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

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

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

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

Gloria: Thanks Bonito for inviting me!

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Gloria: Thanks for sharing my work on the platform!

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BIO

Name: Gloria Mariwa

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

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

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

Favorite Football Club: Arsenal

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

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.