Our Purpose

Uniting the global football community in tackling the greatest social challenges of our time

With more than three billion fans, football is the largest social phenomenon on the planet. No other sport boasts such wealth. Or such reach. Or such cultural significance. The beautiful game is in a league of its own.

For many, the game forms community. It binds people together and creates a common language they can all speak. And for some, it already serves as a powerful tool for addressing social challenges in their communities - but no systemic link exists between the professional game and the many community based football organisations around the world.
By creating a more thorough link between football players, managers, fans, organisations, brands, and football for good organisations, we can join the global football community together on a team big enough and strong enough to take on the world's toughest opponents from HIV/AIDS to gender inequality to youth unemployment.

The idea is simple. Common Goal’s members pledge 1% of their earnings to a central fund. And together we allocate this fund to high-impact organisations that harness the power of football to advance the United Nations Global Goals

How Common Goal works

Common Goal members

Central fund

High-impact football NGOs i

Goal 3Good Health and Well-being
Goal 4Quality Education
Goal 5Gender Equality
Goal 8Decent Work & Economic Growth
Goal 10Reduced Inequalities
Goal 16Peace, Justice & Strong Institutions

Steering Board


Moya Dodd


Moya is a Partner in the competition and regulation group at Gilbert+Tobin Lawyers and a member of the Asian Football Confederation's Executive Committee. She was also one of the first few women on FIFA's Executive Committee, from 2013-2016.

A former national team player and vice-captain of Australia, Moya has been and continues to be a leading advocate and champion for women’s rights and gender equality in world football.

In her role as independent Chair of Common Goal's Steering Board, she oversees all of the Steering Board’s activities and formal decision making.


Jürgen Griesbeck


A Schwab Foundation Fellow of the World Economic Forum and Ashoka Fellow, Jürgen has a 25 - year track record of impact and innovation in the field of football for good.

Jürgen serves as a member on the Steering Board in his function as CEO of streetfootballworld and Co-Founder of Common Goal.


Juan Mata


A global ambassador of streetfootballworld, Juan co-founded Common Goal alongside Jürgen Griesbeck and Thomas Preiss in 2017 with the aim to form a lasting connection between football as a business and football as a tool for social change.

Juan was the first player to commit to pledge (a minimum of) 1% of his salary to high impact football for good organisations and serves as a member of Common Goal’s Steering Board.


Luc Tayart


A philanthropic practitioner with more than 30 years of experience, Luc holds numerous additional positions in leading philanthropic and political institutions, including the Network of European Foundations where he serves as Treasurer, the European Venture Philanthropy Association where he serves as a member of the Strategic Committee and the European Policy Centre, where he is a member.

Luc serves as a member on the Steering Board in his function as Managing Director of the King Baudouin Foundation.

Core Team


Thomas Preiss

Chief Operating Officer

Thomas is a social change strategist and entrepreneur with a background in international economics and business administration.

In his role as Co-Founder and COO, he translates vision into strategy and oversees the day-to-day operations of Common Goal.

Outside of the office you will find Thomas on the water in the summer and the snow in the winter.


Elvira González-Vallés

Head of Communications

Elvira oversees and coordinates the communication of Common Goal’s story in both the online and offline world.

Elvira has an academic background in communications and business management. After working for several years in audio-visual production, she decided to continue her career in the not-for-profit sector, where she has been working for the last 8 years.


Ben Miller

Chief Advisor Campaign Strategy and Special Projects

Ben is one of the founding team members of Common Goal. He leads on special projects and campaign strategy and also advises on brand development, partnerships, talent collaborations and media relations. Ben is based in Barcelona.


Iñigo Azcárate

Partnerships Manager

Iñigo joined Common Goal with a focus on member and partner relations development.

He discovered his passion for football driven social change while working on a project in India after acquiring a degree in Business and Innovation in Madrid.


Sarah Stanley

Community Data Management

As part of Common Goal’s Community team, Sarah heads up data management and governance related to all levels of stakeholders of our growing community.

Sarah holds degrees in Sustainability and Medical Radiation Science and worked in the non-for-profit sector in Australia and the UK prior to joining the Common Goal team in Berlin.


Marcela Munoz

Membership Lead

Marcela is our Membership Lead, looking after Common Goal's community of members.

A proud Colombian, Marcela has previously worked in international development and non-profit organisations.

She believes in the power of team play for social change and joined Common Goal with the ambition to create a future in which social purpose becomes part of football’s DNA.


Lilli Barrett-O'Keefe

Common Goal USA

Lilli Barrett-O'Keefe heads up the USA Office and has been in the soccer for social impact field for over a decade. Her portfolio of work stretches from Kenya to Nepal, Lilli has extensive experience both in the private and public sectors and has been in charge of implementing projects worldwide, taking part in mega-sporting event legacy work, global festivals and North America regional development. Lilli leads the Play Proud Collective Project and is dedicated to ensuring everyone has a safe space to be themselves (on and off the field), 

Lilli is based in New York City and lives with her partner and incredibly vocal chihuahua terrier.


Luke Fairbairn

Common Goal USA

Luke is part of the Common Goal North America team. He is responsible for the design, facilitation, and implementation of Play Proud- Common Goal's LGBTQ+ inclusivity training program. Luke is responsible for the vetting and onboarding of the North America and Caribbean Community Organizations. Luke has been involved in the sport development space across many different roles as a program coordinator, event manager, and coach for a number of Common Goal's community organizations in North America. 

Luke is a box-to-box midfielder through and through; he is a team player and enjoys doing the hard work and getting stuck into whatever project he is involved in. 


Evan Whitfield

Common Goal USA

Evan is a Common Goal North America team member who specializes in coalition building, member acquisition, and collective project management. A former professional footballer, Olympian, and current practicing attorney, Evan has experienced football as a social mobility tool and believes in collective action through football to address societal issues.

Evan is based in Chicago with his spouse, two daughters and two geriatric miniature pinschers.


Kaiya McCullough

Common Goal USA

Kaiya is a part of the Common Goal North America team, and is helping to design, build-out, and execute all aspects of Common Goal’s Anti-Racist Project. She is passionate about community building, racial justice, and social equity, and sees Common Goal’s impact coalitions as a great way to develop the American soccer landscape into a vehicle for social change. 

Kaiya is a former professional soccer player, and played the beautiful game for eighteen years before deciding to retire to pursue a full-time social justice career. She is currently an outspoken activist, and is in the process of applying to law school to one day pursue public interest work. 

Impact Sponsors



Pro Bono

Getty Sport

Avery Dennison




Jung von Matt Sports

Networks & Allies


UEFA Foundation for Children

King Baudouin Foundation


Schwab Foundation


Project Everyone

Catalyst 2030

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