In the ever-evolving world of football for good, few names resonate as powerfully as Marisa Schlenker’s. A former professional footballer turned global changemaker, Marisa’s journey has transcended the pitch, weaving through some of the most impactful organizations in the sport-for-development arena. From coaching at the Homeless World Cup to her leadership roles with Girl Power Germany, Discover Football, and now as a program manager at the adidas Foundation, Marisa has become a mainstay in this field—an emblem of dedication , expertise and purpose.

Her career isn’t just defined by titles or affiliations but by the profound impact she’s had on communities worldwide. Whether supporting grassroots initiatives or mentoring young leaders in the IOC Young Leaders Program, Marisa’s work reflects a deep belief in football’s potential to break barriers and foster meaningful social change.

In this  interview, we dive into Marisa’s journey—her reflections on the power of the game, the projects that have left lasting marks on her, and her insights on where the sport-for-good movement is headed next.

Bonito: Marisa, your quickly becoming a legend in the sport for good realm! thanks so much for joining us on Bonito.

Marisa: Thanks! Its such a cool platform- awesome to join.

Bonito: 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?

Marisa: I have been involved in football for many years and my love and passion for the game continues to develop as I take on different roles and responsibilities on and off the pitch. From a player’s perspective, when I think about the football matches and training sessions I’ve participated in, whether it’s at a pick-up with friends or training as part of a development sports workshop through to matches at amateur and professional level, I feel incredibly privileged to have had the opportunity to play football in so many different countries and with so many communities and teammates. If I have to name one moment in my football journey where I realized the ‘power’ of the game, I would have to describe my experience at the Homeless World Cup as an assistant coach of the Paraguayan women’s team. Being surrounded by players and coaches from all over the world with such diverse backgrounds and stories was eye-opening. It was one of the first times I realised that it wasn’t just about the results or the outcome of the tournament, it was about more. It was about the process and the journey the teams and organizations had to go through to get there in the first place, and it was about the moments on and off the small pitches that would contribute to further developments on an individual and community level.

Bonito: It feels that so many people involved with the Homeless World Cup come away with that powerful sentiment. Why do you think football evokes such powerful emotions with such a broad range of people all over the world? 

Marisa: Football is played in so many countries and on so many different surfaces around the world. It is a team sport in which every individual has a role to play. It’s a game with many decisions, opportunities and strategies. It’s also about a larger community, not just the players and coaching staff or volunteers, but also the fans, from the players’ family members at the local level to the supporters and fan groups. As football is still seen as the domain of boys and men in some parts of the world, it can also become a place of resistance and change for those who also want and deserve the chance and opportunities to play. Because in theory it does not take too many resources to set up a training or a game, it is seen as a game endowed with power, but this is not always the reality. At a grassroots level, where young people and adults either come into contact with play for the first time or enjoy it as such, play can bring communities together and, when played and practiced in a safe and intentional way, can also be a platform or gateway for further social and community development.

Bonito: Tell us about some of the projects you are currently working on or recently have worked on in the football for good arena?

Marisa: I am part of the volunteer team that supports the development of Girl Power Germany. We have had several opportunities to build a network in Germany through a Leadership Academy, various social leadership skills workshops and weekly girls’ soccer development programs. As a part of the larger Girl Power network, we have worked closely with the team in Denmark to build the foundation and structure of our team and programs. However, there are many actions that depend on our local context and collaboration.

Recently I also concluded a year of training as part of the Steilpass program. 

The team behind the project is phenomenal and the partnership and collaboration between the three Bundesliga teams brought a unique dynamic to the programme. As participants, we were taken on a year-long journey where we learned about the football industry, jobs, roles and responsibilities within the sector and much more. The theoretical component was reinforced by a practical project that was left to the discretion and creativity of the individual participant. The project had to take place in a football club or organisation, so there were certain requirements. A key element of the programme was the support of a mentor. I was lucky enough to learn from a manager at VfL Wolfsburg.

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?

Marisa: At the moment, it is difficult to say where the non-profit football sector is heading as it is heavily influenced by changes in broader development agendas, funding and approaches as well as movements and shifts in the football sector. In the football sector, it is of course also important to pay attention to what is happening at a professional and international level, as there are impulses, trends and movements that ultimately impact the non-profit football sector. Personally, I see climate change and environmental sustainability becoming even more important to all levels of football and, as is already becoming apparent, will be a force that impacts football at all levels and all over the world. The way in which football clubs, organisations and non-profits are able to adapt, be resilient and continue to deal with the effects of climate change will be of great importance to the protection of football.

I also see that the investment, professionalization and promotion of women’s football will continue to be a force that supports the football for good sector as both are working tirelessly to address gender inequalities and injustices. At both levels of football, the organizations or teams and institutions are committed to removing the barriers and challenges women and girls face in accessing sport and providing them with safe, equitable and quality experiences. For this to be the case, there needs to be a greater focus on creating safe and athlete and participant-centered programs that require safeguarding policies, but also frameworks, mechanisms and training for all stakeholders, including coaches, volunteers, athletes and participants themselves. Sport cannot be positioned as a development tool if it is not delivered in a safe, consistent and user-friendly way.

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

Marisa: From 2021 to 2024, I had the opportunity to work with a group of young social sports entrepreneurs selected as part of the IOC Young Leaders Program to develop their social sports enterprises or social organizations over a four-year period. Together with many experts and an incredible IOC team that funded and managed the program, I was able to support the young leaders in turning their ideas and concepts into organizations and businesses. They tested out their ideas, learned from the process, pivoted in many directions and it was inspiring and educational for me to be part of the supporting team. On their journey, they found out how to develop business models and sustainability plans and lead as inclusive leaders.

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?

Marisa: I would love to shine more spotlights on so many colleagues or other professionals I admire in this field. I will name a few and do not know if they don’t get enough attention, but I just enjoy seeing what they are doing right now and on their career path, learning from them and collaborating with them whenever possible. These include: Anika Leslie-Walker, Jackie Bachteler, Aya Noguchi and Dr. Lombe Mwambwa.

Bonito: What tremendous experience you have Marisa, so great to have you join us and I really hope we can find some good projects to do together in the future!

Marisa: Thanks so much! its great to have this unique community live!

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BIO

Name: Marisa Schlenker 

Organization (s): employed at adidas Foundation gGmBH and for volunteer work, I support Discover Football and Girl Power Germany

Role: program manager, volunteer, facilitator and coach, safeguarding in sport officer 

Favorite Football (or sport) for good organization apart from your own: I do not have a favorite, but feel inspired by so many organizations, from those working at the community level to create more opportunities and access to soccer, to those initiated through partnerships at the professional level. From my experience of working, volunteering, supporting and researching these organizations, I know that soccer can only lead to different social, economic or environmental outcomes if it takes place in a safe, inclusive and sustainable environment and the choice of partners is crucial.

Favorite Football Club: Chicago Red Stars, SC Freiburg

Dream sport for good organization that you would love to collaborate with on a project: As I already work with and support many organizations in the field of sport for development, my dream would be to see greater collaboration between existing sport for change movements and networks to achieve greater impact and develop coherent policies. The use of research, best practice and lessons learned from existing sport for development partnerships and the mechanisms within their structures, processes to share resources and conditions will undoubtedly benefit collaborations addressing complex development issues. I would also like to see more examples of cross-sectoral collaborations where those with knowledge of the specific development challenges are already involved in the program planning stages.

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

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!

Bonito: Welcome to the Bonito Platform Isabel. Tell us about how your passion for football began and how you were captivated to explore the ways the game could bring about positive changes for society? 

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

SheWins – México by Cecilia Vales

Girls United – UK & México by Romina Calatayud

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

Women’s Soccer School Spain by Soraya Chaoui

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

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

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

BIO

Name: Isabel Cabrejas Ruiz

Organization (s): AmbassadorX

Role: Founder & CEO

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

Favorite Football Club: Women: Barcelona FC & Chelsea FC

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

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

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

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

Uniting for Community Impact: Feyenoord and Manchester City’s Partnership

Football’s power goes far beyond the pitch. It has the ability to create lasting change in communities, a fact exemplified by the exciting collaboration between the iconic and historic football brands of Feyenoord and Manchester City. Both clubs, known for their commitment to social responsibility, have united to expand their community impact through shared expertise and innovation.

Feyenoord, known for its extensive work with the Feyenoord Foundation, has consistently been a leader in community initiatives within the Netherlands. Similarly, Manchester City’s City in the Community Foundation has established itself as a benchmark for innovative community outreach in the UK and beyond.

By working together, Feyenoord and Manchester City aim to amplify their local and global initiatives, focusing on inclusion, education, and empowerment. Both organizations are members of the European Football Development Network (EFDN), and this initiative will align perfectly with the EFDN mission to empower individuals and organizations to use football for societal benefit.

The Collaboration: Learning and Growing Together

Feyenoord’s “Feyenoord Foundation Academy” and Manchester City’s renowned community initiatives such as “City in the Community” are already celebrated for their impactful work. Now, through this partnership, both clubs are exchanging knowledge and best practices to further strengthen their efforts.

Key areas of collaboration include:

• Youth Empowerment: Programs that focus on personal development, education, and leadership among young people.
• Social Inclusion: Initiatives aimed at breaking down barriers and creating opportunities for marginalized communities.
• Health and Well-being: Using football as a tool to promote mental and physical health.

This cross-club learning represents a growing trend in football, where organizations come together to scale their impact and address shared challenges in society.

Football’s Role in Social Change

As football clubs embrace their responsibility as community leaders, partnerships like this set the stage for a broader movement within the sport. Collaboration helps clubs tackle complex social issues by leveraging diverse perspectives and resources.

This approach mirrors Bonito Foundation’s philosophy: that football has a unique ability to connect, educate, and empower.

Looking Ahead: Inspiration for the Football Community

The partnership between Feyenoord and Manchester City is a model for other clubs, NGOs, and stakeholders in the football ecosystem. By sharing knowledge and combining efforts, football organizations can make a deeper, more sustainable impact on their communities.

At Bonito Foundation, we believe in fostering these connections and creating platforms where football’s potential for good can be realized. Partnerships like these remind us that, while teams compete with each other on the grandest of stages, footballs real beauty and its power to change lives is something that  puts us all on the same team.

The story of Slum Soccer began with a moment of unexpected beauty. One rainy afternoon, as Vijay Barse, a sports lecturer, sought shelter under a tree on his way home, his eyes were drawn to a group of children nearby. Despite having nothing but a broken bucket to kick around, they were completely absorbed in the joy of their game-beautifully unaware of the rain falling from above. Their laughter, their energy—it was a powerful display of how sport could spark happiness, even in the most difficult circumstances. In that instant, Vijay’s heart swelled with a profound realization: football had the power to change lives, to bring purpose, unity and  hope to those who needed it most. Moved by this moment, he made a decision that would forever change his path. That very day, the seeds of Slum Soccer were planted.

India, the second most populous nation in the world, has a population of well over a billion people. 170 million of these people live on the streets with no place to call home and account for 17% of the world’s entire slum dwelling population. 260 million people in India, earn less than $1 a day. A sizeable portion of these 170 million people are women and children; and they are denied even the most basic rights of survival and protection.

Slum Soccer is aiming to fill the void and to tackle these problems head on. We sat down with Slum Soccer CEO Abhijeet Barse to discuss how they are doing this using the beautiful game in India.

Bonito: Hi Abhijeet, such an honor to learn more about Slum Soccer today with you.

Abhijeet: Great to take part!

Bonito: 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?

Abhijeet: For me it was some years after Vijay founded the organization, I became a part of this journey and witnessed the profound changes football can bring firsthand. I met a parent of one of our participants, who told me how their child’s life had completely transformed after joining our program. From being involved in negative influences and wayward activities, their child became more responsible, focused, and hopeful about the future. This personal encounter affirmed my belief in the power of football as a tool for social change. It’s not just a game; it’s a force that unites and uplifts, turning even the smallest moments into life-changing opportunities.

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

Abhijeet: I think what makes football so powerful is the spirit of the game—it’s about teamwork, striving toward a common goal, and, most importantly, the sense of equality it creates. When you step onto the field, it doesn’t matter where you come from, what language you speak, or your background; everyone is united by the same rules and opportunities to contribute to the team. For many of the youth we work with, football is their one opportunity to truly feel part of something bigger, to wear a team’s colors with pride, and to be seen as an athlete.

This experience invokes a deep, often dormant, sense of self-worth and identity in them. It’s not just a game—it’s a platform for them to reimagine who they can become, both on and off the field. For young people who may feel marginalized, football breaks down barriers in a way that traditional outreach methods often can’t. It reaches places and hearts that might otherwise be inaccessible, providing a pathway for personal growth, confidence, and hope for the future. The sport’s universality and simplicity make it a tool for connection, making it accessible to communities that may be out of reach for more conventional interventions.

Bonito: We would love to hear about some of the projects that Slum Soccer currently operates!

Abhijeet: We have a lot! Some of my current favorites in no particular order are:

• Shakti Girls: Empowers young girls through football, focusing on menstrual health, sexual reproductive health, and gender equality.

• Playmaker Fellowship: Develops youth leadership through sport-based interventions in underserved communities.

• Deaf Goal Fellowship: Aims to uplift the deaf community through football, promoting inclusion and life skills.

• DeafKidz Goal: Supports deaf children with opportunities to engage in sport and build confidence through football.

• Community Impact Program: Uses sport to address social issues like mental health, climate change, and gender equality at the grassroots level.

• National Inclusion Cup: A national football tournament providing marginalized youth a platform to showcase their talent.
• Schools Program: Promotes physical literacy and leadership through football in low-income schools, integrating education and sport.

Bonito: So many great initiatives, we will set up links above so readers can go in and learn more about each project.

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?

Abhijeet: Sports for social good has been gaining significant mainstream attention in recent years, and I believe this trend will only continue to grow. As more organizations recognize the transformative power of sport, we’ll likely see an increase in initiatives that use sports not just for physical development but for broader societal impact. From empowering marginalized communities to addressing issues like gender equality, education, and mental health, sport will play a crucial role in driving positive change.

In the coming years, key thematic areas that will need attention include inclusion and accessibility. Ensuring that people from all backgrounds—regardless of gender, disability, or socio-economic status—can access sports programs will be vital. Additionally, mental health is emerging as a critical focus, with sports proving to be an effective tool for promoting well-being and building resilience.

However, significant challenges remain for practitioners in this space. Sustainable funding will continue to be a hurdle, as many sports for good programs rely on grants and donations. Another challenge will be scaling successful programs while maintaining their local relevance and impact. Lastly, practitioners must navigate the delicate balance of leveraging sport’s competitive nature while ensuring the primary focus remains on social outcomes, not just athletic success.

Bonito: I think that the point about scaling while maintaining local relevance and authenticity is an extremely interesting area of exploration of practitioners for sure.

Bonito: Can you tell us about a moment in your football  for social good journey that really touched your heart profoundly and stays with you?

Abhijeet: I was visiting one of our slum programs, and after spending some time walking around the community, I found myself lost and hungry. Unsure of what to do next, I decided to sit down for a moment. Almost instantly, I was approached by a local family who, recognizing the Slum Soccer kit I was wearing, kindly offered me refreshments and directions to the field. What struck me the most was when they shared that their son had been attending our sessions. They told me how, through football and the guidance of our coaches, he had overcome his addictions and was now on a positive path. Hearing this firsthand reminded me of the deep, personal impact our programs have on people’s lives. It wasn’t just about the sport—it was about real transformation, hope, and the power of community. That moment profoundly touched me and reaffirmed why we do what we do.

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?

Abhijeet: I would like to shine a light on Coach Anas Akhtar, who began his journey with us as a grassroots coach. Since joining, Anas has shown incredible dedication, not only upgrading his coaching license but also stepping into a leadership role where he actively supports and mentors other coaches. His passion for empowering young players and fellow coaches has been inspiring, and his efforts have made a significant impact on both our team and the broader community. Anas’s commitment goes beyond the pitch, embodying the true spirit of development and leadership in sport.

Our vision for the next few years: We are looking at having an even deeper presence in the communities that we work with, involving not just the children and youth but also the parents. We want to have a lifelong engagement with sports for them. We are also looking at improvement on the excellence side of football where we are talking with club and youth academies for our children to be given a chance for selection trials.

Bonito: Abhijeet, its been such a pleasure talking to you and we look forward to keep promoting the beauty of football together in the future.

Abhijeet: Thanks so much and so happy to have Bonito in this arena!

BIO

Name: Abhijeet Barse

Organization: Slum Soccer

Role: CEO

Favorite Football  for good organization apart from your own: Homeless World Cup and Common Goal

Favorite Football Club: Seemapuri FC