The Strong Side™ has landed in Spain

In the final days of September, The Strong Side team — including International Association of ESD Professionals (IAESDP) Executive Director and The Strong Side creator Lisette Brassac-Fitzgerald, ESD Europe and ESD Albania CEO and head of The Strong Side Europe Gentiana Susaj, and her business partner Julian Maloku — was invited to the picturesque seaside city of Lloret del Mar, an hour’s drive east of Barcelona, to meet with Skender Sheshi, vice president of Juventus-Lloret Football Club.

Juventus Lloret FC — a club competing in Spain’s Catalan regional league (Primera Catalana) — presents a unique opportunity for The Strong Side to partner with a regional club and embed safety initiatives at a grassroots-level in the local community and in the team itself.

Small clubs face unique challenges: limited resources; many athletes coming from disadvantaged and migrant backgrounds; frequently targeted by prejudice, racism, and xenophobia.

Sheshi, an Albanian national and former football player himself, is all too familiar with the discrimination, harassment, and violence his players and fans face. Lack of protection erodes player well-being and fan confidence. In addition, clubs are seen as “outsiders”, limiting their reach and growth. These clubs are lifelines for youth but lack tools to address these systemic issues. Without external support, the cycle of marginalization continues.

While touring the facilities and walking the pitch with Sheshi — an enthusiastic champion for bringing a violence prevention program like The Strong Side to his club and community — an idea was born: a pilot project with 10 Empowerment Self-Defense (ESD) instructors shared across five clubs (led by Juventus-Lloret), with the goal of protecting vulnerable players, empowering fans, and positioning sponsors as leaders in social responsibility.

This initiative transforms football into a tool against racism, violence, and exclusion, and creates a model of football that is safe, inclusive, and attractive to women, families, migrants and diaspora communities, players, and socially responsible brands.

We’re excited to implement this new model of The Strong Side! And this, in part, is what makes The Strong Side such a uniquely powerful catalyst for cultural change in football — its adaptability. It’s global and incredibly local at the same time. Which allows our instructors to meet the community’s needs, all while being tapped into a larger network of resources.

Empowerment is having choice, is being able to move through the world with dignity and personal sovereignty.

We see a world in which football is the world’s most inclusive game. Together, we can make Juventus Lloret and its peers a European model for dignity, safety, and opportunity in sport.

Media Inquiries:
Lauren Lopp, Press & Communications Manager
lauren@thestrongside.team | press@thestrongside.team
www.thestrongside.team | www.esdprofessionals.org
#FightForward | #TheStrongSide | #EndGBV

November 13, 2025November 18, 2025

The Strong Side™ has landed in the UK

London called and The Strong Side answered

On a quintessentially autumnal English day, The Strong Side team, helmed by International Association of ESD Professionals (IAESDP) Executive Director and The Strong Side creator Lisette Brassac-Fitzgerald, alongside ESD Europe and ESD Albania CEO and head of The Strong Side Europe Gentiana Susaj, met with honorary chairman of the Middle East Association, Peter Malay, and international businessman, Martin Dushkaj, at the illustrious Royal Automobile Club (with tea and biscuits, no less. It was all very proper, very English) to introduce our global initiative and violence prevention program to football clubs and communities to the UK.

Gender-based violence increases 31% on average on gamedays. In England alone, domestic abuse incidents soar by 38% when the national football team loses a major match. And while the statistics are striking in and of themselves, they do make one thing plain: not only is football not inclusive to everyone, it is also not safe.

The Strong Side is a violence prevention program implemented with a research-backed methodology (Empowerment Self-Defense) that empowers every football fan, player, and staff member to feel safe, confident, and included — on and off the pitch — creating safer teams, safer stadiums, safer streets, and safer communities for all.

While in London, our team members — Gentiana Susaj and her business partner, Julian Maloku — also met with Alan Rides, CEO of West London Chambers, the second largest and fastest growing Chamber of Commerce in London and the South of England, to discuss bringing The Strong Side to West London. After all, safer football means stronger football — culturally, socially, and financially.

We’re absolutely chuffed to have met with new partners in the United Kingdom! (To have gotten the ball rolling, one might say.)

And what better place to be than where the beautiful game we love so much all began?

November 7, 2025November 7, 2025

On the ground with The Strong Side™ in São Paulo, Brazil

In August, our Brazil team (along with International Association of ESD Professionals (IAESDP) Executive Director and The Strong Side creator Lissette Brassac-Fitzgerald) met with the commercial team of Red Bull Bragantino.

The club represents the city of Bragança Paulista (approximately 200,000 inhabitants), located in the interior of São Paulo state, has the potential to generate substantial impact within its city and surrounding communities through the program’s implementation.

Could Red Bull Bragantino be one of the first São Paulo clubs to implement The Strong Side? We sure hope so!

We’re also happy to announce that our team met with Larissa Guerreiro, the Head of Marketing and Ms. Kin Saito, Director of Women’s Football at the São Paulo Football Federation (FPF). Both demonstrated full interest in supporting and integrating The Strong Side into the Federation’s agenda.

While in São Paulo, our team had a blast attending Licensing con Latam — the largest B2B licensing event for the brands and characters sector in Latin America! — alongside Herbert Greco, a leader in licensing, branding, marketing, communication, consumer products development, and trade in Brazil for over twenty years. His Brazilian-based company, ByFrog, is a licensing and marketing agency that offers brand-focused opportunities and services throughout Latin America and the United States.

We’re looking forward to the continued development of our partnerships in São Paulo!

Media Inquiries:
Lauren Lopp. Press & Communications Manager
lauren@thestrongside.team | press@thestrongside.team
www.thestrongside.team | www.esdprofessionals.org
#FightForward | #TheStrongSide | #EndGBV

November 6, 2025November 6, 2025

On the Ground with The Strong Side™ in Rio de Janeiro

The Strong Side has landed in Rio de Janeiro — city of color, of Cristo Redentor, of Carnaval!

August 2025 marked the start of partnerships in Rio when the International Association of ESD Professionals (IAESDP) Executive Director and The Strong Side creator Lissette Brassac-Fitzgerald embarked on her second journey to Brazil (in as many months), touching down in the city by the sea on The Strong Side’s maiden voyage to Rio de Janeiro.

And what a productive voyage it was at that!

Who run the world (girls!)

Alongside our Brazil team — including ESD Brazil CEO and head of The Strong Side Brazil, Pamela Valdez — our fearless leader met with Paula Young, Head of Commercial Activations & International Relations at SAF Botafogo, who was accompanied by her all-female team. (We love to see it!)

Botafogo stands out in the Brazilian football landscape for its progressive ESG practices, including the goal of achieving a 50/50 gender balance in its workforce and the creation of a dedicated department, “A Hora Delas”, focused on women’s participation and representation in football. This unit has its own marketing and commercial structure and is responsible for running recurring campaigns that highlight the club’s commitment to gender equity. (We love to hear it!)

From Copacabana Beach to Carnaval

While in Rio, our team met with Mr. Diego Carbonell, Director of Sustainability for the Liga Ouro de Carnaval, which coordinates 20 samba schools in the city’s Access Group. Mr. Carbonell was presented with the objectives and methodology of The Strong Side program, including its focus on gender-based violence prevention and cultural transformation through sports and public engagement.

In partnership with Liga Ouro, our team conducted technical visits to two key Carnaval venues — Cidade do Samba and Marquês de Sapucaí.

We’re thrilled that Mr. Carbonell and Liga Ouro embody an ethos so aligned with our own and are dedicated to ending gender-based violence throughout Carnaval and within the community. We’re looking forward to a continued partnership culminating in a TSS presence at Carnaval 2026/2027 and beyond.

Samba Schools

Our team got front row seats to one of Beija-Flor Samba School’s rehearsals (we’re still pinching ourselves!). We were welcomed by one of the school’s directors, who presented Beija-Flor’s vision, its extensive social projects, and its continuous work within the community where the school is based.

The Strong Side team is very much looking forward to a continued partnership with the Rio de Janeiro Carnival League!

Government

Our team also connected to Carnaval partners at both the state and municipal levels of government in Rio de Janeiro.

At the state level, we’ve sent partnership proposals to the Secretariat of State for Women.

We want to take the time here to congratulate the Secretariat on its forward-thinking leadership in safeguarding women and girls across the state.

The “Não é Não! Respeite a Decisão” decree, now visible in samba school courts and blocos (street parties), has set a new standard for safe celebrations. Likewise, the launch of “Programa Nós+Seguras”, the inter-departmental curriculum that brings consent and GBV-prevention content to public-school classrooms, shows how decisively the Government of Rio is tackling violence before it starts.

We applaud your unwavering commitment to the rights and safety of women and girls in Rio de Janeiro. We are confident that, together, we can transform the energy of Carnaval (and football) into an even greater force for safety and equality.

On the local level, the Municipal Government of Rio de Janeiro has expressed immediate interest in signing a partnership agreement.

We’re looking forward to strengthening our commitment and participation in this region!

We have to say, we’re absolutely beside ourselves (in sheer joy) about the engagement and commitment to safety and ending gender-based violence we’re seeing from Carnaval stakeholders in Rio de Janeiro — at both the samba, club,and government levels.

Carnaval and football matches amplify risk for women and girls. A 2024 national survey shows 50 % of Brazilian women have already suffered sexual harassment during Carnaval and 73 % fear it will happen again. Police data compiled by the Fórum Brasileiro de Segurança Pública reveal that on match days domestic-violence reports in major capitals—including Rio—rise about 24%, while injuries climb 21%.

Empowerment Self-Defense, the proven and scientifically backed violence prevention methodology implemented by The Strong Side, has shown (through multiple peer-reviewed studies):

A 37-80% reduction in assault risk

Significant decreases in anxiety and fear

Measurable increases in confidence and assertiveness

Enhanced communication and leadership skills

Stronger community connections and civic engagement

The skills developed through ESD education — assertive communication, boundary-setting, collective action, and strategic thinking under pressure — don’t just teach people to respond to violence, it transforms how they move through the world.

Carnaval is arguably the biggest party on earth with its parades and samba schools and feathers and sequins and street parties (oh my!), not to mention the dancing (all the dancing!) — and we’re here for the party!

By fusing the energy of Carnaval and football with proven prevention science, Rio can transform its greatest celebrations into a world-leading showcase of safety, inclusion, and community empowerment.

Because we believe in a world where everyone can move through the world with dignity, safety, and sovereignty — all while having a fabulous time (especially while having a fabulous time!) — both on and off the pitch!

And we’re ready to make that world our reality.

Media Inquiries:
Lauren Lopp, Press & Communications Manager
press@thestrongside.team
www.thestrongside.team | www.esdprofessionals.org
#FightForward | #TheStrongSide | #EndGBV

October 27, 2025November 6, 2025

The Strong Side™ launches pilot program in Brazil

Because no one does football quite like Brazil does

Summer of ‘25 — doesn’t quite have the same ring to it as the summer of ‘69, we’ll admit, but is just as legendary because it was the summer that The Strong Side launched in Brazil!

Brazil is football and football is Brazil. But with threats and injuries to women rising by around 25% on local match days, it is clear that not only is football not inclusive to everyone, it’s also not safe.

And that’s where we come in.

The Strong Side is a violence prevention program implemented with a research-backed methodology to make every football fan, player, and staff member feel safe, confident and included — on and off the pitch.

Safer football means stronger football — financially, culturally, and socially.

Since it’s already nearing the end of October (yeah, we’re not entirely sure how that happened either), let’s catch you up on all the happenings that have been happening behind the scenes at The Strong Side the past few months.

In July, the International Association of ESD Professionals (IAESDP) Executive Director and The Strong Side creator Lisette Brassac-Fitzgerald traveled many, many miles from the US to São Paulo to join ESD Brazil CEO and head of The Strong Side Brazil, Pamela Valdez, to introduce The Strong Side to Brazil.

In August, with the return of Lisette to Brazil to be reunited with the full Brazil team — including, Liciara Hoffmann, a former player for Desterro Rugby Clube — the team advanced with high-level meetings in São Paulo, Rio de Janeiro, and beyond, strengthening our institutional presence, opening new sponsorship opportunities, and expanding our network with football clubs, corporate partners, government representatives, and media leaders.

We know what you’re thinking — sounds great, but what does that all actually mean?

We’re glad you asked.

At the club level

Highlighting The Strong Side as a key asset in promoting safer stadium environments, aligning with clubs stated ESG goals, and fostering inclusive fan engagement, our team in Brazil laid the groundwork for strategic alliances with influential football clubs.

Any teams you’ve heard of? Red Bull Bragantino and Paulista Football Federation (FPF) in São Paulo and Botafogo in Rio de Janeiro have expressed strong interest in partnering with us. As well as, Goiás Esporte Clube, a Serie B club from Goiânia fighting to win promotion to Serie A, with strong connections to its community welfare.

At the government level

Over the course of the summer and into the fall months, our team has met with representatives from the São Paulo Government, the State and Municipal Government of Rio de Janeiro, and the Municipality of Florianópolis.

Most important takeaway here? Turns out The Strong Side perfectly aligns with public policies already in place focused on gender-based violence prevention and community development.

At the commercial level

Our team, headed by the fearless Pamela Valdez, continues to engage with brands and sponsors positioning The Strong Side as a high-impact social initiative capable of generating significant positive brand association, contributing to ESG (Environmental, Social, Governance) commitments, and increasing consumer trust and visibility.

Some perspective sponsors that have expressed interest? Brands in the health and wellness sector, as well as tech/startup groups.

On the social and cultural level

We’ve had to get a bit creative to make sure The Strong Side programming complies with Brazil’s Sports Incentive Law, but we’re happy to report that we’ve successfully secured interest from three qualified nonprofit/OSCIP organizations willing to advance the approval and fundraising process for 2026, ensuring a solid pipeline for future implementation.

Two partnerships in the works we’re really excited about …

Bringing The Strong Side to Rio Carnaval 2026/27 in collaboration with Liga Oura RJ and the Rio de Janeiro Municipal Government.

Partnering with Cris dos Prazeres and the Instituto Evolux. Cris dos Prazeres, a respected social activist with more than 30 years of engagement in Rio de Janeiro’s communities, is widely recognized for her credibility and deep connections with public institutions, private organizations, and the Government of Rio de Janeiro. The Institute will play a pivotal role in opening community spaces, mobilizing women, and leveraging its national network of respected organizations working within favelas and territories across Brazil.

The future is looking bright indeed, and we can’t wait to be a part of it.

So, there you have it, some of the happenings that have been going on behind the scenes here at TSS.

With the 2027 Women’s World Cup on the horizon, we feel there is no better time to be on the ground, on the pitch, in the stadiums, on the streets, and out in communities than now.

We are extremely thrilled and inspired by the innovation, creativity, and dedication that both individuals and leaders at all levels have demonstrated to ending gender-based violence in their teams, in their stadiums, and in their communities.

We are also humbled and excited by how positively The Strong Side has been received across diverse sectors — including football leadership, government representatives, media professionals, and civil society organizations— underscoring both its urgency and its powerful alignment with national and regional priorities.

The establishment of high-level institutional and political support for The Strong Side, with endorsements from influential figures in football, cultural, and commercial sectors, as well as introductions in-the-works to key decision-makers and initiated media partnerships, all signal that there is strong momentum for strategic scaling of the program in Brazil.

Yay, happy dance!

All the groundwork done in Brazil has only reinforced what we’d already known: Brazil is uniquely positioned to lead the global launch of The Strong Side, uniting sport, culture, and social impact to end gender-based violence, creating safer stadiums, safer teams, safer streets, and safer communities for all.