2005
OneCulture
From Representation to Integration
Football belongs to everyone
As the AsiaEurope Football Festival continued to grow, the project evolved into OneCulture — a broader concept designed to bring people from every background together through football.
The change reflected the natural development of the original idea. AsiaEurope had initially been created to highlight Asian participation in football and provide greater visibility for communities that were underrepresented within the game. As the tournaments expanded, Majid Lavji recognised that the next stage was not simply about highlighting individual communities, but about creating an environment where different cultures could compete, participate and engage together on equal terms.
OneCulture was built around a simple philosophy: football belongs to everyone.
FIFA.com, 21 September 2006 — “One world, one game, one culture” 
Press coverage — “Burnley give backing to search for Asian stars”
The programme brought together teams, players and communities from different ethnic, cultural and social backgrounds, using football as a common language. The emphasis shifted from representation alone towards integration, participation and shared experience.
The concept retained the values that had shaped AsiaEurope from the beginning — opportunity, inclusion and access — while creating a wider identity that could appeal to everyone.
For Majid, OneCulture represented an important evolution in his work. What had started as an initiative to increase the visibility of Asian football had developed into a broader platform demonstrating how sport could help break down cultural barriers and create stronger connections between communities.
The philosophy behind OneCulture would continue to influence many of Majid's later football and international projects.
OneCulture Football Festival
After witnessing the race riots of 2005 in the Northwest of England, Majid Lavji worked with Burnley Council and Burnley Football Club to host the AsiaEurope “OneCulture” Football Festival in Burnley.
The festival was a huge success as teams from varied backgrounds united in the quest to play football together. The festival was also supported by Sport England, Kick It Out, the Metropolitan Police and various local community groups, as well as a number of Premier and Football League Clubs.
The Philosophy
Different backgrounds. Different cultures. One game. OneCulture.
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If any of this experience is relevant to a challenge or opportunity at your club, Majid is happy to have a confidential conversation.