Football is the world’s most popular sport, with an estimated 3.5 billion fans globally — nearly half of the planet’s population. Every four years, the FIFA World Cup draws viewership numbers that surpass those of any other sporting event, with over 1.5 billion people tuning in for the 2022 final. Football is more than a pastime; it is a deep cultural force. In Africa for example, over 70% of youth are engaging with the sport either through play or media.

Meanwhile, at the end of June 2024, an estimated 122.6 million people around the world have been forced to flee their homes, including nearly 43.7 million refugees. Another 4.4 million stateless people are denied nationality and basic rights like education, health care, and freedom of movement. At a time when more than 1 in every 67 people on Earth has been displaced, the work of the UN Refugee Agency (UNHCR) is more urgent than ever. In this context of growing displacement and political division, football offers something powerful: a universal language capable of building bridges. Across continents and cultures, football connects people through shared passion, teamwork, and respect — offering moments of joy, dignity, and belonging, even in the most challenging circumstances. Football like most sports in its intrinsic nature wants to choose unity over division.

For someone arriving in a new country or a temporary living habitat, the familiar sound of a football making its journey across a surface can be a brief moment of tranquility, hope or a flash of warmth across the soul in even the most difficult of conditions.

UNHCR has a long history in engaging in the sport for good world and Stephan Reynard, current Project Coordination officer and sport focal point, joins us on Bonito to chat about the use of sport at an organization that finds itself operating in turbulent times with numbers of displaced persons soaring due to a myriad of conflicts and economic difficulties.

Bonito: Thank you so much for joining us Stephen, always great to speak to someone from such a great organization like UNHCR.

Stephen: Thanks so much for having me on Bonito- what an exciting new platform in this space.

Bonito: Tell us Stephen about your own passion for football  (or sports in general) and how you were captivated to explore the ways the game could bring about positive changes for society?

Stephen:  I was encouraged to participate in sport from a young age. I played competitive football growing up in Canada all the way through high school and university in the United States. Since then, I have played on local football teams in France, Ireland, Togo, and Switzerland. Football has been a way for me to connect with people in each of the places I have lived.  

I only started to think about the potential of sport to contribute to positive social outcomes when I was encouraged to set up a sport initiative with a community-based organization in Eastern DRC following my graduate studies. I spent a memorable year in the Ituri District initiating sport activities aimed at building peace between conflict-affected communities. Following that experience, I was hooked on the potential of sport to contribute to positive social change and, over the past 12 years, I have been lucky enough to have several opportunities to contribute to development and humanitarian objectives through sport in several countries and regions. 

 

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

Stephen: I suppose people are drawn to the spectacle of sport for various reasons.  In terms of setup and requirements, football is a relatively level playing field. There are certainly inequalities in football, not only in terms of gender inequality, but also regarding the inclusion of persons with disabilities and refugees, who in many countries aren’t able to join local football teams and professional clubs. Nevertheless, the global popularity of football is most likely due, at least in part, to its accessibility. 

In many areas of the world, local football teams embody the identity of a community. Some go as far as to liken football to religion, which is a helpful analogy in some ways.  Beyond football, different sports captivate audiences, including cricket, basketball, netball, rugby, baseball, volleyball, and national or indigenous sport like chinlone (Myanmar), ecua-volley (Ecuador) and capoeira (Brazil). 

Bonito: Can you give us a bit of an overview about how football and sport in general can be used as a tool to help refugee populations?

Stephen: UNHCR’s first-ever sport strategy, More than a Game (2022-2026), outlines five ways in which the sport ecosystem can support improved wellbeing and opportunities for people forced to flee. 

1. Sport and play-based programming: Access to regular, safe and protective sport activities contributes to protection outcomes for refugees and host communities, including psychosocial wellbeing, social cohesion and social inclusion. 
2. Elite Support: Providing opportunities for refugees with sporting talent to fulfill their potential through sport, educational or professional pathways supports refugee self reliance and livelihoods as well as increased advocacy opportunities. The most visible examples of this are the Refugee Olympic and Paralympic teams. 
3. Communication and advocacy: With global audiences in excess of 3 billion people for mega sporting events, sport provides UNHCR with a communication platform that can engage entirely new audiences in support of refugees. Sport also provides a familiar and compelling narrative that can break down cultural barriers and change perceptions and attitudes towards refugees. 
4. Sport diplomacy: Thanks to the popularity and influence of sport personalities who lend their names and platforms to the refugee cause, UNHCR is able to insert refugee issues in new sport and non-sport forums. Sport diplomacy can also support creating an enabling policy environment for refugees in and through sport with sport governing bodies and national governments. 
5. Resource Mobilization: The vast global for-profit sports industry – including clubs, sport brands, events, professional sportswomen and sportsmen, fans and others – presents significant potential for resource mobilization to meet ever-growing humanitarian needs. Attracting attention and funding from both sport and non-sport brands, the global sport scene can be a door opener to reach new potential partners and sponsors.

 

Bonito:  So wonderful that UNHCR has its own sports strategy- things have come a long way in many organizations at the inter-governmental level when it comes to integrating sports into their policy. UNHCR has a long history in using sport as a tool for positive change. Can you tell us a bit about some of the projects currently ongoing using especially football as a tool for the protection of refugees?

Stephen: Indeed, when searching online for early examples of refugees participating in sport you may come across pictures of refugees taking part in sport activities in the years following World War Two. UNHCR has for many years worked with the world of sport to implement projects primarily aimed at providing access to sport and its associated health benefits. However, the development of a dedicated approach on sport as a means to achieve protection outcomes for people forced to flee and host communities is a relatively new innovation informed by the sport for protection toolkit (2018). 

As part of the rollout of More than a Game, UNHCR and partners are currently implementing 15 multiyear sport for protection projects, many of which focus on football because of its popularity. These projects take place in various settings, including urban environments, rural settlements, and refugee camps). 

Thanks to the generous support of key global sport partners, these projects are rolled out alongside core UNHCR programming such as community-based protection and gender-based violence programming, which create an enabling environment for refugees to not only survive, but to thrive. 

 

Bonito: What more do you think the football world can do to support refugees worldwide? In many European countries , football programs aimed at integrating refugees into European society are underway- what advice would you have for football clubs/coaches at the grassroots level who might not have extensive experience but are trying to  undertake this task?

Stephen: Refugees and vulnerable people in general are facing unprecedented risks of social exclusion and violence, as they are sadly being targeted and villainized by an exclusionary brand of politics.  Football clubs, associations, leagues and governing bodies have an incredible platform to communicate positive narratives, create pathways to educational and professional opportunities, and generate empathy towards people forced to flee.  Football can become a safe haven for refugees in an increasingly unsafe world.

In terms of advice to grassroots organisations wanting to engage in this space, I would simply say that everyone starts somewhere, and to build on existing networks and experience in this space. There are many resources, platforms and initiatives aimed at promoting the inclusion of refugees through sport including the Sport for Refugees Coalition and the Integration of Refugees through Sport Network.

 

Bonito: Is there any organizations that you partner with (preferably using football) who you would like to shine a light on for their excellent work with refugees?

Stephen: UNHCR operations work with over 190 partners on the implementation of sport for protection projects and activities globally. Instead of highlighting one or two of these organizations, I would like to highlight the Sport for Refugees Coalition, which includes 140 entities from the world of sport, civil society, public and private sectors who have made pledges to support the inclusion of refugees through sport. These organizations came together at the Global Refugee Forum in 2019 and again in 2023 to unite behind refugees and pledge commitments that contribute to the Global Compact on Refugees (GCR), which is an international framework for strengthened cooperation and solidarity with refugees and affected host communities.  These commitments are articulated around five areas:

• Promote an enabling environment, including policy, that delivers access to safe sport
• Promote and provide inclusive, safe, sport and play-based initiatives
• Promote and provide opportunities for enhanced skills and pathways in and through sport
• Use targets communication, evidence and advocacy
• Strengthen partnerships and coordination efforts

For more information about the Sport for Refugees Coalition you can either write to contact@sportcoalition.org or use this contact form.

Bonito: Refugees are also facing an unprecedented level of xenophobism and any immigrant sentiment from many western countries. Organizations like Soccer Without Borders and Fútbol Más are running marvelous programs to help break down barriers. What can bigger football clubs and leagues do with their platforms to help protect these individuals who have escaped extremely difficult situations only to face new challenges in their destinations?

Stephen: Football clubs wield a lot of influence with their fan base and the communities that they serve. They can promote a welcoming environment for refugees not only within the confines of their stadia, but also in the wider community and beyond. They can engage their players on refugee issues and provide opportunities for refugees to access football and player development, professional and educational opportunities through football

Football leagues organize competitions, establish standards and rules, and promote the sport. They are also responsible for enforcing rules and regulations with football teams. They can address social exclusion in all its forms in football and engage with football supporter groups on creating safe and inclusive environments for refugees and vulnerable people in general.

 

Bonito: Do you have a particular story you could share for us from your UNHCR and sport experience that truly touched your heart?

Stephen: I have had several moving experiences since joining UNHCR’s Sport Coordination Team, however, one encounter stands out.  In 2023 I participated in a SportNet training in the Nakivale Refugee Settlement in Uganda as part of an FC Barcelona Foundation supported sport for protection project.  One of the participants of the coaching programme, a refugee from the Democratic Republic of Congo (DRC) with a physical disability, shared with me his story of fleeing from the DRC and journey to the Nakivale Refugee Settlement. I was struck by his resilience and the fact that he had fled conflict and journeyed such a distance. I enquired how he was able to make the journey with a heavy hand tricycle, and he responded,  “Different people helped me get here”. I found his response interesting as it is a reminder of the incredible resilience of people who are forced to flee their homes who overcome seemingly insurmountable odds to find protection and safety. It is also a reminder that we all need a helping hand in the face of adversity.

Bonito: Lets hope that humankind can find that shared need and will to both help other and to seek help when needed. Stephen its been such an honor to speak with you and find out more about the work you do at UNHCR- I cant think of a more important organization and so great to see that football has a place with your work.

Stephen: Thanks so much for the platform to share our work!

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BIO

Name: Stephen Reynard

Organization: The UN Refugee Agency, UNHCR

Role: Project Coordination Officer (Sport)

Favorite Football (or sport) for good organization apart from your own: There are so many incredible organizations in this space. I have a lot of respect for people and organizations who work tirelessly to improve the lives of other people in challenging situations. 

Favorite Football Club: Leeds United

Dream sport for good organization that you would love to collaborate with on a project: I would love to find more opportunities to work with refugee-led and women-led organisations interested in contributing to protection outcomes through port and play.

Today May 25 is World Football Day! In this spotlight, we take a moment not just to celebrate the beauty of the game, but to recognize the individuals who are using football as a force for good. This year, we spotlight Aya Noguchi—a former professional footballer whose journey from small-town Japan to Europe’s top leagues, and now into social entrepreneurship, reflects the game’s true power to transform lives both on and off the pitch.

After a career that took her from her home in Japan to New York to renowned Linköping FC in Sweden, Aya returned to Japan with a new mission: to use sport as a tool for social change. As the founder of Azitama, she is building a movement that connects football to youth empowerment, gender equity, and community development across Asia. Her story is a powerful reminder that the final whistle on a career isn’t the end of the game—it can be the beginning of something even greater.

Bonito: Aya, thanks so much for joining us- we are so thrilled to discuss the amazing organization that you are building at Azitama!

Aya: Thanks Bonito, proud to be here on World Football Day to discuss such important issues around the power of the game.

Bonito: Can you tell us a bit about the football culture in Japan in general and specifically for womens football?

Aya: Football holds a significant place in Japanese sports culture, with a well-structured league system and strong national teams. Women’s football, in particular, has seen substantial growth. The establishment of the WE League in the 2021–22 season marked Japan’s first fully professional women’s football league, replacing the Nadeshiko League as the top tier. The national team, known as Nadeshiko Japan, achieved global recognition by winning the FIFA Women’s World Cup in 2011, becoming the first Asian women’s team to do so. Their playing style has been likened to Spain’s “Tiki-taka,” emphasizing short passing and movement. 

Bonito: Such a great victory in 2011! What is your personal love story with football and can you describe your journey from grassroots football to playing professional in Europe?

Aya: My love story with football began when I was just 3 years old, inspired by my older brother. I joined a boys’ team at my kindergarten and never looked back. Even though people often questioned why a girl was playing football, I was determined—I simply loved the game too much to quit.

Growing up, there were no girls’ teams in my hometown, so I kept playing with boys and traveled long distances to train with girls’ clubs, thanks to the support of my parents. That experience shaped me. It made me more resilient and more serious about pursuing football.

I chose a high school in Tokyo with a strong girls’ team, aiming for the national championships, and later studied sports science at the University of Tsukuba, continuing to play at a competitive level.

After university, I received an athletic scholarship to study in the U.S. and played for my college team in New Hampshire, while also competing in the W-League with New York Magic during the summers. Those years in the U.S. were transformative—I grew a lot as a player and as a person.

At 24, I felt it was now or never to chase my dream of going pro. I took a chance, attended a tryout, and with the help of an agent, signed a short-term contract with Linköping FC in Sweden’s top women’s league. It was the moment I had dreamed of since childhood—playing professionally in Europe.

That journey, from a small-town girl kicking a ball in her brother’s room to stepping onto a European pitch, is the heart of my football story.

Bonito: How important were your coaches along the way both in your development as a player and as a person? Is there any one coach in particular who really stands out for you?

Aya: Coaches have played a huge role in my development—not just as a player, but as a person. If I had to name one who truly stands out, it would be my very first coach from my local football club. He coached me from the age of 3 all the way through to the end of junior high school.

He taught me the importance of loving the game and putting in the hard work that comes with that passion. He also shaped my mindset—what it really means to be committed if you want to reach a professional level. But more than that, he gave me life lessons. At the time, becoming a professional women’s footballer in Japan wasn’t really an option, so he always emphasized the importance of thinking beyond football—about education, about a second career, and about building a balanced life.

He encouraged me to aim for the national team, but also to stay grounded and think about my dual career. Thanks to his guidance, I built strong foundations—not just in skills and mindset, but also in physical health, which helped me avoid major injuries throughout my career.

Looking back, I truly believe that everything I achieved in football was made possible because of what he taught me in those early years.

Bonito: Can you tell us about Azitama? How did the idea come about and what do you hope to achieve with the organization?

Aya: Azitama is a Japanese social enterprise I launched in 2024, shaped by my journey through professional football and international development. The idea came from a deep frustration — and hope. While working in the field, I noticed how often sport was excluded from serious discussions around sustainability and social impact in Asia, despite its immense potential. I created Azitama to change that narrative. 

In Japan and across Asia, the concept of “Sport for Development” is still not widely understood. As a result, there’s a lack of both academic research and practical implementation. More importantly, professionals in this field don’t yet have an environment where they can fully thrive. My goal with Azitama is to help build that environment — to strengthen the field itself so that talented individuals can contribute meaningfully and sustainably through sport.

Azitama aims to build a cross-sector ecosystem where sports are tools for equity, education, and empowerment. Our work ranges from supporting grassroots organizations to helping companies integrate sport into ESG and sustainability strategies. At its core, Azitama is about connection — connecting people, ideas, and institutions to create long-term, meaningful impact through sport.

Bonito: Did you always think that you would be in the social impact field after your career as a footballer ended?

Aya: Actually, no—I didn’t always imagine I’d be working in the social impact field after my football career. For a long time, I wanted to become a coach. I studied coaching at university, gained experience in different settings, and thought I would become a school teacher who coached football, especially in a school club environment. That was my original dream.

But everything changed after I studied in the U.S., played professionally in Sweden, and then interned with an NGO in Zambia that used sport to support girls’ education. That experience opened my eyes to a whole new world—where football wasn’t just a sport, but a way to connect with people across cultures, to have meaningful conversations, and to take action together on equal footing.

While in Zambia, I was invited to a festival hosted by Discover Football, a German organization promoting feminism through football. There, I met people from all over the world—Cambodia, Kenya, Iraq, Burkina Faso—talking about gender and equality through the lens of sport. It was powerful. I remember thinking, “I want to be part of this. I want to work alongside people like this, using football to make a difference.”

That moment changed everything. I realized I had a deep passion for using football to drive social impact. After returning to Japan, I made the decision to pursue this as my professional path—and to become a specialist in this field.

Bonito: Can you tell us a bit about the main issues facing Asia (Azitamas main geographical focus) and how you see sport as a potential tool to address these issues?

Aya: East and Southeast Asia are home to fast-growing economies and dynamic cultures, but also face complex social challenges — from widening inequality to youth disconnection, gender disparities, and a lack of inclusive community infrastructure. Many of these issues are deeply rooted and require innovative, cross-cutting solutions.

That’s where sport comes in. Azitama sees sport not just as a game, but as a gateway — to confidence, belonging, leadership, and opportunity. We use sport to break down barriers, particularly for young people and marginalized communities. Our approach is both strategic and systemic: we strengthen nonprofit capacity, align sport with corporate sustainability goals, and create platforms for researchers, funders, and practitioners to collaborate. It’s about shifting the mindset from sport as entertainment to sport as a vehicle for inclusive, collective progress.

Bonito: Imagine you could collaborate with any organization on a sport and social impact project- who would you choose and why?

Aya: If I could collaborate with any organization on a sport and social impact project, I would choose Japanese and Asian-based companies. Because I believe there’s so much untapped potential. Right now, very few companies in Japan or across Asia are investing in sport as a tool for addressing social challenges. I see this as a huge opportunity. I’d love for Azitama to work alongside these companies to co-create impactful CSR and community engagement initiatives that are rooted in Sport for Development.

My dream is to build long-term partnerships where we not only co-design projects with local nonprofits, but also bring in technical expertise—like needs assessments, project design, monitoring, and evaluation. By doing so, we can create more professional, locally driven, and sustainable sport-based initiatives in Asia.

Ultimately, I hope to help shape a system where sport becomes a recognized and respected avenue for corporate social investment in our region.

Bonito: As a former professional football player, tell us why you think football is such a universal language for so many around the world?

Aya: Football is such a universal language because it transcends cultural and language barriers, uniting people from all walks of life.

When I played football in the U.S., I realized that my game, shaped by Japanese football culture, was quite different from the styles of players from Brazil, Germany, the U.S., and the U.K. The way we played, the expectations, and even the way we communicated on the field, were all influenced by the culture we grew up in. For instance, in Japan, we were taught to focus and be serious during practice, while in Brazil, players often had a more joyful, carefree approach. In Germany and England the game was intense but disciplined. Yet, despite these differences, football allowed us to connect and communicate without words.

Football became my entry point into any community. No matter where I was, I could always connect through the game. I could walk into a completely unknown place, get involved in a pickup game, and have fun with others. Football became my way to find a sense of belonging, a universal language that allowed me to blend in anywhere. That experience made me realize just how powerful sport is in connecting people.

Through football, I learned about different cultures and the ways people think. It gave me a chance to understand diverse backgrounds and the nuances of communication that go beyond language. For me, no matter where I went—whether it was the U.S., Sweden, Zambia, or Japan—football was my bridge to community. It was always there, allowing me to join groups and connect with others, even in unfamiliar places. Football truly became my home, and that’s why it’s such a powerful universal language.

Bonito: Finally, having played football in both Japan and in Europe, what are the main differences you noticed in the approach to football in both regions?

Aya: Having played football in both Japan and Europe, there were many differences, but speaking from a gender perspective, one of the main differences I noticed—was how gender equality is approached. When I moved to Sweden in 2015, Japan still didn’t have a professional women’s league. I had an opportunity to have a meal with sponsors of a football club, and I asked them why they supported the women’s team. Their response shocked me. They asked, “Why wouldn’t we support the women’s team? Why would we only support the men’s team?” This was such a stark contrast to what I had experienced in Japan, where there was a widespread belief that investing in women’s football wouldn’t generate profits, so sponsors and clubs weren’t interested.

Europe is big, but comparing Sweden, where I played football, with Japan, it’s clear that gender equality and the progress towards gender balance are much more advanced. In Japan, it’s still a challenge to convey that women should have the same rights as men in football — that women can demand the same things as men, and receive the same treatment. This was incredibly difficult to communicate, and there was a lack of understanding. I still feel this difference today, and I felt it back then as well.

Bonito: Aya, thank you so much for sharing your story with us today- so excited to see all of the big things Azitama will accomplish in the future.

Aya: Thank you for having us on the Bonito platform- I hope we can find fun ways to collaborate in the future!

BIO

Name: Aya Noguchi

Organization: Azitama Corp.

Role: CEO/Founder

Favorite Football Club: Afghanistan Women’s National Team

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

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.

Growing up in a neighborhood in the suburb of greater Paris in a sensitive and harsh environment, Maryam quickly recognized the powerful role that sport—especially football—could play in shaping lives and communities. It was there, as an avid PSG supporter surrounded by passionate family members, that her journey began. Today, that journey has taken her to the heart of the “football for good” movement as a leader at Força Foundation International, an organization dedicated to empowering girls and women through sports. I had the pleasure to first meet Maryam in 2013 at a United Nations workshop. Now 11 years later, I am fortunate to have the chance to connect once again with this star in the football for good world.

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

Maryam: Thanks! Growing up in a neighborhood in the suburb of greater Paris surrounded with violence, I’ve witnessed how sport can drive the youth and, if aware of its power, how it can save lives: and I mean it metaphorically but also literally. Young men and women, youth in general are always seeking a purpose, to avoid the pitfalls of boredom-so society has to offer a place where young people can let their energy go: and there is no better recipient than football and sport in general.

My passion for football started at a young age as I was surrounded by my uncles who were passionate. I have never played, but I could not miss one PSG game. And if so, I had to watch or listen to the radio the after-game recap. I was immersed in this world through the men in my family. We’re big PSG fans at home: I grew up with my uncles. Of course, there was an odd one out among my uncles who was an OM (Marseille) supporter! So, when it came to making fun of each other, it was off-gloves. But what always fascinated me was the passion and enthusiasm they exuded when talking about football. Clearly, it was the 98 World Cup that triggered my interest. I was 9 years old. Then Euro 2000, and Trezeguet’s golden goal is one of my fondest memories to this day. One of the most difficult was, in 2006, Trezeguet’s missed penalty and his tears at the Élysée Palace… Well, I admit I cried, but I adored the player. If you see me in front of a PSG match, I’m unrecognizable, according to those around me.

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

Maryam: About his feeling of passion? I can’t really explain it: why football? But in general,  I guess it is more about supporting a club or a part of your community, this feeling of belonging. That is what sport creates, develops and brings to society. So we should definitely keep preserving it and use it as a tool for empowerment because it has a unique power.

Bonito: Tell us about your work at Futebol da Forca?

Maryam: Working for Futebol dá força (FDC),  means being on a daily basis working towards girls and women empowerment through sport. Futebol dá força Foundation (FDF) is an international foundation building capacity among coaches to empower girls through gender inclusive values-based leadership with an intersectional approach and with the objective of the coaches leading behavioral and attitude change in their local communities promoting girls’ rights and opportunities, in order for girls to be able to shape their own future far outside the football field.

FDF’s work breaks down barriers to gender equality in sport, while using football as a platform to promote gender equality and social inclusion in local communities in numerous countries across the globe across all continents. Football  is the main sport used as a platform for education and empowerment among FDF certified coaches, but the methodology can be applied to any sport, and is currently practiced through a variety of sports by coaches in our global network, among them basketball, handball, netball, floorball, tennis, dance, boxing. Our mission: turn the football field into a powerhouse that helps young girls build their physical and mental strength, creating a platform for empowerment.

We want to build long-lasting systemic impact by engaging local leaders and role models as coaches and equipping them with leadership, evidence and tools to empower girls, both on and off the field, and ensuring that they have the support needed to maximize their impact in developing girls’ agency and leading change in their local communities.

Bonito: Where do you see the football/sport for social good field heading in the next years? Which thematic areas will be most important to deal with and what are the big challenges awaiting sport for good practitioners?

Maryam: What I see is that more and more sport representatives stand up for their values requesting from their institution to be more involved in fighting equality, diversity and inclusion. In recent years there has been, in many famous organizations, changes in governance, strategy, HR etc to lead more towards  equality, diversity and inclusion. So in the next few years I believe that more awareness will  be created around those subjects and, most importantly, more actions! We’ve seen that the race towards more money, more successes, more fame, with no respect for universal values and human principles, can only lead to failures, for which we’ll witness sooner or later.

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

Maryam: Let say that in every Futebol dá força training that I am providing to women we are to discuss deep and profound matters related to their personal journey as girls, and women. Each time you are listening to (private) personal stories highlighting inequalities, discrimination, violence it touches your heart. Our work is to make sure that in the near future we don’t have to hear as many heartbreaking stories because things are changing.

Bonito: Is there an organization out there that you would just love to collaborate with in the future because of the work they do?

Maryam: Futbol Mas!

Bonito: Fantastic, Futbol Mas if your reading this reach out and we will make the introductions! Maryam thanks so much for being with us today on the Bonito Platform, looking forward to follow your and Futebol da Forca’s progress in the future!

Maryam: Thanks to Bonito for the platform, also looking forward to following your progress in the football for good arena!

 

 

 

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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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

It is becoming a universally accepted notion that our food systems are broken. Currently (especially in the west), food production creates a massive negative impact on the environment and has taken us to the verge of global food insecurity. The positive of this newly accepted notion is the opportunities that it allows for tech, data, innovation and new models to  create a healthier food system and a value and power transfer for the planets largest sector. In short there are massive opportunities to achieve a sustainable and healthy transformation of the food system. 

17 Sport’s latest article , “How Sports Lead the Way in Sustainable Food Choices”, explores the growing connection between the sports industry and sustainable food practices. It highlights how sports organizations, from stadiums to athletes, are leveraging their platform to advocate for healthier, eco-friendly food choices. This movement is driven by the realization that food production has a significant environmental impact, and sports entities are uniquely positioned to lead by example due to their large, global audiences.

Key examples include stadiums adopting plant-based menus and reducing food waste through initiatives like composting and redistribution to communities in need. The article also discusses how high-profile athletes are advocating for sustainable diets, using their influence to inspire fans and the general public to make more responsible food choices. These efforts show that the sports world can play a pivotal role in promoting sustainable consumption, given its cultural influence.

By aligning sustainability with the excitement of sports, the article suggests that the industry can drive significant behavioral change. This growing movement underscores the importance of integrating sustainability into every aspect of the sports ecosystem, from corporate responsibility to fan engagement, to create a more environmentally conscious future.

In countries around the world food and technology is becoming an ever increasing partnership for addressing planetary concerns- could football as a truly global game make this a truly unique value proposition which also could have a tremendous impact on communities around the world.

Football clubs have a unique position- when Cristiano Ronaldo says no to a cola and promotes that young people drink water- it gets attention. Could big football clubs, make strategic partnerships with food and technology to deliver another element to sustainability? UEFA recently made news with there first sustainable catering guidelines for food and beverage concessionaries recognizing that their operations can have a significant impact on not only fan experience but fan health and environmental footprint.

The European Football Development Network (EFDN) also has highlighted the importance and impact of food by taking part in the Consumers Understanding of Eating Sustainably (CUES) project.

Food and sports are in many ways inseparable. the young footballer is fueled by the nutrition their diet accounts for as they step on the pitch. Just as a healthy football fan into their later years will depend on their health to be able to follow their favorite team at a ripe old age. Not to mention the edge our favorite athletes get when their diet is orchestrated by a keen maestro with an eye to nature and sustainable processes. In many ways, we in the sports world are natural ambassadors for this food revolution.

Could food be the hook where football and latch onto to make a real and tangible difference in the global goals?

For more details, you can check the original article here.

Read more about the EFDN CUES Project here

UEFA catering guidelines