In the modern era of football, where the sport’s influence extends far beyond the pitch, players are increasingly recognizing their platform’s potential to drive meaningful change. One such figure is Alexei Rojas, Arsenal’s promising young goalkeeper, who exemplifies the new generation of athletes committed to environmental sustainability and climate action.

From an early age, Rojas demonstrated a profound dedication to both his sport and the planet. His journey began at the age of four, playing grassroots football, and has since ascended to the ranks of one of the world’s most prestigious clubs in Arsenal. Beyond his athletic prowess, Rojas has emerged as an environmental champion within Arsenal’s Academy.

Rojas believes in the power of collective action and the unique position football holds in influencing global audiences. He asserts that football can inspire people worldwide in a way that no other industry can, emphasizing the duty of players and clubs to lead by example in sustainability efforts. The team logos hold a value much beyond an image.

Through his advocacy, Rojas encourages concrete actionable changes, underscoring that individual efforts can collectively make a significant impact on environmental preservation.

Alexei was kind enough to take some time after a training session to shares insights into his journey, the intersection of football and environmental responsibility, and his vision for a more sustainable future in the sport.

Bonito: Alexei, thank you so much for joining us on the Bonito Platform, its so inspiring to see an up and coming professional football player so engaged in sustainability in football.

Alexei: Thanks so much for having me, its great to see platforms like Bonito emerging and engaging with the sport at both the grassroots level all the way up to the professional level.

Bonito: How did your love for football begin, and can you share your journey from playing grassroots football in your home country to becoming part of one of the world’s most prestigious clubs?

Alexei: My love for football began at a very young age. I started playing football when I was four years old. I started kicking the ball about with my dad, with my younger brother going to the park. And then when I was five years old, I joined my first football team. Within the space of two months, I decided that I wanted to be a goalkeeper because I loved the position. I loved the responsibility that you have, the uniqueness of the position. And also, I was good at it back then at that age compared to everybody else. So it was a very easy decision for me to stay in goal. then talking about my journey going from grassroots I played grassroots football up until I was 13 and throughout that period I went on trial at a number of clubs in the London area where I was not signed they didn’t want to have me there so that was a period where I had to stay resilient and keep going -keep moving forward and then when I was 13 I had a trial at Arsenal Football Club and was signed after five weeks so that was a fantastic opportunity for me that I managed to maximize and now I’ve been at Arsenal for over six years having signed my first professional contract in July of 2024 and now being part of the first team.

Bonito: Such a good lesson for youngsters out there to be resilient and not give up! Football connects people across cultures and backgrounds like few other things can. Why do you think the game resonates so deeply with such a diverse global audience?

Alexei: I feel that football resonates so deeply with people on a global scale because it’s a sport that we all love. People feel very connected to their nations, to their club teams, and everyone grows up playing and watching football. And even at older ages, people still go and watch football. Whenever the national team plays it, it unites the country. And it’s a sport that everybody loves because it’s so simple to play. All you need is a ball and some space. So I think football is the most powerful sport in the world and also I think the most powerful tool to send messages to people, to initiate global change. 

Bonito: At Bonito, we focus a lot on the potential of coaches to impact people lives. How significant have your youth coaches been in shaping your development, not only as a player but also as a person?

Alexei:  The people on my journey have been very important in shaping me as a player and as a person. It’s very important that from a young age you learn the technical foundations, that you’re given the opportunity to make mistakes, you learn from mistakes, you’re given that opportunity to improve as well. Because failure is ultimately what makes me better as a player because I pass through lots of experiences and I’m able to understand what works for me and what doesn’t. And then the personal side is fundamental. At Arsenal we have a great academy manager, he’s called Per Mertesacker. He always talks about better players make better people and better people make better players and it’s a positive cycle. So being a good person is fundamental because you’re not going to be a footballer for your whole life and you’re going to come across a number of people. You’re going to have to work within team environments where there’s lots of different personalities, lots of different people with different backgrounds. So it’s important to know how to treat people, how to be able to communicate and how to be able to get the best from the team around you.

Bonito: I just love the concept of the positive cycle that Per has imparted at Arsenal. 

Bonito: What role do you think professional football clubs and players can play in addressing some of the world’s biggest challenges today?

Alexei:I feel that football is the most powerful tool that we have in the world today. It’s the most watched sport in the world and the influence that football can have on people is huge. You see how closely fans resonate to their clubs, that whenever a player gets new boots or a club gets a new shirt, they want to do that. They want to buy the new shirt, buy the new boots. I would love to see football have the same social change, where a club pushes for sustainability in my case and it leads to people being more sustainable in their day-to-day action. Footballers and football clubs are some of the most watched, some of the most observed people and organizations in the world. Huge role models for adults and children. So the examples that we set as professional footballers and as football clubs are really important in driving change globally. 

Bonito: Young people around the world are increasingly focused on climate change and climate justice. Do you see a similar awareness and engagement among young professional footballers today, compared to their older teammates?

Alexei:  Oh absolutely I definitely agree that every day there are more and more footballers who are more concerned about climate change and the impacts that we are having on our planet, not only generally, but also from a football perspective, with all the logistics, all the travel and all the fan travel that comes with it. So I feel that as footballers, we have a responsibility to, at the very minimum, make people aware, try and influence people, to try and help the world be a more sustainable place because of the huge outreach and the huge audience that we have. And I definitely think that as time passes and we move more into the future, we’re going to see a lot more players advocating for sustainability.

Bonito: The Arsenal logo carries immense power and recognition. How impactful do you think it is when it comes to advocacy and community outreach? Can you give a few examples of projects close to your heart?

Alexei: Arsenal is a huge club, one of the biggest clubs in the world, and with that audience, with the resources that we have, I feel that we have a huge opportunity to make change and make the world a better place for people within football and people outside of football as well. A few projects that I find have been quite close to me is making the club more sustainable internally, reducing our single-use plastic, introducing recycling bins, helping out with the food bank, the food waste, eliminating that as much as possible and introducing more sustainable behaviors on a day-to-day basis. Another project i’ve been involved with as well that’s been in collaboration with football for future has been implementing a sustainability strategy with the premier league for how we’re going to educate and develop young players into having more awareness about sustainability and how they’re able to take action

Bonito: Educating young players seems vital and great to have such a wonderful organization like Football for Future onboard. Is there a player you’ve encountered who doesn’t always get the spotlight for their work in the community but deserves recognition? Who would you highlight and why?

Alexei:  There are many players that I know definitely take a lot of community action and as you say they’re not recognized for what they do that I wouldn’t even know myself. I know there are many good people in football, people that want to give back to the community that they come from because they come from very difficult upbringings and use their platform to do good in the world. that is very very important and that’s definitely something that I would love to do is to help people to make the world a better place and maximize my audience and my position as a footballer to have positive impacts on people.

Bonito: Alexei, thank you so much for taking your time today with us and for giving us a glimpse of what we hope is the new modern professional footballer leading the mission for more sustainability in the game.

Alexei: Thank you for having me- we look forward to having Bonito at Emirates Stadium some day!

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

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

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

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

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

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

Alvaro: So wonderful to be on the Bonito Platform!

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

---

BIO

Name: Álvaro García Maldonado

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

Role: Founder & CEO

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

Favorite Football Club: Real Madrid

Website: https://fasi.world/

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

---

BIO

Name: JAGWE MUZAFARU

Organization (s): Blind Football Uganda

Role: Founder and Chairman 

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

Favorite Football Club: Vipers SC 

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

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

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

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

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

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

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

 

 

In the mountainous kingdom of Lesotho, where sport is a lifeline for many communities, football has emerged as a powerful force for good. At the heart of this story is Nthona, a passionate advocate within the Olympic Movement, who emphasizes the unique role football can play in promoting the Olympic Values of excellence, respect, and friendship. With its unmatched global reach, football offers a platform to teach these values and inspire meaningful change, particularly among young people.

Lesotho’s role in the “football for good” movement is significant, as it is the birthplace of Kick4Life FC—an organization that pioneered the use of football to address social challenges such as health education, gender equality, and youth empowerment. This legacy positions Lesotho as a small country with an outsized impact on how the beautiful game is being used to transform lives worldwide.

In this article, Nthona shares her insights on how football and the Olympic Movement can work together to instill crucial life lessons and empower future generations. Her work highlights the potential of sport to unite communities, break down barriers, and turn shared ideals into lasting impact.

Bonito: Football is the biggest sport in Lesotho- tell us a bit about the football culture in Lesotho? 

Nthona Tsoanyane: Lesotho football is made up of strong local football structures with various clubs competing in the Premier League and lower divisions. There are clubs like Lioli FC, Bantu FC, and Matlama FC which are the most popular and have rich histories of success. The most crowd-pulling matches are experienced between these clubs, particularly the big derby games, creating a festive atmosphere in the stadiums.

Majority of the young people aspire to play professional sport, and in almost every community there is a football club which nurtures talent at a young age. My country has seen the critical role played by football and other sports where social cohesion became a way of life bringing together families, friends and neighboring communities.  

To date the culture of football in Lesotho faces significant challenges including lack of resources (infrastructure and funding) and development programmes as compared to the neighboring Countries .  But the commitment and passion to football still remains within the Basotho societies. 

Bonito: Football has a unique ability to connect with people across cultures and backgrounds. In your view, why does the game resonate so deeply with such a diverse audience worldwide?

Nthona Tsoanyane: Football is one of the easiest and flexible sports to play or engage people in as well as very budget friendly in terms of the equipment used. This says that people of all ages and ethnic origins can have equal access to the opportunity to engage through football.  I have personally seen young people make it to the international podium because of their skills and talent and this  further justifies how powerful football is in terms of fostering a sense of global community. 

Bonito: Can you tell us a bit about your work as a Safeguarding Lead at the Lesotho Olympic Committee? How in practice do you ensure safeguarding across your programs?

Nthona Tsoanyane: In my role as Safeguarding Lead, I am responsible for creating a safe and supportive environment for everyone involved in sports activities. This includes designing and delivering tailored safeguarding training for staff, volunteers, coaches, administrators, and other stakeholders. I provide education on safeguarding best practices to ensure that all individuals, particularly children and vulnerable groups, are protected from abuse and exploitation.

I also serve as the main point of contact for safeguarding concerns, where I address issues and link victims to the appropriate authorities and support services. This involves not only managing safeguarding concerns but also capacitating coaches, administrators, and Executive Board Members on safeguarding policies and procedures to create a more protective environment within the sports community.

Bonito: What important work! You also wear a few other hats in the organization- can you tell us about that?

Nthona Tsoanyane: Thats true, my title is Head of Programs, and I design and deliver a wide range of educational and community engagement initiatives. A key focus of my work is to promote gender equality in sports, ensuring that both men and women have equal opportunities and representation in sports. I lead initiatives that aim to empower young boys and girls in schools through economic strengthening activities and sports-based initiatives, which foster leadership, teamwork, and resilience.

I also work on social issues such as sexual and reproductive health rights and comprehensive sexuality education, particularly among young people involved in sports. Through tailored educational programs, I engage various youth clusters—both in and out of schools—on these important topics, helping to create healthier, more informed communities.

Another area of my work involves orphans and vulnerable children. I design and implement programs that use sports as a tool to educate and empower these children, both inside and outside of their care facilities. These programs focus on personal development, building life skills, and providing a safe space for these children to thrive.

Additionally, I have designed mentorship programs for young women in sports, paired with their male counterparts, to foster collaboration, confidence, and leadership in a male-dominated field. These mentorship programs focus on personal and professional growth, leadership, and empowering young women to take on roles of influence within the sporting community.

Bonito: Football and the Olympic movement isn’t always such an obvious connection to people. When it comes to grassroots programs that you are running, what role does football have as the most popular global sport?

Nthona Tsoanyane: In the context of Lesotho, where football may not always be perceived as directly connected to the Olympic movement and where there is little connection between the two bodies, football plays a crucial role in grassroots programs by leveraging its status as the world’s most popular sport to engage and inspire young people. Despite challenges, football’s global appeal provides a unique platform to promote various values and messages that align with the goals of the Olympic movement, particularly in terms of inclusivity, equality, and empowerment.

As stated earlier, it is the language that is understood by many people whether young or old,  it is a perfect tool for engaging young people in grassroot programmes regardless of their socio-economic status, it connects every community, town and nation together. This makes it a powerful tool to promote Olympic Values of Friendship, Respect and Excellence. 

Furthermore, one of the priorities of the Olympic Movement is promotion of Gender Equality. This is seen mostly in my country where traditional gender roles limit girls participation in sports. By using Football we can challenge these norms by giving girls and boys equal opportunities to play, compete and lead in sports.

By integrating Olympic values into football training and competitions, we  continue to help young people understand the importance of perseverance, fair play, and excellence, both on and off the field. It serves as an accessible entry point for introducing the Olympic ideals. Football and sports in general is a powerful tool to drive development in different aspects.

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

Nthona Tsoanyane: there have been many experiences that have profoundly touched me and reinforced my commitment to this work. One of the most memorable moments was during my time as the Safeguarding Officer at the just-ended Paris 2024 Olympic Games. Being in that role allowed me to directly contribute to the safety and well-being of athletes and participants on the world’s biggest stage, ensuring that safeguarding practices were in place for everyone involved. 

The responsibility of safeguarding at such a prestigious event was both challenging and incredibly fulfilling, it highlighted the importance of creating safe environments in sport at every level, from grassroots to international competitions.

But beyond my role at the Olympics, it’s the everyday moments in the grassroots programs I run that continually reinforce my passion for using sport to drive positive social change. I have encountered countless opportunities to make a tangible impact in the lives of young people through sport. Every time following the sessions, to see young people’s faces light up , knowing that I had played a part in giving them hope for the future, is an incredibly rewarding moment. This experience, along with others, continually reinforces why I do this work. Every time I see the smile on a young person’s face, I am reminded that sport has the power to heal, to unite, and to offer hope in ways that go beyond just physical activity. 

Bonito: Looking ahead, where do you see the field of football and sport for social good in general evolving in the next few years? What thematic areas will become increasingly critical, and what major challenges do you anticipate practitioners in this space in Lesotho will face?

Nthona Tsoanyane:  The integration of comprehensive sexuality education (CSE) into sports programming will be a key area of growth in the coming years, especially in a context like Lesotho, where access to sexual and reproductive health education can be limited. Sport provides a unique opportunity to engage young people in discussions about their bodies, relationships, and rights in a way that feels natural and engaging. In football and other sports, coaches and mentors can play a central role in delivering these messages in safe, supportive environments.

CSE in sport not only addresses issues like contraception and sexually transmitted infections but also covers themes such as consent, gender equality, and healthy relationships. Given the challenges that young people, especially girls, face in Lesotho—such as early pregnancies, gender-based violence, and limited access to education—sport can act as a crucial vehicle for empowering youth with knowledge about their rights and bodies. As more practitioners in this space recognize the potential of sport to foster open discussions around CSE, I believe that this will become a more common and necessary component of sports programming.

Traditional beliefs and societal norms can sometimes hinder open discussions about topics like gender equality and sexual health. In Lesotho, where these topics can be seen as taboo, overcoming stigma and encouraging people to embrace the value of CSE in sports will require continuous education and sensitization.

Bonito: Finally, One of the great football for good social enterprise, Kick 4 Life is from  Lesotho. How have they impacted to country and how do you see partnerships between national entities like the NOC and organizations like Kick 4 Life?

Nthona Tsoanyane: Kick4Life is a truly impactful football-for-good social enterprise from Lesotho, and its contributions to the country have been transformative, particularly in how football is leveraged as a tool for social change. 

Given the alignment of goals between the Lesotho NOC and Kick4Life, I believe there is significant potential for collaboration, particularly in the area of economic strengthening and youth development. The NOC’s upcoming SESLA (Sport and Economic Strengthening for Lesotho’s Adolescents) project presents an excellent opportunity to leverage Kick4Life’s expertise and resources in driving positive social change. Through a potential partnership, the NOC and Kick4Life could combine their efforts to provide young people with both economic and educational opportunities, using sport as the conduit for reaching and engaging them. 

Bonito: Thank you so much Nthona for joing us and giving us such a great insight into Lesotho and your work in emowering the next generation!

Nthona Tsoanyane: Thanks so much for welcoming me so warmly to the platform.

No matter the audience, one question frequently arises when discussing sport for social good: “Yes, but how can sport solve that issue?” This question has trailed me throughout my career—from discussions about sport’s role in achieving the Millennium Development Goals (MDGs), to its integration into the Sustainable Development Goals (SDGs), and even casual conversations with those outside the field.

For many thematic areas, the answers come easily: social inclusion, gender equality, health and well-being—these are familiar territories. But when it comes to poverty alleviation, the skepticism lingers: “How can involvement in football affect poverty in a country or community?”

Football is often praised as a vehicle for positive change, particularly in the Global South, where its reach extends to some of the most marginalized communities. The idea that football can alleviate poverty is not new—it’s a message championed by NGOs, grassroots organizations, and major football institutions. Yet, for all the inspirational rhetoric, one critical question remains unanswered: how does football actually alleviate poverty?

A Tool, Not a Magic Wand

Current UN estimates have the amount of people globally living in poverty at around 1,1 billion. Half of these children and all living in very difficult circumstances. In such a pivotal moment in the world and with so many facing hardship, i often get a bit uneasy in my field when I hear some of the big slogans about the power of sport. First, let’s clear the air: football, or any sport, cannot single-handedly alleviate poverty (or accomplish big social economic challenges of any kind on its own). In the sport-for-good field, we often (perhaps too often) turn to the inspiring words of the great Nelson Mandela, who famously said, “Sport has the power to change the world.” However, this powerful statement is sometimes misinterpreted to mean that sport alone can solve complex societal challenges. It cannot.

Football for example is a tool—and its an excellent  one—that can mobilize, inspire, and create the conditions for meaningful change. But it is not a standalone solution or a magic wand. Mandela himself framed this sentiment on a micro level, continuing in the same quote: “It has the power to inspire. It has the power to unite people in a way little else does. It speaks to youth in a language they understand.”

This distinction is essential when discussing the role of football—or any sport—as a force for good. Football, as the world’s most popular sport, is uniquely positioned to serve as a catalyst for development. It offers communities a valuable platform to take meaningful steps toward alleviating poverty and improving lives. Let’s explore how this works in practice.

How Football Can Alleviate Poverty: Pathways to Impact

In many parts of the world, football is more than just a sport; it is a cultural lifeline. Whether it’s  in football crazy Argentina, in remote parts of Kenyan, the slums of India  or in migrant landing spots in Europe, football captures the imagination and offers a glimmer of hope in contexts often overshadowed by hardship.

Here are the most effective mechanisms through which football can alleviate poverty:

1. Education and Skill Development

Grassroots football programs  often provide more than athletic training—they offer educational opportunities. Football is a great mobilizer when it comes to gathering youth who come for the love of the game but who also can receive valuable life skills training which can lead to better employment opportunities.

Organizations like Grassroot Soccer in Sub-Saharan Africa integrate health and life-skills education into their programs, empowering youth with tools for both personal and professional growth. Vocational training is another avenue, teaching participants skills like event management, groundskeeping, or sports equipment repair—pathways that lead to broader employment opportunities.

Elite academies are also recognizing their potential for social impact. For example, Football Academies for Social Impact (FASI) in Mozambique embeds social entrepreneurship into its mission, prioritizing local hiring for every role—from coaches to catering staff—thereby building an ecosystem of sustainable economic activity.

2. Employment and Economic Stimulation

Football generates jobs directly and indirectly. Local tournaments employ coaches, referees, and organizers, while related industries such as sports manufacturing and hospitality flourish.

One standout example is Alive and Kicking, an NGO that produces high-quality footballs in Kenya and Zambia, creating jobs for local artisans and supplying durable products worldwide. Similarly, The UN (UNCTAD) is currently exploring how Africa can localize its participation in the billion-dollar sports economy by fostering homegrown entrepreneurs in kit-making, stadium operations, and more.

In fact one of the biggest advancements in the football and broader sport for social good field is the rise of social entrepreneurship as a focus in interventions. Organizations like Yunus Sport Hub have contributed so much to the way we think about interventions weather they be in remote areas or attached to major events.

3. Social and Community Development

Football fosters social cohesion, especially in regions recovering from conflict. In Sierra Leone, football programs have helped reintegrate child soldiers, while in other post-conflict areas, the sport serves as a platform for peacebuilding.

Infrastructure investments—such as building pitches or community centers—leave a lasting legacy, benefiting entire neighborhoods. Programs that employ and empower local talent ensure sustainability and prevent collapse when external funding diminishes.

4. Health and Well-Being

The health benefits of football extend beyond physical fitness. In Zambia, football programs have been used to combat HIV/AIDS by spreading awareness and encouraging testing. The mental health benefits are equally significant, particularly in trauma-affected areas, where football provides a sense of normalcy and hope.

Wherever football improves health, it indirectly alleviates poverty by reducing public healthcare burdens, freeing resources for other pressing needs. In fact in the UK, numerous research is being done in relation to the new UK Football Governance Bill to examine how to measure the real social value of a football club- what does it cover that the state no longer has to?

5. Pathways to Professional Opportunities

While not every grassroots player becomes the next Sadio Mané or Marta, the dream of professional football can still be transformative. Even for those who don’t reach elite levels, exposure to networks, mentorship, and life-changing opportunities can alter life trajectories. Let us not forget that many of the skills one learns on the pitch can translate directly into the job market. While this wasn’t widely recognized 10 or 20 years ago- the idea of dual careers is one that is now established and recognized.

Challenges in Translating Promise into Practice

Despite its potential, using football to alleviate poverty is not without challenges:

• Sustainability: Many programs rely heavily on external funding, making them vulnerable to collapse.
• Access: Rural and remote areas often lack infrastructure or resources for meaningful football programs.
• Short-Term Focus: Initiatives sometimes prioritize immediate outcomes over building long-term systems.
• Limited Data: Without robust metrics, it’s difficult to quantify the impact of football on poverty alleviation.

The Way Forward: Bridging the Gap

To unlock football’s full potential as a poverty alleviation tool, we must:

• Integrate Football with Development Goals: Align football programs with education, health, and employment initiatives.
• Prioritize Local Ownership: Employ local staff and address community-specific needs to ensure sustainability.
• Measure Impact: Develop metrics to track outcomes and refine strategies.
• Foster Partnerships: Collaborate with NGOs, governments, and private sponsors for resources and scalability. We need to build local eco-systems!

Conclusion: Moving Beyond the Narrative

Football is not a panacea, but it is a powerful catalyst. Its true potential lies in the hands of those who use it wisely—building not just players, but communities. The challenge is not in convincing the world that football can alleviate poverty; it’s in providing clear, actionable examples of how it contributes to that goal.

By bridging the gap between narrative and practice, football can become more than a game—it can be a wonderful teammate in giving people a brighter life.

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.

Leveling the Playing Field: The Case for More Female Entrepreneurs in Sports

The world of sports has long been a stage for passion, talent, and competition, yet its business side often remains inaccessible to many—especially women. While strides have been made in on-field representation, the off-field arena, where entrepreneurship and decision-making shape the industry, still lacks gender balance.

To achieve a truly equitable and accessible sports ecosystem, we need more female entrepreneurs driving innovation, creating opportunities, and reimagining the industry’s potential. This perspective was powerfully echoed in the recent partnership between  Women in Football (WiF) and Xero, which is highlighting the pivotal role of women in transforming the business of sports. Watch their newly released video on the partnership here.

A broader vision for inclusion and holistic growth

Female entrepreneurs bring unique perspectives to the sports business, often prioritizing inclusivity and access. Their leadership can ensure that the industry moves beyond traditional norms to address the needs of underrepresented communities—whether that means creating platforms for women athletes, amplifying diverse voices, or building ecosystems that embrace real equality.

The business of sports is not just about big-name clubs and leagues. It encompasses everything from grassroots organizations to fan engagement platforms and sports tech startups. Without having adequate female representation in the football business arena- the whole football eco-system will continue to be unequal. The sports business has traditionally been dominated by male-led enterprises, which often perpetuate outdated structures and biases. Female entrepreneurs bring fresh perspectives, innovation, and a willingness to challenge the status quo, paving the way for a more dynamic and equitable sports industry whose profits can then be reinvested into  their communities. In football, this translates into reinvestment in local clubs, youth programs, and opportunities for women and girls to participate in the industry—on and off the field.

Barriers to Entry for Women

Despite their potential, women entrepreneurs in sports face significant hurdles:

• Limited Access to Funding: Female-founded businesses often receive a fraction of the investment compared to male-founded ones.
• Lack of Representation: Women remain underrepresented in sports leadership roles, making it harder for aspiring entrepreneurs to find mentors or networks.
• Cultural Bias: The perception that sports entrepreneurship is a “man’s game” persists, discouraging women from entering the field.

In 2023, Xero partnered with Women in Football to address some of these barriers ad create the entrepreneur mentorship program.

This is a call to action for the football industry. To support more female entrepreneurs in sports, we must address these barriers through:

• Targeted Funding and Support Programs: Initiatives like Xero’s collaboration with WiF are crucial for providing women with financial tools, mentorship, and exposure.
• Policy and Structural Reforms: Sports organizations and governing bodies must actively prioritize diversity in leadership and procurement processes.
• Celebrating Role Models: Highlighting successful female entrepreneurs in sports inspires others to follow in their footsteps, creating a ripple effect across the industry.

Watch the video and visit Xero to read more about and to follow this exciting collaboration.

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

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

Bonito: Mike, thanks so much for joining us! Tell us about how your passion for football began and how you were captivated to explore the ways the game could bring about positive changes for society? 

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

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

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

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

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

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

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

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

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

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

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

Bonito: It really gives a whole new meaning to the badge of a team when its aim is to serve the community in which its home to. Is there one colleague at your organization or who you have collaborated with who maybe doesn’t always get the spotlight that you would like to shine today and why?

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

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

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

---

About Mike

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

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

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

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