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