For most countries, having a national football team is something that has existed for generations. There are established federations, domestic competitions, coaching pathways and opportunities for players to represent their country internationally.
But what happens when a country has to build almost all of that from the beginning?
That is the challenge facing the Marshall Islands, a Pacific nation whose football ambitions have developed into one of the more unusual projects in international sport.
At the centre of that journey is Matt Webb, General Secretary of the Marshall Islands Soccer Federation, an English football administrator and marketing professional who has spent almost five years volunteering to help establish the country's football infrastructure.
Having met Webb at World Football Summit Madrid 2026, The Business of Football Network wanted to understand what building a national football programme actually involves. Beyond the excitement of creating a national team, there are questions surrounding funding, international recognition, cultural identity and the practical difficulties of establishing a football federation with limited resources.
Speaking to David Chimbaza, Webb offered an unusually open account of the project's progress, the mistakes made along the way and the ambition to eventually secure membership of FIFA.
His experience also reveals something important about the business of football: before a country can benefit from international football's commercial opportunities, it first needs the infrastructure, people and resources to participate.
How a Football Federation Began With One Family
The origins of the Marshall Islands Soccer Federation are remarkably simple.
According to Webb, the organisation was founded in 2020 by its president, Shem Livai, after his son developed an interest in football but had few opportunities to play.
There were limited facilities, no established football infrastructure and insufficient opportunities for regular coaching.
Rather than accepting those limitations, Livai decided to create something that could provide opportunities for young people.
The immediate ambition was to introduce football and establish opportunities for children to participate. The possibility of developing a national team came alongside that wider objective.
For Webb, the opportunity emerged in 2021 after reading an article in The Athletic about the Marshall Islands' absence from international football.
With experience in marketing, football administration and grassroots football, he believed he could contribute to the project.
He contacted the federation, explained his background and offered to volunteer.
Working alongside technical director Lloyd Owers and communications specialist Justin Walley, Webb became part of a small group attempting to turn an ambitious idea into a functioning football organisation.
Their initial responsibilities extended far beyond organising matches.
They needed to establish the federation's identity, attract international attention, generate funding, develop relationships and begin creating the administrative foundations required to operate in international football.
For Webb, it was an opportunity to combine his professional experience with a project unlike anything he had previously encountered.
Funding a National Team Without FIFA Support
One of the biggest challenges facing the federation is financial sustainability.
Unlike established national associations, the Marshall Islands Soccer Federation does not currently receive FIFA development funding or financial support through membership of a continental confederation.
Instead, Webb explained that the project has relied heavily on donations, merchandise sales and voluntary contributions.
Even travelling to the islands presents a considerable expense. Webb estimated that a journey from the United Kingdom could cost approximately £2,500, money that might otherwise be used to fund football activities locally.
Consequently, much of the administrative and commercial work takes place remotely.
The federation has also used its unusual story to attract international attention, with social media playing an important role in developing its audience.
Webb recalled how announcing the national team project online generated thousands of followers and offers of assistance within days.
That interest eventually developed into an important source of financial support.
Merchandise sales have helped fund coaching activities, international matches and the federation's wider development.
However, Webb acknowledged that the organisation remains heavily dependent on these revenue streams.
The federation has yet to secure the kind of major sponsorship arrangements that could provide greater financial stability.
For a national association attempting to establish itself internationally, the challenge is therefore not simply attracting attention, but converting that attention into sustainable resources.
This is one of the most interesting commercial aspects of the Marshall Islands project.
The federation has demonstrated that an international audience can be built around a compelling football story, even without established sporting success.
However, the challenge of transforming that audience into consistent funding remains.
Why the Marshall Islands Want to Join FIFA
Although the federation has already made progress in developing football, its ultimate ambition remains international recognition.
Webb explained that the organisation is currently prioritising membership of a continental confederation before pursuing FIFA membership.
Geographically, the Marshall Islands could explore opportunities within Oceania or Asia.
However, following discussions and an assessment of the available requirements, Webb believes the Asian Football Confederation represents the more suitable route.
He explained that the federation has spent considerable time reviewing the administrative and sporting criteria required for membership.
These include establishing national teams, developing grassroots football, maintaining player registration systems and demonstrating appropriate administrative and financial structures.
According to Webb, the federation had previously satisfied approximately 75 to 80 per cent of the requirements it had identified, but wanted to strengthen its position before progressing further.
Rather than rushing an application, the organisation has focused on developing the infrastructure needed to demonstrate that football can operate sustainably within the country.
The commercial significance of eventual FIFA membership would be considerable.
For smaller national associations, development grants and other financial distributions can provide resources that would otherwise be extremely difficult to generate independently.
Webb acknowledged that access to such funding could fundamentally change what the Marshall Islands could achieve.
However, the interview also highlighted the wider governance questions surrounding international football.
Discussing FIFA's financial influence, Webb recognised that smaller nations can view funding decisions differently from established football countries.
For associations operating with limited resources, additional financial support can make an enormous difference to their ability to provide facilities, equipment and opportunities for players.
His perspective offered an important reminder that international football governance cannot always be understood exclusively through the experiences of its wealthiest members.
Building Football Infrastructure Where Space Is Limited
The challenges facing the Marshall Islands extend beyond funding and administration.
The country's geography creates practical difficulties when attempting to establish traditional football facilities.
Webb explained that limited available grass space has influenced the federation's approach to introducing the sport.
Rather than immediately attempting to establish conventional football programmes, the organisation initially focused on futsal.
Basketball courts were already available in communities across the islands, providing an accessible environment in which children could begin playing football.
This allowed the federation to introduce the sport without immediately requiring substantial investment in new facilities.
It also reflected an important principle of the project: adapting football development to the country's existing resources rather than attempting to replicate the infrastructure of established football nations.
However, providing opportunities for children to play is only one part of the challenge.
The federation also needs coaches capable of delivering regular sessions and developing young players.
Webb identified the shortage of trained football coaches as one of the organisation's most significant current obstacles.
Although there are experienced sports coaches in the Marshall Islands, many have limited experience specifically in football.
Technical director Lloyd Owers has therefore travelled to the islands to deliver coaching education and support the development of local coaches.
The federation has also established relationships with other national associations to explore opportunities for sharing expertise.
Webb highlighted conversations with organisations including the Football Association of Wales, which have helped the federation develop coaching opportunities and learn from established football structures.
These relationships demonstrate that international partnerships do not always need to involve direct financial investment.
For emerging football nations, access to knowledge, qualifications and professional expertise can be equally valuable.
The First International Matches and a Historic Home Fixture
One of the federation's most significant achievements came in 2025, when the Marshall Islands men's national team played its first international matches in the United States.
The team faced the United States Virgin Islands and the Turks and Caicos Islands, losing 4 to 0 and 3 to 2 respectively.
Although neither match resulted in victory, Webb explained that the performances were an important milestone for the project.
Before the fixtures, the federation had been concerned that heavy defeats could damage confidence in the national team programme.
For a country attempting to establish football as a recognised sport, competitive performances could help demonstrate that the project was progressing.
The results ultimately provided encouragement that the team could compete against established FIFA member nations despite its limited resources.
Webb described the experience of seeing the players take to the pitch and hearing the national anthem as something that could never be taken away from those involved.
However, the next ambition presents another challenge.
The federation is working towards staging its first international home match in the Marshall Islands in 2027.
For Webb, hosting a match would represent far more than another sporting milestone.
It would demonstrate the country's ability to accommodate visiting teams, organise international fixtures and provide the necessary facilities and logistical arrangements.
These are important considerations for any organisation seeking recognition within international football.
The proposed fixture could therefore become a significant demonstration of the federation's operational capabilities.
Webb acknowledged that uncertainties remain, particularly around funding and the practical arrangements required to host the event.
Nevertheless, the federation hopes that revenue generated through its latest merchandise releases will help finance the occasion.
Why Cultural Understanding Matters
Throughout the conversation, one of the most important themes was the relationship between the federation's international volunteers and the people of the Marshall Islands.
Webb was particularly conscious of his position as an English administrator working on behalf of a Pacific nation.
Although he has contributed extensively to the federation's development, he acknowledged that his understanding of Marshallese culture and experiences has limitations.
He explained that working practices in the Marshall Islands can differ significantly from those in the United Kingdom.
Relationships, communication and expectations surrounding timelines require a different approach.
For Webb, learning when to be patient and when to apply pressure has become an important part of managing the project.
He also reflected on mistakes made during the federation's development.
One example involved a promotional video for a climate awareness football shirt.
The original intention had been for federation president Shem Livai to present the message. However, difficulties with the recording led Webb to deliver the piece himself.
Looking back, he recognised that having a Marshallese representative communicate the message would likely have been more appropriate and better received.
The experience highlighted the importance of cultural representation, particularly when communicating issues that directly affect the country.
Webb explained that the federation has increasingly focused on placing Marshallese players and individuals at the centre of its communications.
Rather than relying on international volunteers to tell the country's story, the organisation wants local people to become the most visible representatives of the project.
This ambition extends beyond marketing.
Webb believes the federation's long term success depends on developing Marshallese administrators, coaches and other professionals who can eventually take responsibility for its future.
"For Marshallese, by Marshallese."
The principle reflects the federation's ambition to ensure that the organisation ultimately belongs to and is led by the people it represents.
Using Football to Raise Awareness of Climate Change
The Marshall Islands also face environmental challenges that have influenced the federation's wider identity.
During the interview, Webb discussed how the organisation had used football merchandise to draw attention to the threat posed by rising sea levels.
One of its previous shirt designs featured the number 1.5, referencing the international goal of limiting global temperature increases.
The federation also introduced a concept built around the possibility of a future in which the country could no longer host matches because of the effects of climate change.
For Webb, the campaign represented an opportunity to use football's international reach to communicate an issue of particular importance to the Marshall Islands.
He recognised that the federation's primary responsibility remains developing football.
However, he also believes the organisation has a role in helping international audiences understand the challenges facing the country.
The initiative demonstrates how a sporting organisation can use its commercial products for purposes beyond generating revenue.
Football shirts can become a means of communicating cultural identity, raising awareness and connecting supporters with issues affecting the communities they represent.
For the Marshall Islands, that relationship between football and national identity is especially significant.
The Volunteers Behind the Project
Despite the federation's growing international profile, much of its work continues to depend on volunteers.
Webb explained that approximately 40 people contribute to the organisation in different capacities.
Their responsibilities include player analysis, video analysis, coaching support, administration and commercial activities.
This international network has allowed the federation to develop expertise that would otherwise be difficult to afford.
However, managing such an operation presents its own challenges.
Webb acknowledged that the project has required significant personal sacrifices.
He has changed jobs and moved into self employment partly to create more flexibility around his responsibilities with the federation.
Even with that flexibility, he admitted that balancing professional commitments with the demands of building a football organisation can be difficult.
The federation's progress has therefore relied on individuals contributing their time and expertise without the financial security normally associated with established football institutions.
For Webb, maintaining motivation requires recognising smaller achievements rather than focusing exclusively on the ultimate objective of FIFA membership.
The successful delivery of coaching sessions, the arrival of new volunteers and the organisation of international fixtures have all represented important stages of development.
These milestones have helped maintain momentum during periods when progress has been slower.
What Building a National Team Has Taught Matt Webb
Beyond the federation itself, the interview also explored Webb's personal journey through football and marketing.
His professional background includes working with Devon Football Association before developing a career in digital marketing.
He recalled how some of his earliest attempts to create engaging football content did not always align with the expectations of a traditional governing body.
Those experiences helped him understand the balance between creativity, professionalism and representing an organisation appropriately.
Webb believes that modern digital platforms have made ambitious projects more accessible.
Social media, digital marketing and online communities have allowed the Marshall Islands Soccer Federation to attract international attention without the financial resources traditionally associated with national sporting organisations.
However, he also recognised that technology alone cannot deliver the federation's objectives.
Building relationships with football associations, securing partnerships and developing international credibility still require direct communication and personal engagement.
Having attended World Football Summit Madrid, Webb hopes to continue developing those relationships through further international events and meetings.
He discussed the possibility of travelling across Asia to introduce the federation to organisations that may eventually play a role in its international recognition.
For Webb, becoming an effective General Secretary involves more than managing the federation's existing operations.
It also requires ensuring that people across international football understand what the Marshall Islands are attempting to achieve.
A National Team Built Around Something Bigger Than Results
The Marshall Islands Soccer Federation has already achieved something significant.
A country with limited football infrastructure has established a national team programme, developed international relationships, attracted supporters around the world and begun creating opportunities for players and coaches.
However, Webb remains conscious that the project is still developing.
The federation must continue strengthening its administration, securing sustainable funding and developing the facilities and personnel required to support football locally.
Its ambitions for confederation membership, FIFA recognition and a first international home fixture represent the next stages of that journey.
Yet perhaps the most important aspect of Webb's experience is his recognition that the federation's long term future cannot depend indefinitely on the volunteers who helped establish it.
The ultimate objective is to create an organisation that Marshallese people can develop, manage and represent themselves.
For The Business of Football Network, the conversation provided a valuable insight into a side of football business that receives comparatively little attention.
While established clubs and governing bodies regularly discuss commercial expansion, sponsorship growth and international investment, the Marshall Islands are attempting to establish the foundations that make those opportunities possible.
Their story demonstrates that football development begins long before major broadcasting agreements, sponsorship contracts or international competitions.
It begins with people willing to create opportunities where few previously existed.
And for Matt Webb and the Marshall Islands Soccer Federation, that journey is far from finished.
This article is based on The Business of Football Network's interview with Matt Webb, General Secretary of the Marshall Islands Soccer Federation, following their meeting at World Football Summit Madrid 2026.
