The Good Stuff - Vol VII

November Favourites

Pardon my absence, I was home. And then I was homesick — at home. Things can get very confusing inside the head and heart of an immigrant.

I was back in Brazil after a long time, and being home stirred so many things in me, and the rippling still goes on. As I process and let myself be affected by everything that happened there, it’s been challenging to organise my thoughts and ideas about what’s going on in the (football) world. Some things feel too big, others ridiculously small. In general, a lot of them got me feeling like this:

I do have thoughts I want to share with you once I can better articulate them, and hopefully, I can get back into a more consistent rhythm sooner than later. We also have about three months to get excited about the World Cup — I, for one, am failing miserably. More to come about that.

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While my favourite things from these past months had little to nothing to do with football, here’s a hand-picked list of the ones that do. Usually, the full list of the monthly favourites goes to paid subscribers only, but this time, I thought I could try to compensate for the lack of content by making it available to everyone, and adding the good links at the end too.

Home games

While in Curitiba, I went to every single home game I could. Lucky for me, all Brazilian leagues started earlier this year because of the World Cup, and I was actually able to attend quite a few games. And my hot take is that football was made to be experienced like this. You and your home team, and your mom & dad and your friends, where you know the lyrics to all the silly chants with popcorn in one hand and a beer in the other.

Living and working in football in Europe has allowed me to go to stadiums and watch games that are the stuff of dreams — and I’m thankful for that every day. I even found myself a “local team” in Barça Femení. But it turns out that there is really no place like home.

Meeting Fundação Clube Athletico Paranaense

Continuing on the topic of Clube Athletico Paranaense, I had the privilege to connect with old and new friends who work at the club, and they generously introduced me to the Foundation and its work. I knew a bit about them, but was so happy to learn about the great initiatives, big plans for the future, and the awesome people leading the efforts. Oh, how good it is to find The Good Football in your team and feel validated in the slightly irrational love you feel for it.

One of the best things I learned about was the multisensory room they opened last year - a place where neurodivergent fans can have a better experience at the stadium:

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Arsenal x Corinthians

Following the first FIFA Women's Champions Cup was a fun ride. Like most Brazilians, I was rooting for the Brabas, Corinthians’ women’s team, and they did not disappoint us. It was so exciting to watch as they gave Arsenal a real hard time beating them and snatching another cup. The best part of the whole thing was surely watching the London kids in the stands mimicking the famous Corinthians’ fans signature celebration poropopó.

Long live (Brazilian) women’s football!

The work I don't always talk about

Maybe it’s because of all the stirred-up emotions, but these past couple of months I’ve been especially moved by the impact of my clients’ work — and incredibly thankful to play a part in it.

I’ve had moments in meetings, or simply taking in the range and scope of what they do, thinking about the people behind each effort and decision that are ultimately helping change lives, especially the youngest ones, through sport.

One experience in particular almost made me tear up at a very inappropriate time. We were shooting an activity with young participants (and a special guest 👀) for an upcoming campaign, and part of it involved talking about dreams. I sat there listening to these kids share what they dream of, and somewhere in between I started thinking about my own — realising I hadn’t really done that in a while. It hit me that that very moment was something I had once dreamed of, and worked hard to get to. Being able to work at the intersection of the things I love and believe in is a quiet kind of privilege, and I don’t take it lightly.

If you want to see some of this work in the world, check out what adidas Foundation and Fútbol Más España, are doing. There's more coming from both of them soon.

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CE Europa x Top Manta jersey

When your friend sends you a message asking if you want to go support a local women’s team, you say yes. And so we went. It happened to be the day CE Europa was promoting their new special edition t-shirt in partnership with Top Manta, a local social and charitable clothing brand. They are beautiful, high-quality, and ethically made, and you can buy yours here.

Sun, friends, football, and a chic antiracist t-shirt? Sounds like the perfect Sunday to me.

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THE GOOD LINKS

✍🏿​ How not to talk about racism in football, a must-read on by .

💥​ The new Bohemian FC women’s away kit has it all: looks, story, and impact (hopefully, Spotify is taking notes? ​😬​).

🤌​ This very important video by the CF Badalona men’s team.

📚​ This cool initiative by Chelsea defender Levy Colwill.

🤝​ When Corinthians Women visited the non-league (and original!) Corinthian-Casuals.

🗣️​ All the Wolves + João Gomes content on speech impediments that came out recently, including this conversation.

🖼️​ These AFCON moments turned into art.

🎀​​ This, and then having mini versions for the Barbie dolls.

COMPLETELY OFFSIDE

Links that are not football-related but still worth sharing.

🍿 If you still haven’t watched The Secret Agent, you’re missing out.

🇧🇷​ I recently got back to this Tiny Desk, and it’s all I’m listening to these days.

November Favourites

When Football Does More: What we learned from Premier League Foundations

I hope this email finds you unsure about what day of the week it is, with full hearts and bellies.

Ah! That time of the year when we can’t really tell what day it is, and every day is just today. Something between Christmas and New Year’s, when nothing really happens.

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I’m back in the summer, and my soul is happy again. Resting a bit, working a bit, taking some time to reflect on the past year, and dreaming of the new one ahead. Since I still haven’t found the inspiration to write the end-of-year post I wanted to write, I thought I’d gift you the list I know you love — plus some good material to keep you entertained during the holiday break (or lunch break, if you’re working. You’ve got this!)

Here are some of my favourite things to follow, watch, read, and look at lately. Enjoy!

Art & such

✂️​ The Goal Frames Instagram account is so good. The R9 collage might be my favourite.

​🎨 dancimmermann’s work is incredible.

🖼️ sarfo emmanuel annor, a photographer from Ghana whose photos should truly be hanging on the Louvre.

👏🏽​ I love finding and sharing the work of Brazilian artists, and gabrieldiogo.ilustra doesn’t disappoint.

9️⃣​ jeoanjoao: another great artist, another R9 portrait.

😍​ I want this Djavan + Seleção shirt so bad.

✨​ Slowprojects’ things are also beautiful to look at.

Campaigns

🚺​ Using empty seats to raise awareness about gender violence.

📱​ I really enjoyed this Google Pixel x Arsenal piece (and now I want to go to Bilbao.)

🇳🇬​ When Villarreal taught their fans how to correctly pronounce the new player’s name.

💡 Southampton F.C.’s excellent marketing case.

🥹​ These sweet Christmas cards created by kids in different projects implemented by my friends (and clients 💚​) at Fútbol Más España.

Substacks

by

SportsVerse by

by

Miscellaneous

​📚​ Starting off with a bit of self-promotion, we recently launched +Bernat FC’s account. Follow and stay tuned — good stuff coming up.

​🖋️​ Letters of Note is one of my favourite Instagram accounts to follow, and this has to be one of the best letters they’ve posted.

📷 nomadic_lens_’s photography is top-notch.

👌🏽 estadiocommunale IG for those who are into fashion + football.

📖 Pitch Invasion, Karen Dobres’ book and journey as a Director at Lewes FC.

🇧🇷​ For Portuguese speakers, Falha de Cobertura (probably the funniest football show) and Por onde Andrey (impeccable storytelling and aesthetics) are my current favourite things to watch.

🙂‍↕️ glorioussport, a very cool women’s sports account.

💜​ designfc_org is an org combining creativity and impact in sport.

🤳🏿​ I love fizvancasso’s content and stories.

💥​ bia.football.club is a fun collective celebrating the love for the game. I wish I lived closer so I could attend their in-person events.

🎙️​ FIFPRO’s podcast. I’ve shared a couple of these episodes here before, and I really enjoy the conversations they have. Jackson Irvine’s interview is a great place to start.

😂​ This is completely beside the point, but this Danish team’s FT graphics make me smile every time I see them. Apparently, slut means “end” in Danish.

What’s the good stuff you’ve been enjoying lately? Reply to this email or leave a comment; I love discovering new things through you.

And if The Good Football has been good company for you this year, feel free to pass it along to someone who might enjoy it too.

Wishing you all a great start to 2026, and thank you for the company in 2025. 🤍

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Without further ado, shall we jump in? Here’s what I loved the most in November:

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+Bernat FC kicks off

In the last week of November, a project I’ve been working on for quite a while finally made its debut. +Bernat Football Club is an idea built together with Fernando Pelayo, (the best!) bookman at +Bernat (an iconic bookshop in Barcelona you should visit). It was born out of a desire to create a space where people into football and topics like art, culture, social impact and justice, literature, and more could get together to chat over a nice drink.

The first edition had a fantastic line-up, and I had the honour of moderating a panel titled “Football for one, football for all”, centred around both the inclusion and exclusion that the game can promote. Our guests were the incredible sports journalist and host Andrea Ginés; Jordi Grive and Hannah Royles from A.E. Ramassà; and author and visual artist Carmen Berasategui.

If you’re in Barcelona, you should definitely join us for the next edition, with date and theme still TBD. Keep an eye on the IG account!

IRL meetings in Brussels and London

Last month, I took advantage of a couple of work trips to meet up with friends and people I had never met in person. I think I say this every time I talk about these meet-ups here, but I 100% recommend putting in the effort to meet people outside of screens and have a proper chat IRL. As grateful as I am for the connections we can only make because of screens and the ~web~ that ties them together, there’s something special about exchanges that happen in the real world.

In Brussels, I got to spend some time with Harlem Lamine, talking about all things football and research, and getting shown around the city. Do check out his work and website, which, by the way, is beautiful.

In London, I of course met up with , who adventurously joined me in the away section at Stamford Bridge for Chelsea x Barça Femení (and saw Sam Kerr at M&S five minutes before I arrived). Champions nights are the best, even when the temperature is ridiculously low and the second half of the game is kind of dull.

I also got to see Lydia Crudge and Michaela Gooden, who are doing great things in women’s football, and Anika Leslie-Walker, a brilliant scholar and researching important topics around sport and sociology.

Needless to say, it was great, fun, and inspiring to meet so many incredible people. I’m already looking forward to the next meet-ups. Who should I meet next?

Thefootballgal x Adidas collab

It was SO cool to see this happening. I’m sure you all know who @thefootballgal is and probably dream of sporting a football kit personalised by her. It only makes sense that she’d land such an epic collab with Adidas, launching her own Predator boots. For some reason, watching this unfold genuinely felt like seeing a close friend succeed, and I caught myself feeling very proud and very happy for her, lol. Yet another good thing the internet brings into our lives.

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October Favourites

The Science of Liking Footballers

Hi all,

It’s me again. If you just got here, two posts in a week is not a normal pace for us, by the way. Things usually roll a little slower (and more spread out) in this corner of the internet.

But today we have a guest! I’m happy to introduce — and give the floor — to Mark Lewis and Toby Harrison from The Sports Effect. Their team works to strengthen impact across the Sport for Development sector and recently published the Football Foundations Impact Report.

In this edition, they take over the newsletter to share insights from the report and tell us how football clubs’ foundations are generating impact and how they can go even further.

Enjoy the read, and I’ll be back with the Good Links at the bottom of the page.

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Most Premier League clubs talk about their impact both on and off the pitch, but very few truly measure this properly and effectively. The gaps between a club's intention and the evidence provided are what drove us to make our Football Foundation Impact Report for the 2024/25 Premier League season, an analysis of how these club community organisations (CCOs) are really shaping their local communities.

When doing this report, it reminded us that whilst football clubs are powerful cultural anchors, their community arms vary drastically. Some merely act as PR extensions and as a marketing arm; others are truly committed to changing what community work in football should look like.

Why Football Clubs Matter

We believe that football transcends sport, serving as a universal language, a force for connection, and a catalyst for social change, setting aside class, faith, and politics for 90 minutes. This power makes these clubs uniquely placed to help tackle social issues such as inequality, isolation, and mental health.

However, our research showed that lots of this ‘power’ is underused. Many programmes still focus on arbitrary statistics, such as participation numbers, without considering what has changed as a result of their programmes. Premier League Kicks sessions help to provide crucial access in deprived areas, but without further research, may miss the underlying causes of exclusion.

The top foundations that do this well do so because they are treating football not as an end product but as an invitation to a safe space for participation, conversation, and co-design with local people to invite real change. When clubs share this power, they can look to create deeper and long-term relationships with their communities.

What We Found

Our framework assessed eight key areas of impact across each of the 20 Premier League foundations; some results were truly inspiring.

Southampton’s Saints Foundation ranked in first place; a key element of this was the rare level of full transparency. Publicly sharing stakeholder meetings, lessons learned, and even missed targets. This proof of accountability can help drive their own credibility when reporting on their programmes and targets hit.

Liverpool FC Foundation followed closely in second; a key element to their high placement was their willingness to combine genuine compassion and strategic delivery. Their Honeysuckle FC programme, which supports men affected by baby loss, demonstrates what can happen when football and empathy collide. It is a great example of mental-health work done with honesty rather than a positive image in mind.

Fulham, Everton, and Brentford completed the top five. Each of them demonstrating thoughtful practice and programmes with purpose. Fulham’s Memories sessions for older adults, Everton’s long-term Trinity Project, and Brentford’s Young Voice Group each give examples of how local relevance and listening to their communities can create value and lasting change.

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What Needs to Change

Overall, it is clear that foundations share an impressive commitment to their communities, engaging with marginalised populations and collaborating with their parent clubs. However, our data also revealed the blind spots that clubs have.

Almost none of the clubs publicly reported missed targets. Most rely on short-term or donor-led funding, and not enough clubs align their work with wider frameworks such as the UN Sustainable Development Goals; in too many cases, the impact would seem to stop at a photo for the club’s website.

Without this long-term evaluation and community feedback, there is a risk that foundations fall into a cycle of being a showcase rather than an engine of change.

Lessons and Looking Forward

The more effective foundations have key commonalities, one being intentionality; they are looking at ‘football doing more’ rather than ‘more football’. Embedding real evidence, transparency, and collaboration into the heart of their work.

At The Sports Effect, our recommendations are clear and simple: create systems that make reflection routine and practiced. Publish lessons learned, evaluate openly, and invite those in the local community to be a part of the design process, invoking real change around the club.

Football clubs hold an immense cultural influence; if these foundations embrace this with true action, purpose, and humility, they can go far beyond short-term outreach, striving to change the long-term social architecture of their communities. Transforming passion into purpose.

For the full report and to find out how we can help you, please visit our website.

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THE GOOD LINKS

🇨🇮​ ’s piece about the story of when Droga stopped a war — did he or didn’t he?

​🌸​ It’s the footballgal’s world and we’re just living in it.

🐈 The (literal) catwalk that led us to discover that my team fosters kittens at our stadium!!!!

​🔥​ The systemarosa photoshoot you’re seeing everywhere.

🕺🏿​ This steward’s vibes.

🤯​ Not your typical “footballers making a difference on and off the pitch” content. Women are such amazing creatures, really.

🥹​ This wholesome story that *almost* made me cry.

🌟​ This Timbers Army’s tifo is gold.

😭 Luana’s PK goal crowning her comeback after beating cancer. What a moment.

🧤 This former goalkeeper and her intact reflexes.

💙​ Sterling actually coaching weekly at his newly opened academy.

COMPLETELY OFFSIDE

Links that are not football-related but still worth sharing.

🩺​ After discovering (and obsessively watching) E.R. last year, I had to give The Pitt a try when I saw Dr. Carter (iykyk) was in it. Welp — I’ve now watched all 15 episodes and immediately started rewatching them. I don’t think I’ve ever done that before. If you’re looking for a good show, you’ve found it.

😲​ So… Rosalía has a Substack. That’s it, that’s the tweet.

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The Science of Liking Footballers

September Favourites

Hi everyone,

The last edition of The Good Football quickly became one of my favourites to write, and I’m so glad many of you enjoyed reading it. Thank you for all the feedback. Thank you for the feedback, and a big welcome to the new subscribers. If you haven’t read it yet, you can catch it here.

No onto last month’s favourite football things:

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Working with Fútbol Más

I’ve been friends with the great folks from Fútbol Más España for a few years now, and a huge fan of the work they do here, using football as a tool to impact young lives. If you’re not familiar with their work, go check them out!

I recently started collaborating with them as a consultant, helping with various aspects of their communication, marketing, and brand. What a privilege it has been to have an even closer look at the impact they’re generating, and to play a small part in it too.

If you need to renew your hopes in the power of football to make the world a bit better, Fútbol Más won’t fail you. Take Jude’s word if you don’t believe mine:

This Instagram Story

Speaking of the power of football, this story really touched me. Clara is an incredibly creative and authentic content creator whom I follow mostly for the creativity, visuals, and fashion inspo. So when she shared this heartfelt note one Sunday morning about how football has changed her son’s and her family’s life, it was such a beautiful surprise.

It felt really satisfying and affirming to come across this message outside the football + impact bubble, and be reminded that this really does make a difference in the real world.

Brazil 2 x 1 England

The Brazilian Women’s national team won the friendly played against England last month, even being one woman down for most of the game. This is such a big deal! I love this for our women and for the road we have until the World Cup in 2027. I’m really hoping this can be a game-changer for the women’s football culture in Brazil.

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September Favourites

Throwback Tracks

Hello and happy Friday!

I recently had the chance to watch Marcus Rashford play (and score!) with my own eyes at the Montjuïc Olympic Stadium. There, I also noticed kids holding up handmade signs with his name, and that the fans’ reaction to him throughout the match was very positive and loud.

Sure, his great start to the season helps, but considering how many stars Barça have, his appeal is remarkable. We can also tell that many corners of the media are happy to see and report on his renaissance. And I can’t help but think that part of that is because it’s easy to like him.

His high-profile advocacy in 2020 revealed his character to the world and introduced him to millions in and beyond football. Since then, he’s continued to show leadership in different ways, navigating ups and downs with the same calm, grounded presence.

But what makes footballers likable? What makes us like some more than others? What makes them an icon, a legend, a fan favourite? What makes a kid want to write their name on a poster, instead of someone else’s?

Yes, the obvious answer is talent. Performance. Results. Ultimately, the goal is to win, and players who deliver become adored, hired, sponsored, and remembered. And yet, there’s a difference between admiring someone’s skill and liking, or loving them.

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My favourite players are the ones I can connect with. The ones I admire for who they are as much as for what they do on and off the pitch. Most of the time, they also happen to play for my team.

Like Kika Nazareth, who plays for Barça Femení and the Portuguese national team and has one of the brightest personalities in football today. She’s magnetic, expressive, and naturally funny. Not surprisingly, she’s been doing lots of campaigns lately. Who wouldn’t want her to sell their products to a crowd who genuinely adores her?

Or Bento, one of the goalkeepers of the Brazilian national team, born and raised on my Furacão grounds. Even though he left Athletico Paranaense early, during his time there (and even now), he used his platform to strengthen his bond with the club that formed him. He makes us feel like we’re friends, and when he wins, it feels like we do too.

Or Jackson Irvine, who probably wouldn’t even be on my radar if it weren’t for his advocacy and personality, since I don’t follow the Bundesliga or the Socceroos. But he’s maybe my favourite footballer brand out there, seamlessly navigating fashion, music, activism, and leadership with consistency and authenticity. He makes being a footballer look cool and so in tune with the reality we live in.

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If I were to describe the perfect footballer, they would be someone who sits at the crossroads of three forces: performance, personality, and purpose. (Please believe me, I didn’t plan this 3P thing.)

I tried to map this out; here’s a (very scientific) visual representation of my research:

Even though winning is the top priority and the core of the business, football is something we experience with our hearts and guts. It’s not logical; it’s emotional. It demands stories, community, inspiration, sweat, and humanity — all the things that can’t be measured in stats.

When players chase only technical and tactical excellence, their value stays tied to trophies. But when they bring their whole selves to the game, a wider world opens up:

• They form genuine connections with fans who see themselves reflected in them

• They build identities that expand their relevance across culture, not just sport

• They earn credibility and longevity by standing for something bigger than performance

In that case, performance is one of the currencies of connection, not the only one.

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This week, I read an article on Lewis Hamilton that illustrates this perfectly: his disappointing season at Ferrari didn’t dent his brand. His identity has been built across different worlds —advocacy, fashion, culture, and leadership —and that makes it far more resilient than results alone for his fans and the brands around him.

That’s where authentic purpose comes in as a powerful, long-term asset. Personality and interests can attract niche audiences, but purpose creates broader resonance.

Of course, none of this is simple. Purpose isn’t a neutral brand asset; it’s a risk. Taking a stance can cost deals and divide fans, but it can also attract and strengthen other bonds and partnerships. Using one’s platform consciously might cost something, but not using it costs more.

This isn’t a rulebook; it’s more of a possibility that feels increasingly relevant in a sport still learning to value more than goals. It’s hard (and very unlikely) to make it to the top tier of Ballon d’Or winners and unquestionable cracks, and these other dimensions can help players at every level stand out, build loyal communities, and extend their relevance beyond the pitch.

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The way we perceive footballers has evolved. The early-2000s era of pop superstar ads has given way to players who own their own platforms, shaping their narratives with authenticity. Fandom today is niche, participatory, and personal.

Few players at the top of the game truly embrace all three dimensions (performance, personality, and purpose), but the ones who do shape a new model of greatness. Think Aitana Bonmatí, Mo Salah, Didier Drogba, Marta.

And then there’s Marcus Rashford, a player who seems to exist at that crossroads.

That night at Montjuïc, watching him play, I realized there’s something special about seeing him win. It just hits different. When he scores, it feels a bit like watching a friend succeed.

And maybe that’s the reward of having the courage to bring your whole self into a game that often asks you to shrink. You make people root for you not only for what you do, but for who you are.

Go, Rashie!

THE GOOD LINKS

🦄 The Unicorns’ new kit. Congrats, !

​💯​​ Pina being the FC26 legend. I am obsessed with this story and all the comments she’s been getting from players.

😮‍💨​ Yes to the adidas x Arsenal new drop.

👏🏿​ Dinamo Dresden’s new kit with an antiracist message.

👸🏼 This moment is everything - also, she scored this one right in front of my bare eyes.

♻️​ Oakland Root’s upcycled fashion half-time show.

🎨​ This original Emily Bisgaard.

🥹​ The mascots and the England vs Wales match.

​🫨​ Corinthians’ fans at a men’s game reacting to the women’s Libertadores win.

COMPLETELY OFFSIDE

Links that are not football-related but still worth sharing.

🎧​ My friend created this IG account to share his favourite music discoveries, and I think you should follow it. AI DJs got nothing on Sounds Good. 😉​

💌​ The Substack by has quickly become one of my favourites. The illustrations, the content, the relatability… It’s perfect for when you just want a good read.

Throwback Tracks

August Favourites

As I sit here going through my September notes to write this newsletter, I can’t believe some of these things happened just last month. There’s been so much going on that I feel like I’ve lived six months in the past three — lots of good things, but still… lots. My days have been filled with football, work, friends, coffee, good music, and bad Brazilian soap operas. I hope your autumn is also off to a good start.

Here are the things I liked the most in the past month 👇

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First, Olivia Dean.

My absolute #1 favourite thing in September was Olivia Dean’s ✨perfect✨ no-skips new album and seeing the rest of the world fall in love with her too. Plus, I just discovered she’s another one of us football girlies, so here’s a soundtrack for your reading time:

This one moment at a CE Europa vs Barça Femení B game

We went to support a friend who plays for Barça’s youth women’s team against a very local Barcelona club in an iconic stadium tucked between buildings, with neighbours watching from their windows. The game was great, we won, our friend scored, but my favourite moment happened after the final whistle.

When we were congratulating our friend and her sweet teammate, a little girl approached them with her dad, asking if they could take a photo together. Guys. That sent me. Tears immediately started rolling down my face lol.

There’s just something about women’s football that hits me in a way the men’s game never did. The fact that we live in a world where a little girl can go to a local match, and the reality of girls playing football is so close she can touch it — and take a photo with it. And that these young players already get to be real-life models of a dream for even younger girls. That the work of every woman who came before opened the doors so that this world could exist for them.

This is the good football.

I met Camilo from @taco_perdido!

When you work remotely and all your clients and colleagues fit inside a Teams (😩) square, it feels so good to meet someone in real life and talk over a cup of coffee, especially when they’re as great as Camilo, the @taco_perdido man himself.

I’ve mentioned his IG account here before and have been a fan since the first post I came across. He’s as kind as he is talented, so if you don’t follow him yet, here’s your sign.

Also, if we haven’t met yet and you’d like to connect (in person or through a Teams/Meet square), just reply to this email!

Aitana Bonmatí’s Ballon d’Or 🏆

You can imagine how happy I was to see Aitana take another Ballon d’Or home and become the third footballer to win three of them, right next to Platini and Messi. Do you realise how important and impressive it is that there’s a woman up there now? And if the player at the top is also a good footballer… that’s everything I could have asked for.

Yet, I felt like I came across more questioning than celebration online. Many believed Mariona should have won it, considering both of their seasons, especially since the Arsenal midfielder won the Champions League. I get that. To be honest, I think it’s such a weird concept for journalists to vote and choose one best player for the season when there are so many different variables involved and everything feels so subjective and relative. Anyway, I have no ambition or commitment to be impartial here — nor do I watch football from a “neutral” lens. So I can’t tell you who should’ve won, but I can tell you that I think Aitana is the best player we’ve got right now. And that I’m 100% biased.

It’s Aitana Bonmatí’s world and we’re just living in it, baby.

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I haven’t been as busy as my team (seven wins in a row, suddenly flirting with promotion again), but I have been working on a few new projects, including some fun things for The Good Football that I’m excited to share soon.

While I cook up the new stuff, I thought I’d bring back a few of my favourite pieces, ones I loved writing and that seemed to resonate with readers, too.

To be honest, recycling good content sounds like a nice change these days, when our feeds update at a pace we just can’t keep up with.

I did come up with brand new and fun descriptions to help you pick and choose, though.

So here’s a list of posts you can revisit, read for the first time, or maybe share with someone else who’d enjoy them too.

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I’d love to hear what your favourite reads are/were, or if maybe I left your personal favourite out.

See you next time!

THE GOOD LINKS

👨​ Jackson Irvine’s website. I mean, what football player has a cool website like this one? I’m here for it.

🐈 Speaking of Aussies, did you catch Mary Fowler’s catwalk?

💀 These videos of a Catalan “giant” of Lamine Yamal’s are my friend and my latest obsession. Here, he’s dancing to the stands classic “Un día de partit”.

🥹​ The grandpas who were invited to be mascots in Betis’ game.

🩷 This video from the Rugby World Cup was my favourite internet thing this past week.

​🍲​ A queen who cooks Indian food at Man United and kinda vlogs about it.

​🥲​ And this little girl.

🙌🏾​ is back!!

COMPLETELY OFFSIDE

Links that are not football-related but still worth sharing.

I recently came across this post from Rosalía, and I’ve been thinking a lot about it ever since.

The Good Stuff - Vol VII

July Favourites

It’s September. Summer is starting to leave us, 2025 has peaked, it’s soon going to be dark at 5 pm, and it’s all officially downhill from here, year-wise.

Just kidding. I’m actually excited about the season change and this extra New Year’s Day we get when September comes around. I’ve been doing a lot of dreaming, planning, and writing for The Good Football, and I’m hoping to bring these ideas to life sooner rather than later. Stick around!

Ok, here are the football-related things I liked the most in August:

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London!!!

I got to spend a weekend in London, and it was as great as it was short. I absolutely love the diversity of faces, colours, cultures, and styles that hit me as soon as I set foot in the city, and how much richness it adds to a place.

The list of football highlights includes the thrill of experiencing football constantly, everywhere. Maybe it’s true that we find what we’re looking for, and if so, I’m glad my eyes are trained to spot the different jerseys and groups of people heading to the game or the pub to watch a match.

I also got to spend time with , who took me to Richmond and gave me an exclusive and personalized Ted Lasso tour. You can imagine my excitement, and I still can’t believe we sat down at the Prince’s Head pub and had a drink. Still, my favourite part was the conversation we shared about our experiences, struggles, and dreams in this life and industry. I’m so thankful to be surrounded by and connected to people as smart, fun, and kind as Hayley who, from a client, became a friend. If you don’t follow her yet, you’re snoozing, by the way.

I left London with the desire to go back soon and more often—despite the price of coffee. As I get more engaged with women’s football, I know it’s a key hub for those wanting to shape the game, and I’m signing up for that. So, yeah, I’m officially looking for clients and projects over the pond. If you’re in London and have ideas, let’s talk.

Marta at the Copa América Femenina

August started with Brazil snatching the Copa América Femenina in a journey worthy of a movie, especially for our one and only queen, Marta. The 38-year-old, arguably the actual GOAT of women’s football, is not only not too old for the game, but she was pivotal in our win in Colombia last month. She deserves all the flowers we can give her, and I hope this was a prelude to the World Cup win that will crown her outstanding, legendary, trailblazing career.

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July favourites

Football’s Groundhog Day

Hey there!

I hope everyone is having a great summer - or winter, if you’re in the southern (and arguably best) part of the world.

I’m trying to obey the season’s rhythm and take things slower, so I prepared this edition of The Good Stuff, with a list of all the things I’ve been enjoying reading, watching, and following, and a few good finds. Hope you like them too!

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Before we get into the list, let’s take a moment to appreciate Mo Salah’s courageous stance, which he shared on his Instagram. For context, you can read this Versus post with a closer look at Palestinian footballer Suleiman Obeid’s story and his death, which happened while waiting for humanitarian aid to feed his family.

Salah consistently speaks up and takes action on different social causes and issues, and his response to UEFA’s post is another example of that. This is also the good football.

Now, onto the list:

🎨​ Taco Perdido’s art might be one of the best football artists out there.

⚽​ Riserve’s platform and newsletter, which, by the way, kindly featured an interview with me about The Good Football and my work earlier this year, is the brainchild of Naomi Accardi. She created this space to connect football creatives with brands looking for talent for their projects. It’s a great initiative, and the content around it is just as strong.

😍​ I’m in love with Emily Bisgaard’s art. The way she portrays football is so unique and stylish.

🌟​ SEASON zine’s content and visuals are gold.

🧤 Name something cooler than 90’s goalie shirts.

​✏️​ Miki Noelle is a Barça fan and creative who designs cool stickers and hides them around Barcelona. I love his content, and lately, it’s been great to see his work being recognized and featured in different projects.

🌍​ The Sports and Geopolitics newsletter is one of my current favourites to read. Such interesting topics and stories, perfectly suited for all the football and history nerds out there.

​📩​ Post-Culture is a recent discovery that also became one of my favourite reads. It leans more on the branding side of things, but I bet this post on brands championing women’s football is everyone’s cup of tea.

🏆​ SportsVerse is another newsletter I’ve enjoyed lately. Good analysis about current happenings in the world of sports brands.

♻️​ Royale Union Saint-Gilloise’s decision to reuse last season’s kit is very important.

🪩 Noah Lennon’s account and his “a ball a day” project. Art plus great creative references.

🎞️​ Andrew Tallon’s film photography account. I started following him for the football content and stayed for everything else. The film wedding photoshoots are such a vibe.

📷​ The Atlantic Dispatch is a great combination of good storytelling and nice visuals.

🇧🇷​ For Portuguese speakers, the Embaixada account has excellent content.

✨​ Futebol de Tostões is a recent discovery and another aesthetically pleasing account to follow.

🆒​ Crossbar’s feed and IG stories are a feast of football upcycling and vintage vibes.

💡​ Alexander Thomas was featured on the July favourites post, but I couldn’t leave him out of this list. His IG stories are a gem, with football photography analysis and fun rants - all the good stuff.

🖼️​ Offside Sports Photography’s account of archive football photos is so good. It leans on nostalgia but maintains relevancy. I just love the concept of posts of old photos getting attention in this content economy when there is something new (and not necessarily good) being created every second.

🥹​ This video that’s an ode to late bloomers in football. “Good things come to those who wait”.

​💃🏻​ Is women’s football reforming the visual culture of sport? Watch the video.

💎 This beautiful story shared on the Goal Global account.

🔖 Ajax’s rebranding case study.

COMPLETELY OFFSIDE

Links that are not football-related but still worth sharing.

Out of the Blue has been my favourite newsletter for years now, and one of the only ones that I read religiously.

This video

My friend Toninho has a beautiful newsletter in which he basically sends you a photo every now and then, and it feels like getting a postcard.

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Football’s Groundhog Day

June favorites

Happy August!

The month when nothing seems to function here in Barcelona, and you might just find a piece of paper stuck to the door telling you the shop’s closed for the holidays.

It kinda forces us to take it easy too, and enjoy the nice weather, good beaches, and slower days. I still forget that this is what August is supposed to feel like and what it allows us to be, coming from the southern hemisphere and all, and I’m happily trying to be better at taking hints from the seasons on how I can approach life at the moment.

Women’s EURO

Of course, this was the main topic of the past month, and, even though I’m still sad and a bit bitter about Spain losing the final, it was such a great ride to watch the games and soak up all the content about excited crowds, emotional fans, and records being broken. I also got to help the adidas Foundation tell the story of “Legacy for the Future”, their project in collaboration with the UEFA Foundation, created to leave a lasting legacy for girls and women in the participating countries through local partner organisations. What an honour!

I also happened to be in Berlin during the first week of the Euros and got to experience a game there. Remember I told you about Andrew Weber in the June favourites post? We met in person and watched a game at a packed open-air biergarten. I got to meet his friends (who are all great, by the way. Hello mates 👋​ if you’re reading this!), he met a friend of mine, and it was just such a good time. Not only did I get a bit emotional seeing so many people gathering to watch women’s football, but it was also really cool to have these connections happening because of The Good Football.

I hope the Euros’ popularity, success, and growth also spill over into the Copa América Femenina, WAFCON, Women’s Asian Cup, and beyond. The world deserves to experience women’s football this fully, and the game deserves to be appreciated like that.

A summer course on documentary writing

I went back to school for two weeks to study scriptwriting for documentaries at ESCAC, a great film school here in Barcelona. I saw an ad on Instagram and decided to go for it, and it turned out to be such a great experience that added so much and brought new perspectives to my writing and storytelling.

One of the highlights was the daily exercise we did: writing about something we’d seen or experienced in the past 24 hours. It’s incredible how such a simple practice can make you more observant of the world around you, and how you can give new meaning to what you see, just by telling it. Thank you to my teacher Joan Pamiès, who also turned out to be a bit of a football freak like us.

I went into the course not really knowing what to expect, and I definitely wasn’t expecting to leave with an idea for a The Good Football short doc series. Who knows what might happen now. 👀

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June favorites

A lot of life, a little bit of football

Hey there!

Before anything, I want to thank you for the responses to the post about my grandpa. Thank you for taking the time to read something that falls a bit outside our usual realm. I’m still receiving messages and comments that warm my heart. You are the best.

Now we need to talk about Jess Carter.

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In case you missed it, last Sunday Jess Carter published a statement announcing her decision to step back from social media because of the racist attacks she’s been receiving during the Euros.

When I first saw her post, I was struck by how unsurprised I was. This is not ok. It shouldn’t be normal for episodes like this to happen in football, or anywhere for that matter. I don’t want to feel disappointed but not surprised by this kind of news.

I usually like to take time to listen and reflect before writing about situations like these, rather than reacting right away. In fact, I’ve got a draft I’ve been sitting on for a while now, and this felt like the right moment to finally share it. Instead of updating and adapting it, I want to share it as a snapshot of that moment. A journal entry that captured my thoughts and feelings back in March.

Barcelona, March 2025

So, apparently, Juventus is going to the moon. And at SXSW, everyone is talking about AI, technology, innovation, and how these are already changing everything around us.

The world keeps changing; technology is evolving at a frantic, impossible-to-keep-up-with pace, affecting everything, everywhere, including football. We keep hearing about all the things that will be made easier, faster, better in the next months and years.

Yet last Thursday, a 18-year-old footballer cried after being racially abused during a match.

In a heartbreaking video that spread widely on social media, Luighi, Palmeiras’ U-20 striker, reacts in tears and disbelief to a reporter who ignored the incident and jumped straight into another question. Luighi’s immediate reaction was to ask, “Are you seriously not going to ask me about the attack I suffered?”

The fact that a U-20 athlete had to tell the reporter what the real post-match agenda was is embarrassing. Luighi’s spontaneous statement exposed the warped priorities in football.

“What is Conmebol going to do about it? Or CBF, I don’t know. You weren’t going to ask about it, were you? You weren’t. What happened today was a crime.”

On the other side, the reporter’s silence is a stark reminder of how unprepared and indifferent football still is in the face of racism. Black athletes are left to endure abuse alone, again and again.

Technology and innovation are changing and improving the game at many levels. Still, nobody seems to know how to tackle the big, persistent issue of racism in football. Or they keep pretending they don’t know, while there is an obvious obligation to protect the most fundamental pieces in the engine that makes this industry work. Providing a safe work environment for athletes is the bare minimum, and it’s not being met.

What happened in Paraguay that Thursday night should be absolutely unacceptable. And, at this point in history, completely solvable.

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Four months later, here we are again. In that time, surely many more cases of racist abuse in football have happened, and not enough has been done.

The same feeling of indignation follows me. How are we here again? Watching athletes being abused at work while governing bodies and industry stakeholders respond with the same empty statements that only reveal them as inept allies. We can’t accept that those working in football continue to act as if they have no idea how to confront racism and protect players.

Most statements and responses seem to address the reaction to the issue, but not the issue itself. They say what they think has to be said, or what people want to hear. They think of brand image and PR crisis management, but not the root of the problem.

Until players are truly put at the center, and solutions come from listening to them and working to fix the real issue, we’ll stay trapped in this awful cycle.

By taking a public stand and speaking up about what happened, Jess, like many other players, is owning the narrative and taking the initiative that should never have fallen solely on them. It’s powerful, and it shows her leadership and courage, but it shouldn’t be like this. Federations, clubs, and sponsors should be stepping up and shielding her by anticipating solutions.

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I spent the last couple of days listening to what the women of colour I follow had to say about this, and the exhaustion is clear across the board, far more profound than my own. I highly recommend following Hayley Bennett, , Felicia Pennant, Eniola Aluko, and more - share more names in the comments, please.

’s insights were, as always, sharp and opened my eyes to even more layers of this issue:

On her stories, Eniola Aluko pointed out that players can use legal means to hold social media platforms accountable for the abuse happening on their digital grounds. And in this excellent piece, breaks down the impact of the media on racism and perception of black players in women’s football.

I know my voice shouldn’t be the loudest in this conversation, and it isn’t meant to be. I still felt it was important to share these thoughts here, but if you take one thing from this, please keep listening to and amplifying the women and men of colour who keep pushing this fight forward.

I’m left with one conviction and many questions. It’s clear the industry is failing Black athletes, and protecting them is not a priority. The questions that linger are: how long and what more will it take for real change to happen? When will Black voices be brought in not just to teach how to respond but to lead the solutions to racism in the first place? When will this be treated with the urgency and seriousness it demands?

I hope (and work for, with the tools I have) that the push to make football better won’t stop at shiny new tech, but will finally tackle what really matters: the people at its heart.

THE GOOD LINKS

👨🏻 Y’all, he’s officially back.

😍​ A wholesome video.

🙂‍↕️​ If there’s a right way to present a new fashion collection, it’s this.

​👸🏻​ Her.

🇵🇹​ This video for the Portuguese women’s national team at the Euros.

🗣️​ Aitana’s response here. I’m a stan.

COMPLETELY OFFSIDE

Links that are not football-related but still worth sharing.

🥺​ Did you also cry watching the viral Tiny Chef video? I’ll go to the trenches for him!!!

​🎧​ I’ve been completely obsessed with Olivia Dean for a few years now, and lately her curated playlists are my go-to for finding new music. Anyone else feel that AI is killing music discovery at Spotify? Everything is now “made for me,” but that only means Olivia Dean is in every playlist, lol. I miss Noisetrade.

A lot of life, a little bit of football

Dear Aitana,

Happy New Month!

So… I’m trying something new.

I want to test a lighter format for paid posts: sharing some of my favorite things from the past month with you, football-related and beyond.

I’m hoping it also becomes a space where I can hear back from you, and let you shape The Good Football in some way.

Shall we give it a try?

Female players’ paid partnerships flooding my feed

I follow my favorite players on Instagram, and lately, I noticed my feed has been filled with their paid partnership posts. Maybe it’s the Women’s EURO anticipation, or FIFA dates for Brazilian players, but I like to think brands are finally catching on.

It brings me so much joy to see every single ad posted by Kika, Aitana, Kerolini, Alexia, Paralluelo, Graham, Patri, and more. I happily engage with them all because I want these women’s faces everywhere, from my feed to my city streets. Bring on the ads cause I’ll watch and click on all of them!

Los Williams

I binge-watched a few (too many?) sports documentaries in June, and Los Williams was by far my favorite. The film tells the story of Iñaki and Nico Williams, the brothers who play for Athletic Bilbao, and their family’s journey from Ghana to the Basque Country in Spain.

It’s a movie about immigration, family, the courage and strength that carry dreams forward, and football, of course. Beautifully made and totally worth a watch.

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Dear Aitana,

How to lose a fan in 100 years

Earlier this month, my grandpa left this weird world after 106, almost 107, years very well lived. Can you imagine living that many years, and it still not being enough for those who love you and stayed? He’s one of my favourite people in the most literal sense of the phrase, and I don’t know anyone who has met him and didn’t love him.

This won’t be a “what football brands can learn from my grandpa” kind of post. No LinkedIn-style lesson stretching. I just want to dedicate this to his memory and tell you a little bit about him. But the thing is, if I’m talking about him, it’s impossible not to talk about football.

Amid all the colours, sounds, smells, and memories stored in my mind from the lifetime we shared — the colours of his house, the sound of his cavaquinho, the laughs, the jokes he’d always tell — football is always there, mixed into it all.

Whenever I visited on a Saturday or Sunday, the TV was probably tuned to a match — it didn’t matter who was playing. That, chorinho, laughter, and birdsong were the sounds of his house. He wouldn’t wear football jerseys because he hated shirts “that had to be put on through your head,” but I still remember the saddle on his bicycle, stamped with a big Botafogo logo.

He played for the local team in his youth, back when player positions still had English names. We used to make him list them out for us, just to hear how they pronounced them. It was a mix of phonetic invention and not knowing what the words even meant that always cracked us up.

He met my grandma in the stands of that same local pitch where he played. He saw all five of Brazil’s World Cup wins, and all the great players play — according to him, no one was better than Pelé. Who are we, non-eyewitnesses, to disagree?

I watched my team win the Brazilian league in 2001 from his living room. And in 2006, I was there again, crying, when Thierry Henry scored that goal against Brazil.

Our last conversation was about the Women’s Champions League final, which he’d watched with my dad because I was there. We agreed it was a shame we didn’t win, especially since Barça was one of his favourite teams. He was culer before it was cool.

It wasn’t him who introduced me to women’s football, and I didn’t inherit the love for my team from him, but he always embraced the things I loved (and happily co-disliked the ones I didn’t). Because of me, he was also a Furacão fan.

Watching football with him was always just fun. I never saw him angry or aggressive toward the other team, never bitter or overinvested. I might need to investigate where that gene mutated in me. Ahem. He did pass on an aversion to Flamengo, but even that was endearing, because he’d only talk trash using fancy, perfectly pronounced words. If someone teased him about his team, he’d laugh with them. Usually, he was the first to joke about his own side.

I don’t think he ever suffered the way many of us do from loving football. Somehow, he found the perfect way to enjoy the game, and maybe that’s why it was there, with him, throughout his 106 years of life. I think there are only a few passions in this world powerful enough to last that long.

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Of course, my grandpa stories go far beyond football. He was so funny, always trying to make us laugh, or just making us laugh and often doing it without even trying. Like when, in his 90s or something, he said he’d buy an “old man mask” to wear while selling medicinal mixtures, so he’d look more believable as a wise old healer. lol.

He was also always trying to feed me something. Always baffled if I refused coffee or anything else to drink. “You’re going to eat this… dry?” he’d ask, incredulous. Coffee time was his favourite. He’d keep an eye on the clock until it was time, and when it finally was, he’d say it was time to “tomar um Cafú.” See? Football. Everywhere.

He’d buy my favourite cookies when he knew I was coming, or anything else I ever mentioned liking. One of my earliest memories is walking into his house and heading straight to the kitchen table, waiting for him to pour me a glass of capilé, a sticky-sweet, orange syrup mixed into juice that I knew would always be waiting for me at his house.

My grandpa was kind, attentive, patient, the sweetest man you could possibly meet. He was creative, faith-filled, and oh so curious, asking questions about everything. He had a rare mix of qualities that made him a 106-year-old man who was still so present in the world and in his life, right up to the end. His age was really just a number on a piece of paper (surrounded by controversy, but that’s a story for another time).

Because of him, I learned to value and appreciate seniors even more, and cultivate real friendships with them. If you’ve never tried it, I recommend it.

It is really hard to imagine a world without him, because it’s one I don’t know. Because of his old age, losing him has probably been my biggest fear for years now, especially living so far and getting less in-person time with him lately. In fact, in the past years, a handful of my biggest fears have come true, and I am still here. It’s strange to watch that change, and change me at the same time. And as tempting as it is to replace this fear with a new one — like forgetting the sound of his voice or his laugh — I want to instead make room for the feelings that are as big as him, and do my best to honour his life and legacy for the rest of mine.

And part of that, inevitably, is this platform. Or any of the work I do that aspires to do good — in and out of football. I am shaped and inspired by my grandpa’s modest, quiet life that became big and meaningful in its unassumptuousness.

There’s a lot in life I don’t know. And I still get confused about what I want sometimes. But one of the few things I do know is I want to be like my grandpa.

THE GOOD LINKS

🤯​ Everybody, look at this goal my team scored last night - hey, we’re still alive.

🍒​ This clever and very, very important campaign.

💡​ A piece on athlete climate advocacy vs investment from .

​🙂‍↕️​ Everything about this video.

👏​ An important documentary.

🇧🇷 Hey hey hey - Brazil is back in the top 4 of the FIFA Women’s World Ranking.

COMPLETELY OFFSIDE

Links that are not football-related but still worth sharing.

​🥹​ How many times have you watched the Hamilton 10th anniversary reunion performance at the Tonys? Because I’ve lost count.

🎙️ When we thought there was no more room for a new podcast, Amy Poehler came to prove us wrong. As a Jack Black lover, I must recommend this episode as the ideal starting point.

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Previously on The Good Football:

How to lose a fan in 100 years

Can football teams gain the world without losing their soul?

Hi everyone!

It’s been a while, hasn’t it? Lately, I’ve been struggling to balance all those famous spinning plates, and this was one of the first to crash to the ground. But I’m happy and excited to be back, with a few half-written drafts ready to be finished and shared with you.

For now, if you’ll excuse me, I’d like to address my favourite footballer, Aitana Bonmatí.

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Dear Aitana,

Ok, how do I start this?

First off, I’m sorry for writing this in English. Last weekend I wouldn’t shut up about how the journalists at the press conference should’ve just used a translator, instead of asking you and Alexia to answer in English. Sigh. But that’s beside the point. Today, I want to write you this letter in response to the interview you gave after the game last Saturday.

I was one of the thousands of culers on the stands of José Alvalade and I need you to know: I wasn’t, and couldn’t be, disappointed in you, or the team. We went to Lisbon hoping and wishing we’d win, but fully knowing we could lose. I know you were in Milan for that fateful Inter vs Barça, so I know you understand how we feel.

But even that doesn’t compare, because what you and this team are doing goes far beyond any single result.

I know we often talk about role models, legacy, and representation when it comes to women’s football. And those words do matter. But we use them so often, they start to feel a bit worn out, and still fall short of what I’m trying to express.

So I’ll try to say it in my own way.

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See, I often get frustrated because it’s hard to express how I feel about certain things well enough. Barça Femení is one of those. In fact, last Friday at the fan fest, a journalist asked me what Barça Femení means to me, and I told her it meant a connection with football that I never had before.

And that’s saying something, because the passion for football has been loud and constant in my life for as long as I can remember. But the women’s Blaugrana team opened the door to women’s football for me, and now I feel like this game is mine too.

Being on the stands in Lisbon supporting you and the team was such an honor and a joy. Seeing women on the pitch, fans wearing your names on the back of their jerseys (including mine!), groups of girlfriends together, and little girls who know all of you by name… it feels like we’re all protagonists in this game. Like we have this space where we don’t have to ask to be included or watch from the sidelines. Like we’re creating this world together, where we can be who we were never told we could be.

And a lot of that is thanks to you and the other players. For being so good at what you do, for being so considerate of us as fans, for being in ads around town and on our feeds, for speaking up for causes that matter to us. And, at the same time, being just another one of us girlies.

There is something unique about girlhood, and there is something magical about football. When those two things come together, the result is powerful.

Your presence and your power create incredible experiences for us fans, exciting opportunities for us women working in football, and a future of possibilities we can’t grasp yet, but we know it’s coming.

The loss hurts. It stings. The day after, walking around Lisbon, every time I remembered the result, I got that annoying jolt, like stubbing your toe, but not physically.

But honestly? That’s nothing compared to what you all bring us.

Now we get to dream bigger. We get to travel, make friends, fill out stadiums, celebrate, and cry together. Not as guests, not as plus-ones, but as instigators, accomplices, builders of this movement that is women’s football. Things that were inmaginable years ago and now feel normal.

So please don’t feel bad for us. Don’t think you failed us. We’ll get over the frustration - heck, we’re women. We do this all the time.

Just know how grateful we are for all the doors, paths, worlds you’ve opened for us. For making room for our dreams, our passion, and all the trophies you’ve yet to win for us.

Being on the stands supporting you and the team until the last minute is nothing but an honour, and we’re already looking forward to the next time.

Gràcies i visca el Barça Femení.

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If you enjoyed the read, you might like these too:

Watching the world expand - A tale from Bilbao 🏟️​

The Good Footballers: Aitana Bonmatí - The player of the hour is a 'crack' off the pitch too

THE GOOD LINKS

​🌸 ​The Football Gal did it again.

​🥰 ​This little girl.

👌​ A great example of how to produce good quality, relevant, and impactful content leveraging athletes’ stories.

🙏 We all want these, right?

👏 This jersey and everything it stands for.

​🐤​ I would like a framed copy of the photo of Ancelotti and the Canarinho Pistola mascot, please.

​👯‍♀️​ ​This video that pretty much sums up the spirit of today’s edition.

Can football teams gain the world without losing their soul?

Why I’m sick of seeing people make the business case for women’s football - by

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Being a football fan is so weird.

There’s this sport, and then there’s a club, which is really a company (that treats you badly most of the time). But to you, it’s much more than that. You spend your money on it, because yes, you do want another overpriced jersey that looks just slightly different from the ones you already have. Or another jacket, vintage shirt, scarf, or really anything they slap your team’s colours and logo on.

Then there are 11 guys (and, if you’re lucky, women) on the pitch, one dude on the sidelines yelling at them, and a bunch more on the bench. These individuals hold the power to make you extremely happy or incredibly enraged. But it isn’t really about them either, because these guys eventually leave. So do the president, the board, the sponsors, and everyone else behind the scenes. But we stay.

Because what we feel is directed at something bigger. This institution, this essence, this abstract thing that somehow remains, no matter how much changes or goes downhill around it. And we can feel more or less proud of or enthusiastic about our team depending on what happens on the pitch, but the connection, the sentiment we have about it, doesn’t depend on that.

In fact, the other day I bought a necklace and earring set with tiny football players in red and black kits. It’s so ridiculous, and it makes me laugh just thinking about it, but I love it. I also recently asked my dad to stop by the “Furacão Store” back in my homeland, and get me last year’s gorgeous goalie jersey, even though last year was one to forget.

We’ve talked about this before. In 2024, my team got relegated, ended Fernandinho’s contract (along with a few other beloved players) in the worst way possible, and shut down the women’s team to “cut costs”, which the players found out via WhatsApp. All of this in our centenary year.

If there’s a playbook for doing the opposite of the good football, you could say Athletico followed it religiously last season.

Yet here I am. Still caring, still spending money, still hoping, still getting angry.

My guess is right now you’re either judging me, perhaps even considering unsubscribing, or nodding your head because you are no stranger to this feeling.

You see, the whole premise of this newsletter and the vision that inspires my work is that generating a positive impact drives brand value, strengthens fan connection, and wins new audiences—among other benefits to people, the world, and the business.

In Athletico’s defense, especially those who I know are trying to build the good football in there, I’ll say there have been good campaigns and initiatives here and there, including a recent one against racism. But, expectations aside, it has been a weird time to love this freaking team so much.

But I’m not going anywhere, despite all the things I wish they did differently. Because being a football fan is weird. It’s irrational, infuriating, impossible to explain, but also completely understandable. If I love this thing enough to stick with it through thick and thin, of course I’m not going to walk away just because my team isn’t as committed to the good football as I wish it were.

But here’s the thing: the argument for impact in football isn’t about keeping people like me around. Clubs don’t need to fight for our loyalty. They already have it, no matter how much they take us for granted. The real opportunity, the real power, lies in expanding their world.

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When a football club leverages its unique mix of characteristics—its community, its identity, its influence, its story—to generate a positive impact, it breaks barriers of many sorts. It becomes an aspirational brand, even for those who weren’t born fans or don’t have any obvious connection to the club. Instead of just relying on tradition and inherited fandom, it actively creates new fans (and business opportunities!) by standing for something beyond itself.

Don’t get me wrong; it still affects the long-established fans. We are out here just waiting for our team to give us even more reason to love it or to give us fuel to justify our irrational passion.

A world without the good football is just smaller. And it would be even smaller if it wasn’t for the fire that the fans keep burning.

This irrational, dedicated devotion we carry as fans, this stubborn hope in our team and all that it could still be, hints at the power that lies within the game. The power that makes it capable of being more than football and having a lasting impact and legacy.

If it wasn’t for what the passion for my team allowed me to experience, I wouldn’t know the deeper dimensions of this power and possibility it holds. I wouldn’t know I wanted to pursue a career dedicated to that. I probably wouldn’t be writing this newsletter today, making you read a few hundred words about this team from the south of Brazil.

As of yesterday, March 26th, the dreadful year is behind us. Athletico Paranaense turned 101 and, as a fan, I can’t help but hope that this will be a better year for my team. I especially hope that its world becomes a tad bigger with wins both on and off the pitch.

I hope my pride in being a fan keeps up with the sentiment I have for it.

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THE GOOD LINKS

✅​ This lesson from the pandemic (I’m trying to share slide #8 with you, but I don’t think Instagram is helping me do that).

🤤​ This gift given to us by Kappa.

💙 This Brazilian football team I recently discovered. I think I need to buy their jersey.

✊🏿​ This great read by .

✨​ This masterpiece.

COMPLETELY OFFSIDE

Links that are not football-related but still worth sharing.

​🎧​ Did you know Ben Stiller and Adam Scott have a podcast about Severance? Me neither! After I caught up with the last episodes, I am now going back and listening to every single one of them, lol. Also, this video about Severance branding is 💯​.

😲 There’s a reason why everyone’s talking about the Netflix show Adolescence, and I can’t recommend it enough.

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Previously on The Good Football:

Why I’m sick of seeing people make the business case for women’s football

Guaraná Antarctica aces impactful sponsorships

Hello to The Good Football OG crew and welcome to everyone who’s new! I’m assuming most of you arrived here through RISERVE, and I take this opportunity to thank again for featuring me there. In case you haven’t read it, you can find my Q&A here.

Before we begin, I feel the need to address the fact that I am, in fact, a die-hard Club Athletico Paranaense supporter, even though this didn’t really come up in that interview. I guess they really hurt me last year, haha. But behold, my heart is broken but still belongs to my Furacão.

Ok, let’s get into it.

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This week, I came across a discussion on LinkedIn that made me stop and think, which is rare in these doom-scrolling days, especially in the sea of ego trips and corporate clichés that LinkedIn can be. It was about using English instead of Catalan in Barça Femení’s communication channels, like they do on the men’s platforms, and defending the importance of equally promoting them to the international audience.

You see, I tend to get fiery about the different treatment that the men’s and women’s teams get in some aspects, but for some reason, this post hit a nerve and made me feel very protective toward the team and... Catalan???

Suddenly I found myself staring at my computer screen, holding my coffee cup in shock after passionately writing a comment making my case for why I think they should actually continue writing in Catalan.

Am I... becoming one of them? 😳

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My point was ultimately about branding, so I’m still me. Phew. But the fact of the matter is that, after all these years living in Barcelona, Catalan culture has quietly made its way into my heart. Surely, part of it is because I’ve been more intentional about finding ways to be more integrated into the local community lately. But I have no doubt that Barça Femení played a big role in my Catalanization process, if you will.

I’ve written here before about how I found the experience of FC Barcelona’s women’s team very different from the men’s, which ultimately made me a fan. The fact that it feels more authentic rather than touristy, with more local families at the stadium and mostly Catalan being spoken around you, is part of the magic. And this is brand experience, too.

Through Barça Femení—one of the world’s most recognized and successful women’s teams, with incredible international players—I connected with Catalan culture and became more integrated into the local community.

At its best, football builds community, forms a sense of belonging, and positively influences culture.

It’s not that switching from Catalan to English on social media will kill the Barça Femení magic. Or that I don’t want it to grow and take over the world. That was just a door to a bigger reflection. It’s about how football teams, or any football brands really, can encapsulate what makes them unique as the foundation of their brand and let that captivate the world.

Why local identity matters in branding

In the ultra-connected and globalized planet we have been living it for the past decades, there seems to be a rising interest and draw to what feels comfortable, familiar, and nostalgic. It’s in fashion, the ads, the old TV show re-runs and reunions we consume, in the retro football kits taking over the streets and screens, and more.

One of the most recent and potent cultural manifestations of this was Bad Bunny’s new album, DeBÍ TiRAR MáS FOToS. An ode to his culture and the Puerto Rico he knew as a child, but also a stand against gentrification. The short movie he released with the album portrays that beautifully.

And football naturally reflects society.

What does this mean for football?

The more a football team embraces its origins and community as part of its brand’s unique value proposition, the stronger its potential to thrive internationally. There are a few clubs out there already leveraging their local “sauce” as brand and communication power.

Bohemian FC keeps its fan-owned origin legacy alive by positioning itself as universally inclusive. They collaborate with local artists and grassroots movements and recently released a jersey in partnership with Guinness, which promotes their Irish identity, with ten percent (10%) of the profits going to their social inclusion projects.

Since being taken over by Ryan Reynolds and Rob McElhenney, Wrexham AFC has embraced storytelling that revolves around the town, its people, and the club’s underdog journey. Their content often highlights local history, fan voices, and the broader community impact, which can also be seen in their docu-series.

FC St. Pauli has built a brand around social activism, anti-fascism, and its countercultural identity. Their comms consistently reinforce values of inclusivity and community engagement. The club’s punk and leftist aesthetics also gives them a distinct brand identity, easily recognizable in the international football scene.

Como FC’s Instagram showcases its community of local, and international, fans and their connection to the team.

Athletic Club (Bilbao) is deeply tied to Basque identity, with a unique player policy of only signing Basque-born or trained players. Their branding and communications reinforce this commitment to their community and culture, making them a symbol of Basque pride. They also invest in youth development through Lezama, which is a core part of their identity, similar to what Barça FC does with La Masia.

Maybe we should be taking more photos

When it comes to local, grassroots, small-medium, or even women’s football teams, as fans, we usually find ourselves torn between wanting them to thrive and protecting the good things that usually can’t stand the test of growth.

Maybe, as Benito sang in DtMF, we should be taking more photos and savoring the time we have now before all the things we like become mainstream. But maybe there is also a way of finding the perfect balance and building strong football brands that gain the world without losing their soul. And maybe current global trends that point to comfort culture, nostalgia, fandom, community, in-person experiences, and niche communication might help us get there.

(And this might be a little spoiler for the 2025 Trend Report that is currently under construction. 👀​)

THE GOOD LINKS

👨🏻​ The only news that matters right now.

👀​ This paid partnership between Nike and .

​💪🏿​ This awesome mom.

💡 This read on greenwashing and more from .

🟰 This article by on what Lewes FC’s mission statement represents.

​💫​ This piece about YLA, a women’s team that was created to be different. A great read about brand authenticity found on last week’s .

♻️​ This video explaining how Brentford FC educated their staff on sustainability and the impact of climate change in football.

🌊​ Betis doing it again.

📼​ The Nike Superbowl ad generated a lot of buzz, but this Adidas one was it for me.

COMPLETELY OFFSIDE

I thought I’d add this section here to share one or more links that are not football-related but still worth sharing.

😮‍💨​ This Quincy Jones NTS show is incredible.

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If you've been here a while, you’ve probably heard me rave about her work at HTVB Consulting. I had the privilege of working with Hayley on her brand strategy, seeing firsthand the thought, care, and passion she puts into everything she does. I also continuously learn from her expertise in EDI—both in and beyond sport—and the content she shares on her platforms (links below).

All that to say—you’re in for a great read. Enjoy!

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As a consultant working in sport and business, I'm tired of the constant need to prove the business case for women's football and EDI. Whilst these are two distinct but interconnected topics, I see both being caught up in this constant loop of having to justify why they matter from a financial perspective.

This is not an attack on the well intentioned and brilliant people working hard to provide us with data to inform our work, but I wanted to share some important considerations that can hopefully prevent us from causing more harm than good.

Beyond the importance of money

Don't get me wrong, the ‘business case’ is important. But it's not the only reason to advance women’s football or EDI. EDI and women's sport are both about justice, equity, and creating a more inclusive world. It's about recognising past wrongs and taking steps to make things right. There was no business case when the barriers and inequality that have led to our current world were created, but it was done anyway! ☕️

That aside, focusing solely on financial gains can lead to several negative consequences, as we have seen in the men's game. The men's game has faced numerous challenges, including match-fixing, doping scandals and financial mismanagement to name a few.

When money becomes the primary driver, there is increased risk of exploiting players, particularly those from marginalised backgrounds. By focusing on social impact, we can help create a more sustainable ecosystem for women's football. By investing in grassroots development, supporting local communities and promoting inclusion, we can ensure that the sport continues to thrive sustainably in the long term.

The business case has been ineffective

Focusing solely on a business case can lead to a short-sighted approach, prioritising quick wins and financial gains over long-term, sustainable impact. This can result in a "tick-box" mentality, where companies simply implement superficial measures to meet KPIs and targets. Reducing individuals to KPIs and numbers can further perpetuate inequitable practices and thinking, as it ignores the complex and nuanced experiences of people and does not centre their humanity.

Despite the progress that has been made in recent years, many people still feel that EDI work has not created the level of change they would like to see. While the business case for EDI has become increasingly compelling, it has not been sufficient to drive real, systemic change in society.

The business case can unfortunately not work to overcome widespread resistance to change in many organisations and institutions whose values and purpose do not align with those required for women’s football or EDI. There is often resistance to change from within, particularly from those who benefit from existing power structures who benefit from the current state of play. From experience, their power is more important to their pocket!

The ‘charity’ dynamic

At the same time that a business case is being promoted, people are still seeing women’s football like charity work. I see this mirrored over decades of work in EDI, which used to sit in CSR departments or just to appear like organisations were ‘doing their bit’. This approach is problematic for women’s football for several reasons. Firstly, it reinforces a hierarchical power dynamic. It can suggest that these groups are incapable of succeeding on their own and rely on external support. This is not only inaccurate but also damaging as it can perpetuate harmful stereotypes and create a sense of entitlement among those in power.

Secondly, when we view this work as merely acts of kindness or philanthropy, it overlooks the fact that they should be essential components of a just and equitable society. It can lead to a lack of sustained commitment and investment which is required to achieve this equity and justice I talk about.

Most importantly to me, it can create a sense of obligation among marginalised groups to be grateful for the support they receive. This can be harmful and disempowering, as it implies that these groups are dependent on the generosity of others.

In summary…

So while the business case for women’s football is important, I worry that it is not enough on its own to drive real, systemic change. To achieve lasting progress, the industry must be committed to addressing the underlying issues that perpetuate inequality, make space for power structures to be dismantled and take bold, innovative steps to create a future-proof game.

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Subscribe to Hayley's two newsletters for more great content: and. You can also find her on Instagram and LinkedIn, and access HTVB consulting’s website to learn more about her work.

Thank you so much to everyone who answered the survey I sent last week! I felt incredibly grateful and honored reading your comments about the newsletter—even if they were anonymous because Substack won’t show me who they were from. I’ll save your kind messages for when I need extra encouragement and consider your suggestions for future content.

Shall we jump into today’s post? I think it's safe to say this one became one of my favorites to craft. Enjoy!

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I know it’s been a while, but I want to talk about something that happened at last year’s Balon d’Or (I know, I know. But bear with me.) that made me reflect on how different stakeholders approach women’s football now that it’s impossible to ignore.

The third edition of the Sócrates Award honored Jenni Hermoso for her pivotal role in the movement for better conditions in women’s football in Spain. It was undeniably powerful to see a woman win an award for promoting gender equality in sport—but let’s talk about the irony of that, considering the rest of the night.

Three award categories still have no women’s equivalent: the Yashin Trophy (best male goalkeeper), the Kopa Trophy (best men’s player under 21), and the Gerd Müller Trophy (striker of the year).

And then there was the scheduling. The ceremony took place during an international window for women’s football, meaning many nominees couldn’t even be there, including Emma Hayes, who won Best Women’s Coach. She put it best herself:

"I mean, it'd be like running an Oscars or a Golden Globes, without having any females present. It just wouldn't happen. I think for those players and coaches, it is the one industry moment they get recognized, and it's disappointing. I did speak to the organizers about it, and they said that that is something that will be changing in the future. Let's hope that is the case." - Emma Hayes

This is just one of many examples of the divided, hesitant support women’s football still receives. While we stand here (not still!) looking at the long road ahead of us, I wanted to look for inspiration from a trailblazer brand that has been doing things differently for years. Originally, this post was supposed to feature multiple brands, but I got stuck on the first one. So here’s a deep dive into how Guaraná Antarctica has been leading the way in supporting women’s football in Brazil.

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The country of football & guaraná

This iconic Brazilian soft drink brand has been sponsoring the National Confederation (CBF) and National Team since 2001. I personally love this partnership because these are two elements deeply woven into Brazilian culture and day-to-day. A perfect match if there is one. Guaraná Antarctica activates this partnership with excellence, creating some of the most memorable advertising campaigns in the country. In recent years, the brand has gone even further, launching bold initiatives to promote women’s football in Brazil.

In a podcast chat, Pedro Thompson, then Marketing Director for Ambev/Guaraná Antarctica, explained that 2019 was the year the brand truly understood the financial importance of investing in women’s football. He made it clear to CBF that their goal wasn’t just to sponsor the sport but to use the platform to attract more brands to do the same. He says they understood that investment is fundamental to giving women’s football the visibility and recognition it deserves.

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A playbook for impactful football sponsorship activation

In one of the most creative campaigns of the series, Guaraná Antarctica printed sexist comments about women’s football on seed paper, which was then planted and grew into a pitch for young girls participating in a local social project.

Then there was the time when Guaraná Antarctica joined a movement advocating for the inclusion of Brazilian women footballers in video games. The initiative aimed to highlight the absence of female players in major football games and push for greater representation. The campaign encouraged game developers to take action and ensure that female athletes receive the recognition they deserve in the digital space.

Another standout initiative was the #PresaNos80 (#StuckInThe80s) movement, which highlighted the stark inequality in investment between men’s and women’s football. At the time (2020), the funding for the women's game in Brazil was equivalent to what men’s football received in the 1980s. To amplify the message, Guaraná Antarctica brought back a vintage label design from that era and launched a Cannes-winning campaign featuring special actions with players, a powerful video spot, and a commitment to reinvest all sales proceeds into women’s football. You can watch the video case here.

My personal favorite might be the time Guaraná Antarctica turned its soda cans into an advertising platform. They pledged to feature the logos of brands that committed to supporting women’s football on 30 million cans—transforming their packaging into valuable media space. Nine brands got onboard, including Puma, Burger King, ESPN, Halls, and Lay’s, seizing the opportunity to align with the cause while gaining visibility.

Actions also included removing their branding from the advertising boards at Brasileirão Feminino A1 (Brazil’s top women’s league), replacing it with blank spaces reserved for future sponsors, and a direct call for brands to step up.

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And all of this has been true for me when it comes to football too.

Because here we are again: I’ve lost my faith in the game.

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Maybe I expected too much from 2024—the centenary year of my dearest football club, Copa America, the Olympics, and so much more. Instead, I ended it with my team relegated and their women’s team abruptly shut down in the name of “cutting costs.” To be honest, I was still catching my breath after the Ballon d’Or debacle—a stark reminder of how unprepared, biased, or absent most voices in sport are when it comes to discussing racism.

Somewhere in that stretch of colder, shorter, and bad football days, I felt the fire—the passion to watch, read, and write about it—flicker out. The truth is, when you subtract the fleeting highs of sublime joy and add up all the stuff we dislike, football can start to feel like Groundhog Day.

But 2024 was also the year I discovered a newfound love for Barça Femení and, with it, Women’s Football. It woke up emotions that had been quietly hibernating in my heart. Feeling close to a team that is mine, like I’m truly part of it, standing in a stadium that feels like home—I hadn’t realized how much I missed that until it was back.

The Champions League final gave me a rush I hadn’t felt in ages. Then, the Brazilian Women’s national team stunned everyone with an unforgettable run at the Olympics. I do not remember what it was like to be pleasantly surprised by my national team.

Women’s Football opened up a whole new world for me.

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In 2024, I also saw this little corner grow in ways I hadn’t imagined. I connected with incredible people, worked with amazing clients, and fully submerged myself in the waters of the good football—waters I’d only just dipped my toes into not so long ago.

This network, this community of people, is creating new horizons for those who already love the good football—and for those who are still to discover and love it.

Football is so big that it surpasses our capacity to embrace and transform its totality. But that’s also what makes it possible for us to build, live, and experience a football that is good beyond its own limits. Inevitably, this tension can leave us feeling hopeless.

Over the holidays, as I took time to rest, think, be quiet (hence my absence here), and reflect on all of this and more, the wisdom of Frederick Buechner, an author who has been a good companion to me lately, came to my mind. His words compelled me to find the goodness, the joy, the extraordinary in the mundane moments of daily life, in what’s already here, right in front of us.

“You enter the extraordinary by way of the ordinary.” - Frederick Buechner

What I’m coming to realize is that the good football isn’t some utopia we’re working to see fulfilled and whole one distant day. It’s already here—something we can notice, embrace, and even squeeze out of the mess and dullness of it all.

It’s here, in the moments when I take my friends to watch another friend play with Barça Athletic, and we chant silly things to cheer him on. Or when my friends send me a gift from the FIFA museum that made them think of me, along with a sweet and encouraging card. Or when someone reads something I’ve written here and tells me how it resonated with them. Or when my friends—who don’t even like football—sign up, read, and share my stuff. Or when my new friend Josep, whom I met at my favorite bookshop, sits down at my table to talk about Barça Femení on his way out.

Sure, the good football is about the big, world-changing, revolutionary things, and we all want to see that. But maybe not all our efforts will compound into something that grand. Still, they can have a real, life-size impact. Maybe some of the goodest of the good football will be created and experienced in the smallest moments. And it’s these moments that will remind us, and help us rediscover, our love for this silly, phenomenal game.

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I’m still hoping for big changes in this new year. But I’m also hoping that this platform will be a space where we can experience the good football together, even in the smallest ways. Through content that isn’t clutter, ideas exchanged, and connections made. And leaving room for the good surprises that might come too.

What about you? What are you hoping for in 2025, and what are the smallest ways in which you’ve built and experienced the good football lately?

THE GOOD LINKS

📷​ This kit and this photoshoot.

🥹​ This reel that made me tear up (also the new Bad Bunny album).

📝​ These tips on how to navigate the DEI debate, by .

✈️ Everything about this.

🤤​ I will be accepting these as gifts if someone feels like it’s the right thing to do.

​👏​ These excellent news from Crystal Palace.

❤️‍🩹​ This story about how football unites us even in the hardest times.

🐶​ This poor little guy, who could teach professional ballers a lesson on discipline, lol.