Elin Landström has built an impressive career in professional football, winning a Serie A title with AS Roma and competing at the highest levels of the game. As women’s football continues to grow, she has seen firsthand the progress being made and the challenges that remain. Beyond her achievements on the pitch, she is also passionate about making the sport more sustainable and accessible for future generations.

In addition to her playing career, Elin is an advocate for climate action and social impact in football. As an ambassador for Common Goal and Football4Future, she is helping to raise awareness about how football can be a force for positive change. She also speaks about the need for more women in coaching, emphasizing how role models play a decisive role in showing young girls that they can have a future in football—both on and off the pitch. Elin joins us today to share her experiences in the game, her thoughts on the growth of women’s football, and why sustainability and representation in sport are issues she cares deeply about.

Bonito: Elin, its such an honor to have you join us on the Bonito platform! 

Elin: Thanks so much for having me, what a great initiative!

Bonito: Can you please tell us about how your passion for football began and how that translated into your incredible journey through grassroots football clubs to some of the biggest clubs in professional football?

Elin: My passion for football began in my backyard in northern Sweden together with my two siblings. We also lived close by the pitch where the local team played and always went there to watch their games. Later on my parents brought me to the closest city, Umeå, to watch Umeå IK who were the real giants during the beginning of 2000 and that’s when I started dreaming of becoming a player in Damallsvenskan (Women’s top division in Sweden). I was lucky enough to be able to play for their youth team when I was about 14 years old and when I was 16, I did my first session with the first team. My debut for Umeå IK was actually in the Champions League and it was a dream come true. I stayed in Umeå for seven more years before moving to Gothenburg and then over to Linköping. After more than 12 years in Damallsvenskan I joined Inter Milan and moved to Italy. I spent one year in Inter before moving south and played for AS Roma where we won the league. Moving abroad was the most inspiring and yet challenging thing I have ever done. It was a journey I will never forget and always will cherish.

Bonito: What a fantastic career you have had. It also seems that growing up in Umeå and seeing the game so close was a big factor in your dreams of becoming a professional player.  What role did your coaches along the way have in your development as a player and a person? Is there one coach in particular who stands out in your mind?

Elin: I have had several coaches during my career, and they have all taught me something. The one coach that meant the most to me is Joakim Blomqvist. We worked together during my time in Umeå and without his help I don’t think I would have been able to play at the level I actually did. He gave me tools and knowledge on football but also on the psychological skills you need to build the resilience you need to perform at a professional level.

Bonito: Womens football is growing and more and more young competitive girls are seeing that it is possible to have a career as a professional player although there is still so much to be done in this arena- can you remember the moment that you realized that your dreams of being a professional football player could be a reality?

Elin: I had the, maybe unique, opportunity to grow up in Umeå while Umeå IK was the biggest club in Europe. I could watch high quality football every week and I got role models from a young age, at a time when women’s football wasn’t that visible. For me, it came
naturally that both boys and girls could become professional players. It turned out it wasn’t completely true at that moment, but what was important was my belief in it. I think this is what’s still important and there’s still a lot to be done. Making women’s football visible, making it easier for young girls to connect and get role models, will create big dreaming girls.

Bonito: Can you describe what it was like to play for both Inter and AS Roma in the Italian football league? What role do these bigger traditional clubs have in growing the women’s game.

Elin: It was a big cultural change for me to play in Italy compared to Sweden. I learned a lot during my years in Italy and I think the leagues can learn a lot from each other. Where Sweden has been creating good conditions in women’s football for a long time, the Italian
clubs are just starting, but they have completely different possibilities to make the big investments. It was truly inspiring to see from within these organisations, but I can also see how things could be done more efficiently. Big traditional clubs have a big role in the development of the women’s game and sharing experiences and ideas between clubs, leagues and countries will speed up the growth to unimaginable levels.

Bonito: Both in Sweden and Globally, there is a shortage of female coaches and technical staff despite the game growing at such a rapid pace- how can we encourage more girls  and create the conditions necessary for them to stay in the sport and continue as coaches and staff? It seems that this is vital also when we discussed earlier that role models can be the reference point to believing one can have a future in the game.

Elin: This is a simple but yet complicated question. We need to find out what the girls and women need in terms of conditions to be willing and able to stay, or get in to the coaching and staff of football. I don’t think we should only focus on previous professional players, there are plenty of intelligent women out there who could be excellent coaches without a professional career as a player. With that said, I find it important to make bigger investments on an educational level, to make it accessible for women. There is also a need of investment in time, where this education and investments are being directed to the right group.

Bonito: You retired from football last year, can you tell us a bit about your next career and also your role on the commercial supervisory board at FIFPRO?

Elin: I was studying law during my career and have a master’s in law and sports law. Now I find myself a legal associate at a law firm in Umeå, Ahlgrens Advokatbyrå. I am still engaged in football through the board of Spelarföreningen (Swedish Players Union) and FIFPRO, and I am very grateful to be able to keep working with the areas I find interesting, law and sports. Through FIFPRO and Spelarföreningen I get to keep strengthening and securing the rights of players, which I find really inspiring.

Bonito: At AS Roma, you took part in a unique sustainability campaign where the club went directly to the supporters to decide which social issues were most important for the club to address in its sustainability strategy- can you tell us a bit about that experience and why its so important for a club to listen to its members like that with regards to the pressing needs that local communities are experiencing?

Elin: Sometimes campaigns and initiatives can tend to not actually reach the targeted group, and might even disconnect the organization from it. By listening to the members of the club, who they wanted to reach, I think the members found the campaign more authentic and targeted to them. By connecting in that way, it may be easier to then present new initiatives and help the members to take better decisions, in this case regarding sustainability. The starting point of these matters are very different around the world, and also within Europe. I think its important to make it easier for everyone to take good decisions for themselves and our planet, but it must start at a level that seems doable for the individual.

Bonito: Could you give some advice to grassroots football clubs who want to be more inclusive and grow womens football- what are some of the most important steps that a club director can take to ensure conditions are right for young girls to become passionate football players for life?

Elin:I think the main point here is “for life”. The debate is often stuck at how to create more and better professional players, but I don’t think that should be the objective as a grassroots football club. By creating an inclusive environment where as many kids as possible is
felt seen, we are giving them the opportunity to become passionate football players for life. This will probably strengthen the level of professional players in long term, but more important is that all the kids get to find the love of football.

Bonito: Thanks so much Elin, its been an honor to have you join us on the platform. Such a wonderful career and we look forward to following your next career and hopefully collaborating on some projects together!

Elin: That would be great. Thanks so much for welcoming me to the Bonito community.

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BIO
Name: Elin Landström

Organization: Ahlgrens Advokatbyrå (Legal Associate), Spelarföreningen (Board member), FIFPRO (Commercial Supervisory Board), Common Goal/Football4Future (Ambassador), We Play Green (Team Player)

Favorite Football Club: Umeå IK

Dream sport for good organization that you would love to collaborate with on a project: I’m always open for collaborations where sport and climate issues are being connected.

 

Women’s football is experiencing unprecedented growth, but as the game evolves, so do the opportunities to leverage innovation for its development.

Enter Gloria Mariwa, a newcomer in the field of sports technology and a passionate advocate for advancing the women’s game. In our latest conversation, Gloria shares her insights on how cutting-edge technology—from data analytics to virtual reality—can revolutionize the sport, enhancing everything from player performance to fan engagement.

As a lifelong Arsenal supporter and an industry leader, Gloria embodies the intersection of tradition and innovation. Dubbed “14thgunner,” she draws inspiration from her favorite club’s history while envisioning a future where tech tools empower female athletes, coaches, and clubs to reach their full potential. Her perspective sheds light on how the adoption of technology isn’t just a luxury but a necessity for leveling the playing field and ensuring women’s football continues its upward trajectory.

Bonito: Gloria welcome to the Bonito Platform- its so great to have you here and to learn about your work.

Gloria: Thanks Bonito for inviting me!

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

Gloria: My love for football has always been rooted in playing the game. Growing up, FIFA video games and watching live matches didn’t capture my attention—I wanted to humble players on the pitch, not on a screen (though I did dominate on FIFA Street, hahaha).

Oddly, my football passion wasn’t passed down by family. My dad and brother? Indifferent. My mom and sister? Not interested either. But I dragged my whole family into it anyway—though my dad and brother remain stubbornly uninvolved. It was my cousins on my mom’s side who really built up my love for the game. Our holidays weren’t complete without football sessions, whether in neighborhood parking lots in Nairobi or our family compound in Mombasa.

I’ve been playing football for over a decade, but only recently recognized its power to create meaningful social change. My introduction to “sport for good” came through Ready Sport Global’s Innovation Series by Lucy Mills earlier this year. It opened my eyes to an entirely new dimension of football—one that drives global impact.

Bonito: Football resonates deeply across cultures and continents. In your view, what makes the sport such a universal and emotional connection point for people around the world?

Gloria: Football’s simplicity is what makes it truly universal. Forget the intricate tactics—at its core, all you need is a ball, some makeshift equipment, and the basic rule that hands are off-limits. The objective? Get the ball into the back of the net—simple, yet endlessly engaging.

Even if you don’t speak the language of the teams, football transcends words. It’s a story that unfolds in real time, told through the players’ emotions—celebrating, conceding, or pushing through challenges. From moments of sportsmanship to the heartbreak or elation of the final whistle, football is a shared journey that anyone, anywhere, can connect to.

Bonito: What’s your perspective on the current landscape of women’s football in Kenya? What progress has been made, and what challenges remain?

Gloria: Women’s football in Kenya struggles due to a lack of structure and attention. Basic systems like ticketing are absent in the Kenyan Women’s Premier League (KWPL), where most games are free. While free entry helps build an audience, it limits clubs’ financial independence and sponsorship opportunities.

Corruption in the men’s game overshadows the women’s, but issues like low or unpaid salaries still persist. In some cases, players face “pay-to-play” scenarios, and sadly, non-monetary payments often involve exploitation.

Despite the challenges, Kenyan women’s football has immense potential. The Junior Starlets (U17 team) made history by qualifying for Kenya’s first World Cup—a stark contrast to the neglect they’ve faced. The global growth of women’s sports is undeniable, and Kenya must catch up. With proper investment, we can tap into a ready audience eager to support women’s football.

Bonito: Your work interest is in the intersection of football and technology. Could you share some of the exciting projects you’re working on and how they’re shaping the game?

Gloria: Sport-tech is new to me—a passion I discovered during my gap year in 2024. I’ve always dreamed of merging football and technology but never realized it was possible until recently.

One area I’m exploring is fan engagement, inspired by the fact that 99% of fans never get to see their favorite teams play live. Fans drive the game but are often overlooked, especially in Kenya, where their voices are ignored. I’m working on empowering fans through Web 3, Artificial Intelligence, and spatial/haptic technology. These innovations are the future of football, and the future is now.

Bonito: Really interesting and we see this is inspired by your love of the Gunners! How do you envision technology transforming fan engagement in the coming years? Specifically, how can it help grow the women’s game and foster a more inclusive environment in football?

Gloria: Cross-sport and cross-nation collaborations are essential for the growth of women’s sports. We already have an audience, but technology can amplify our reach.The women’s game suffers from poor media coverage, leading to funding and sponsorship gaps. Technologies like live-streaming without regional restrictions or enhancing fan experiences with VR/AR could close that gap. Investing in each other and in ourselves will ensure we don’t just take a slice of the pie—we bake a new one.

Bonito: We love Storytelling at Bonito and storytelling is a powerful tool. How do you think it can be harnessed to elevate the women’s game globally, particularly in Africa?

Gloria:Storytelling is our strength in Africa. Unlike other regions where players worry about getting into top clubs, many African players struggle to even find fair opportunities due to systemic barriers and traditional beliefs.

These challenges produce incredible, diverse stories of resilience and triumph. Sharing these stories can inspire and motivate a global audience while spotlighting the unique beauty of African football.

Bonito: What practical advice would you offer to grassroots football organizations seeking to use technology to advocate for inclusivity and build stronger football communities?

Gloria: Start simple and grow. Emerging technologies like Artificial Intelligence (AI) or Web 3 aren’t feasible for everyone, but a well-maintained social media presence can go a long way.

My platform, 14thgunner, began as a fan page for Arsenal Women. Over time, it’s opened doors—covering travel costs for sports events and connecting me with opportunities. If managing social media feels overwhelming, empower a younger person with potential to run the account. It’s the small, consistent steps that lead to impactful change.

Bonito: Thanks so much Gloria for joining us and we will stay tuned for more from 14thgunner!

Gloria: Thanks for sharing my work on the platform!

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BIO

Name: Gloria Mariwa

Organization (s): 14thgunner, Wecheza & Girl Up

Role: Founder (14thgunner & Wecheza), Content Creator (14thgunner), Partnership Manager (Wecheza) and Global Teen Advisor at Girl Up. 

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

Favorite Football Club: Arsenal

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

Soleen AL Zoubi is becoming a beacon of change across Asia. For her, the journey began at the young age of 3. In a society where opportunities for girls to play the beautiful game were scarce, she stood out, choosing a ball over dolls and taking inspiration from Captain Tsubasa, a Japanese cartoon that fueled her dreams. With no organized teams or pathways for girls, she created her own field of play, weaving around imaginary defenders and battling societal expectations, driven purely by the joy of the game.

Her journey took a pivotal turn at 15, when her school finally formed a girls’ football team. It was then that she truly understood the sport’s incredible power. Football wasn’t just about scoring goals; it became a means of empowerment and a pathway to newfound confidence. The ripple effect of football was undeniable. When Jordan established a national women’s team in 2005, the change was transformational. Girls from rural areas, once held back by conservative norms, began challenging traditions, inspiring their communities, and even using football to better their lives and their families’ living conditions. Football had become a powerful catalyst for change, a movement that uplifted and inspired.

Soleen joins us on the Bonito to platform to talk about her journey.

Bonito: Hi Soleen, we are so grateful that you are taking the time to talk with us on the Bonito Platform.

Soleen: Thanks, I love to be involved with this project!

Bonito: So tell us about how your passion for football began. I understand you began at the age of 3! Also how did it become so that you were captivated to explore the ways the game could bring about positive changes for society?

Soleen: Yes, I developed a love for football at the age of 3 and was always chasing the ball at home. I preferred playing with a ball over barbies and toys, and often imitated the actions of thecharacters in the Japanese Cartoon “Captain Tsubasa” while playing with my brothers on the street. Despite the lack of opportunities for girls to play football in Jordan at the time, I continued to play on the streets until I turned 15, when my school established a girls football team. This marked the beginning of my realization of the positive impact football can have on society, especially for girls. Through playing football, we gained confidence, felt freedom, and were empowered compared to other girls of our time. The formation of the national team in Jordan in 2005 has brought about significant changes, with many stories of girls from rural areas shifting the mindset of their families and using football as a primary source of income
to change their lives with better living conditions.

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

Soleen: I believe that football is not only the most popular sport in the world but also the most accessible, you can play football on the street with two stone blocks at each side and a ball to kick with bare feet and still brings immense joy when scoring. football from long ago represents national identity and pride particularly during events like world cup.  This connection fosters sense of belonging and unity among the fans. playing and watching football is an addictive feeling that cant be described to those who are not into this beautiful
game.

Bonito: You are currently the head of women’s football and the head coach of the Malaysia National Women’s football team- how has that experience been and what is the state of women’s football in Malaysia and in Asia in general?

Soleen: It has been an amazing two years for me in Malaysia so far, witnessing the development and growth of the women’s game. When I arrived in December 2022, I observed that many young talents did not have a place to play. There was even a lack of football in girl’s schools, and the national teams did not train regularly with limited access to good facilities. Over the past two years, we have been working to develop grassroots football by introducing the FIFA Women’s Football campaign in all 13 states of Malaysia. This initiative has provided girls with the opportunity to play football all over the country. We have also been working with physical education teachers in girls schools to start coaching football, established youth and senior leagues for elite players, and formed three national teams with comprehensive coaching and support staff. These teams have gained valuable experience through international matches. Moving forward, we will continue to collaborate with all stakeholders to invest more in women’s football in order to compete with top Asian countries such as Japan, Australia, China, and Korea.

Bonito: So amazing to see the game growing so fast in Malaysia!

Bonito: Tell us about Finaa, Your NGO in Jordan that aims to empower women through football- what kinds of projects do you run there?

Soleen: Finaa is a Jordanian non-profit organization that was established in 2021. Our focus at Finaa is on girls schools in rural areas of Jordan. We work to rehabilitate the schools backyard area and transform it into a well-equipped football pitch for the girls to have the opportunity to play freely, away from the societal conservativism. Once the football pitch is created, we provide an intensive coaching course for PE teachers to form a team and coach the girls. Additionally, we provide equipment to the school and ensure a football program runs during the school year. We collaborate with other international NGOs to fund this project. To date, we have successfully completed the transformation of five different schools in Jordan.

Bonito: Its really interesting to hear some of the parallels between your experience in Jordan and that of a previous guest to Bonito, Sana Mahmoud (former captain of the Pakistan national team) about the challenges to just finding places to play for girls in such conservative environments.

Bonito: Where do you see the football for good sector going in the next years and what will be the biggest challenge in growing grassroots girls football around the world?

Soleen: In the next few years, I see the football continuing to grow and expand its reach to more communities around the world. The continued investment and support from organizations and governments will help to increase access to resources and opportunities for young people, especially girls, to participate in football programs. However, the biggest challenge in growing grassroots girls’ football around the world will be the gender stereotypes and cultural barriers that limit girls participation in football as we still see this in some countries in Asia Breaking down these barriers will require efforts to promote gender equality, provide equal opportunities for girls to participate, and challenge societal norms. Also, its important to ensure adequate funding, resources and infrastructure for girls football programs, as they are also key challenges in growing grassroots girls football on a global scale

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

Soleen: There have been many unforgettable moments throughout my football journey that have touched my heart deeply. From being called up to the national team for the first time, to being chosen to lead women’s football in Jordan, each experience has been incredibly
special. However, one moment stands out above all others, When Jordan hosted the FIFA U17 Women’s World Cup in 2016, I was the team manager. The opening match was between Jordan and Spain, and as we stood in the tunnel, awaiting our entrance onto the field, we could hear the roar of the fans. I never could have imagined that we would see 15,000 spectators packed into the stadium, all coming out to support the girls. It was a sight that brought tears to my eyes and filled my heart with overwhelming emotion. This moment was truly a turning point for women’s football in Jordan.

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

Soleen: I would like to shine a light on my colleague Zein Twal today. We have been teammates since we started playing football together and she is the co-founder of Finaa Organization. Zein shares my passion for football and although she hasn’t had the opportunity to work in a professional football organization, she took initiative and created one instead. She currently manages Finaa in Jordan while I am occupied in Malaysia. I want to express my gratitude to her for all the hard work she is doing to empower young girls in Jordan.

Bonito: Finally, how has having been a player yourself and now working in that professional environment helped you in the energy that you are clearly putting on growing the grassroots game and helping more young people experience the beauty that is
football?

Soleen: As a player myself, I have a better understanding of the needs and desires of young players. I am familiar with the passion and dedication required to succeed in football, as well as the challenges that female players, especially those in conservative communities like my own, may face. This knowledge fuels my drive to work hard and overcome these obstacles, motivating me to make a positive impact in this area. My experience as a player and professional leader has provided me with the necessary skills to advance grassroots football and create more opportunities for young females to thrive football. I am committed to giving back to the sport that has given me so much and to inspiring the next generation of players and female leaders. I aim to inspire them and serve as a positive role model for reaching their full potential.

Bonito: Soleen, thank you so much for joining us and we wish you the best in your journey to grow the beautiful game for young girls and women in Asia!

Soleen: Such a pleasure to join you and good luck with the Bonito platform- its needed!

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BIO
Name: Soleen AL Zoubi
Organization (s): Football Association of Malaysia
Role: Women’s Football Technical Director and Head Coach
Favorite Football (or sport) for good organization apart from your own: Jordan Football
Association
Favorite Football Club: Barcelona (Men & Women)

As the world recently marked the International Day of the Girl on October 11th, a groundbreaking initiative called Equal Play Effect Africa is making waves by promoting gender equity through sports. The movement is built on the belief that sports can empower girls to achieve their dreams and is leading the charge across the continent by providing girls with the opportunity to thrive both on and off the field.

A recently released video titled “Moving Africa – Gender Equality in and Through Sport” illustrates how this initiative is impacting communities across Africa. The video shows the transformative power of sports, highlighting how girls are gaining confidence, leadership skills, and opportunities through participation in football.

Equal Play Effect Africa isn’t just a one-off project. It’s a scalable and adaptable model designed to advance gender equality across Africa. Supported by Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ), and spearheaded by Common Goal, Soccer Without Borders (SWB), and Moving the Goalposts, the initiative is driving systemic change both within organizations and across local communities.

Operating with over 100 stakeholders from 45 organizations across 24 African countries, the movement has made significant strides in pushing for gender inclusivity. These efforts are rooted in the belief that collective action can foster safer and more equitable environments for all.

Regional Hubs with Local Solutions

The initiative is organized around four regional hubs in Africa, each tailoring its approach to local needs. These hubs include:

• North Africa, led by Tibu Africa in Morocco,
• East Africa, led by SWB Uganda,
• Southern Africa, led by Kick4Life in Lesotho,
• West Africa, led by Tackle in Côte d’Ivoire and Senegal.

Each hub works to increase girls’ participation in football, develop leadership opportunities, and address unique regional challenges, while promoting systemic change.

SWB Uganda’s Role in East Africa

As the lead organization for East Africa, SWB Uganda is playing a pivotal role in executing this initiative. With a strong track record of using soccer as a tool for education, leadership, and community building, SWB Uganda is well-positioned to create meaningful outcomes through the Equal Play Effect.

In Uganda, SWB focuses on creating safe spaces where girls can engage in soccer, boost their self-confidence, and develop crucial leadership skills. This aligns with SWB’s long-standing commitment to ensuring that all youth, regardless of gender, background, or culture, can access opportunities to reach their full potential.

The Equal Play Effect Africa initiative continues to build momentum, with partnerships across the continent striving to turn gender equality in football from a vision into reality.