Singapore-born football TV presenter Ash Hashim makes it to the global stage


TV personality, entrepreneur, and Singapore’s first female football agent, Ash Hashim, has come a long way since her editorial days as a sports journalist at a newspaper.

The football presenter who founded the brand and blog ‘Futbolita’ (“The Female Football Voice”) in 2010, said in a recent interview with SPH radio’s “Much Ado about Sports” podcast that she owes her success to never taking “no” for an answer.

The FIFA-licensed agent, who shared that she was once asked if she was in the “wrong room” when she took the exam, said: “I really wanted to make a difference in football, and nobody could change my mind.”

Now a global conference speaker who has spoken at the Dubai International Sports Conference and Globe Soccer Awards in November, Ash led a panel of women footballers which included England women’s football star Lucy Bronze, France captain Amandine Henry.

The conference was also attended by Cristiano Ronaldo, Fabio Capello, Romelo Lukaku, and French World Cup Winner Didier Deschamps.

Speaking to the podcast, Ash said that being at the global conference was a huge moment for her, after her career as an agent and presenter.

“It was one of the highlights of my career, if not my entire life,” she said in the podcast interview. “I couldn’t believe I was there alongside names like Cristiano Ronaldo, Perluigi Collina, Jorge Mendes, Simeone Inzaghi, big names in the game. It was a dream come true for someone like me who came from a small country in Asia, speaking alongside them, and networking alongside them. The Dubai Sports Council was amazingly professional and insightful, it was great to be a part of it.”

Her panel, which was called “Empowering women in football”, focused on the challenges and hopes for women in football, particularly in a region that is picking up its growth towards women in the game.

Ash, who founded Futbolita, a website and digital brand, said it was important to note that 2019 was a turning point for women in the game. She said: “For players like Lucy Bronze and Amandine Henry, what they’ve done for their national teams and women’s football is amazing. They know their responsibility towards all the girls who are looking up to them. They know they are role models, and they definitely inspire many out there, especially girls in Asia.”

The Singapore-born TV presenter now works with brands, associations, and leagues across Asia and the world, with her relationships spanning from LaLiga, Bundesliga, PSG, and more.

Her recent projects in Malaysia also saw her working with Super League club, Selangor FA, for their Eid celebrations. In Singapore, she frequently presents matchday shows for the Singapore Premier League, the country’s top professional league, on Singtel TV.

Ash was recently involved with another global conference – the World Football Summit – powered by Ronaldo, where she moderated a panel on fan engagement in Asia.

“I love football, on every level, from grassroots to professional football. You can ask anyone who works in this industry why they do what they do, and they’ll tell you it is the special matchday feeling,” she said in another interview with ActiveSG Singapore Facebook page. “It’s what I had dreamt of as a young girl.”

However, with the recent pandemic affecting all industries, Ash added that it was important to continuously grow and adapt to the times.

She said: “We’re living in uncertain times – in football and generally. Fans may not be able to go back to stadiums anytime soon, and brands are continuously having to invent themselves. But I think it’s important to take note of how far we have come, and what we need to do to improve ourselves. Stay positive, hopefully we can enjoy football as it’s meant to be.”

To listen to the podcast, visit:!podcast

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