The initial aim was to identify the particular development models at work within 鈥榙evelopment through football鈥?initiatives. While an established model of NGO-led community development is certainly apparent, different initiatives suggest a basic distinction between neoliberal and postcolonial variants. The paper identifies and explains the differences while showing how contrasting models become sites of struggle and overlap, to some extent, when translated into development practice. Ultimately, the investigation reveals how football is used as a magnet to draw young people deeper into the operational orbit of NGOs and their donors. The paper also draws attention to new actors and partnerships in international development - most notably the Guardian, whose transformation into a development actor suggests a novel 鈥楴GO-isation鈥?of the media itself.