At The Football Week, we honor those redefining the future of football. Today, we spotlight Soleen Al-Zoubi, a transformative figure whose leadership has elevated women’s football from local programs to global platforms.
Roots and Academic Journey
Born on July 23, 1986, in Jordan, Soleen pursued a degree in Biological and Medical Analysis at The University of Jordan. While her academic foundation was in science, her true passion for football would ultimately guide her professional path.
Shaping Women’s Football in Jordan
Between 2014 and 2022, Soleen was instrumental at the Jordan Football Association, advancing from Deputy Technical Director to Head of Women’s Football. She championed major initiatives, including launching Jordan’s first women’s professional league, implementing national safeguarding frameworks, and leading teams during global tournaments like the FIFA U-17 Women’s World Cup 2016 and the AFC Women’s Asian Cup 2018. Her vision also led to the founding of Finaa NGO, promoting sports as a tool for women’s empowerment.
Driving Growth in Malaysia
In 2022, Soleen expanded her impact by joining the Football Association of Malaysia. As Head of Women’s Football and later Women’s Football Technical Director, she built player development pathways and established Malaysia’s first semi-professional women’s league, driving participation and visibility at every level.
Influencing Global Standards with FIFA
Since January 2025, Soleen has worked as a FIFA Technical Leadership Expert, contributing to the creation and delivery of high-level education programs for technical leaders around the world, shaping the next era of football leadership.
The Legacy of Soleen Al-Zoubi
Soleen stands as a powerful example of how vision, resilience, and strategic leadership can transform the sport. From grassroots innovation to global influence, her work continues to inspire a new generation, setting higher standards for women’s football worldwide.
Our Exclusive Interview with Soleen Al-Zoubi
What initially inspired you to dedicate your career to developing women’s football in Jordan and Malaysia?
My deep love and passion for football, coupled with the many struggles I faced as a player, have made me feel that my journey in the sport is far from over. I never imagined myself doing anything in life but football. Understanding and experiencing the challenges that women’s football encounters has equipped me with valuable insights on how to address these issues in Jordan and Malaysia, where we share similar cultures, mindsets, and obstacles
How did your transition from coaching into technical leadership roles shape your vision for the women’s game?
My experience as a coach taught me about the importance of strategic planning. Its difficult to see immediate results without having a clear vision, and strategy, However I can now advocate for long-term initiatives that prioritize the growth of women’s football. Ensure the access, provide opportunities, create proper player pathway at all levels, This includes promoting diversity within coaching staff, investing in facilities, and supporting research on women’s health in sport
What were the biggest challenges you faced in launching Jordan’s first women’s professional league, and how did you overcome them?
The primary challenge came from the clubs’ management. Transitioning the team from an amateur to a professional level requires significant resources and commitment, which proved difficult for clubs, particularly those with financial constraints. As a result, initial participation was low, and attracting sponsors for the league was tough due to skepticism surrounding the viability and growth potential of women’s football. We had to maintain ongoing communication with the clubs, players, parents, media and sponsors to highlight the importance of this transition and find strategies to draw more fans to the games
How has founding Finaa NGO influenced your approach to football development and advancing gender equality?
The concept behind Finaa NGO stems from my personal journey with football, which mirrors the experiences of many girls who share a deep passion for the sport but lack the necessary access to participate. One of the primary challenges facing women’s football today is the disparity in access and opportunities available to female players.
In my view, if we truly aim to develop and expand women’s football, it is essential to increase the number of girls involved in the sport. To accomplish this, we must ensure that all girls who wish to play, coach, or engage in administrative roles within football have equal access and opportunities to do so. Equal opportunity is crucial for fostering a more inclusive and diverse environment in women’s football, thereby encouraging its growth and sustainability
In your view, what are the key ingredients for building a sustainable player pathway from grassroots to elite levels in women’s football?
First, easy access is essential; football should be available to as many girls as possible, regardless of their age, location, or social barriers. Second, quality coaching is crucial; girls should have access to high-quality coaching in a safe environment to develop their skills. Third, there should be structured competitions; players of all ages need opportunities to play and showcase their talents in order to maintain their motivation and growth. Lastly, proper talent identification and development are important, which includes scouting, development programs, and scholarship opportunities for talented individuals.
How do you balance your responsibilities across FIFA, FAM, and Finaa while maintaining a long-term impact focus?
I have never felt any issue here, I believe that everything is interconnected. And when I’m passionate about something, it doesn’t feel overwhelming. However, it’s crucial for me to set priorities each quarter to ensure I stay on top of my tasks. Additionally, one of the key factors that helps me manage my responsibilities is the support of my team members, particularly in FAM and Finaa. I prioritize building strong communication, trust, and delegation within the team to facilitate our work together.