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“Kenny is a true representation of Crewe Alexandra in the Community”

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Crewe Alexandra in the Community, alongside the Club, have built partnerships with over 100 local organisations to help generate resources and support their communities.

These partnerships focus on understanding their communities’ priorities and needs and then delivering the most effective forms of intervention and practice.

A key player in many of these partnerships is inspirational volunteer Kenny MacDonald. Kenny contributes countless hours every week helping Crewe Alexandra in the Community’s programmes in the areas of the town where there is the most need.

Kenny is pictured front row, third from left.

Crewe’s Head of Community, Ray Walker, explains that it’s Kenny’s work on one particular partnership that has had a massive impact on people in the local community:

“Kenny is a key figure in our growing community programme with the Guinness Partnership. Guinness are the largest provider of social housing in the area, with over 6,000 properties in the Crewe area alone. This housing provides accommodation to some of the most vulnerable families with a diverse range of challenges, including care leavers, people combatting alcohol or substance misuse and mental health issues, families suffering hardship and older people that need extra care facilities.”

“As part of this programme Kenny organises events and thoroughly involves himself in our community activities, working with families in the most deprived areas of Crewe. For example, at Christmas, Kenny organised a charity event involving over 100 children which raised over £2,000 for the local hospice. He was also at the heart of coordinating the Wishing Well’s Christmas toy appeal which saw 163 selection boxes and a large number of toys donated to support a St Paul’s foodbank.”

These events use the power of sport to reach out to all these communities to bring people together, tackle social isolation or act as a diversionary activity that reduces crime and antisocial behaviour. Using sport in a way which links residents to key services helps improve health and wellbeing and supports sustainable communities.

Ray added:

“Kenny was also the driving force in setting up his own Football Club within the local Community for young children. Children of all abilities are now able to engage in football sessions, which has boosted their self-esteem and developed their sense of belonging. Under 8’s, Under 9’s and Under 10’s teams now play under the Crewe Alexandra in the Community banner in the charity’s mini soccer leagues.”

Kenny, pictured above third from the right, modestly comments:

“There’s a lot of hardship in this area so I am more than happy to help out and tie in other agencies where appropriate. Why would you not want to help?”

Ray concludes:

“Kenny is a true representation of Crewe Alexandra in the Community”.

Crawley Town Foundation’s Extra Time Hub helps Jane overcome stroke

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After Jane suffered a stroke a few years ago, the impact went far deeper than the physical symptoms – it meant a loss of independence and friendships.

The impact on the family was immeasurable as they had to move home, her husband Bill had to give up work and Jane could no longer drive.

However, a chance meeting with staff from Crawley Town’s Foundation and an introduction to their Extra Time Hub signalled a major change for Bill and Jane.

Extra Time Hubs are run at 19 EFL Clubs and enable retired and semi-retired people to make the most of their free time and enjoy doing the things they want to do. With friendships, support and being socially active at the forefront of the Hubs aims, participants decide what they wish to do, with various activities often chosen including anything from quizzes to walking football.

Go to any Extra Time Hubs session at Crawley Town’s Broadfield stadium and you will see Jane and Bill at the heart of the chatter in the Suite.

They go along every Friday to join the group that has become a mainstay in their social calendar and has replaced some of what the stroke took away.

Bill talks about the impact on the family’s lives after the day they found out Jane had had a stroke:

“Everything in our life changed. Jane said she was having severe headaches and my daughter took her to the hospital for a check-up. I jokingly said, she has had a stroke – having a laugh – and then my daughter rang me up and said mum has had a stroke. Our lives have revolved around that ever since.”

Bill had to leave his work and the family had to move home – but a shopping trip changed everything.

“I had to pack up work as Jane can’t be on her own all the time anymore and we had to move as well, because Jane could no longer walk up the stairs.”

“One day we had just gone down to the shops to get some rolls and a paper, and we met Charlotte and Darren from Crawley Town Foundation. We chatted to them, and they said to come round to the Hub. So, we went there and have not looked back since. Jane lives for coming to the Hub on Fridays.”

Jane says that the introduction to the Foundation has been a positive change in their lives; that their social circle has grown since, and they meet with Hub’s members outside of the Friday sessions.”

When asked what Extra Time Hubs meant to her, Jane simply said ‘friendship’.

Darren Ford, Head of Crawley Town Foundation, comments:

“Activities for older people tend to default to bingo and tea dances. At the Extra Time Hubs we want to create a social community of people who meet regularly to socialise and to do the things they enjoy or want to try, not what society expects them to do because they’ve reached a certain age.

“As we have seen with Bill and Jane, the Hub helps people to feel better by reducing their social isolation and loneliness and in doing so we also nudge them towards being more physically active too.”

How Oxford United in the Community is supporting asylum seekers

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Oxford United in the Community are showing how football unites people within their community.

The U’s run Oxford Phoenix FC, a team for Asylum Seekers many of which are housed close to the Kassam Stadium.

This crucial provision, which includes weekly playing opportunities in a fun and safe space, uses football to connect individuals seeking refuge in Oxfordshire, with likeminded people in the local community. As well as developing key life skills, the sessions help refugees integrate into their new community.

One player who has benefited from the Oxford Phoenix is Adam Mohammed, who joined in December 2022 having arrived in the UK from Libya the previous year.

The 18-year-old who plays in midfield, said joining the team has helped him adjust to life more than 2,000 miles from home:

“It’s allowed me to make friends and settle into my new life. I always played football back home, and when I arrived in the UK I wanted to continue playing and found Oxford Phoenix FC which has been fun”.

Oxford Phoenix FC was launched jointly by Oxford United in the Community, Asylum Welcome and Refugee Resource. As a direct result of the programme, several players have integrated into grassroots football following friendly matches, and one participant is being supported by Oxford United in the Community to qualify as a referee.

Youcef El Barhdadi, football manager at Refugee Resource and Inclusion Football Officer at the Oxfordshire FA, said the creation of Oxford Phoenix FC has delivered lasting memories and qualities to its players since the club first launched.

“Providing a safe space for refugees and asylum seekers, who have fled from difficult situations, to play football is our primary objective,” said Youcef.

“Sport and activities help build friendships, confidence and skills that are essential in everyday life. By creating a team, we are enabling refugees to place any anxieties they might have on hold and instead develop positive aspirations for their futures. We welcome new faces every week, and seeing players’ confidence develop both on and off the pitch is immensely satisfying.”

Mark Thomas, Social Inclusion Lead at Oxford United in the Community, added:

“Football holds a tremendous power to connect people and inspire happier, healthier and better-connected communities. We often hear about the success stories of our sport on the pitch, but Oxford Phoenix FC is a shining example of what’s possible behind the scenes by making a genuine impact on the lives of people in need.”

Emily Gets a Headstart with Bolton Wanderers in the Community

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“My biggest fear about moving to high school was bullies and people making fun of me. I felt nervous and scared, however Ollie from Bolton Wanderers in the Community really helped me overcome my fear,”

Emily, Headstart participant with Bolton Wanderers in the Community.

Bolton Wanderers are one of ten Football Clubs in the North West who are part of the Headstart programme which is at the forefront of tackling the mental health crisis among our children. In 2020, one in six (16.0%) of children aged 5 to 16 years were identified as having a probable mental health disorder.

The transition from primary school to secondary school is a big time in a child’s life and is one that can trigger poor mental health. It is this crucial transition period which Headstart focuses on and looks to make better.

This was certainly the case with Emily who was very nervous about starting high school to the point that her fear of being bullied was causing considerable anxiety.

Emily and the Headstart team worked together to find ways of reducing her feelings of anxiety. Now settled in at her secondary school, Emily has not only overcome her own fears, but uses the skills and techniques learnt through Headstart to support other students who have been struggling with the transition to high school.

Emily said: “I really enjoyed being part of Headstart, it is very fun and my favourite things were the games and art. It has helped me a lot and I really appreciate how much they have helped me. Since I first started working on the Headstart project, I have learnt how to deal with my mental health and how to help it. I have also learnt a lot of new skills like what to do when I’m feeling down. I’ve found the support and guidance very helpful, and it has helped me so much, I wish it could go on longer.”

Bolton Wanderers in the Community’s Mental Health Transformation Officer, Ollie stated, “Working with young people across Bolton to help their transition from Year 6 to High School is extremely rewarding, especially when we see the transformations of pupils like Emily. Providing coping strategies and tools to not only help individuals but also allow them to support their peers shows the importance of these early intervention services. It was great to see Emily gain the confidence to go through this transition and we wish her the best going forward.”

To reward her amazing progress, Wanderers made Emily a community mascot at a recent Bolton cup match against Manchester United U21s. Facing her anxiety head-on, Emily walked onto the pitch with her favourite players in front of the crowd.

Emily’s mother reflected on the support her daughter has received: “I would like to say a huge thank you for all this for Emily. She has needed the guidance, and it makes me relieved to know that she has this support from Bolton Wanderers.”

EFL Trust Board Membership Update

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The EFL can confirm a number of personnel changes to the Board of its charitable arm, the EFL Trust, with two EFL nominated members and Independent Trustee changes announced.

Ashley Hackett joins the EFL Trust Board as an EFL nominated Trustee to represent the nationwide network of Club Community Organisations. Ashley has 25 years of Sports Development experience, including work at Blackpool Council, Wyre Council, Major League Soccer (USA) plus roles on school boards, steering groups and the EFL Trust Advisory Group.  He is now twelve years into his tenure at Blackpool Football Club Community Trust, and during his leadership years has grown the Trust significantly.

Experienced chartered accountant Roger Shepherd has been appointed as an Independent Trustee of the Board and joins with nearly twenty years spent in Board positions and brings expertise in HR, Operations, IT, Facilities and Legal matters.

Caroline Artis joined the EFL Trust Board in September 2023 as an EFL nominated Trustee having previously joined the EFL Board in June 2023. Caroline was a partner in EY for 24 years, during which time she became London Office Managing Partner and a member of the UK and Ireland two leadership team. She remains in an ambassadorial role at EY, as well as holding two non-executive positions and trusteeships of three charities.

Uma Cresswell has assumed a new role as Senior Independent Trustee having had a significant impact supporting the charity since joining the EFL Trust Board in November 2021. Uma currently serves on a number of boards both in the private and third sector, whilst running her own international HR consulting business.

“I am delighted to officially welcome Caroline, Ashley and Roger to the Board who I know will bring a wealth of experience and relevance to the roles and have a deep understanding of the challenges facing the charitable organisations that we support.

“We are also very pleased to see Uma move into a Senior Independent Trustee role following her extensive support over the past few years since joining the Board, at what is an exciting time for the EFL Trust.”

Liam Scully, Chair of the EFL Trust

EFL Clubs and their Community Organisations to deliver nationwide Kellogg’s Football Camps

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This summer, the EFL, EFL Trust and their network Club Community Organisations have partnered with Kellogg’s to launch the Kellogg’s Football Camps.   

While Club Community Organisations have supported their local communities with holiday camps for many years, this year – teaming up with one of the UK’s most popular cereal brands, Kellogg’s – will make the summer holiday camps bigger and more exciting than ever.

Alongside football powerhouses Manchester City, Rangers and Celtic, the football camps for girls and boys aged 5-15 years will reach from Grimsby to Glasgow, and Plymouth to Peterborough, supporting parents in keeping their kids active and entertained across the nation during the school summer holidays.

Kellogg’s is giving away 30,000 free places for the camps before they kick off.

Legends of the game came together to launch Kellogg’s Football Camps at Birmingham City’s stadium, St. Andrews at Knighthead Park, with Jermaine Beckford and Michael Dawson, as well as children from local schools taking to the pitch to celebrate the launch.

“For me, football camps during school breaks were where I had the most fun, kicking the football around with your mates.

“The EFL has such an advantage being part of so many different communities up and down the country, and to have Kellogg’s on board this summer to give so many kids the same opportunity I had when I was younger is really exciting.”

Michael Dawson, former Hull City and England defender

“One of the many strengths of the EFL is that we can provide football camps for children at the heart of communities up and down the country.

“The EFL and our Clubs are excited to join Kellogg’s to continue not only creating stronger, healthier and more active communities, but also provide environments where children can forge long-lasting friendships through football.”

Debbie Cook, EFL Director of Community

“Most families will be within 15 miles of a Kellogg’s Football Camp, giving children up and down Britain an opportunity to get active this summer. Run by FA qualified coaches, the camps aim to be fun and to give girls and boys the opportunity to get onto the pitch and follow in the footsteps of their footballing heroes.”

Chris Silcock, Managing Director of Kellanova (the company that owns Kellogg’s)

Kellogg’s Football Camps sessions will take place throughout June and September. To claim a day parents can buy a promotional pack in-store, and sign their kids up at www.kelloggsfc.com

**18+. GB only. 2,500 camp places released weekly during 01/04/24 – 24/06/24. Purchase promo pack by 24/06/24 and claim by 16/08/24. Kellogg’s Football Camps session times and dates vary club to club. Visit kelloggsfc.com to claim camp space. Max 2 claims per household. Retain receipt. For further T&Cs, see promo packs and visit www.kelloggsfc.com

Impactful Community Work Celebrated at EFL Trust Conference 2023

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EFL Club Community Organisations attended the annual EFL Trust Conference this week to celebrate and further develop the impact they have in their communities across England and Wales.

EFL Chair Rick Parry and EFL Trust Chair Liam Scully addressed the Conference along with EFL CEO Trevor Birch and newly appointed Director of Community, Debbie Cook, who will take position in February 2024 to lead the EFL Trust.

At the Conference, the EFL Trust was announced as a strategic partner of Sport England to help people across communities move more and enjoy the benefits of an active lifestyle. Sport England’s Executive Director of Partnerships, Phil Smith, took to the stage setting out the scale of the challenge faced as a nation to increase activity rates among the sections of communities least likely to be active.

The EFL Trust will receive long-term National Lottery funding from Sport England and has committed to influence positive change and drive improvements across the network and beyond. This forms part of Sport England’s approach to long-term partnerships with organisations aligned to the Uniting the Movement strategy.

The conference also welcomed key commercial partners, Kellogg’s and Sky Bet, outlining opportunities to support Club communities over the coming years.

 

 

Business Development Director, Andy Snell shared a range of updates including news that the Trust is now a member of the European Football for Development Network (EFDN), an organisation dedicated to strengthening the social impact of football across Europe.

The annual event culminated in a series of workshops for Clubs and CCOs addressing key areas that impact the impressive community work across our 72 Clubs in the Community.

Liam Scully said: “The annual EFL Trust Conference is a fantastic opportunity to celebrate the impactful community work across the network and an ideal occasion to bring all the Clubs and Community Organisations together to build stronger, healthier and more cohesive communities.”

New EFL Community Director Appointed To Lead EFL Trust

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Debbie Cook has been appointed as the EFL’s new Director of Community and will be responsible for overseeing the management of the EFL’s charitable arm, the EFL Trust.

Having worked in local government for 22 years, Cook brings a wealth of leadership experience, previously holding CEO positions at a national health charity and YMCA Humber respectively, before joining Grimsby Town as CEO in June 2021.

Announced at the EFL Trust’s annual conference today (29th November), Cook will also join the League’s Executive Leadership team to further strengthen the EFL and EFL Trust, building on the annual £865m social value contribution that the League’s 72 Clubs make in towns and cities across England and Wales each year.

Trevor Birch, CEO of the EFL, said: “I’m thrilled to welcome Debbie to the EFL, bringing with her a wealth of expertise and leadership skills across the sports and charity sectors. I have no doubt that Debbie will make a significant contribution to the League’s Executive team while overseeing operations of the EFL Trust.”

Liam Scully, Chair of the EFL Trust, added: “On behalf of the EFL Trust Board, we’d like to thank our senior team for their unwavering commitment and achievements in managing the charity over what’s been an uncertain 10 months for the EFL Trust. We welcome Debbie to the role and look forward to building on the foundations that have been provided by the network’s outstanding work in recent years.”

Debbie said: “EFL Clubs make a huge impact on communities on a scale which is unprecedented in this country and I’m excited to be joining the EFL as we seek to build on the amazing work that goes on day in, day out.

“It’s been a privilege to witness at Grimsby Town Football Club just how much a club can represent a community and impact the lives of so many people.

“The lessons I have learned during my wonderful period at the club will inform much of my work and I am excited to take on this new challenge.”

Smart Energy GB Extend Partnership With EFL Trust and EFL

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The EFL and Smart Energy GB have agreed a two-year partnership extension which will see football supporters across England and Wales continue to receive help in understanding their energy spending.

Smart Energy GB teamed up with the EFL and EFL Trust in 2021 and has since held a series of engaging community focused activities showcasing the benefits smart meters can have for households.

 

With 72 EFL Clubs and their Club Community Organisations (CCOs) located in towns and cities across the country, the partnership provides a national platform with local reach to show fans how a smart meter and in-home display could help them better manage energy bills and household finances.

Smart meters are crucial to upgrading Britain’s energy system and by having them installed at home, football supporters will also play a key role in helping the transition to more environmentally friendly and sustainable energy sources, such as wind and solar. 

Ben Wright, the EFL’s Chief Commercial Officer, said:

“EFL Clubs and CCOs support their communities seven days a week, 365 days of the year and with Smart Energy GB focused on helping to tackle fuel poverty and making energy savings all year round, this will help, especially those who have been impacted by the cost-of-living crisis.

“We are pleased to announce this extension so we can continue to help support the communities our Clubs serve.” 

Phillippa Brown, Deputy Director of Special Audiences at Smart Energy GB, said:

“Working in partnership with EFL Clubs and their Club Community Organisations has been incredibly rewarding. The partnership has allowed Smart Energy GB to reach households through their love of football to understand how smart meters could help them better manage their energy bills. This has been vital for many people looking for ways to stay on top of their finances, so we’re excited to continue this work and build on what we’ve achieved across England and Wales already.”

Cathy Abraham, the EFL Trust’s Chief Executive Officer, added:

“We know a lot of people are finding it harder to manage their household bills. Our EFL Club Community Organisations engage with over 840,000 people every year across England and Wales, so are perfectly placed to support those people who may be struggling.

“This partnership with Smart Energy GB will further help people to make informed decisions about the use of their energy.”

Click here to find out more about Smart Energy GB and how a smart meter could benefit you.

Headstart makes expansive headway in North West

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Thousands of Year 6 pupils across the North West of England, making the transition into secondary school, will benefit from a mental health programme involving several EFL Club Community Organisations (CCOs).

Since 2022, the EFL Trust and four CCOs have supported dozens of schools and hundreds of pupils across Lancashire and South Cumbria via a pilot project called Headstart, thanks to funding from Lancashire Teaching Hospitals Charity after successfully applying for an NHS Charities Together Grant.

The EFL charitable arm is delighted to announce, during Mental Health Awareness Week (15th – 21st May), the programme – which has supported almost a thousand pupils since it began – will be delivered by a further seven charities.

The CCOs will work in schools, providing one to one or group support, in either a classroom environment or delivering sessions, like yoga and mindfulness.

Fleetwood Town Community Trust, Preston North End Community and Education Trust, Morecambe FC Community Sports and Accrington Stanley Community Trust each have a Mental Health Transformation Officer, all of whom aim to reduce strain on the NHS by targeting those children currently accessing or are at risk of needing to access children’s mental health services.

Blackpool FC Community Trust, Blackburn Rovers Community Trust and Burnley FC In The Community have joined the Lancashire cohort of CCOs delivering the programme.

In addition, Bolton Wanderers In The Community, Foundation 92, Rochdale AFC Community Trust and Wigan Athletic Community Trust have come on board thanks to funding and support from Greater Manchester Integrated Care Partnership, GreaterSport and local authorities; Trafford Council, Wigan Council and Bolton Council.

In 2020, one in six (16.0%) children aged 5 to 16 years were identified as having a probable mental disorder, increasing from one in nine (10.8%) in 2017.

Adrian Bradley, Head of Health & Wellbeing at the EFL Trust said:

“Our Club Community Organisations are well connected within schools across their communities, and we’ve seen some wonderful and impactful examples during our pilot year of delivering the programme.

“We’re delighted that we’ve received further funding for more Club Community Organisations to deliver this programme across Lancashire and Greater Manchester, and reach and support as many children as possible, making that milestone transition in their lives from primary to secondary school.”

Caption: ITV Football visited Larkholme Primary School in Fleetwood to witness EFL Trust Headstart Programme delivered Fleetwood Town Community Trust.