Wednesday, January 17, 2018

About Us

Futbolita is an international brand, website and boutique team known as the ‘Female Voice of Football’. We’re known for our exclusive interviews, upbeat football coverage, fun campaigns and cultural insights into football and we do it all in a delightful feminine style!

More importantly, Futbolita gives our readers an Insider’s Peek into the Beautiful Game, with player and personality chats, trivia, fun facts and (occasionally hidden) bits you can never get anywhere else. Are you ready to join us on a dazzling ‘futbol’ adventure? Vamos!

Founder Biography


Ash Hashim

Founder & Journalist | Futbolita

Ash Hashim is the CEO and face of Futbolita, better known as “The Female Football Voice” – covering the football & fan cultures of Europe and Latin America.

Based in Asia, Ash is recognised for her exclusive interviews with top football personalities and legends of world football including Cristiano Ronaldo, Romario, Xavi and Jose Mourinho. As the authoritative Female Football Voice, Futbolita also works alongside the biggest clubs in football and her fun adventures in world football are a hit with readers and viewers in Asia, the USA, South America and Europe. She has also received mentions in The Guardian, The Telegraph, BBC Radio, ESPN and among the world press.

Ash’s expertise in Latin football took her to Spain in February 2011 for a campaign called ‘Futbolita in Spain’ with the full sponsorship of the National Tourist Office of Spain. ‘Futbolita TV’ was later launched in July and showcases Ash’s colourful, enthusiastic and uniquely outgoing style that has attracted wide attention and following.

In June 2010, ‘Futbolita World Cup’ was created to coincide with the World Cup 2010 in South Africa. Twelve girls from the participating countries contributed to the site in a month, which saw a revolutionary direction in women’s football.

Ash’s journalistic stints includes being a special correspondent with Yahoo! Southeast Asia. She writes about football as ‘Futbolita’ for Yahoo! Sports and gives readers an insight into the football clubs they support with exclusive player- interviews produced for the Southeast Asian market which also included travel guides.

Before that, she was a journalist at The New Paper, a national newspaper from Singapore Press Holdings, where she covered local sports, Spanish and English football.

Ash is of Welsh, Pakistani and Arab descent. She speaks English, Spanish, and Portuguese and is currently pursuing French.

The Futbolita Team


Abbie Samuels

PR Contributor

Trinity Cyv

Writter and Contributor



Christina Santos

Writter and Contributor

(Spanish Futbolita)


Hanneke Hamelink

Writer and Contributor

(Dutch Futbolita)


Bekie S

PR Contributor