mozambique.

Bonito: Mozambique faces significant socio-economic challenges, including widespread poverty. Can you provide some context about the situation in the country and how it shapes your work?

Alvaro: Mozambique is a country full of talent and potential, but it faces major socio-economic challenges that directly impact the lives of children, especially girls. Poverty is widespread, and access to essential services like education, healthcare, and proper nutrition remains limited for many families.

At FASI, we operate within this reality, understanding that for many of the children we work with, our program is not just about football—it’s a lifeline. 87% of the children we serve only have one warm meal a day, and it’s the one that FASI provides. This highlights the deep nutritional insecurity in the communities we support and how essential our meal program is to their well-being and physical development.

Education is another significant challenge. Only 11%—just one in ten—girls in Mozambique even access secondary education, let alone complete it. Financial barriers, cultural expectations, and lack of access to quality schooling often prevent girls from continuing their education. This is why education is a key pillar at FASI—we aim to ensure that children not only have access to learning but are supported holistically in their growth and future opportunities.

Beyond these structural challenges, we also recognize that gender roles are deeply rooted in many of the communities we work in. Cultural traditions play an essential role in shaping society, and we respect and embrace them while also working to create new opportunities for both girls and women. Our approach is not about imposing change from the outside but about working within the community to expand possibilities, offering young girls the chance to pursue education, develop their talents, and dream bigger.

The impact of this work extends beyond the girls on the pitch—it also affects the women we employ. By creating meaningful job opportunities for female coaches, educators, and staff, we are supporting economic independence, career growth, and hope for a better future for women in the community. These role models are instrumental in inspiring the next generation, demonstrating that there are multiple pathways to success and leadership.

All of this reinforces how necessary FASI’s continuity is for the well-being of these children and the broader community. What we are building goes beyond football—it’s about providing access, breaking barriers, and fostering long-term change in a way that is respectful, collaborative, and deeply impactful. Through our work, we are not only developing talented athletes but also helping to shape a more inclusive, empowered, and hopeful future for all.

Bonito: FASI is an elite training academy, but it also strives to create meaningful social impact. Could you tell us more about how you achieve this balance?

Alvaro: At FASI, we believe that football should be accessible to every child, regardless of their background, gender, or socio-economic status. While we have an excellence program designed for those who aspire to pursue a professional career in the sport, our approach is deeply rooted in inclusivity, accessibility, and equal opportunity.

Through our growing network of satellite academies, we already work with over 3,000 boys and girls across the country, ensuring that children in rural and underserved communities have access to structured football training, education, and health support. These free-to-play academies serve as the foundation of FASI, allowing us to create safe spaces where football becomes more than just a game—it becomes a vehicle for empowerment, education, and improved well-being.

Our “no child left behind” policy ensures that every child who wants to play, learn, and grow with us has a place in our programs. Whether they dream of becoming professional athletes or simply want a structured environment to develop life skills, we make sure that every child benefits from FASI’s three core pillars: Talent Development, Health, and Education.

For those who show the ability and desire to pursue football at a professional level, we offer our excellence program, which provides a higher level of training, mentorship, and career pathways. However, what makes FASI unique is that every single athlete in our excellence program comes from our satellite academies—ensuring that access to elite development is not dictated by financial means but by talent, dedication, and passion.

Sustainability is also at the heart of what we do. By embedding education, life skills training, and well-being initiatives into all aspects of our programs, we are creating a model that does not solely depend on producing professional footballers to be considered a success. Instead, we ensure that every child benefits—whether they pursue a career in football or take their skills and knowledge into other professional paths.

Ultimately, FASI is much more than an elite football academy—we are a platform for opportunity, growth, and social change, ensuring that every child we reach has the support they need to build a brighter future, no matter where they come from.

Bonito: At FASI, you prioritize employing locals in roles and services associated around the academy. How important do you think it is for sports-for-good projects to consider the local ecosystem, ensuring sustainability beyond the lifespan of initial funding?

Alvaro: For FASI, embracing and respecting the traditions and culture of the local communities we become part of is paramount. We believe that our impact can only be meaningful and lasting if it aligns with the values and practices of the communities we serve. By integrating ourselves into the fabric of local life, we foster trust, mutual respect, and genuine partnerships that enhance the sustainability of our initiatives.

We have set self-imposed metrics to ensure our commitment to community integration and empowerment is tangible. At all times, at least 90% of our employees are Mozambican, coming from the very communities we work in, which helps to create a sense of ownership and pride among our team and the broader community. Additionally, we are dedicated to gender equality within our organization, maintaining a minimum of 50% female employees. This approach provides powerful role models for the young girls and boys in our programs and demonstrates our commitment to inclusivity and equal opportunity.

We also believe in investing in the personal and professional growth of our staff. By consistently covering the costs for further education, certifications, and development programs, we empower our employees to advance their careers and expand their knowledge. This not only enhances their contributions to FASI but also equips them for broader opportunities beyond our organization, ensuring that their personal growth continues regardless of FASI’s journey.

Our approach is about more than just employment—it’s about building capacity and fostering long-term resilience within the community. By creating clear growth plans and supporting continuous development, we help our staff envision a better future for themselves and their families. This holistic support extends the impact of FASI well beyond the playing field, contributing to sustainable community development.

In sports-for-good projects, sustainability goes hand-in-hand with local integration. By empowering local staff, respecting cultural norms, and investing in community-driven growth, we ensure that the positive changes initiated by FASI are rooted in the community and can thrive independently in the long run. This commitment to local engagement and empowerment is at the heart of our strategy to create enduring social impact.

Bonito: Reflecting on your journey in football journey, is there a particular moment or experience that profoundly touched you and reinforced your commitment to this work?

Alvaro: There have been many moments that have reaffirmed my commitment to this work, but some of the most powerful have come from meeting the parents of the children we support. Seeing the gratitude in their eyes when they realize that we are providing their children with an opportunity they would have never been able to afford—and doing so purely out of a genuine desire to support and uplift those who don’t have the same opportunities—has been incredibly moving. Many of these parents never imagined that their children could have access to structured football training, proper education, and nutritional support. Knowing that FASI is not just transforming the lives of the children, but also bringing hope and relief to their families, reinforces why we do what we do.

Another defining experience was my time at El Cambio Academy in Uganda and Right to Dream in Ghana. These initiatives have demonstrated that when done right, football academies in underserved communities can serve as powerful engines for social mobility and systemic change. They have produced talent capable of competing at the highest levels of the sport, allowing children who dream of professional careers to pursue them.

At the same time, these projects have empowered boys and girls from rural communities in Africa to graduate from top-tier universities around the world, thanks to the structured support they received from an early age. Many of these young men and women return to their home communities with the tools, education, and confidence to create lasting change—whether by mentoring the next generation, starting businesses, or contributing to the development of local institutions.

These experiences validated FASI’s model and strengthened my belief that we are shaping future leaders, role models, and change-makers. Seeing the tangible impact of such projects has been a reminder that the work we are doing at FASI is about opening doors, redefining possibilities, and creating pathways to a better future for thousands of children and their families.

Bonito: If you could collaborate with any organization in the world to create a project, who would you choose and why? What would make them an ideal partner for FASI?

Alvaro: This is a particularly relevant question at this moment in time, as FASI is actively looking for partners, sponsors, and supporters to ensure our sustainability over time and further elevate the impact of our work. To anyone reading this who feels called to be part of a project like ours—or knows someone who might—we invite you to reach out to us at contact@fasi.world.

Right now, we are in search of an exclusive lead partner in the form of a football club that can support all three of our core pillars—Talent Development, Health, and Education—while also helping us uplift our coaching standards and expand our reach. This partnership will play a critical role in shaping the future of the children we support, particularly those with the dream and ability to pursue a professional career in football.

We are currently in conversations with several clubs, carefully evaluating each potential partner to ensure full alignment with our values, mission, and long-term vision. While time is of the essence—and we aim to finalize this opportunity within the first quarter of the year—we are also taking a granular and deliberate approach to selecting the right club. It is crucial for us that any partner we bring on board respects and aligns with FASI’s mission and objectives beyond their own, prioritizing the well-being and development of the children we serve. We are looking for a club that, within their area of expertise, can help maximize the chances of those with the dream of becoming professional footballers to reach the highest levels of the game through structured pathways and exposure.

At the same time, this partnership is also a highly attractive opportunity for the club itself, and the organizations we are speaking with fully recognize the value in this collaboration. The proposal we have put forward presents a win-win scenario for all involved—FASI, the club, and most importantly, the children whose lives will be transformed. The club that joins us as our exclusive lead partner will gain a unique and meaningful presence in one of the most talent-rich regions of the world, positioning itself as a key player in the development of elite footballers in Africa. Beyond talent identification and player development, the club will be part of a movement that is driving real social impact, reinforcing its global reputation as a force for good in football.

Beyond this exclusive club partnership, we also extend an open invitation to corporations, foundations, and individuals who want to be part of FASI’s journey. Whether through funding, resources, expertise, or other forms of collaboration, there are many ways to contribute to our transformative mission. We are building something that goes beyond football, creating opportunities that change lives, and we welcome those who share our vision to join us in making a lasting impact.

For those who feel inspired to collaborate, please reach out—we would love to explore ways to work together.

Bonito: At Bonito, we believe every grassroots football coach is also a social impact practitioner. Could you highlight one of your Mozambican coaches at FASI who embodies this philosophy and share what makes them stand out?

Alvaro: One of the most inspiring figures at FASI is Coach Felismina Moiane, known as Coach Djime. She has been with us for almost a year, serving as both a football coach and the Coordinator of FASI’s Female Division, playing a pivotal role in developing the next generation of female footballers in Mozambique.

Coach Djime embodies everything FASI stands for—commitment, excellence, and a deep passion for using football as a tool for empowerment. She is a professional first-division football player while also pursuing a degree in Sports Science and Physical Education at IMEDE (the Mozambican National Institute for Sports). Her ability to balance her academic pursuits, athletic career, and coaching responsibilities makes her a powerful role model for the young girls in our program.

At FASI, we are committed to investing in the personal and professional growth of our staff, and Coach Djime is a great example of this. As part of our commitment to capacity-building and long-term development, we have covered the costs for her to obtain her CAF (African Football Confederation) coaching certification, ensuring she continues to grow as a football professional.

Her impact extends far beyond the pitch. She is a living example that with the right opportunities, dedication, and guidance, young girls in Mozambique can pursue both education and football at a high level. She leads by example, showing our student-athletes that success is achievable both on and off the field.

At FASI, we are incredibly fortunate to have local leaders like Coach Djime, whose presence not only elevates the level of football development in our academy but also inspires a new generation of young girls to believe in their potential. She is a testament to our commitment to empowering women in football, providing opportunities for personal growth, and ensuring that our impact is driven by talented Mozambican professionals from within the community.

Coach Djime represents the heart of what we do at FASI—creating pathways for success, fostering role models, and making football a force for real, lasting change.

Bonito: Álvaro, thanks so much for joining us today, you are really a shining example of dedication in the football for good field! And to all those clubs out there, contact Alvaro right away to both help with the social impact of Mozambique but also to perhaps find the next Mozambiquan Messi or Ronaldo!

Alvaro: Thanks so much for having me and we look forward to hosting Bonito in Mozambique some day!

BIO

Name: Álvaro García Maldonado

Organization (s): FASI – Football Academies for Social Impact

Role: Founder & CEO

Favorite Football (or sport) for good organization apart from your own: El Cambio Academy

Favorite Football Club: Real Madrid

Website: https://fasi.world/

LinkedIn: https://www.linkedin.com/company/fasi-footballacademiesforsocialimpact/

Instagram: https://www.instagram.com/fasi.impact

Football has long been a universal language, breaking down barriers and bringing people together. For marginalized communities, particularly individuals with visual impairments, access to sports has often been limited. However, Blind Football Uganda is changing that narrative in the country, offering an inclusive and empowering space where players can experience the joy of the game, build confidence, and develop essential life skills. In Uganda, where opportunities for visually impaired athletes have been scarce, Blind Football is proving to be a game-changer—creating new possibilities and a sense of belonging for those who have often been overlooked.

At the heart of this movement is Jagwe, whose dedication and passion have been instrumental in bringing Blind Football to Uganda. Through his tireless efforts, the sport has not only gained recognition but has also provided visually impaired individuals with a platform to showcase their talent, connect with their communities, and pursue opportunities that once seemed out of reach. His work is a testament to the power of football in driving social change, proving that the beautiful game truly is for everyone.

Bonito: Jagwe, you are such an inspiration, thanks so much for joining the Bonito platform today! Can you tell us a bit about your personal journey in football and how did you end up deciding that you wanted to use football to help people with visual impairment?

Jagwe: From childhood, I have been both a football player and a passionate fan. While growing up, I participated in various sports, including athletics, goalball, and board games, but I always found myself returning to football—it remained the most interesting and engaging sport for me.

During my time at Makerere University Business School (MUBS), I actively participated in sports and realized that there was little in our communities that truly connected with people with visual impairments. This insight inspired me to introduce Blind Football in Uganda, as football is a universally recognized and beloved sport that everyone talks about, supports, and relates to.

My goal was to increase playing opportunities for individuals with visual impairments, as the existing options were limited to goalball and athletics—leaving many feeling excluded. By introducing Blind Football, I aimed to broaden access to sports and create a more inclusive environment.

Beyond just a sport, I also saw Blind Football as a career and employment opportunity—both for myself and for individuals with visual impairments. Not everyone can find employment in traditional job markets, so I envisioned Blind Football as an alternative pathway to addressing the social and economic challenges faced by the visually impaired community.

Bonito: Tell us a bit about the football culture in Uganda?

Jagwe: In Uganda, Football is the most popular sport making it a vital part of our culture. In every home, people know, speak about, or plays football. In Uganda you find football everywhere- on  official pitches and unofficial playgrounds and even on streets and roadsides 

Bonito: Tell us the story about the origins of Blind Football Uganda- how did the organization start?

Jagwe: The idea first came to me in 2016 when I watched the Rio 2016 Paralympic Games in Brazil. I was immediately drawn to Blind Football and began asking myself whether it could be introduced in Uganda. After conducting research, I realized that the sport did not yet exist in the country, which motivated me to take the first steps toward establishing it.

In 2019, after graduating from university, I began reaching out to various organizations—both locally and internationally—seeking support for equipment. However, I faced many challenges, as blind football balls were not readily available in Uganda or Africa. Despite numerous setbacks, I remained persistent.

In 2020, I contacted the International Blind Football Foundation (IBFF), an NGO based in Japan. They responded positively and provided me with 10 blind football balls and 20 unofficial eye shades, which were approved and delivered to Uganda in 2021. With this crucial support, I officially launched Blind Football in Uganda in June 2021.

I started by introducing the sport to students at Makerere University and Kyambogo University, gradually expanding to other regions, including Kamuli, Kabale, Soroti, Lira, Gulu, Buikwe, Jinja, Mukono, and the Nakivale Refugee Settlement Camp in Isingiro.

Over time, we have been able to organize annual events, with our flagship tournament, the Blind Football Uganda Championship, taking place every year since 2022. This competition brings together teams from across the country to compete for the national title, further growing the sport and increasing awareness.

Bonito: What projects and activities do you run at Blind Football Uganda?

Jagwe: At Blind Football Uganda, we conduct trainings for new players, areas, coaches and other technical officials for the game.  We run a beyond sport program to support our players off the pitch with assistive devices for example white cane, food support, assistive technology support and trainings.

We are currently rolling out a women blind football program to give equal opportunity to participate in sports as we have done with the male participants with visual impairment.

Bonito: What challenges in a Ugandan context to people with visual impairment face in Uganda?

Jagwe: People with visual impairments face several challenges, including:

• Limited access to assistive devices such as white canes and braille materials, which are essential for daily life but often too expensive for many to afford.
• High unemployment rates, despite a significant portion of the visually impaired population being educated and qualified to work.
• Barriers to education, largely due to a lack of awareness that individuals with visual impairments can pursue schooling. Additionally, a shortage of specialized teachers in schools has resulted in many visually impaired individuals starting their education at an older age or missing out on schooling altogether.

Bonito: For those readers who aren’t familiar with the sport of blind football, could you give us an overview about the rules and special equipment used to facilitate the sport?

Jagwe: Blind football is a modified version of football, specifically adapted to meet the needs of blind and visually impaired players. The game follows specialized rules to ensure inclusivity and fair play. Some of the key features are:

• Equal Playing Field: The  players wear blindfolds (eye shades) to ensure fairness, as some players may have varying degrees of vision. This levels the playing field for all participants.
• Playing Surface & Pitch Setup: The game is played on a 40m x 20m pitch, with two 20-minute halves. The longer sides of the pitch are lined with kick boards that prevent the ball from going out of play, ensuring a smoother and more continuous game—there are no throw-ins in blind football.
• Specialized Ball: A size 4 ball is used, containing an internal rattling sound system that makes noise when it rolls, allowing players to track its movement by sound alone.
• Goalposts: The goal size in blind football is 3.66m x 2.14m, the same dimensions as a field hockey goal.
• The ‘Voy’ Rule: Communication is key in blind football. Players challenging for the ball must say “voy” (Spanish for “I’m going”) to alert opponents of an impending tackle. Likewise, if a player is searching for or controlling the ball, they must also say “voy.” Failure to do so results in a foul, as the rule is essential for preventing collisions. However, a player dribbling the ball under control does not need to say anything.
• Standard Equipment: Players wear jerseys, shin guards, stockings, and football boots, but without spikes—instead, they use canvas or specially designed “fair play” shoes for better grip and safety.

Blind football is an exciting, fast-paced sport that not only enhances accessibility but also promotes teamwork, skill, and resilience among visually impaired athletes.

Bonito: How do you engage the professional football organization in Uganda to support your work?

Jagwe: It has been mainly through social media, email engagement and a case in point we have been engaging with Watoto Wa Soka who included us in their 2022 event called the slum derby giving us an opportunity to exhibit blind football to their audience and later on donated to us a kit for our team.

We have as well engaged FUFA- Federation of Uganda Football Associations on how they can support and include blind football in their plan but it has not yet yielded any positive fruits up to now 

Bonito: Uganda has one of the youngest populations in the world. How important are tools like football to empower the next generation?

Jagwe: Football can offer a lot for young people in Uganda. Football serves as a powerful tool for leadership, providing players with opportunities to captain teams, guide their teammates to victory, and become inspirational role models within their communities. By taking on these responsibilities, individuals develop confidence, resilience, and the ability to lead both on and off the field.

Beyond leadership, football plays a significant role in boosting mental health, particularly for individuals with visual impairments who may have limited mobility. The sport allows them to engage in physical activity, experience a change of environment, and enjoy the fun and excitement of the game, all of which contribute to their overall well-being.

Football also offers a pathway to success by providing athletes with access to education, sponsorships, scholarships, international travel, job opportunities, and mentorship. Through networking and interactions with various people and organizations, players can build connections that open doors to new opportunities and career growth.

Additionally, the sport helps develop teamwork and social skills, teaching individuals the importance of collaboration, communication, and mutual support. By working together towards a common goal, players learn how to assist each other in times of difficulty, fostering a strong sense of community and unity.

Bonito: Jagwe, this has been such an inspiring conversation, thank you so much for the work you do and for sharing it with us!

Jagwe: Thanks Bonito- I am always up fo collaboration so anyone on the Bonito platform can feel free to reach out to learn more about Blind Football!

BIO

Name: JAGWE MUZAFARU

Organization (s): Blind Football Uganda

Role: Founder and Chairman 

Favorite Football (or sport) for good organization apart from your own: UEFA

Favorite Football Club: Vipers SC 

Dream sport for good organization that you would love to collaborate with on a project: FUFA – Federation of Uganda Football Associations 

Facebook: https://www.facebook.com/muzafaru.jagwe

Twitter: https://www.twitter.com/jagwe_muzafaru

Youtube: https://www.youtube.com/@blindfootballuganda 

Instagram: https://www.instagram.com/jagwe_muzafaru

Linkedin: https://www.linkedin.com/in/jagwe-muzafaru-87ab69132

Tiktok: https://www.tiktok.com/@blindfootballuganda 

In Argentina, as in so many corners of the world, football is more than a game—it is a lifeline. A newly released documentary by Stefano Di Pietro, “Children of the Field”, produced by Football Makes History, captures this truth with raw emotion and brevity. Set in the football-obsessed streets and fields of Argentina, the film reveals how the game becomes a beacon of hope and resilience for young people navigating life’s toughest challenges. Whether facing poverty, violence, displacement, or limited opportunities, football offers them not just an escape but a chance to rise, rebuild, and thrive.

At the heart of the documentary lies a profound message: football is a platform for learning, connection, and ambition. On the pitch, young people find joy in the simple act of play, a structure to lean on and the values that the game emits.

A striking example of this impact is seen through the work of the River Plate Foundation, whose presence in the film underscores the power of the local pitch. Time and again, a single football field appears on screen—more than just grass and lines, it is a symbol of possibility. Children gather to play, to grow, to dream. Adults find purpose in mentoring the next generation. Community leaders see the pitch as fertile ground for positive change. From this shared space, football grows like a tree—rooted in the community, resilient in adversity, and offering shade to all who come near.

In “Children of the Field”, the pitch becomes a microcosm of hope—a reminder that football, in its most beautiful form, is an ecosystem of growth and opportunity. It may begin with a ball and a field, but its reach extends far beyond, shaping lives, strengthening communities, and showing us all the enduring power of the beautiful game.

The Work of Football Makes History

“Children of the Field” is part of a larger mission by Football Makes History, an initiative supported by the Erasmus+ Programme of the European Union.

Football Makes History brings together educators, historians, and football enthusiasts to explore how the sport intersects with history, society, and education. By highlighting the role football plays in overcoming barriers, the initiative showcases how the game can teach valuable life lessons, promote inclusion, and inspire positive action.

Through its innovative resources, projects, and collaborations, Football Makes History encourages schools, clubs, and communities to use football as an educational tool. Whether it’s learning about social inclusion, leadership, or cultural heritage, the platform demonstrates how football’s history holds lessons that are as relevant today as ever- “When the Pitch is Heritage”.

Football as a Tool for Resilience and Growth

In “Children of the Field”, we see how football provides a space for young people to develop resilience and rebuild their lives, no matter the circumstances they face. It gives them the tools to overcome barriers, build relationships, and imagine new possibilities. For educators, coaches, and community leaders, the film is a valuable resource to illustrate how sport fosters perseverance, teamwork, and personal growth.

This message was echoed at the recent Uniting Histories conference, organized by the FARE Network and supported by partners like the European Football Development Network (EFDN)—a proud partner of Bonito. The conference explored how football’s rich heritage can act as a bridge for social inclusion, creating dialogue and opportunities for individuals to rise above challenges. “Children of the Field” perfectly aligns with this effort, emphasizing football’s role in helping people navigate hardship and emerge stronger.

Powerful storytelling like this reminds us that the sport can be a vehicle for transformation—helping individuals and communities rise above poor conditions, forge meaningful connections, and foster resilience.

We hope you will enjoy this video as much as we did!

Across Europe’s shores, a harrowing reality unfolds daily as countless migrants undertake perilous journeys in search of safety and opportunity. Fleeing war, persecution, and economic despair, they risk everything. For many the arrival in a new country is only the beginning of another battle—facing hostility, bureaucratic hurdles, and a desperate fight for belonging. In this era of unprecedented displacement, the plight of migrants calls for urgent action, empathy, and inclusive solutions that honor the courage it takes to seek a better life.

In this world where borders often divide and cultures can feel worlds apart, football is uniting. Few initiatives capture this better than I Speak Football, a program that uses the universal appeal of the beautiful game to bridge gaps between migrants and their new communities. Born from the belief that football transcends language, nationality, and background, I Speak Football is a lifeline for migrants navigating the challenges of displacement, offering them not just a place to play but a platform to belong. They show that football truly is a universal language.

As we mark International Migrants Day, I Speak Football stands as a testament to football’s unique ability to create connections and foster inclusion. Through its grassroots approach, the program empowers young migrants to build friendships, develop skills, and integrate into society—all through the simple, yet profound act of playing the game. It’s more than football; it’s a movement of hope, acceptance, and community.

Djibril Ayofe, founded I Speak Football five years ago, inspired by his personal struggles learning English as a migrant from The Ivory Coast. Traditional classroom methods were tough for the Ivorian turned UK resident, but he discovered that communication on the football pitch came naturally. Combining language learning with the sport he loves, Djibril created a project that makes learning accessible, fun, and engaging for migrants facing similar challenges. Driven by his own journey, he is now determined to ensure others have a smoother path toward integration, language skills, and a sense of belonging. Djibril was nice enough to share both his story and his vision for the future of his project with the Bonito Platform.

Bonito: Djibril, thank you so much for joining us on this International Migrants Day to speak about your wonderful program. Can you share your personal journey and how did your passion for football inspire you to create the I Speak Football program?

Djibril: I moved to the UK 9 years ago from the Ivory Coast. Thats a big change in culture and language. I was 17 years old, loved playing football, but speaking English as a second language made it challenging to take part in football activities with the other kids. Together with some friends we set up I Speak Football™ to support other young migrants and refugees to improve their English through football sessions that incorporate English language classes.

Bontio: Often migrants who come to a new contry face so many difficulties including communicating in a new language- thats where football can step in- what is it about football that seems to make it such a universal language no matter where you come from?

Djibril: For me, the game is the centre of anything we do, it’s exciting and always changing. It’s different in each country yet the same. I think that makes it like language. I know that wherever I have been I can go to a place and understand it. I also know that when I want to play well, I need to be able to communicate, and communicate quickly. This forces me to learn things that can help me succeed. I love the feeling of being part of a team and having a common goal, I want everyone that joins I Speak Football to feel that in their hearts. That we belong.

Bonito: How important is it for newcomers to have a safe and productive environment to learn the local language of their new country?

Djibril: Its very important but not just about the language- As migrants, it can feel like we have left the harder times behind, but unfortunately for many of us it still is quite difficult in our new countries. We are happy for the opportunity to learn the language and contribute to our new communities but we still carry baggage- the scars left behind from our journey. Working with experts in trauma-informed approaches has taught me a lot about how to approach sensitive issues, and also when to approach them. It has to be led by the individual and at their own pace. Many of the people that play don’t want to talk about their trauma, and that’s OK, but some do want to discuss it. We aren’t social workers or psychologists but we make sure we listen so that I Speak Football is a positive experience. 

Bonito: Can you tell us about the I Speak Football program in more detail and how it addresses the many barriers that new arrivals to countries often face in their efforts to integrate?

Djibril: Although the core of the program is language, mental health and football, we have quickly seen that our beneficiaries also need support in study readiness and employability skills. That’s why we’ve adapted some methodologies to have employability sessions as well as language sessions, and have added CV and interview workshops either as online sessions or in person to help them thrive in the community. With “the ball as the hook” we can do so much for these young people and help them integrate in their new communities. 

Bonito: The journey that many immigrants face in moving to their new countries often presents a tremendous strain on mental health- how does football help to improve that and to build further resilience going forward?

Djibril: I don’t know about other migrants, but for me it was an escape, somewhere I could go to feel comfortable and confident. It didn’t cost me much money, and no-one bothered me on the football pitch. Especially at first, it was the only place I felt OK. As I stayed longer here, it also gave me a sense of identity, Djibril the football player, Djibril the captain, and now Djibril from I Speak Football. I hope it provides other people that safe space, and a set of peers to learn and rely on- just like it has for me. We all need a safe lace to be authentic and feel we belong.

Bonito: Reflecting on your journey in football, is there a particular moment or experience that profoundly touched you and reinforced your commitment to this work?

Djibril:  Getting the coaching from the Chelsea FC, and Fulham FC coaches was amazing! Just knowing those people got to work with other Africans and amazing footballers was really inspiring. Many people come to the UK to play football and to have that support and see that badge was amazing for me. Watching new migrants come, and be shy, then grow more confident is really amazing for me- especially as I used to be very shy! 

Bonito: Where do you see this project developing over the next years? what are the plans for the future and for expanding?

Djibril: We are really excited for 2025, with new partners including GOALs, Loughborough University and others. We have fundraising targets for sessions in Chingford, Wembley and Camden. As well as expanding to areas where we can use I Speak Football as a tool to bring communities together. We think the riots this year showed that communities have a lot of problems, and football should be used as a tool to bring them together. So we want to add areas outside London, and especially those places dealing with lots of migration. We also have applied for funding to develop I Speak Football in Europe and America, and even a pilot with a wonderful basketball coach to start I Speak Basketball in Easter 2025. We have big plans, but are still learning. 

Bonito: How important are partnerships to a program like yours? local communities, mental health experts, language teachers- it feels like you need to have a really wide ranging team?

Djibril: We think of I Speak Football being a trio of language, football, and refugee/trauma-informed approaches. For each of these corners of the triangle we work with experts, and local representatives. We know that what might work in one area might not be right for others, or for different types of migrants. So we start by mapping partners, and working with refugee organisations to understand what are the barriers for integration in their community. Where possible we always try to work with local councils, mosques, churches, schools, and families to make sure we’re delivering what is really needed. We have to do this with local expert partners, so we do all of this through a trio partnership model in each area. The only core expertise is our board of directors, our technical football, refugee, and ESOL experts, and our amazing Refugee Advisory Board who meet each month to give us feedback and help us improve our programme delivery.

Bonito: we really congratulate you Djibril for this exciting program and cant wait to see it expand in the future- thanks so much for joining us today!

Djibril: Thanks so much for the platform on such an important day!

In the heart of Brazil, where the pulse of football is felt in every street, park, and field, a young Douglas Arienti first discovered the magic of the beautiful game. It wasn’t just a sport; it was a rhythm, a language, a way of life. Growing up playing futsal, Douglas honed his skills and found a deep connection to a sport that transcended the boundaries of the court. Whether in his early professional years at AGE-Guapore or representing his university, football was more than a passion—it was a compass, guiding him through life’s challenges and triumphs. But this story doesn’t end on the pitch. When Douglas moved to Canada, the game transformed into something greater: a tool for change, a bridge between cultures, and a means to empower underserved communities.

Now, as Training Manager for Indigenous Programs at Right To Play, Douglas is redefining the role of sport in society. From remote Canadian communities to futsal clinics for aspiring players, his work showcases how football  can transcend recreation, becoming a powerful instrument for education, empowerment, and healing. It’s a journey rooted in the belief that the game’s simplicity and universal appeal can unlock potential, foster connection, and create a ripple effect of positive change across generations. For Douglas, football isn’t just about scoring goals—it’s about changing lives.

Bonito: Welcome Douglas, its so nice to have you on the Bonito platform! Tell us a little 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? 

Douglas: My journey with football started in my early years in Brazil, a country deeply immersed in the sport’s culture. Like many Brazilians, I grew up playing futsal, which eventually led me to pursue it both professionally at AGE-Guapore and at the varsity level during my post-secondary education at Federal University of Santa Catarina.

When I moved to Canada, in 2014, I transitioned to coaching. This experience marked the convergence of my three passions: sport, education, and working with youth. Coaching became a catalyst for changemaking, prompting me to redirect my career towards utilizing sports as a means of positive impact. As a former athlete and educator, the intersection between sport and education, and the power of football to positively impact the participants is something I started to be more interested in.

At Right To Play, I play a role in bringing sports to underserved communities across Canada. The Indigenous Programs focus on protecting, educating, and empowering children through play, fostering healthy living, relationships, and essential life skills through partnership with Indigenous stakeholders. The best part of my position lies in the opportunity to travel to remote communities, supporting the delivery of meaningful sports programs and gaining insights into Indigenous history and culture.

Bonito: Why do you think football evokes such powerful sentiments with such a broad range of people all over the world? Do you think it has an advantage in Canada over some of the more established Canadian sports? 

Douglas: Football’s profound impact and global resonance can be traced to its unique combination of universal accessibility, cultural significance, and emotional connections. Growing up, playing football wasn’t merely a choice for me; it was a fundamental aspect of my identity. Rooted in the culture of my birthplace, football became the primary avenue for physical activity and a shared experience within the community.

In contrast, the Canadian context, traditionally dominated by hockey, presents a shift. However, with an influx of new immigrants and the associated costs of hockey, football emerges as a more accessible and inclusive option. As professionals in the field, we recognize the need to strategically use sports as a hook, creating environments that are not only safe and fun but also outcome-oriented.

Football’s global appeal is fueled by its simplicity, requiring minimal equipment, and its deep cultural significance. It serves as a universal language that transcends borders, fostering emotional connections and a sense of unity among diverse populations.  Football’s cost-effectiveness further contributes to its accessibility, making it a viable alternative in communities such as indigenous communities in Canada where economic barriers might limit participation in other sports.

Bonito: while many regions get a lot of focus in the football for good world- we don’t hear much about indigenous communities. Tell us about some of the projects you are currently working on using football as a tool for indigenous community development?

Douglas: No, we are a bit unique in that regards. In the realm of football for good, my involvement with Right To Play has encompassed a multifaceted approach, considering the diverse cultural contexts and worldviews of our Indigenous partners in Canada. We embrace a multisport approach, allowing Indigenous partners to choose the type of program they run. Importantly, this isn’t limited to traditional sports but extends to various forms of play, recognizing the contextual and cultural components of play itself.

I have had the privilege of traveling to numerous community partners across the country to support the delivery of sport clinics. These initiatives spanned a spectrum of sports, reflecting the diverse interests within communities. Projects included lacrosse, hockey, volleyball, football, basketball, ultimate Frisbee, snowboarding, skateboarding, cheerleading, and hoop dancing.

One noteworthy project unfolded in the Osoyoos Indian Band, south of British Columbia, Canada. Collaborating with local star Marvin Louie, we organized a football (soccer in Canada) for development clinic. Visiting three different schools, we introduced soccer fundamentals such as passing, dribbling, and shooting to over 150 participants. To ensure the sustainability of the project, we left over 50 soccer balls within the community.

Also Last summer, we had the incredible opportunity to partner with the Kenora Chiefs Advisory in the Kenora area of Northwestern Ontario. Invited by the organization — represented by Josiah Penner, Terry Parisien, and the dedicated Program Officer Rachel Crook — I facilitated a soccer clinic for the local community. Our efforts extended to engaging the local school in Whitefish Bay, creating a truly inclusive and fun experience for the youth.

Bonito: Fantastic!

Bonito: Can you also tell us about Skill Up Futsal!

Douglas: Oh yes of course- Additionally, I am currently leading the Skill Up Futsal Training initiative, a program designed to support the development of young Canadian players through futsal. While incorporating elements of Sport for Development in the sessions, this program places a particular emphasis on performance outcomes. It aims to enhance the skills of young players through focused training sessions, contributing to their overall development both on and off the field.

Bonito: Where do you see the football for  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?

Douglas: Looking ahead, the football/sport for social good field is expected to broaden its focus beyond immediate physical benefits, aiming for a more extensive societal impact. This evolution may see sports, including football, becoming increasingly instrumental in addressing overarching issues such as mental health, gender equality, education, and community cohesion.

Technology is anticipated to play a pivotal role in shaping the future of sport for social good. The ongoing integration of innovative solutions, including virtual training platforms, data analytics, and interactive experiences, could significantly enhance program delivery, participant engagement, and monitoring processes.

One crucial aspect to consider is the balance between broader outcomes and performance. Participant engagement often thrives when tangible results of their efforts are visible. Striking this balance will be essential in maintaining and enhancing the effectiveness of sport for social good programs. Additionally, there is a potential for further development of Monitoring and Evaluation tools to support evidence generation. Enhancing these tools will be crucial in demonstrating the value of sports in the process of positive social change, providing a robust foundation for future initiatives.

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

Douglas: A profoundly touching moment in my sport for social good journey occurred during my visits to remote (fly-in) communities in northern Canada. These communities, isolated by colonialism processes, often find themselves accessible only by plane or winter roads during the colder months. Leaving these communities is a rarity, as flights are expensive and many families can’t afford them. When Indigenous youth do leave, it’s usually for reasons such as hospitalization or evacuations.

However, there are instances where partners manage to bring these youth to participate in sports tournaments, such as the Little Native Hockey League in Ontario. Every time I visited these remote communities, the warmth of their welcome and the genuine hospitality touched my heart deeply. Non-residents, especially those bringing a week of joy through sports and the presence of a positive Indigenous role model, along with brand new sports equipment, are a rarity.

In the initial days, there’s often a hesitancy, a wariness of the unknown visitors. Yet, as the week unfolds, a transformation occurs. The participants, by the last day, not only participate wholeheartedly but walk us to the lodge, seeking photos, autographs, and hugs. It’s a testament to the impact of sport, not just as a game but as a catalyst for building connections, fostering trust, and creating positive memories. These moments, filled with joy and shared experiences, highlight the power of sport for social good in bridging gaps, breaking barriers, and leaving lasting imprints on the hearts of those involved.

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?

Douglas: I’d like to take a moment to shine a spotlight on two incredible colleagues at my organization—Rolan Mendoza and Sami El-Sibaey. Both of them play crucial roles in the sport for social good environment, and their contributions often go beyond the spotlight.

Rolan Mendoza, a Mexican-Canadian, brings a wealth of knowledge to our team. As a former local youth worker in Squamish First Nation, Squamish, BC, Rolan has provided invaluable insights into how sports programming unfolds in communities. His on-the-ground experience has been instrumental in shaping our approach to be more supportive and realistic in meeting the actual needs of the communities we partner with. During the pandemic, Rolan demonstrated exceptional leadership by delivering gender-equity and Mixed Martial Arts programs in Squamish. In these challenging times, he played a key role in shifting our focus toward community-led initiatives, ensuring the safety of all participants from Covid-19.

Sami El-Sibaey, a Syrian-Egyptian-Canadian, is another outstanding colleague whose work deserves recognition. With an impressive educational background and extensive experience in football coaching, Sami has invested significant time in understanding the profound impact of sports on individuals. His dedication goes beyond the conventional, as he has also committed time to comprehend various Indigenous frameworks and their application to our work. Sami’s holistic understanding enriches our initiatives and contributes to the broader goal of leveraging sports for positive social change.

I want to express my gratitude to Rolan and Sami for their outstanding work, commitment, and the positive influence they bring to our organization’s mission in the sport for social good arena. Their efforts are integral to the success of our initiatives, and they truly embody the spirit of making a difference through sports.

Bonito: Douglas, what an interesting story you have spanning so much geographical territory and cultural territory! thanks so much for joining us.

Douglas: My pleasure Bonito- a fantastic Portuguese name!

BIO

Name: Douglas Arienti

Organization (s): Righty To Play

Role: Training Manager, Indigenous Programs

Favorite Football (or sport) for good organization apart from your own: Hope & Health

Favorite Football Club: Grêmio Foot-Ball Porto Alegrense

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

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!

In North America, the sports industry is a  machine fueled by profit, with four of the top five revenue-generating leagues and over 190 professional teams chasing the bottom line. Nowhere is this profit-driven reality more stark than in Oakland, California—a city which had been abandoned by its professional teams, all lured away by promises of greater financial gain. But in this city, despite the heartbreak endured, a defiant spark ignited. In Oakland, a new kind of team was born—not for profit, but for purpose. The Oakland Roots and Oakland Soul emerged with a mission to serve, inspire, and uplift their communities. In 2023, they shattered expectations and made history, raising $3 million USD from 5,000 supporters in the most successful community investment round in U.S. sports history.

Mike Geddes, co-founder and former Chief Purpose Officer of Oakland Roots and Oakland Soul, stands at the forefront of this revolution in purpose-driven sports. Now serving as Vice President of 17 Sport, Mike recently sat down with Bonito to reflect on the transformative journey of Oakland Roots & Soul—and to share his vision for a future where impact, not profit, becomes the true measure of success in the sports world.

Bonito: Mike, thanks so much for joining us! 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? 

Mike Geddes: In 2005 I was in Northern Mozambique making a documentary for the BBC about how football was being used to heal the country after the civil war. We had got up to shoot the sunrise, and we noticed that dozens of kids had come out to sit in the dark with us. We thought they were there to look at the sunburned English people, but they were just waiting for the sun to come up. As soon as it did, they started playing football. And they didn’t stop again until it went down. Their community had few schools, no running water and a lack of most civic structures, but football was the thing that brought everyone together. That was the moment I decided that this was way bigger than just sport, and I had to quit my job as a reporter, and get involved in the game myself.

Bonito: That’s incredible Mike, Why do you think football particularly evokes such powerful sentiments with such a broad range of people all over the world?

Mike Geddes: Football connects us to our shared humanity. We have built a society which is designed to isolate us, extract from us and polarize us. Sport – and especially football – breaks down those barriers. It’s revolutionary. The most profound, cross-cultural connections I have had happened on a football pitch. It speaks to us on the most fundamental level, like music. But unlike music, football is the same wherever you go. If you were going to design a tool to connect as many people as possible across every boundary and barrier you can think of, you’d design something like football.

Bonito: You have had a wonderful career working previously for such organizations like Street Football World America, 17 Sport and the Third half. Football as a sport has obviously grown in America-would you say that the use of football as a tool for social impact has also had a correlated rise during the last 10-15 years?

Mike Geddes: Yes, and what’s interesting is seeing the growth of ‘purpose-driven’ pro teams. Pro sports in the USA are not like in other parts of the world. Teams come into existence because an owner wants to buy into a league so they can make money. Where that team plays doesn’t really matter, and if they can make more money by moving the team to another city, that will (and does) happen. Football – or soccer – has the chance to offer a different type of model, and it’s interesting (and inspiring) to see the growth of community-driven clubs like Vermont Green, Minnesota Aurora and Ballard FC in the US and Pacific FC in Canada. These clubs see purpose as a central part of their strategy to be both profitable and sustainable.

Bonito: How did the Oakland Roots project come about and what makes it so unique and successful as a project that bridges the gap between professional football and social impact?

Mike Geddes: Oakland Roots came about because myself and my co-founders thought there was room for a different model of pro sports – one which put the community first, and not the owner or the league. My co-founders are all from Oakland and they believed there would be demand for a pro soccer team in one of the most diverse cities in the United States. But they wanted to build it around a purpose – and they asked if I would be interested to help. Of course I was, because several years previously I had worked with a non-profit called Kick4Life FC in Lesotho. Kick4Life began as a soccer project using the game to teach adolescent health to underserved youth, but over time it turned into a professional club that used its profits to support the social mission. The fact that they had a ‘higher purpose’ than just winning games or making money made them a more successful club, and this was something of an inspiration to me and why I thought this could work in Oakland. Also, Oakland has lost all of its professional teams over the last 10 years – the Raiders (NFL), Warriors (NBA) and Athletics (MLB) have all been moved to other cities by their ownership groups. We thought that if we could give Oakland a team that cared about it, then they would care about the team. And it worked. The reason we have been successful is because we ‘walked the talk’ and stayed true to our promises, and we were able to do that because we found investors who believed in the idea that a club should have a purpose, and a Chief Purpose Officer, and that this would make us a more successful business.

Bonito: Incredible story- what a place to start it also in a city that has suffered so many heartbreaks due to the profit driven sports industry that is so prevalent everywhere but especially in North America. To move on to the broader football for good field- where do you see the football for social good field heading in the next years? Which thematic areas will be most important to deal with and what role do you think professional football clubs will have?

Mike Geddes: I think football is changing rapidly, driven by the hyper-commercialization of the top end of the game brought about by the shift to teams being private equity and sovereign wealth and multi-club ownership. The game is going to become something different, but i think that will create more space for community-focused models that are not just seeking maximal growth at all costs. I hope this means we’ll see a growth in more modest, more sustainable versions of the game. And I believe the most important thematic shift will, and has to be, towards sustainability. Football needs to take a more mature approach to understanding it’s climate impact and that it should embrace its power as a force for good, not continue to bury its head in the sand.

Bonito: Can you tell us about a moment in your football  for social good journey that has an extra special place in your heart?

Mike Geddes: There have been a lot. In 2021 I brought forward the idea that the club should open an equity crowdfunding campaign, which would mean that regular people (not just wealthy ones) could invest even small amounts to become part-owners of the club. It took two years, but we finally launched it in late 2023 with the goal of raising $2M, and just three weeks later we had raised over $3M from over 5,000 new investors, making it the most successful community investment round in US sports history. What touched me deeply about the campaign was the reason people gave for investing – which was the fact that we had put the community first. It was such a great feeling seeing the impact we had had on so many people.

Bonito: It really gives a whole new meaning to the badge of a team when its aim is to serve the community in which its home to. 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?

Mike Geddes: My co-founder and our Chief Marketing Officer Edreece Arghandiwal. He’s always positive, always creating and always kind and he embodies our motto – #OaklandFirstAlways

Bonito: Thanks so much for this Mike- this story is one that is close to all of us who believe in the true meaning of football. Also  looking forward to hear about your future endeavors now that you have returned to 17 sport!

Mike Geddes: Thanks and looking forward to follow the Bonito path as well- good luck!

About Mike

Organization (s): Formerly the Co-founder and Chief Purpose Officer at Oakland Roots & Soul Sports Club and currently Vice President at 17 Sport

Favorite Football  for good organization apart from your own: Kick4Life FC

Favorite Football Club: Leeds United / Oakland Roots & Soul SC

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