Better Tomorrow Football Academy (BTFA), a grassroots youth football program in Abuko, has unveiled its new home and away kits for the upcoming 2026 season, sponsored by Women in Liberation and Leadership (WILL), a prominent Gambian organization fighting sexual and gender-based violence (SGBV).
The partnership places WILL’s logo prominently on the front of the academy’s shirts, turning the young players into ambassadors for ending gender-based violence (GBV). BTFA, which focuses on boys from local communities, uses football to instill discipline, leadership, and character while keeping youth off the streets.
Academy officials described the kit launch as a milestone. “Seeing our boys step onto the training ground in their new kits, wearing huge smiles, reminded us why we do this work,” a statement from BTFA read. “Football is not just a game for us — it is a tool to build character, discipline, and a better tomorrow.”
The collaboration aligns perfectly with both organizations’ missions. WILL, founded in 2018 by renowned activist Fatou Baldeh MBE, works to promote gender justice, protect women and girls, and combat harmful practices, including SGBV. BTFA emphasizes raising boys who value respect, equality, and responsibility.
“We’re incredibly proud to partner with WILL as sponsors of our newest kits,” BTFA announced. “Their commitment to combating sexual and gender-based violence while shaping a just and inclusive society aligns perfectly with our team’s mission. Their support has helped us look and feel professional, and we can’t wait to do them proud on the field by scoring goals to end SGBV!”
Reacting to the partnership, WILL founder and executive director Fatou Baldeh MBE said: “This partnership means so much to me; it’s a way of giving back to the community where I grew up. These young boys are not just playing football; they are being guided away from the streets, learning discipline and leadership, and, through our collaboration, will now also be taught the values of equality, respect, and the importance of protecting women and girls. Together, we are shaping a generation that understands one simple truth: ending gender-based violence is everyone’s responsibility.”
The initiative highlights how sports can drive social change in The Gambia, where GBV remains a concern. By integrating education on respect and equality into training, BTFA and WILL aim to build a safer, stronger community.
