About ASA Foundation



ASA Foundation is a non-profit Sport for Development organization that aims to achieve sustainable behavior change intervention directly through schools and community-based projects. We use a combination of education with the power of sports to drive social impact programs that enhance learning skills together with the health, safety, and well-being of vulnerable youth and adults across developing countries. Our social intervention programs support gender equality, diversity and inclusion, promote human rights, peace, and tolerance, and provide livelihood opportunities.

ASA Foundation was originally founded in 2001 as a sports-based youth empowerment academy for Indonesian street kids by Lee Hawkins, who is a former Southampton F.C. trainee and soft skills education development consultant from the UK. Through Lee’s work with international donors, governments, and NGOs, especially during the Aceh tsunami (2004) and Yogyakarta earthquake (2006) natural disasters, ASA Foundation evolved into a sports-based education and empowerment NGO that currently works globally with long-term strategic partners as a trusted on-the-ground implementing organization.


ASA Foundation's Sport for Development Mission is dedicated to leveraging the power of sports as a catalyst for positive social change and community development. Through innovative programs and partnerships, ASA Foundation harnesses the universal appeal of sports to address complex social issues, promote inclusion, and empower individuals, schools, and communities worldwide.

The mission encompasses several key objectives:

  • Promoting Health and Well-being: ASA Foundation uses sports to promote physical activity, healthy lifestyles, and disease prevention, contributing to improved health outcomes and well-being among participants.
  • Fostering Social Inclusion: ASA Foundation believes in the power of sports to bring people together across cultural, social, and economic divides, fostering social cohesion, understanding, and mutual respect.
  • Empowering Youth: ASA Foundation provides opportunities for youth empowerment, leadership development, and skill-building through sports-based programs, equipping young people with the tools and confidence to reach their full potential.
  • Advancing Gender Equality: ASA Foundation is committed to promoting gender equality and empowering women and girls through sports, challenging gender norms and stereotypes, and providing equal opportunities for participation and leadership.
  • Strengthening Communities: ASA Foundation works to strengthen community resilience, social capital, and collective action through sports-based initiatives, fostering a sense of belonging and pride among participants.

Overall, ASA Foundation's Sport for Development Mission embodies the belief that sports have the power to transcend boundaries, inspire positive change, and create a more inclusive and equitable world for all.



ASA Foundation program development is aligned with the following UN Sustainable Development Goals (SDGs):

  • SDG 1 - No Poverty
  • SDG 2 - Zero Hunger
  • SDG 3 - Good Health & Well-Being
  • SDG 4 - Quality Education
  • SDG 5 - Gender Equality
  • SDG 6 - Clean Water & Sanitation
  • SDG 10 - Reducing Inequality
  • SDG 11 - Sustainable Cities & Communities
  • SDG 12 - Responsible Consumption & Production
  • SDG 13 - Climate Action
  • SDG 16 - Peace, Justice, & Strong Institutions
  • SDG 17 - Partnerships for the Goals

We transform vulnerable groups of male and female beneficiaries with and without disabilities through a combination of traditional and virtual Training of Trainer (ToT) Master Training and Youth Development (YD) program intervention methodologies that focus on the following key pillars:

  • Health, Safety, Hygiene & Sanitation including Virus Prevention & Recovery
  • Human Rights
  • Peace, Tolerance & Prevention of Violence including Safeguarding & Child Protection
  • Gender Equality & Women Empowerment
  • Inclusive Education for People with and without Disabilities
  • Circular Economy & Waste Management
  • HIV AIDS Awareness
  • Life Skills Development
  • Community Capacity Building
  • Disaster Risk Reduction
  • Financial Literacy & Numeracy
  • STEM including ICT
  • Building Resiliency, Trauma Relief & Psychosocial Activities

Our virtual learning platforms complement the traditional face-to-face workshops that we implement through on-site participatory learning seminars combined with practical sports-based education activities. With a key focus on gender equality, diversity, and inclusion, our programs aim to develop the capacity of adult teacher and community member groups to become ASA Foundation master trainers with the ability to deliver sustainable education program activities that empower male and female youth beneficiaries.



Using a Pilot, Learn & Grow Approach that involves action research of observing, learning, reflecting, and growing through participatory group processes, ASA Foundation project modification occurs frequently based on engagement, feedback, and outcomes from our stakeholders. Furthermore, we develop Theory of Change (ToC) frameworks that identify key elements contributing to achieving project outcomes and impact. These key ToC steps are then analyzed and reported through our Pilot, Learn & Grow Approach that is embedded throughout the project implementation stages.

For measuring program outputs and outcomes, we use quantitative and qualitative indicators and include mixed indicators, which is a combination of quantitative and qualitative data that show the scale and depth of change together with scoring and ranking indicators such as trainer beneficiaries' practical assessment data. Our quantitative and qualitative data capture is through the employment of cross-sectional theory (baseline, mid and endline) testing combined with longitudinal observational studies using self-viewing & others’ viewing performance indicators, outdoor practical training assessments, programming footage analysis, focus group discussions, social media forum dialogue, together with on-site/virtual surveys and Stories of Change (SoC) interviews that are used as real-time reporting mechanisms.

Through our project partnerships with USAID and INGOs, we also use integrated Logical Framework Approach (LFA) methodologies for the monitoring and evaluation of our programming activities.



ASA Foundation is focused on the long-term sustainability of all our education development programs. For example, we strive for high program retention rates by conducting retention studies that track the number of participants engaged in our activities on a weekly basis to ensure a sufficient number of beneficiaries are participating. We set these engagement goals at the start of our programs and monitor these over the course of the activities, together with carefully planning and monitoring any retention challenges. And through our program planning and socialization phase, we ensure all beneficiaries are correctly informed prior to providing voluntary consent to participate in our activities on a long-term sustainable basis. Furthermore, we believe program sustainability requires our beneficiaries to be the architects of the program design, and this is incorporated throughout our Pilot, Learn & Grow Approach during the project implementation stages.

We continue conducting non-funded mentoring together with M&E activities beyond program completion dates by setting up long-term beneficiary social media tracking forums, regular virtual meetings, and periodic on-site visits. All project implementation costs are covered through ASA Foundation internal (ASA Group) fundraising initiatives.

Our organization also provides additional development and livelihood opportunities through the recruitment, training, and employment of talented adult beneficiaries to become ASA Foundation master trainers for future projects together with the selection of leading youth and adults to be enrolled in overseas exchange programs supported by partners such as the British Embassy, British Council, the PFSA, Portsmouth F.C., and the U.S. Embassy.