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From Football Player to Changemaker

We recently interviewed Laura Juul Hansen, founder of Sport Creates Memories. Her journey from football player to social entrepreneur is a testament to the power of sport in changing lives. What began as a passion for the game evolved into a mission to provide vulnerable children with access to football, fostering community, education, and opportunity. From securing partnerships with global brands to launching a football academy in Ghana, Laura’s work is shaping the future of football beyond the pitch.

Interview with Sebastian Ramirez

Role in Football: Founder of Sport Creates Memories

Q&A:

Q: What inspired you to create Sport Creates Memories, and how did your journey in football shape this vision?

A: My passion for football started when I was a child—it was more than just a sport; it was a community, a safe space where I could truly be myself. I had amazing coaches who believed in me without financial incentive, and they taught me the value of teamwork, self-discipline, and confidence. At 15, I started Laura’s Football School, and from 2015 to 2020, I ran football camps for children. This experience made me realize that football can be a powerful tool for making a real impact. SCM was born out of my desire to give vulnerable children the same opportunities and experiences that football gave me.

Q: What specific problem in the world of sports, particularly football, were you aiming to solve when you started, and is it the same problem you are solving for now?

A: When I started, I wanted to use football to help children facing challenges, particularly those battling illnesses like cancer, as I had experienced firsthand how difficult it is to support a loved one through such struggles. However, after traveling to Ghana and Kenya, I saw an even greater need—access to structured football opportunities for vulnerable children. Today, SCM focuses on building sustainable football clubs and leagues to give thousands of children not just access to the sport but also a sense of belonging, education, and hope for the future.

Q: What have been the biggest challenges in building and growing Sport Creates Memories, and how have you overcome them?

A: One of the biggest challenges has been funding. In the beginning, I had to rely on my own savings to finance the project. However, by reaching out to global brands like Nike, Maersk, UPS, and DHL, we were able to secure crucial support, including the shipment of over 11.2 tons of football equipment to Africa. Another challenge has been ensuring sustainability—rather than just organizing short-term events, we focus on creating long-term football clubs managed by local volunteers.

Q: How has the reception been from clubs, organizations, and football communities? Any unexpected feedback?

A: The response has been overwhelmingly positive. Clubs like Brøndby IF, organizations like UEFA, and even football legends such as Roberto Carlos, Jude Bellingham, and Marcus Rashford have shown support for SCM. One unexpected but exciting development was being invited to Madrid, where I had discussions with Real Madrid,  LaLiga and Getafe about potential collaborations. Seeing how many people within the football world recognize and support our mission has been incredibly motivating.

Q: How does Sport Creates Memories leverage innovation or technology to enhance the experiences of players, fans, or teams?

A: We are implementing Hudl technology to improve match analysis for young players and using Starlink to ensure internet access in rural areas. This allows us to digitally connect local leagues with European clubs and scouts, creating more opportunities for young African talents.

Q: Football is rich with moments that define careers and inspire generations. What role does your company play in preserving and celebrating these moments?

A: SCM doesn’t just provide children with football gear—we give them lifelong memories. Many of these children receive their first-ever football kits through SCM, and we work to document their journeys. Our upcoming football academy in Ghana (launching in 2025) will serve as a platform for developing future stars while also investing in community-based football.

Q: How do you see football’s relationship with storytelling evolving in the coming years, and how does your project fit into this trend?

A: Football is more than just results—it’s about the stories behind the players, the communities, and the journeys. SCM captures the raw, emotional moments of football, from a child receiving their first kit to a local team winning its first game. As digital storytelling continues to grow, we want to use platforms like social media, video documentation, and partnerships with global brands to share these inspiring stories.

Q: How do you see the sports industry evolving in the future, and what relationship do you think it will have with crafted culture?
A: The future of sports is more inclusive and community-driven. Football is already deeply connected to culture, and I believe that in the coming years, clubs and organizations will invest more in social impact projects. SCM aligns with this trend by creating a structured pathway for young African talents to not only play football but also gain life-changing opportunities.

Q: What’s next for Sport Creates Memories? Any plans for expansion or collaboration within the football ecosystem?
A: Our next big step is launching our football academy in Ghana in 2025, which will serve as a development hub for the most talented players from our leagues. We are also working on expanding our leagues to reach 200,000 children by 2029 and increasing our consulting services for clubs and organizations looking to invest in African football.

Q: If you could work with any football club or player to create something truly special, who would it be and why?
A: If I could work with any football club or player to create something truly special, I would love to collaborate with players who want to be more than just stars on the pitch—players who aspire to be role models off the field as well. I want to work with those who are not only focused on investing in real estate and brands but who are truly committed to investing in children and development. The same goes for football clubs—I want to collaborate with clubs that see their role as more than just winning trophies. Clubs that recognize their responsibility to give back to communities, create opportunities for young talents, and use football as a tool for positive change. Working with organizations that share this vision would be incredibly powerful in expanding Sport Creates Memories' impact globally.

Final Thoughts

For me, SCM is more than football—it’s about hope, joy, and opportunity. Football has changed my life, and now, through Sport Creates Memories, I want to use football to change the lives of thousands of children around the world.