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

In the heart of Hull, a group of refugees and asylum seekers is finding a new home on the football field through Acorn FC. Supported by Sport England’s Active Through Football program, funded by the National Lottery and delivered by the Football Foundation.

Acorn FC is more than a club—it’s a family. Founded by Maureen Mulligan and Anei Akon, who named the team after his family name meaning “acorn,” Acorn FC has become a symbol of resilience and community.

In a powerful testament to football’s unifying spirit, Acorn FC in Hull stands as a pioneering force. The team, the first of its kind led by and for asylum seekers and refugees, was born from one young man’s simple request: a ball. Anei Akon and Maureen Mulligan met through Hull’s Welcome House, a charity supporting refugees. Anei’s desire to play football, combined with Maureen’s determination to help, led to the founding of Acorn FC. Through the support of Active Through Football, a consortium funded by Sport England and led by the Football Foundation, Acorn FC began to grow.

Today, the club represents more than a football team—it’s a family. With over 100 players from twelve nationalities, Acorn FC trains regularly, breaking barriers and building friendships that go beyond the pitch. The team’s journey to official affiliation with the East Riding County FA, overcoming traditional barriers of residency and financial support, is a result of collaborative efforts from Tigers Trust, Hull University, and the East Riding County FA. This strong network enabled the team to secure essentials like a pitch, gear, and even a 3G field at Hull University, leading to Acorn FC’s debut victory of 10-2.

The initiative, as part of the Football Foundation’s five-year commitment, has created a model for “football for good,” demonstrating how the sport can be a transformative tool in communities. The roots of Acorn FC have taken hold, providing structure, support, and a place for young players to dream and belong. This success highlights what can happen when football is used not just as a sport but as a social force for positive change.

The story of Slum Soccer began with a moment of unexpected beauty. One rainy afternoon, as Vijay Barse, a sports lecturer, sought shelter under a tree on his way home, his eyes were drawn to a group of children nearby. Despite having nothing but a broken bucket to kick around, they were completely absorbed in the joy of their game-beautifully unaware of the rain falling from above. Their laughter, their energy—it was a powerful display of how sport could spark happiness, even in the most difficult circumstances. In that instant, Vijay’s heart swelled with a profound realization: football had the power to change lives, to bring purpose, unity and  hope to those who needed it most. Moved by this moment, he made a decision that would forever change his path. That very day, the seeds of Slum Soccer were planted.

India, the second most populous nation in the world, has a population of well over a billion people. 170 million of these people live on the streets with no place to call home and account for 17% of the world’s entire slum dwelling population. 260 million people in India, earn less than $1 a day. A sizeable portion of these 170 million people are women and children; and they are denied even the most basic rights of survival and protection.

Slum Soccer is aiming to fill the void and to tackle these problems head on. We sat down with Slum Soccer CEO Abhijeet Barse to discuss how they are doing this using the beautiful game in India.

Bonito: Hi Abhijeet, such an honor to learn more about Slum Soccer today with you.

Abhijeet Barse : Great to take part!

Bonito: 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?

Abhijeet: For me it was some years after Vijay founded the organization, I became a part of this journey and witnessed the profound changes football can bring firsthand. I met a parent of one of our participants, who told me how their child’s life had completely transformed after joining our program. From being involved in negative influences and wayward activities, their child became more responsible, focused, and hopeful about the future. This personal encounter affirmed my belief in the power of football as a tool for social change. It’s not just a game; it’s a force that unites and uplifts, turning even the smallest moments into life-changing opportunities.

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

Abhijeet: I think what makes football so powerful is the spirit of the game—it’s about teamwork, striving toward a common goal, and, most importantly, the sense of equality it creates. When you step onto the field, it doesn’t matter where you come from, what language you speak, or your background; everyone is united by the same rules and opportunities to contribute to the team. For many of the youth we work with, football is their one opportunity to truly feel part of something bigger, to wear a team’s colors with pride, and to be seen as an athlete.

This experience invokes a deep, often dormant, sense of self-worth and identity in them. It’s not just a game—it’s a platform for them to reimagine who they can become, both on and off the field. For young people who may feel marginalized, football breaks down barriers in a way that traditional outreach methods often can’t. It reaches places and hearts that might otherwise be inaccessible, providing a pathway for personal growth, confidence, and hope for the future. The sport’s universality and simplicity make it a tool for connection, making it accessible to communities that may be out of reach for more conventional interventions.

Bonito: We would love to hear about some of the projects that Slum Soccer currently operates!

Abhijeet: We have a lot! Some of my current favorites in no particular order are:

• Shakti Girls: Empowers young girls through football, focusing on menstrual health, sexual reproductive health, and gender equality.

• Playmaker Fellowship: Develops youth leadership through sport-based interventions in underserved communities.

• Deaf Goal Fellowship: Aims to uplift the deaf community through football, promoting inclusion and life skills.

• DeafKidz Goal: Supports deaf children with opportunities to engage in sport and build confidence through football.

• Community Impact Program: Uses sport to address social issues like mental health, climate change, and gender equality at the grassroots level.

• National Inclusion Cup: A national football tournament providing marginalized youth a platform to showcase their talent.
• Schools Program: Promotes physical literacy and leadership through football in low-income schools, integrating education and sport.

Bonito: So many great initiatives, we will set up links above so readers can go in and learn more about each project.

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?

Abhijeet: Sports for social good has been gaining significant mainstream attention in recent years, and I believe this trend will only continue to grow. As more organizations recognize the transformative power of sport, we’ll likely see an increase in initiatives that use sports not just for physical development but for broader societal impact. From empowering marginalized communities to addressing issues like gender equality, education, and mental health, sport will play a crucial role in driving positive change.

In the coming years, key thematic areas that will need attention include inclusion and accessibility. Ensuring that people from all backgrounds—regardless of gender, disability, or socio-economic status—can access sports programs will be vital. Additionally, mental health is emerging as a critical focus, with sports proving to be an effective tool for promoting well-being and building resilience.

However, significant challenges remain for practitioners in this space. Sustainable funding will continue to be a hurdle, as many sports for good programs rely on grants and donations. Another challenge will be scaling successful programs while maintaining their local relevance and impact. Lastly, practitioners must navigate the delicate balance of leveraging sport’s competitive nature while ensuring the primary focus remains on social outcomes, not just athletic success.

Bonito: I think that the point about scaling while maintaining local relevance and authenticity is an extremely interesting area of exploration of practitioners for sure.

Bonito: Can you tell us about a moment in your football  for social good journey that really touched your heart profoundly and stays with you?

Abhijeet: I was visiting one of our slum programs, and after spending some time walking around the community, I found myself lost and hungry. Unsure of what to do next, I decided to sit down for a moment. Almost instantly, I was approached by a local family who, recognizing the Slum Soccer kit I was wearing, kindly offered me refreshments and directions to the field. What struck me the most was when they shared that their son had been attending our sessions. They told me how, through football and the guidance of our coaches, he had overcome his addictions and was now on a positive path. Hearing this firsthand reminded me of the deep, personal impact our programs have on people’s lives. It wasn’t just about the sport—it was about real transformation, hope, and the power of community. That moment profoundly touched me and reaffirmed why we do what we do.

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?

Abhijeet: I would like to shine a light on Coach Anas Akhtar, who began his journey with us as a grassroots coach. Since joining, Anas has shown incredible dedication, not only upgrading his coaching license but also stepping into a leadership role where he actively supports and mentors other coaches. His passion for empowering young players and fellow coaches has been inspiring, and his efforts have made a significant impact on both our team and the broader community. Anas’s commitment goes beyond the pitch, embodying the true spirit of development and leadership in sport.

Our vision for the next few years: We are looking at having an even deeper presence in the communities that we work with, involving not just the children and youth but also the parents. We want to have a lifelong engagement with sports for them. We are also looking at improvement on the excellence side of football where we are talking with club and youth academies for our children to be given a chance for selection trials.

Bonito: Abhijeet, its been such a pleasure talking to you and we look forward to keep promoting the beauty of football together in the future.

Abhijeet: Thanks so much and so happy to have Bonito in this arena!

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BIO

Name: Abhijeet Barse

Organization: Slum Soccer

Role: CEO

Favorite Football  for good organization apart from your own: Homeless World Cup and Common Goal

Favorite Football Club: Seemapuri FC