About us
We want better football
About Bonito Foundation
Bonito Foundation is a Swedish nonprofit organization at the intersection of football, social impact and technology. We build platforms, tell stories and develop projects for people and organizations using football to create positive change.
Football has the power to make the world better. We’re here to make sure it does.
Why football matters
Across the world, coaches, volunteers, clubs and organizations already use football to create places to belong, learn, lead and grow. The game can support health and education, equality and inclusion, stronger communities and new opportunities.
Bonito exists to help that energy travel further. We create places where people can discover good work, learn from experience, represent what they do and find new ways to contribute.
How we play
Our game model
Four principles guide what we build, which projects we take on and how we work with others.
How we think
Start with the people already doing the work
Bonito is built around the idea that valuable knowledge already exists throughout football. Our job is to help that knowledge travel, meet other experience and contribute to what comes next.
From the ground up
A grassroots coach and a club, a local nonprofit, a league, a researcher and a professional club may see different parts of the same game. Bringing those perspectives closer together can help everyone understand more. Our role is to listen, document, connect and build useful things around that experience, not to speak for the people closest to the work.
One part of a bigger ecosystem
Across football, people and organizations are using the game to create positive change in many different ways. In football, this is often called Football For Good; in development circles, much of it sits within Sport for Development and Peace. Bonito is one part of this wider ecosystem, designed to complement the networks, football bodies, community organizations and platforms people already use.
We want to make it easier for people and organizations to discover one another, share what they know, learn from each other and build stronger connections across the game.
What we do
Purpose into practice
Bonito’s long-term core is a digital platform. Alongside it, selected projects and partnerships let us apply ideas, learn with practitioners and create useful knowledge, tools and connections.
How we operate
A nonprofit with startup agility
Bonito is a young Swedish nonprofit built with startup agility. We are digital-first, curious and willing to build, test, listen and improve, while keeping the accountability and long-term purpose of a nonprofit.
Our work is grounded in human rights, children’s rights and safeguarding. Bonito is independent and unaffiliated with any political party or religion, and we are a member of the United Nations Football for the Goals initiative.
Who we are
Built by people from different sides of the game
Bonito was founded by Jamie Laflamme-Elovsson and Per Sandström, bringing together experience from Sport for Development, coaching, storytelling, digital product development, strategy and football.
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