About Us

Built by People Who've
Lived the Game

SHIELD was created by people who believe football is about more than winning — actively reshaping its culture from grassroots to elite level.

The Founders

Two People. One Mission.

A Premier League veteran and an industry innovator — together building the recognition system football has always needed.

JD
Partner & Co-Founder
Johan Djourou

A former Swiss international centre-back who played professionally for over a decade — including with Arsenal in the Premier League and clubs across Germany and Switzerland. Today, as coach of Lancy FC's women's first team and technical director of the Swiss women's national teams, Johan actively implements the SHIELD program, bringing his leadership and integrity to reward character alongside talent at every level of the game.

Arsenal FC Premier League Swiss National Teams Lancy FC Head Coach
EJ
Partner & Co-Founder
Ella Joanes

The originator of the SHIELD concept. Drawing on her experience in the football industry, Ella developed SHIELD's on-pitch recognition system — making sportsmanship, integrity and respect visible and meaningful for players of all ages. Together with Johan Djourou, she is leading SHIELD's global expansion with the ambition to reshape football culture where character matters as much as performance.

SHIELD Concept Creator Football Industry Program Development
Our Mission

Football Should Reward More Than Goals

SHIELD exists because the game's most important qualities — sportsmanship, integrity, leadership, dignity — go unrecognised on the pitch. We believe that needs to change.

By creating a simple, consistent, peer-led recognition system, SHIELD makes these values visible, repeatable, and meaningful from the youngest academy level to the senior professional game.

01

Character Recognised on the Pitch

The moment of recognition happens where it matters — on the field, immediately after the final whistle.

02

Peer-Led, Referee-Verified

Captains and referee vote together — making the recognition credible and meaningful to every player who receives it.

03

A Movement, Not a One-Off

Every season, every match, every level — SHIELD builds a consistent culture of values that compounds over time.

Bring SHIELD to Your Club

Join the movement. Sign up your team or explore partnership opportunities.

Get Involved