Leading ‘Excellence in East Africa’ by providing 'good' young footballers and scholars, both boys & girls, with the tools and opportunities to truly be 'great'. 

Mission & Vision | Feature Video | The Academy  | Agri-Football  


Football for Good (FFG), founded in 2013, unlocks the competitive advantages of frontier regions in East Africa to identify and develop youth football talent, deliver world-class training, education and character-building, and provide grassroots and global opportunities to the youth, communities and partners it serves.

For partner clubs and organizations, FFG provides academy and coach development, targeted consultancy -- and player identification and elite training that leads to new football talent streams and global market opportunities.


East Africa has been all but shut out of global football, despite a passionate culture of the game, peaceful and emerging economies and a growing population of determined youth.

Some of the best East African youth are making it to Europe and the Middle East, but are forced to leave home to pursue these opportunities due to a lack of quality local training, competition and club sophistication. These young players are also being identified much too late in their careers, and are lacking the elite academy training, education and character-building required to become a world-class professional.

Youth football infrastructure and scouting in East Africa has stalled due to civil conflict, political unrest and still developing local economies, but there is a solution.


This problem can only be solved with early identification in East Africa, local partnerships and investment, elite youth academy training and world-class education.

With ten years of experience in the area and a growing regional network, FFG is delivering systematic and professional youth identification, recruitment and support.

On the field and in the classroom, FFG is utilizing international innovations from a variety of education and sport disciplines -- including the best practices of global youth football leaders.

Together, this creates an environment for long-term, sustainable success.

Football for Good. Excellence in East Africa.


FFG founder Adrian Bradbury shares the 10-year journey through Uganda, and the opportunity that lies ahead for 'Excellence in East Africa'.


The Football for Good (FFG) Youth Academy launched in Uganda in 2013, and quickly became the country's, and one of East Africa's, best full-time residential youth football academy and scholarship program.

The FFG Youth Academy provides a professional youth football set-up that delivers on elite training and competition, world-class education and character-building, and global opportunities on the field and in the classroom.


Elite opportunities are rare in post-war communities, and emerging regions like East Africa, where international funding and support is centered on ‘programs for all’. That sole focus creates a leadership gap, where there’s little chance for potential high-achievers to get the education, training and character-building they need to go from ‘good to great’. The FFG Youth Academy is leading social change through a program that provides (i) elite academy football training, (ii) enhanced academics and (iii) a character-building program, ensuring that every graduate has an international pathway to success.


After suffering through over two decades of civil war and unspeakable violence, northern Uganda is no longer a dark and dangerous place — where FFG launched.

Gulu, was home of the first FFG Youth Academy and now hosts a FFG Regional Training Centre. Gulu sits in the economic hub of a now peaceful and developing region of over six million people. The bright lights of the international media and the deep pockets of aid organizations have moved on, yet the time is now right to invest in youth.

In September of 2018, FFG launched an elite National Training Centre in Kampala to expand the opportunities and development of the region’s youth.

FFG has a 10-year history in Uganda that, combined with a deep culture of football, provides the perfect opportunity to deliver youth football innovation and a global academic opportunity that will take talented youth from ‘cradle to career’.

FFG is already making an impact that is growing nationwide and across East Africa.