.png)
Ethiopia: Football, Partnerships and Bringing Nations Together
- Mark Hayes
- Jun 19
- 4 min read
Updated: Jul 11
June 2026
I write this nearly a week after returning from another incredible visit to Addis Ababa, Ethiopia. Like many countries, Ethiopia is sometimes viewed through limited narratives that do not fully reflect its rich history, culture, people, and potential. Every visit continues to remind me that the reality is far more complex and inspiring. Ethiopia is a country of incredible resilience, warmth, ambition, and opportunity, and it is a privilege to continue building relationships and partnerships here.
The transformation of Addis Ababa over the last few years has been remarkable. The city is vibrant, dynamic, colourful, and filled with an incredible sense of energy, community, and togetherness.
What makes the country truly special is the way people come together when support is needed.
While there has been incredible progress, there are still communities that require support, and that is where Football for Humanity has been invited to play a role.
What makes this even more remarkable is that everything you are about to read took place in the space of just one week. From national television broadcasts and diplomatic engagements to safeguarding programmes, referee development, academy visits and community outreach, the scale of activity demonstrates what is possible when local leaders, international partners and football itself come together with a shared purpose.
She Wins and Expanding Our Impact
When we attended in November 2025, we achieved huge results, with 31 media outlets engaged and over 10,000 people reached through our work alongside the Emmerson Boyce Foundation. This time around, Emmerson then reunited with the She Wins group from November, and amazingly, all 48 participants we left eight months ago were the exact same 48 who returned. That is a remarkable 100% retention rate and an incredible indicator of impact.
During that visit, the Ethiopian Football Federation also asked for support in refereeing. So, not only did we return for She Wins Part 2, but we also launched a brand-new referee programme with FA Tutor Gordon Johnson called REFS, the Referee Excellence Foundation Scheme.
A World Cup Celebration Like No Other
As with our first visit, when we brought a replica FA Cup, we returned this time with a replica World Cup trophy, and the reaction was incredible. The celebrations, smiles, and excitement showed just how much football means to these communities. We took part in many events with the trophy, from Hagerie TV's opening live broadcast to an open-top bus tour of the city. We were even welcomed at the Commercial Bank of Ethiopia, where every employee from their 48-storey building gathered at reception alongside their CEO and a DJ to greet us.
Hagerie TV, for the first time ever in Ethiopia, offered free access for people to watch the FIFA World Cup. It was an incredible commitment, and it was an honour to be guests and speak live to the nation on their opening World Cup show.
Our World Cup invitations continued that evening as guests of the Mexican Embassy at their opening event for Mexico's FIFA 2026 World Cup opener against South Africa. The atmosphere was electric, and it was a true honour to attend alongside so many embassy leaders and staff.
REFS: Building Ethiopia's Referee Pathway
After all things World Cup, we got to work.
Some 10-minute journey just down the road, good friend and now Football for Humanity associate Gordon Johnson opened our REFS training.
From the outset, it was clear that there is very little structure currently in place. Whilst that presents challenges for both the country and the federation, it also presents an opportunity. We have the chance to strip things back and build a structure that will not only improve current referees but also help attract future ones.
Twenty lead referees attended from across Ethiopia, representing 20 different cities. The model is simple: develop lead trainers who can return home and become trainers of trainers themselves.
The impact was huge and the engagement faultless.
The REFS programme will now be adapted and tailored to the Ethiopian game, and we will return soon to deliver the full module.
Janmeda: A Community Space Full of Potential
Janmeda, the largest open sports field in Addis Ababa, is a place where hundreds of young players come together through football. Overseen by Gosseye, it is a community space full of potential, but one that still needs investment and support. Since our visit in November 2025, UNICEF has helped strengthen the area through livestock and water initiatives, and I was honoured to bring football kits donated by the Liverpool Football Foundation, giving young players something tangible to represent their passion and dreams.
Diplomatic Cup: The True Winner Was Humanity
Our week wrapped up with our attendance at the Diplomatic Cup, immaculately organised and delivered by our friend Sirgut from the British Embassy.
As with all 'friendly' tournaments, the desire to win quickly takes over, and it became an amazing spectacle, from the quality on the pitch to the culture pouring out from the crowd. The competition featured 26 teams, including numerous embassies competing against one another, with ICS School ultimately crowned champions.
However, the true winner was humanity itself, perfectly fitting our tagline of bringing nations together.
My final thoughts
One thing that continues to inspire me is not simply the delivery of programmes, but the partnerships being built along the way. Relationships with the Ethiopian Football Federation, local academies, diplomatic networks, and international partners continue to grow, creating sustainable pathways in safeguarding, refereeing, youth development, and cultural exchange.
It genuinely feels like we are moving beyond projects and towards something much bigger: a long-term ecosystem built on trust, collaboration, and shared purpose.
Ethiopia, once again, you have my heart.
Ameseginalehu.
Comments