In celebration of International Women’s Day, we take a deep dive into the life and times of the women in the FAS, to better understand what draws them into the game, what drives them, and just what they have to do to make a mark in what is a male-dominated Singapore football industry.
This second piece in our special three-part series penned by our former intern Chan Wei En, dives into the often-unheralded facet of football – grassroots – and why our colleague in the Grassroots and Women’s Football department, Nurul’Ain Bte Hairuddin believes it is vital, and perhaps especially so for young girls.
The first time Nurul’Ain Hairuddin realised the power of grassroots football, she was not conducting sessions on a pitch nor at her Jalan Besar Stadium office—she was at home, sitting at the dinner table.
“I signed up for football in school,” said Ain’s bashful primary school niece, who sat across from her.
The reserved young girl had just finished eight free sessions with the FAS Girl Cubs, a football programme Ain had helped organise. The sessions were meant to be nothing more than an introduction to the sport—fun, low-pressure, just a chance for girls to kick around and see if they enjoyed it.
And Ain – Senior Executive in the Grassroots and Women’s Football department – had not expected much.
At the dinner table, 26-year-old Ain paused, surprised. She had not pushed her niece to join, and she did not know that the school offered football as a co-curricular activity.
“That was the moment I knew what grassroots football should be about,” said Ain. “It’s not about forcing kids into the sport, not training them to be national players from the start—but just giving them the chance to play.
“And, hopefully, to fall in love with it and decide whether they want to keep going.”
For Ain, her niece’s declaration was proof that grassroots football worked. It is not just about the skills kids learned on the field—it was about the way those experiences nurtured their love for the game, shaped their choices, and even helped them grow in confidence outside the game.
Grassroots football: Grossly misunderstood
One of Ain’s biggest frustrations is how misunderstood grassroots football is.
“People treat conducting grassroots events like a box they are required to tick,” she said. “They don’t realise that attending just one single programme, maybe even just one event, could be the reason someone decides to keep playing football.”
She had experienced it first-hand.
“Many assume grassroots programmes like the FAS Girl Cubs are an academy, and that it’s supposed to be structured training meant to produce top players. But it’s not that,” Ain explained. “It’s an outreach programme. It’s about exposure, not immediate development. The goal for any grassroots programme is to provide a safe and enjoyable environment to get kids interested enough to take the next step – if they want to.”
That misunderstanding leads to misplaced expectations on grassroots football that often does not get the emphasis Ain believes it deserves.
“Everyone is doing their part, but if we truly commit to grassroots as a foundation rather than just another initiative, the impact could be much greater. It’s about building something lasting—creating real opportunities for kids to fall in love with the game and stay in it for the long run.”
The hardest part
One of the toughest moments in Ain’s job came at an Under-12 Girls Football Festival, an event designed to give young girls the rare chance to play at Jalan Besar Stadium—a place they usually only see on television, featuring professional footballers. It was meant to be a special day, to create special memories.
Then, halfway through the event, dark clouds rolled in. The sky cracked open, and rain came down hard.
Ain remembered looking down at her watch. There was a senior game scheduled right after, and the storm had thrown everything into chaos. The pitch was becoming unsafe, and time was running out.
She had to make the call.
“It wasn’t exactly in my control, but we had to cancel the rest of the games,” she said. “But I knew we had a senior game after, and we couldn’t afford delays.”
Some coaches were upset, while others understood. But what hurt Ain the most was seeing disappointment in the girls’ faces—the ones who had been so excited to play on that field, only to have their chance taken away by something entirely out of her control.
“It felt like such a small thing to some people,” said Ain. “But for those girls, it was huge. And that’s what people don’t always get about grassroots football—every little opportunity means something.”
My kid wants to keep playing
Despite the frustrations and the fact that she yearns for more emphasis on grassroots, Ain is staying in the game. Not because she has to, but because she wants to.
“I love what I do. I love seeing the impact,” she said. “When kids recognise me from past events, when they tell me they had fun, when I hear that they want to keep playing—that’s what makes it worth it.”
Her best moments at work are those that provide the rare but deeply rewarding feeling of knowing she helped make a difference.
“A parent telling me, ‘My kid wants to continue playing football’—that’s the best thing I can hear,” said Ain. “Because that means what I’m doing is working.”
Recognition for the work that happens at this level is not often forthcoming, but Ain is not in it for winning plaudits.
“People need to understand that grassroots isn’t just about creating the next big player,” she says. “It’s about giving people the choice to play.”
Purposeful work
For Ain, the impact of grassroots football is not just about teaching the game; it’s about understanding why. This philosophy extends far beyond the field, especially when it comes to empowering women and girls in sports.
“Know your purpose, said Ain, reflecting on the journey of women in the industry.
“Are you doing it because someone told you to, or because it’s something you genuinely believe in?”
This sense of purpose drives Ain in everything she does. Whether working with young girls just starting to play or supporting a community programme, Ain approaches her role with a deep belief in the cause.
For her, grassroots football is more than just a job; it is a mission to provide a platform that can offer opportunities, build confidence, and create a space where everyone can feel they belong.
“If you’re going to invest in something, invest in it fully, Ain said in a firm voice.
“The impact you make will go far beyond the field, shaping lives for years to come.”
