What Moving the Goalposts (MTG) does

Moving the Goalposts (MTG) is a non-profit sports-for-development organization founded in 2001 in Kilifi County, Kenya by Sarah Forde. It uses girls' football as the primary entry point to engage adolescent girls and young women ages 9-25 across four coastal Kenyan counties (Kilifi, Kwale, Mombasa, Tana River) through 48 community league fields, reaching over 50,000 girls cumulatively and approximately 8,867 registered players across 477 teams for the 2026 Grassroots League. The core program stack is layered: a Football Program (Grassroots League across age categories U10, U13, Open Age 16-25, culminating in the Champions League and the MTG United semi-professional team in the FKF Women's National Super League); an integrated Health Program delivering SRHR education, menstrual health support, mental health services, and HIV/GBV referrals; an Education Program providing back-to-school support, advocacy clubs, and mentorship; and a Livelihood Program offering vocational training in tailoring, beauty therapy, ICT, and agriculture with entrepreneurship support. Programs are delivered free to beneficiaries through community safe spaces, peer education networks, government and NGO partnerships (LVCT Health, Aga Khan consortium, ICRHK, Women Win, FIFA), and a network of 500+ trained female mentors and 100+ coaches/referees.

MTG's underlying technology is modest and operational rather than product-centric. It comprises the Tisini match-tracking app (which records basic performance statistics like passes, goals, and tackles), the 'Take 5' integrated wellbeing methodology, a coach mental health training curriculum, and the recently completed Green Dreams Solar Project (campus solar installation). The organization's documented differentiators are programmatic rather than technological: a girl-led peer education model, a documented 90% primary-to-secondary transition rate among participants, and a self-reproducing talent pipeline that has produced national team players, referees, coaches, and tertiary-educated young women who are first-generation graduates in their families.

MTG's revenue model is grant-funded non-profit with negligible commercial revenue streams. Primary funding flows from institutional donors and foundations (Government of Canada via the 7-year STRIDES Project, ON Running, FIFA, Aga Khan Foundation, Women Win, Together Women Rise, Finland Bilateral Program, Girls Opportunity Alliance). Minor revenue sources include merchandise sales (jerseys, footballs, caps, books, branded items) priced individually but not publicly disclosed, and hall/boardroom rentals at the Kilifi campus (KES 4,500-6,500 per day). Go-to-market is community-led rather than commercial: programs are free to beneficiaries, distributed directly through league fields, safe spaces, schools, and partner referral networks. Donations are accepted via website, M-Pesa, and payment gateway. The organization is governed by a 10-member Board of Directors chaired by Evelyne Lelle and led operationally by Executive Director Dorcas Amakobe.

Name

Moving the Goalposts (MTG)

Legal name

Moving the Goalposts

Website

https://mtgk.org

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Short description

Moving the Goalposts (MTG) is a non-profit founded in 2001 in Kilifi, Kenya that uses girls' football as an entry point to deliver SRHR, education, mental health, and livelihood programs to adolescents and young women across four coastal Kenyan counties, reaching 50,000+ girls cumulatively.

Ownership category

akta.pro rank

Product category

Youth Development and Sports-for-Development Services

NAICS

Child and Youth Services (62411), Sports Teams and Clubs (711211), Human Rights Organizations (813311)

SIC

Services-Social Services (8300)

akta.pro primary industry

Arts, Sports & Recreation-Based Youth Development Nonprofits (BPAGADAJ)

Keywords

• Sports for development
• Girls empowerment programs
• Community football leagues
• Sexual reproductive health services
• Vocational training youth

Headquarters

HQ city

Kilifi

HQ country

Kenya

HQ region

Africa

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D, Supply Chain, Others

Revenue model

1. Donations and Grants: Primary funding source from institutional donors, foundations, and individual supporters. Accepts donations via payment gateway (VISA/Mastercard), M-Pesa (Paybill 001416, Account: Project Initiative), and in-kind contributions.
2. Merchandise Sales: Sale of branded merchandise including jerseys, footballs, caps, books, netballs, volleyballs, bottles, bracelets, and shirts to support girls and young women programs.
3. Hall Rental: Boardroom and hall rental services at MTG facilities. Package 1: Boardroom rental at KES 4500 per day. Package 2: Boardroom with projection screen at KES 6500 per day.
4. Partnership Funding: Funding and in-kind support from corporate partners like ON Running, and programmatic support from organizations like FIFA, Women Win, Together Women Rise, and various government partnerships.

Pricing tiers

Go-to-market motion3 records

Distribution channels8 records

Marketing channels10 records

Core offering

Moving the Goalposts (MTG) is a non-profit sports-for-development organization that uses community-based girls' football leagues as the entry point to deliver integrated programs in sexual and reproductive health, education support, and economic empowerment. It serves girls and young women aged 9-25 across 48 league fields in four coastal Kenya counties (Kilifi, Kwale, Mombasa, Tana River) with annual leagues, the MTG United competitive team, safe spaces, peer education, and livelihoods training.

Product overview

Moving the Goalposts (MTG) operates as a sports-for-development organization offering a multi-program portfolio centered around girls' football leagues as the primary engagement platform. The core offerings include the Football Program (grassroots leagues and MTG United semi-professional team), integrated Health and Education Programs delivering SRHR education and academic support, and a Livelihood Program providing vocational training and entrepreneurship support. Additional revenue-generating products include MTG Merchandise and Hall for Hire rental services. A significant infrastructure initiative is the Green Dreams Solar Project. All programs are delivered through 48 league fields across Kilifi, Kwale, Mombasa, and Tana River counties in coastal Kenya, serving girls and young women aged 9-25.

Differentiator

Problem solved

Functional benefit

Brands

• MTG United: The organization's competitive football team that participates in the FKF Women's National Super League.
• Tunaweza Movement
• Running for Mental Miles
• Young Men as Equal Partners (YMEP)
• STRIDES Project
• Binti Breaking Barriers Project
• Green Dreams Solar Project

Products and services

• Football Program Community-based girls' football leagues serving as entry points for life-skills, leadership development, and connections to health and education services for girls aged 9-25 across Kilifi, Kwale, Mombasa, and Tana River counties.
• Health Program Delivers sexual and reproductive health (SRHR) education, menstrual health management, community health dialogues, and access to youth-friendly health services including HIV testing and counseling through football league engagement.
• Education Program Back-to-school support, academic tutoring, life-skills training, advocacy clubs, school-fee assistance, uniforms, mentorship, and career pathway guidance from primary through vocational education for girls in coastal Kenya.
• Livelihood Program Economic empowerment program offering vocational training (tailoring, beauty therapy, ICT, agriculture), entrepreneurship support, financial literacy, and employment linkages for young women aged 15-25 across four coastal counties.
• MTG United MTG's semi-professional women's football team competing in the FKF Women's National Super League Zone A, serving as a competitive pathway for talented players from grassroots leagues.
• MTG Merchandise Online shop selling MTG-branded merchandise including jerseys, footballs, volleyballs, netballs, caps, books, bottles, bracelets, and shirts; proceeds support girls' sports, education, and entrepreneurship programs.
• Hall for Hire Rental facility at MTG's Mnarani Classic Estate in Kilifi offering two packages: Boardroom Rental at KES 4,500 per day and Boardroom with Projection Screen at KES 6,500 per day.

Quantifiable outcome

• Over 50,000 girls reached since 2001 with life-changing programs
• +7 more outcomes

Named customers8 records

Segments8 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

13 partnerships are on record, tiered core and minor.

• LVCT HealthcoreStrategic or Co-development Partner · 18 December 2025MOU signed December 2025 establishing long-term collaboration until 2030 to expand integrated youth-friendly services, strengthen safe spaces and referral systems, and advance access to gender-responsive SRHR, HIV, GBV, and mental health services using sport as entry point.
• International Centre for Reproductive Health Kenya (ICRHK)coreStrategic or Co-development Partner · 12 November 2025Implementing partner in STRIDES Project (7-year initiative) focused on strengthening health systems and improving access to Sexual and Reproductive Health and Rights services across Kilifi County.
• Aga Khan UniversitycoreStrategic or Co-development Partner · 12 November 2025Research and technical oversight partner in STRIDES Project, conducting research and providing expertise to improve service quality in health facilities.
• Aga Khan Health ServicescoreStrategic or Co-development Partner · 12 November 2025Partner in STRIDES Project focused on equipping health facilities and strengthening service providers' skills in Kilifi County.
• Aga Khan FoundationcoreStrategic or Co-development Partner · 12 November 2025Technical oversight partner in STRIDES Project contributing to evidence-based practice and sustainable health systems strengthening.
• ON RunningcoreStrategic or Co-development Partner · 22 January 2025Collaboration starting 2025 integrating ON Running's 'Right to Run' campaign with MTG's trauma healing model. Project 'Running for Mental Miles' will include running as an activity in 52 communities for 5,000 girls (7-25 years) alongside football leagues, with goal to reach over 1M rural women by 2030.
• Tana River County GovernmentcoreStrategic or Co-development Partner · 1 January 2025Partner in developing Sessional Paper No. 1 of 2025 on Tana River County SGBV Policy and implementing gender-based violence prevention programs.
• Women WincoreStrategic or Co-development PartnerStrategic partner supporting integrated wellbeing initiative and mental health programming for adolescent girls across coastal counties.
• Waves for ChangecoreStrategic or Co-development PartnerPartner in integrated wellbeing initiative providing psychosocial support and mental health programming using sport-based approaches.
• Imago DeiminorStrategic or Co-development PartnerPartner supporting mental health and wellbeing programming for adolescent girls in coastal communities.
• Kilifi County GovernmentcoreStrategic or Co-development PartnerGovernment partner providing patronage for MTG UNITED team, policy support, and co-implementation of health and gender programs including STRIDES Project.
• Football Kenya FederationcoreStrategic or Co-development PartnerNational football federation enabling MTG United participation in FKF Women's National Super League and supporting coach training and talent identification programs.
• Kilifi Innovation HubminorGTM or Marketing PartnerInnovation ecosystem partner hosting MTG at Innovation & Business Summit 2025, providing platform to showcase programs and build partnerships.

Scale indicators18 records

Recent moves6 records

Expansion highlights6 records

Market position

Competitive moat5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/moving-the-goalposts

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about Moving the Goalposts (MTG)