In the heart of Cameroon, where dreams of young girls taking to the pitch were often met with closed doors, La Ligue D’Égalité emerged as a beacon of change. Before its creation in 2022, organized competitions for girls at the grassroots level were virtually nonexistent, leaving countless aspiring players without a stage to showcase their talent or to quench the thirst that comes with falling in love with a sport. But through the vision of Petrichor and the backing of La Liga, a revolution quietly began—one that was not just about football, but about rewriting the narrative for girls in sport. More than a league, it became a movement, forging pathways for young players to step onto the field with pride, knowing that their game mattered.

For Jurian Van Den Berg, one of the driving forces behind this initiative, the key to lasting change lies in community. Petrichor doesn’t just run a league; it weaves a network, uniting teams and individuals who share a relentless passion for advancing girls’ football. This interconnected system fosters professionalism, builds local leadership, and instills the structures needed for the game to thrive—far beyond any single season. It’s this foundation that makes La Ligue D’Égalité more than just a moment in time; it is a blueprint for sustainability, ensuring that the girls who play today will inspire the generations that follow.

Jurian took a break from the pitch in Cameroon and South Africa to discuss this impressive initiative with the Bonito Platform.

Bonito: Hi Jurian, we are just so excited to have you on the platform today to discuss what we think is a very important and model initiative. Tell us about how your passion for football began and at what point did you realize its potential to make a positive change in the world?

Jurian: Thanks so much for having me to discuss the Beautiful Game! Growing up in Cameroon, Africa, football was all around from me from the moment I could walk. Soon, I started to play with the local Cameroonian kids my age and my love for the game just grew and grew. Especially playing on the dirt and sand fields of the neighborhoods gave me a unique experience with football. You don’t need pristine pitches or balls to enjoy football.

Just saying that football was around from the moment I could walk shows the reach that the sport has, not just in Cameroon, but worldwide. Positive change can start small by just forming friendships which is what happened for me. Throughout my life I realized football creates connection which gives a huge opportunity for change and that is how it became a passion.

Bonito: In almost every corner of the planet, one sees young people playing football- Why do you think football evokes such powerful sentiments with such a broad range of people all over the world?

Jurian: Football does not require a certain body build or a certain level of economic stature to enjoy. Every little boy or girl becomes equal when they start playing together, be it on the great fields in the western world or the sand pitches in Africa. All you need is a ball and four sticks for goals and you are set.

Bonito: Tell us about how La Ligue D’Egalite came about in Cameroon? It really feels like a model for how to build a successful structure for girls football in Africa.

Jurian: La Ligue D’Egalité started in 2022 when Petrichor wanted to find a solution to the fact that there were no organized leagues for girls teams in the country. The only women’s leagues are the pro leagues. However, at the grassroots level, there was nothing. Petrichor and La Liga got in contact and shared a vision to promote girls’ football and the partnership was born. The first league started with 6 teams and grew to 10 in the second edition. Now, there are teams coming from multiple regions of Cameroon, hundreds of kilometers away, to play in the league. The past editions, the categories consisted of U13, U15, and U17 and impacted 400-500 girls from different communities.

Bonito: You have a unique approach with building the league there- can you tell us about how your program is built to be successful in the long run?

Jurian: The biggest reason why it is built for the long run is that Petrichor is a community network of teams and individuals putting an importance on girls football. Petrichor is an association where teams can join so that both parties can help each other. This mutual benefit is the key to growing women’s football here because it is building structure and professionalism.  Through this structure, the league will always be finding and pulling more people who have a passion for women’s football. La Ligue D’Egalité teaches these teams and individuals what it means to run a football organization well, as well as professionalism in being on time with the right people and respecting the regulations. By growing girls football at grassroots level, the league can also be successful because more and more girls teams are professional and well run.

Bonito: Tell us about your partnership with La Liga- What role do you see big clubs and leagues like La Liga having in promoting grassroots girls football around the world?

Jurian: Big leagues and clubs obviously have a big presence all over the world just through branding alone, not to mention the actual ‘on the ground’ work that they do. Because of this, they should be the leaders of pushing topics like grassroots girls football that are still growing and need role models. In the case of La Ligue D’Egalité for example, every week a crowd of over 100 people come to the gamedays to watch. This started out because they heard a big organization like La Liga was involved that they know from Fc Barcelona and Real Madrid, and now they come back because they’ve realized girls can actually play beautiful football. Promoting and backing girls football around the world will push the game forward and take away a lot of the stigmas that sadly do still exist all over the world.

Bonito: You recently expanded the program to South Africa- tell us a bit about why you chose South Africa and how is it going there?

Jurian: The first edition of what is called the Mzansi League just finished and it was a great experience. It was really cool to provide that same joy that football brought girls in Cameroon, to girls in South Africa as well. The structure was a little different from Cameroon because this was small sided but that added a really cool dimension the games and experience as well! We chose South Africa because there were people that we trusted from both the Petrichor and La Liga sides. This project has to be done with partners on the ground which made this a logical choice.

Bonito: How does La Ligue d’egalite differ from a lot of other programs aimed at getting more girls involved in the sport at the grassroots level?

Jurian: The biggest difference is that La Ligue D’Egalité is not solely focused on the football side. The platform is a great way to educate girls on leadership, support them through troubles at home, and help in social skills. For example, in the second edition, ‘Goals for Girls’ got involved giving each team talks on having conversations on female leadership. It was one of the highlights that each team mentioned at the end of the League showing its value. Also, women’s coaching courses are given to women involved or connected with the teams in La  Ligue D’Egalité, which again shows it is not just about the football for the girls. Those female coaches have gone on to coach some petrichor teams, local academies and started their own teams. La Ligue D’Egalite is just as much a social project outside of football as in it.

Bonito: Where do you see the future of the football for social impact field headed?

Jurian: The beautiful thing is that because football is such a global industry and passion for so many people, football for social impact will always thrive in my opinion and there will always be opportunities to do good. I do think, like mentioned above, that clubs and organizations will play a big role in its future, growing their presence in different markets by creating social impact through organizations that are on the ground. It is a good match that can benefit both parties in the long run. The biggest struggle for football for social impact organizations is most often the finances and professional football organizations could be a solution.

Bonito: Jurian thanks so much for joining us today and sharing your wonderful work!

Jurian: Thanks so much Bonito Platform! The questions were really fun to answer, what a great initiative this is!

BIO

Name: Jurian van den Berg

Organization (s): Petrichor Football Association

Role: Country Manager

Favorite Football (or sport) for good organization apart from your own: Johan Cruyff Foundation

Favorite Football Club: Sparta Rotterdam

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

In rural Kenya, where agriculture is the backbone of daily life, George Osoya has found an extraordinary way to unite farming and football to empower his community. Through his organization, Football Without Borders, George is leveraging the universal appeal of the beautiful game to educate young people about sustainable farming practices while fostering teamwork, leadership, and opportunity. This innovative approach not only nurtures talent on the pitch but also equips youth with essential agricultural skills, blending two vital pillars of the community to cultivate a brighter future.

Bonito: Welcome to the Bonito Platform George- 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? 

George: My passion for football began during my younger days, I used to carry one of those polythene cover balls around with strings five to ten going to school. We had an evening league from grade four to eight and I was the only person with the ball! Those kids were more physically advanced than me but luckily as the only one with a ball they had to let me play- no Geroge=No Ball! So it was forcing them to give me a chance to play even though I wasn’t a good footballer. Coming to secondary school now I started playing with a real ball and this was due to my brother Josky who was a goalkeeper in the top team in Kenya premier league called Sony Sunger, I gained confidence and wanted to join the top leagues too. After my high school I went for trial and I signed my first ever contract with KCB Club. Before the leagues fixture you have friendly matches and that’s where I began to carry the dream of playing as a national or professional player. Sadly, I got a very serious injury the MCL and ACL were damaged, I came back home and founded an organization call Society Empowerment Project who gave me another life after sports.

Bonito: When one door closes another opens! You have been around the football world all of your life- why do you think football evokes such powerful sentiments with such a broad range of people all over the world?

George: It’s a very entertaining tool and brings joy, fun and love. It’s the only method that I know where every person follows either victory or loss with conversation and a feeling of togetherness. I think because it brings so many people together, giving the information is very easy. It is only culture and a unique way of giving feedback to every culture.

Bonito: Tell us about Football without Borders Kenya- how did it start?

George: Football without borders-Kenya is a community based organization that uses the power of football to mobilize youth, empower and skill develop them in the areas of agriculture, education, female empowerment, afforestation, WASH, Health and Football for Life. We are also large on teaching our young ones life skills every opportunity we get because we believe self-development equals  community development.

As of  2021, we are working with 25 schools and with 8 zones .

Bonito: Could you tell us a bit more about your main programs?

George: Of course, let me list them:

FOOTBALL 4 AGRICULTURE – For a while now we have been running Football 4 Agribusiness where we encourage our communities to engage in modern and sustainable farming through sporting activities. Through the program we have created the Young Farmer Club and organized one-day tournaments and workshops in this regard. Football without Borders Kenya aim has always been to eradicate poverty and hunger and bring food security starting with the family unit. By encouraging and supporting our young ones to engage in agricultural activities at home we ensure that every one of our members and their families can cater for their immediate basic needs especially food. Read more about it here, its really our flagship program!

FWB ACADEMY- FWB Academy aims at supporting the development of the most talented players in communities who are selected to enter the academy. The program works to support the players in Football Without Borders. The most talented players from the Football Without Borders develop their education, life skills in addition to the sport skills. Currently, the academy only runs boys under 13 years football but this is an area that we want to expand and also open a girls academy.

EDUCATION- We have made large strides in ensuring our youth stay focused on their studies even when they are away from school. We so far have books and even laptops to ensure holistic learning. We know and appreciate the importance of a library in building and sustaining a healthy community. Our community library ensures that there is a balance Between sports, impacting of life skills and education. The presence of the library has ensured after school reading programs and preparation for exams.

LIFE ON THE BALL- FWB-K has over time found a way to integrate Football and Natural learning in a 20 minute small-sided match with no referees. Within this exciting Football match questions of the day are placed in corners to be opened, reflected on and answered at particular times of the match. Active learning beats all forms of learning as students get involved, engaged and work together to solve a problem. We have successfully integrated this concept in agriculture, female empowerment and afforestation.

WOMEN EMPOWERMENT– Menstrual hygiene management martial arts education for self defense. Making of reusable sanitary towels and period pants. We run workshops also within the areas of the importance of education and on subjects like early marriages and pregnancies, gender based violence and many others.

FOOTBALL 4 WASH– We might not have enough funds to put into the program but we continue to strive to empower our girls,Menstrual Hygiene Management Training and creating awareness against stereotypes and cultural practices. We marked the menstruation hygiene month by carrying out workshops and a woman empowerment tournament

AFFORESTATION- We recognize the need to conserve the environment by planting a tree in every free spot and at every opportunity. We started the initiative last year and continue to plant our own share of the 10% forest cover Kenya aims to achieve by the year 2030. 

Bonito: Fantastic portfolio of programs George. In your region, the majority of the inhabitants work with agriculture. Agriculture, like football, is very affected by climate change- what are some of the ways that regions like yours work to protect against climate related disturbances?

George: Some concrete examples are crop rotation, reduced tillage, mulching, cover cropping and cross-slope farming. You might have to look some of these terms up!

Football Without Borders Kenya also collect garbage and plastic to use them as markers and cones  Making reusable sanitary pads and period panties also help my community health wise due to no disposal pads that affect our environment.

Bonito: Can you tell us about a moment in your journey so far which has truly touched you and inspired you?

George: Yes, I was so lucky to have been chosen by Wilfried Lemke and the United Nations Office on Sport for Development and Peace (UNOSDP) to attend one of their Youth Leadership Programs in Bosön in Sweden. Just being there was an inspiration and made me realize that all of this was possible- it was definitely a turning point for me.

Bonito: George, thanks so much for speaking with us and we hope to have you on the platform again soon to help us delve deeper into the practical elements associated with football for agricultural development and resilience!

George: Thanks Bonito!

BIO

Name: George Osoya

Organization (s): Football without Borders Kenya

Role: Founder/Director 

Favorite Football (or sport) for good organization apart from your own:Mathare Youth sports association (MYSA)

Favorite Football Club: Chelsea 

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

About George: George Okoth Osoya is the Founder and Director of Football Without Borders Kenya, an organization empowering youth through sports by impacting education, physical wellness, nurturing talents, and teaching life skills. From a young age, George envisioned a community free from HIV/AIDS, poverty, unemployment, gender-based violence, early marriages, and drug abuse. His dedication has led to the organization’s tremendous growth, particularly in empowering girls and women. Football Without Borders Kenya now boasts men, women, and junior teams participating in national tournaments and championships.

George graduated from the African ChangeMakers with a project management certificate in 2018 and holds various certificates in women empowerment, disability, sustainability, leadership management, human rights, and child protection. He is also a qualified referee and coach working for the Football Federation of Kenya. Currently, he is involved in creating and participating in leagues and workshops focusing on menstrual hygiene management, agriculture, and general women empowerment for skill development. George’s dedication has earned him numerous awards, sponsors, and opportunities for volunteer and exchange programs, further growing his community.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

SheWins – México by Cecilia Vales

Girls United – UK & México by Romina Calatayud

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

Women’s Soccer School Spain by Soraya Chaoui

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

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

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

BIO

Name: Isabel Cabrejas Ruiz

Organization (s): AmbassadorX

Role: Founder & CEO

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

Favorite Football Club: Women: Barcelona FC & Chelsea FC

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

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

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

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!

—————————————————————————————————————————————–

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.

Soleen AL Zoubi is becoming a beacon of change across Asia. For her, the journey began at the young age of 3. In a society where opportunities for girls to play the beautiful game were scarce, she stood out, choosing a ball over dolls and taking inspiration from Captain Tsubasa, a Japanese cartoon that fueled her dreams. With no organized teams or pathways for girls, she created her own field of play, weaving around imaginary defenders and battling societal expectations, driven purely by the joy of the game.

Her journey took a pivotal turn at 15, when her school finally formed a girls’ football team. It was then that she truly understood the sport’s incredible power. Football wasn’t just about scoring goals; it became a means of empowerment and a pathway to newfound confidence. The ripple effect of football was undeniable. When Jordan established a national women’s team in 2005, the change was transformational. Girls from rural areas, once held back by conservative norms, began challenging traditions, inspiring their communities, and even using football to better their lives and their families’ living conditions. Football had become a powerful catalyst for change, a movement that uplifted and inspired.

Soleen joins us on the Bonito to platform to talk about her journey.

Bonito: Hi Soleen, we are so grateful that you are taking the time to talk with us on the Bonito Platform.

Soleen: Thanks, I love to be involved with this project!

Bonito: So tell us about how your passion for football began. I understand you began at the age of 3! Also how did it become so that you were captivated to explore the ways the game could bring about positive changes for society?

Soleen: Yes, I developed a love for football at the age of 3 and was always chasing the ball at home. I preferred playing with a ball over barbies and toys, and often imitated the actions of thecharacters in the Japanese Cartoon “Captain Tsubasa” while playing with my brothers on the street. Despite the lack of opportunities for girls to play football in Jordan at the time, I continued to play on the streets until I turned 15, when my school established a girls football team. This marked the beginning of my realization of the positive impact football can have on society, especially for girls. Through playing football, we gained confidence, felt freedom, and were empowered compared to other girls of our time. The formation of the national team in Jordan in 2005 has brought about significant changes, with many stories of girls from rural areas shifting the mindset of their families and using football as a primary source of income
to change their lives with better living conditions.

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

Soleen: I believe that football is not only the most popular sport in the world but also the most accessible, you can play football on the street with two stone blocks at each side and a ball to kick with bare feet and still brings immense joy when scoring. football from long ago represents national identity and pride particularly during events like world cup.  This connection fosters sense of belonging and unity among the fans. playing and watching football is an addictive feeling that cant be described to those who are not into this beautiful
game.

Bonito: You are currently the head of women’s football and the head coach of the Malaysia National Women’s football team- how has that experience been and what is the state of women’s football in Malaysia and in Asia in general?

Soleen: It has been an amazing two years for me in Malaysia so far, witnessing the development and growth of the women’s game. When I arrived in December 2022, I observed that many young talents did not have a place to play. There was even a lack of football in girl’s schools, and the national teams did not train regularly with limited access to good facilities. Over the past two years, we have been working to develop grassroots football by introducing the FIFA Women’s Football campaign in all 13 states of Malaysia. This initiative has provided girls with the opportunity to play football all over the country. We have also been working with physical education teachers in girls schools to start coaching football, established youth and senior leagues for elite players, and formed three national teams with comprehensive coaching and support staff. These teams have gained valuable experience through international matches. Moving forward, we will continue to collaborate with all stakeholders to invest more in women’s football in order to compete with top Asian countries such as Japan, Australia, China, and Korea.

Bonito: So amazing to see the game growing so fast in Malaysia!

Bonito: Tell us about Finaa, Your NGO in Jordan that aims to empower women through football- what kinds of projects do you run there?

Soleen: Finaa is a Jordanian non-profit organization that was established in 2021. Our focus at Finaa is on girls schools in rural areas of Jordan. We work to rehabilitate the schools backyard area and transform it into a well-equipped football pitch for the girls to have the opportunity to play freely, away from the societal conservativism. Once the football pitch is created, we provide an intensive coaching course for PE teachers to form a team and coach the girls. Additionally, we provide equipment to the school and ensure a football program runs during the school year. We collaborate with other international NGOs to fund this project. To date, we have successfully completed the transformation of five different schools in Jordan.

Bonito: Its really interesting to hear some of the parallels between your experience in Jordan and that of a previous guest to Bonito, Sana Mahmoud (former captain of the Pakistan national team) about the challenges to just finding places to play for girls in such conservative environments.

Bonito: Where do you see the football for good sector going in the next years and what will be the biggest challenge in growing grassroots girls football around the world?

Soleen: In the next few years, I see the football continuing to grow and expand its reach to more communities around the world. The continued investment and support from organizations and governments will help to increase access to resources and opportunities for young people, especially girls, to participate in football programs. However, the biggest challenge in growing grassroots girls’ football around the world will be the gender stereotypes and cultural barriers that limit girls participation in football as we still see this in some countries in Asia Breaking down these barriers will require efforts to promote gender equality, provide equal opportunities for girls to participate, and challenge societal norms. Also, its important to ensure adequate funding, resources and infrastructure for girls football programs, as they are also key challenges in growing grassroots girls football on a global scale

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

Soleen: There have been many unforgettable moments throughout my football journey that have touched my heart deeply. From being called up to the national team for the first time, to being chosen to lead women’s football in Jordan, each experience has been incredibly
special. However, one moment stands out above all others, When Jordan hosted the FIFA U17 Women’s World Cup in 2016, I was the team manager. The opening match was between Jordan and Spain, and as we stood in the tunnel, awaiting our entrance onto the field, we could hear the roar of the fans. I never could have imagined that we would see 15,000 spectators packed into the stadium, all coming out to support the girls. It was a sight that brought tears to my eyes and filled my heart with overwhelming emotion. This moment was truly a turning point for women’s football in Jordan.

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

Soleen: I would like to shine a light on my colleague Zein Twal today. We have been teammates since we started playing football together and she is the co-founder of Finaa Organization. Zein shares my passion for football and although she hasn’t had the opportunity to work in a professional football organization, she took initiative and created one instead. She currently manages Finaa in Jordan while I am occupied in Malaysia. I want to express my gratitude to her for all the hard work she is doing to empower young girls in Jordan.

Bonito: Finally, how has having been a player yourself and now working in that professional environment helped you in the energy that you are clearly putting on growing the grassroots game and helping more young people experience the beauty that is
football?

Soleen: As a player myself, I have a better understanding of the needs and desires of young players. I am familiar with the passion and dedication required to succeed in football, as well as the challenges that female players, especially those in conservative communities like my own, may face. This knowledge fuels my drive to work hard and overcome these obstacles, motivating me to make a positive impact in this area. My experience as a player and professional leader has provided me with the necessary skills to advance grassroots football and create more opportunities for young females to thrive football. I am committed to giving back to the sport that has given me so much and to inspiring the next generation of players and female leaders. I aim to inspire them and serve as a positive role model for reaching their full potential.

Bonito: Soleen, thank you so much for joining us and we wish you the best in your journey to grow the beautiful game for young girls and women in Asia!

Soleen: Such a pleasure to join you and good luck with the Bonito platform- its needed!

BIO
Name: Soleen AL Zoubi
Organization (s): Football Association of Malaysia
Role: Women’s Football Technical Director and Head Coach
Favorite Football (or sport) for good organization apart from your own: Jordan Football
Association
Favorite Football Club: Barcelona (Men & Women)

As the world recently marked the International Day of the Girl on October 11th, a groundbreaking initiative called Equal Play Effect Africa is making waves by promoting gender equity through sports. The movement is built on the belief that sports can empower girls to achieve their dreams and is leading the charge across the continent by providing girls with the opportunity to thrive both on and off the field.

A recently released video titled “Moving Africa – Gender Equality in and Through Sport” illustrates how this initiative is impacting communities across Africa. The video shows the transformative power of sports, highlighting how girls are gaining confidence, leadership skills, and opportunities through participation in football.

Equal Play Effect Africa isn’t just a one-off project. It’s a scalable and adaptable model designed to advance gender equality across Africa. Supported by Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ), and spearheaded by Common Goal, Soccer Without Borders (SWB), and Moving the Goalposts, the initiative is driving systemic change both within organizations and across local communities.

Operating with over 100 stakeholders from 45 organizations across 24 African countries, the movement has made significant strides in pushing for gender inclusivity. These efforts are rooted in the belief that collective action can foster safer and more equitable environments for all.

Regional Hubs with Local Solutions

The initiative is organized around four regional hubs in Africa, each tailoring its approach to local needs. These hubs include:

• North Africa, led by Tibu Africa in Morocco,
• East Africa, led by SWB Uganda,
• Southern Africa, led by Kick4Life in Lesotho,
• West Africa, led by Tackle in Côte d’Ivoire and Senegal.

Each hub works to increase girls’ participation in football, develop leadership opportunities, and address unique regional challenges, while promoting systemic change.

SWB Uganda’s Role in East Africa

As the lead organization for East Africa, SWB Uganda is playing a pivotal role in executing this initiative. With a strong track record of using soccer as a tool for education, leadership, and community building, SWB Uganda is well-positioned to create meaningful outcomes through the Equal Play Effect.

In Uganda, SWB focuses on creating safe spaces where girls can engage in soccer, boost their self-confidence, and develop crucial leadership skills. This aligns with SWB’s long-standing commitment to ensuring that all youth, regardless of gender, background, or culture, can access opportunities to reach their full potential.

The Equal Play Effect Africa initiative continues to build momentum, with partnerships across the continent striving to turn gender equality in football from a vision into reality.