corporate social responsibility report for the 2009/10 season CONTENTS 04 Executive Summary

A new beginning to enhance our good work

06 Social Inclusion Sport in the City gives kids a summer of fun

12 Charities Getting involved in everything from play parks to sports days

16 Player Engagement Blues stars top the league of charitable activities

18 Supporting the Armed Forces Proud to back Tickets for the Troops and the Poppy Appeal

22 Education Shot-stopper Hilario’s books are for keeps

24 Tackling Discrimination

Players in video message to kick out racism

28 Environment

We’re 100 per cent behind recycling waste

29 Promoting Healthy Living Moves to get men thinking about their wellbeing

02 CHELSEA FOOTBALL CLUB CSR REPORT 2009/10 CHELSEA FOOTBALL CLUB CSR REPORT 2009/10 03 FOREWORD • BRUCE BUCK FOREWORD • BRUCE BUCK

STRONG FOUNDATIONS FOR THE FUTURE

We have created the Chelsea Foundation to bring all our charity initiatives under the one umbrella, a move which will help us build upon the great things we have already achieved

It is a cause for celebration undertaken by the club, including huge task, but one we have worked that this is the last Chelsea education, charity partnerships and hard to achieve. Football Club annual Corporate Social the work of the Past Players’ Trust. From humble beginnings in Responsibility (CSR) report. The creation of the Foundation also 1992, a few coaches working with It is not the end of our ground- gives us the opportunity to look back a few cast-off balls and cones breaking work, but a new beginning at the development of our community started what I believe is now the as we have now created the Chelsea work and the massive strides that most comprehensive community Foundation to develop these vital have been made, particularly in the programme in the world of football. initiatives. last seven years. Our first CSR report, published for The Foundation will be responsible When arrived the 2005/06 season, showed we were for expanding existing work already he wanted to create a great team working with more than 200,000 undertaken by our Football In The both on and off the pitch. He wanted young people and highlighted a CSR Community team and will bring Chelsea to be a force for good within investment more than £4.34 million. together the wider CSR schemes our local and global community – a For the 2009/10 season, the club’s total CSR investment stands in excess of £6.7million and has engaged more than a million people of all ages, Funding our good work backgrounds and cultures. The areas in which we work Our total Corporate Social making a total of £3,268,859.95. have grown from just London and Responsibility (CSR) investment Money raised, donated and to now include Essex, Sussex, was calculated using a series of leveraged for charity and Berkshire, Hampshire and Kent – as different totals. wider CSR work came to well as an ever-growing international Where necessary, £2,097,679.92. programme. we have attempted The club also Incredibly, the money raised or to monetise the contributed a further leveraged for charities has now value through £379,400 through topped the £2million mark. estimates based gifts in kind such as As well as working with our official on the commercial free pitch hire at charity partners Help a London Child value of gifts in Stamford Bridge and Right To Play, we have also kind or the salaries and Cobham, free benefited more than 100 charities of staff and players kit and equipment through our work during the season. who contributed and video production. I would also like to thank everyone towards our On top of these who has helped make our community, CSR work. totals, Chelsea staff and environmental, health, charity and Of this, players gave £964,500 anti-discrimination programmes what £2,938,859.95 worth of their time, they are today. was the turnover of our Football in furthering our charitable aims and the Community department. Our objectives. Education department generated a Our total CSR investment was further £330,000 in turnover, £6,710,440.

04 CHELSEA FOOTBALL CLUB CSR REPORT 2009/10 CHELSEA FOOTBALL CLUB CSR REPORT 2009/10 05 SOCIAL INCLUSION SOCIAL INCLUSION

DROGBA KICKS OFF SPORT IN THE CITY INITIATIVE

Didier Drogba launched a sports programme to get young Londoners active during the summer holidays. Chelsea’s UK charity partner Help a London Child ran a Sport in the City initiative offering thousands of seven to 15-year-olds the chance to experience free taster sessions in a variety of sports. Utilising funding from the ’s Creating Chances initiative Getting kids active: and Chelsea’s Community Shield Drogba with some allocation from The Football of the youngsters Association, a specially-designed Mat’s the spirit: Henrique Hilario has a go at judo programme was drawn up to provide and table tennis as part of activities in a range of sports. These Premier League 4 Sport included football; dance; boxercise; The Chelsea striker joined this campaign will see thousands of tennis; squash; badminton; circuits; youngsters from a Help a London young people continue with sport basketball; swimming; breakdance; Child-funded project in north Fulham throughout their lives,” said Drogba. futsal; trampolining; street dance; to kick off the scheme. “Obviously, sport can promote table tennis; cheerleading; kickboxing; “It is really important that kids enjoy health, but it also helps bring people netball and hockey. sport from an early age and I hope together and can help tackle many of the problems that young people face by giving them positive distractions. “I hope the scheme goes from strength to strength and more people get involved.” Tamsyn Clark, acting director of HILARIO’S ALL 4 charities for Help a London Child, said: “Sport has such a positive PROMOTING SPORTS effect on young people, teaching them teamwork and communication Henrique Hilario was joined Hilario tried his hand at each of the skills. With the Olympics coming at Cobham by more than 50 four sports, with his competitive side to London, this is an ideal opportunity youngsters and international shining through on both the judo to get children interested in sport. athletes from across a range of sports mat and in table tennis, while the “Players like Didier are an inspiration as he helped launch Chelsea’s Premier participants immersed themselves in to young people and we are delighted League 4 Sport initiative. the badminton and volleyball. to have both his and Chelsea’s The goalkeeper was on hand with “I think it’s very important to support.” representatives from judo, table introduce kids to other sports, it’s The day with Didier was made tennis, badminton and volleyball to not only about football,” Hilario said possible by Chelsea fan Luca Doimi, launch the scheme. afterwards. “It’s great that a big team Great Britain in table tennis at who won the prize at the striker’s The initiative uses the power of like Chelsea can help kids to find the 1992 Olympics in , Foundation dinner and donated football to boost sporting participation different sports, because there are welcomed the initiative. the coaching session to Help a in local schools and clubs. more sports than football. As we saw, “This is a fantastic event. Things Hands on: Didier London Child. Premier League 4 Sport sees there is table tennis, badminton, judo like this are brilliant and bring more Drogba launches Mr Doimi’s generous contribution top-flight clubs linking up with and volleyball in there. publicity for us as a sport,” she said. Sport in the City at our Cobham was the inspiration behind Sport in community sports clubs to help attract “It also helps kids to meet more “We’re getting out into the schools, training ground the City and made this fantastic young people in their area to take people and stay healthy.” and linking with a club like Chelsea is initiative possible. up minority sports. During the visit, Alison Broe, who competed for fantastic.”

06 CHELSEA FOOTBALL CLUB CSR REPORT 2009/10 CHELSEA FOOTBALL CLUB CSR REPORT 2009/10 07 SOCIAL INCLUSION SOCIAL INCLUSION

STURRIDGE GETS IN coaching ON THE GOALZ celebrates paralymics Daniel Sturridge joined guests drugs and alcohol abuse, health and a throughout the day, joining in with of honour and young people variety of social issues relevant to the the activities. handover at Cobham to launch a special young people. “We have referred some people we Chelsea celebrated the handover programme to help tackle youth After joining in with a kick about think are on the verge of getting into of the Paralympics by hosting crime in Surrey. and a session of head tennis, the difficult times and some of them are a coaching session for disabled Chelsea’s Goalz project, which forward spent time chatting to absolutely blooming now after four or footballers. is funded by the Premier League’s participants, answering a wide five months,” he said. The event took place in the Creating Chances initiative and range of questions. “You saw some of the people ask London borough of Merton, operates within Elmbridge, works “I enjoy doing things in the questions to Daniel with confidence, with more than 60 people from the local area joining the club’s with young people aged between community, especially with but they didn’t have that confidence Football+ development officer 12 and 16. disadvantaged kids who have five months ago.” Rob Seale for the expert tuition. Police and the council’s Youth obviously had a hard upbringing,” Mayor of Elmbridge James Vickers “It is really important that we Justice and Youth Service departments said the England Under-21 was also impressed with what he saw. can come out to areas like this, identify youngsters at risk of offending international. “Elmbridge are involved with so the guys can come across and and refer them onto the programme. “Everyone in life deserves the Chelsea a lot and we are very much Insight: chats get some physical exercise,” It operates three nights a week, 48 chance to get what they want and involved with youth and sport,” with Prince’s Trust participants explained Seale. weeks of the year, ensuring long-term sometimes it is a bit difficult for them he said. “The sort of team mentality contact and positive engagement with to just live a normal life. It is always “With Chelsea on our doorstep here, that football offers is great. the young people. good to talk to them and give them they are great colleagues and friends It’s lots of fun and everyone Participants are offered the a bit of hope that they can achieve to have around and I am delighted to PRINCE’S TRUST AUDIENCE enjoys themselves. opportunity to take part in football what they want in life.” support projects like these. “It is not only the physical and a variety of other sports. These Surrey Police proved vital to the “Seeing the enthusiasm involved, INTERVIEW BALLACK benefits but also the banter and are all linked to a series of workshops success of the programme and I think it has a great future and will the lifelong friendships that are incorporating education, advice on Sergeant Jerry Milford was on hand really take off.” made as well.” Michael Ballack hosted a group course for disadvantaged and Cassie Bridger, a development of young people from the Prince’s unemployed 16-to-25-year-olds. officer, helped organise the Trust, participating in a question-and- Chelsea has been working with the event, added: “Chelsea have answer session with a difference. Prince’s Trust since 1999, helping been a great support today, they The Blues discussed hundreds of young people back into have been able to provide taster a variety of topics with his young education, training and employment. sessions and we wouldn’t be audience, explaining that his chosen Through providing club facilities, able to provide this opportunity super power would be the ability to see educational workshops and delivering without them. into the future. sport, coaching and exercise sessions, “In terms of Chelsea, He also revealed that as a youngster the programme has had a huge impact they show the possibilities, opportunities and the potential he had supported the German side with fantastic results. available through the club Werder Bremen. Indeed, 78 per cent of youngsters for other disability sport teams The Chelsea Prince’s Trust initiative involved move into work, education in the area.” offers a 12-week personal development or training.

milestone is a golden moment in games build-up To mark the 1,000-day point and adults with special needs the before the start of the Paralympics, opportunity to experience sport in a participants from the Elmbridge safe and friendly environment. Inclusive Multi-Sport Club The football coaching was provided began their quest for medals by Chelsea as part of the “Playground with a coaching session held by to Podium” initiative and the session Teamwork: Daniel Sturridge, centre in the grey V-neck top, with some of the Chelsea’s Football+ project. was taken by Football+ development Friendly: Training session people associated with the Goalz project The scheme provides local children officer Rob Seale.

08 CHELSEA FOOTBALL CLUB CSR REPORT 2009/10 CHELSEA FOOTBALL CLUB CSR REPORT 2009/10 09 SOCIAL INCLUSION SOCIAL INCLUSION

POSITIVE MOVES TO HELP GIRLS STAY AWAY FROM CRIME blues’ girls and boys lead the way As part of the National Girls Get Moving Week, Chelsea Coaching exercise: Male and female teams representing Emma Whitter Chelsea were winners of the national Ladies held a girls-only football of Chelsea Ladies Kickz tournament held at . coaching session and knife-crime helped deliver After more than 600 regional tackling workshops. a football session qualifiers, Chelsea’s teams from Emma Whitter and Ruby Staplehurst Southfields Community College from the Ladies squad delivered the (girls) and Ashburton Youth Club football session and lent their support (boys) triumphed in the national finals. to the initiative, which is targeting girls The competition brought together at risk of being drawn into crime. more than 2,500 teenagers from towns The week, the first if its kind, was and cities throughout the country at an adidas Blue Pitch at Battersea and conveyed powerful messages Park School. on the dangers of excessive alcohol Motivated: A Jobcentre Plus group talk held by Chelsea It was aimed at inspiring more consumption. Kickz uses football and the appeal girls to take up physical activity and of professional soccer clubs to build PARTNERSHIP A PLUS support the government’s drive to safer, more respectful communities tackle youth crime, particularly the through the development of young POINT FOR JOBSEEKERS rise in underage drinking among girls people’s potential. which leads to crime, disorder and Nicola Carter, a teacher at Chelsea teamed up with said: “We work with jobseekers nuisance. Southfields Community College, said: Jobcentre Plus to provide to help them get back into work, Chelsea’s successful anti-crime “The Chelsea staff were fantastic, they support for long-term unemployed whether it’s through interviews, projects engaged hundreds of young have formed great relationships with people in west London. mentoring, on-the-job training or people every week in south-west the students and the girls look up to The innovative 10-week course, work trials. London and the club swept up half them as they are great role models. based at Stamford Bridge, is “This course will boost self-esteem of the prizes at this year’s Positive “A big thank you to everyone who using football coaching as a as well as providing practical help Futures national award ceremony. made it possible for the girls to go on motivational tool. and new skills.” Striker Whitter said: “Having grown the trip, it will be a memory they will Jobseekers are now receiving Chelsea’s London development up in London, I know the issues facing treasure for ever.” specialist work search and CV these girls and the pressures they face. Statistics show the impact our officer Michael Cole added: “Sport helped me get some direction areas. It was organised through anti-crime initiatives are having: preparation advice from Jobcentre “Chelsea is delighted to be involved diverse range of activities on offer for Plus, alongside morale-boosting with this outstanding programme. in my life, so it’s great to be able to the Catch22 charity, whose chief Girls Get Moving Week. give something back.” • Hammersmith & Fulham – health and fitness sessions from “We hope it will become the executive is Joyce Moseley. “When our project workers can Linford Christie Stadium Chelsea’s award-winning blueprint for how clubs can make The government’s Youth Crime She said: “Positive Futures’ projects build relationships of trust and All crime down 24.1 per cent; community coaches. a difference to people’s lives and Action Plan was a three-year are fantastically successful in engaging respect with girls, they open up new Robbery down 82.4 per cent on Dave Ashdown, district manager employment prospects, as well as programme to tackle youth crime, girls in fun and exciting activities. opportunities for achieving, education scheme days; Violence against the for Jobcentre Plus in west London, their local community.” targeting intensive activity in priority “This is clear when you look at the and employment.” person offences down 55.6 per cent on scheme days.

• Kensington & Chelsea – community club come back with european cup Avondale Park Chelsea Community FC, the official one,” he said. “The hosts treated us very “The lads played very well, rose House burglary down 28.8 per cent on pan-disability football club of Chelsea, well. We sampled local dishes, walked to the occasion and the crowd got scheme days; Criminal damage down were overjoyed to win the Fuorigioco around the famous Lake Garda and behind us, too. 45.6 per cent on scheme days; Robbery European Cup, pictured left. experienced what it was like to be out “Local children presented us with down 56 per cent on scheme days. The tournament was held in Mantova, of a big city. drawings of Chelsea Community FC. Italy, and captain Sami El-Kashef “The football was just as good. We Even though there was a clear language • Wandsworth – described how the team ran out won all our group games, the opposition barrier, we did our best to communicate Henry Prince Estate victorious while making new friends were tough but fair and the entire how proud we were that we could inspire Criminal damage down 17.9 per cent along the way. competition was played in the right spirit, young disabled children to want to on scheme days. “The entire experience was a fantastic proving that winning isn’t everything. compete in tournaments like this.”

10 CHELSEA FOOTBALL CLUB CSR REPORT 2009/10 CHELSEA FOOTBALL CLUB CSR REPORT 2009/10 11 CHARITIES CHARITIES

Help a London Child and

Chelsea make the perfect team Having a ball: Graeme Le Saux, Petr Cech and British tennis player Anne Keothavong at the Right To Play sports day on the Wentworth Estate. Inset, Sir Steve Redgrave and Mark Foster

Chelsea’s first season working What a team: John with Help a London Child Terry with Capital FM’s Johnny Vaughan and proved a great success. Lisa Snowdon during To launch the partnership, the the launch of Chelsea’s partnership with Help a first team and Capital FM Breakfast London Child at Cobham Show hosts Johnny Vaughan and Lisa Snowdon joined children from the Brunswick Club in Fulham at our Cobham training ground. The three-year partnership is raising significant funds by engaging fans and players to show support for children and young people experiencing abuse, poverty, homelessness, disability and illness throughout London. In our first year, an amazing £186,000 was contributed towards alleviating poverty in our home city. Capital’s breakfast show host Vaughan said: “As a supporter of both Chelsea and Help a London Child, to me this is an ideal partnership – the two best teams in London are joining forces to help London’s children. Snowdon added: “It’s fantastic Blues skipper also threw “As a London boy, and as part of a that Chelsea have teamed up his weight behind the partnership. London team, it’s important we give with Help a London Child, it really “We are in a fortunate position to something back to our communities.” reflects the commitment in helping be able to help good causes and the Midfielder was disadvantaged children and young whole team is looking forward to another who welcomed the new people in the capital. supporting Help a London Child and relationship. “It is going to be amazing to raise the fantastic work it does with kids,” “It’s a fantastic partnership,” he awareness for this great charity, who he said. said. “Chelsea has been heavily Star-studded sports marathon effort do so much for children and young Defender , who is from involved in charities in the last few from stamford people – it’s a really worthwhile cause. the captial’s East End, added: “I years. The lads always appreciate it day hits the right spot “It’s great to have Chelsea as a grew up in London and I know the when it’s a very local charity, so we partner in it all for the next three problems that a lot of these kids face can get hands-on with it and we can years.” every day. see the effect it has.” The entire Chelsea squad and Sir Steve Redgrave were on displayed their skills and helped hand to coach children in their field to coach children at a Right To Play throughout the day. Sports Day. One of the greats offering advice to stepping out onto the park The event was put together by our youngsters at the event was five-time

global charity partner to help raise Olympic gold medallist and Chelsea Lionheart: Stamford on a training run During the Christmas period the squad The players joined the children awareness and funds for the worthy fan Sir Steve Redgrave. were guests at a project funded by on their specially constructed swings, Chelsea mascot Stamford the Lion cause. As part of the scheme, the “It’s been a great day, the Chelsea Help a London Child to see first-hand slides and play structures and received helped to raise funds for the Help a Chelsea team hosted training sessions boys have made it into a really good the vital work the charity undertakes an almighty cheer when they arrived. London Child partnership by running with children before taking part in occasion for the youngsters as well,” and how their fundraising is helping After posing for photos and the city’s Marathon. some of the most marginalised signing autographs, the team stopped five-a-side matches against the he said. He raised more than £11,000 for children in the capital. for a chat with the youngsters to young fans. The event raised hundreds of the charity and certainly put in the The Lady Allen Adventure discuss Christmas plans and hand out However, it wasn’t just footballers thousands of pounds. This went training on the capital’s streets in Playground in Wandsworth is a secure festive goodies. at the Sports Day at Wentworth Estate towards providing teachers, coaches preparation, as well as working out at oasis in the district providing a safe John Terry and Ross Turnbull in Surrey, as the charity event included and programmes to tackle health the Chelsea Club at Stamford Bridge. names from a range of sports. problems and conflict among some of place to play for autistic children and even took to the swings with one Oasis: , and The mighty lion completed the young people. lucky youngster. John Mikel Obi at Lady Allen Adventure Playground Stars including Will Carling, the world’s poorest children in Africa, 26.2-mile run, in six hours and 25 Anne Keothavong, Mark Foster Asia and South America. minutes.

12 CHELSEA FOOTBALL CLUB CSR REPORT 2009/10 CHELSEA FOOTBALL CLUB CSR REPORT 2009/10 13 CHARITIES CHARITIES

FASHION HOUSE OF FUN

The Chelsea squad helped raise presenters Johnny Vaughan and Lisa enjoyed it,” he said. “It’s a brilliant cause more than £70,000 for our Snowdon, who each had a turn on and you get to meet a lot of people and charity partners Right to Play and the microphone. play some games.” Help A London Child at the Armani Petr Cech got involved in the As well as signing autographs and store on the capital’s Brompton Road. bidding at the charity auction, taking posing for pictures, Blues captain John For the third successive year, for one home a guitar signed by several Terry was taking his gaming a little evening the store was turned into part top musicians who had performed more seriously, picking European auction room, part gaming room, as at the Capital FM Summertime champions Spain to face one youngster’s around 100 young fans gathered to Ball, which also supports Help a England team. meet their heroes. London Child. Among the other celebrities and The children and teenagers also got “The auction is a very good way of sportsmen at the fundraiser were Blues to test their skills against the players raising funds because all the money legend Graeme Le Saux; swimmer Mark on games like FIFA 10 and Grand goes to two very good charities. Also, Foster; former England rugby union Slam Tennis, while their parents not only because you can buy an item captain Will Carling and rugby stars Ugo were able to bid for a number of yourself, but because you can give Monye and Paul Sampson. fantastic prizes. an item,” said Cech, who donated a TV presenter Kirsty Gallacher, who Among the items going under the signed pair of goalkeeper gloves to is a Right to Play ambassador and hammer were Chelsea Champions the auction. the partner of Sampson, was also in League trips, the opportunity to Fellow keeper Ross Turnbull was attendance. become Chairman for the Day and a among the players who tried his hand “I’ve been involved with Right to Play day at our Cobham training ground. on the video games. for about four years now,” said Monye. Non-Chelsea articles included a “It was a lot of fun – what a great “It’s a fantastic charity and what they do breakfast show slot with Capital FM night and I think all of the lads have for underprivileged children is great.”

Write stuff: autographs a shirt at the Armani Charity Night and, left, Petr Cech with a signed guitar

Result: Good causes at the Bridge pitch plays its part for charities As well as our charity partners, several other charities were also guests at Stamford Bridge, as the club offered them free usage of the pitch to hold fundraising events. Organisations including Oil Aid, the Down’s Syndrome Association, PiggyBankKids and the Cystic Fibrosis Trust were guests during the close season, utilising the facilities at Stamford Bridge to help raise more than £600,000 for good causes.

14 CHELSEA FOOTBALL CLUB CSR REPORT 2009/10 CHELSEA FOOTBALL CLUB CSR REPORT 2009/10 15 PLAYER ENGAGEMENT PLAYER ENGAGEMENT

LEADING THE WAY IN GIVING SOMETHING BACK

The backing of our players Chelsea captain and PFA PFA Chief Executive Gordon Taylor has been essential in creating representative John Terry was OBE welcomed the results. one of the world’s best community delighted to top the poll again. “Players get a lot of criticism, much programmes. “Everyone at the club knows how of it undeserved,” he said. “These Chelsea footballers took part in important it is to put to something figures show just how much they more community and charity activities back into our communities at home put back into their community than any other Premier League and abroad,” he said. and how involved they are in the club during the season, topping a “All the players take our role Corporate Social Responsibility poll conducted by the Professional extremely seriously and it is great activities of clubs. Footballers’ Association (PFA). that this work has been recognised “The PFA congratulate Chelsea once For the second time in three years, again. again for their outstanding community the Chelsea squad has come first in “We all love seeing the kids in their activities and, in particular, the players the PFA survey, having taken part schools, down at the training ground for their commitment to supporting in 1,145 activities throughout the or meeting them in the dressing room this vital area of their work.” 2009/10 campaign. This is 465 more and tunnel after the game – it’s very Caring: Chelsea players meet children than the second-placed club and humbling to hear their stories and from the Centre for Cardiology and almost three times the league average. we’re proud to be able to help.” Cardiovascular Surgery in Hamburg

Wonderful moment: The Willow Foundation visit to watch training and meet the players at Cobham

vip treatment for fans watching players put through their paces

Two terminally ill Chelsea pictures. Thomas, who suffers from Julie and 10-year-old nephew Dennis. fans were granted a special thrombocythaemia, a condition The 25-year was also delighted to be wish when they visited our Cobham which causes clotting and bleeding, watching some of his heroes. training ground. thoroughly enjoyed his day out with “I’ve been a Chelsea fan since I Thomas Dudman, 17, and 25-year- dad Karl. was about 10, so John Terry is my old Tony Spark were invited down “It’s amazing to be here and I’ve favourite because he started out to our Surrey base after getting in really enjoyed it, this is everything I’ve at the club and came all the way touch with the Willow Foundation. expected,” he said. through,” he said. The organisation helps arrange special “Meeting the players and getting days out for seriously ill people, pictures and shirts signed has been matchday wishes allowing them to spend quality time really good. I’ve been a Chelsea with friends and family while creating fan since I was little, so speaking to Chelsea also run a matchday wishes programme at home Barclays Premier special memories. Frank Lampard, John Terry and Didier League games. The initiative sees The pair each brought guests Drogba has been great.” young fans with serious or terminal and got to see the players being Tony, who has been diagnosed illnesses welcomed into the tunnel with terminal brain cancer, came to put through their paces before after matches to meet the players. meeting the squad and get some the training ground with his mother

28 CHELSEA FOOTBALL CLUB CSR REPORT 2008/09 CHELSEA FOOTBALL CLUB CSR REPORT 2009/10 17 SUPPORTING THE ARMED FORCES

TICKETS FOR TROOPS is also a Blues supporter. “Chelsea obvious thing for us to do,” he said. Football Club, its staff, players and “The real heroes are in the armed Chelsea was proud to become fans proudly support our boys and forces and all of us have an obligation the first football club to support the brave work they do,” said Buck. to do whatever we can to make their the Tickets for Troops initiative, “Tickets for Troops is a politically jobs a little bit easier. providing 50 tickets at every home neutral and independent organisation; “The dinner was just a way to help league game to the armed forces it is purely in the interests of Ticket for Troops and to thank all the from November 2009. supporting our armed forces, which organisations who have helped by Across the scheme, thousands we are always more than happy to giving so generously.” of tickets were made available at do.” Guest of honour was war hero the Tickets for Troops website to Lineker, who helped launch Tickets Lance Corporal Johnson Beharry VC, all serving military personnel and for Troops, added: “Tickets for Troops who John Terry was humbled to veterans who have been discharged recognises these very special people meet. through injury since 2001. for the extraordinary things they do “We all picked up a medal for Chelsea Chairman Bruce Buck was every day of their lives.” winning the Premier League, but asked to become a patron of the An event was held at Marco these young men and women deserve charity alongside singer Joss Stone; restaurant at Stamford Bridge to mark a medal every day for the courage ex-cricketer Sir Ian Botham; musician a successful first season of the Tickets they show,” said Terry. “They are James Blunt; actress Joanna Lumley; for Troops initiative. The dinner inspirational to us all.” war-time icon Dame Vera Lynn; was organised and hosted by Buck, Match of the Day presenter Gary who expressed how important it is Pride: Chelsea backs the Tickets for Troops Lineker and former England rugby for organisations to show their campaign, below, and John Terry meets captain Lawrence Dallaglio, who support. “This was an easy and Lance Corporal Johnson Beharry VC, right

18 CHELSEA FOOTBALL CLUB CSR REPORT 2009/10 SUPPORTING THE ARMED FORCES SUPPORTING THE ARMED FORCES

POPPY APPEAL veterans to have the recognition and The visit was part of the club’s support they fully deserve. They’re the backing for the annual fundraising Chelsea players welcomed people who are putting their lives on by the Royal British Legion that saw members of the armed forces the line for us.” the 2009 appeal coincide with the who had served in Afghanistan to The Chelsea captain had previously top-of-the-table clash with Support: Launch of Inside Right at Stamford Bridge Cobham to mark the start of the club’s met Lance Corporal Neathway at the United. support for the 2009 Poppy Appeal. Millie Awards, a ceremony held in Both teams took to the field with John Terry and Joe Cole were recognition of those who have poppies embroidered on their shirts among the players who greeted the shown remarkable bravery and before forming a guard of honour for servicemen at the training ground. courage in action. the soldiers. Lance Corporal Tom Neathway, a “Getting to know people like Tom Following the game, the Blues big Chelsea supporter who lost both and hearing about what he has been donated their shirts to the Royal British legs and an arm while on duty for through is unbelievable,” Terry added. Legion to help fundraising efforts. the Parachute Regiment in Helmand “When I first spoke to him, he told Province, was one of them. me he couldn’t wait to get back and Respect: John Terry and Joe Cole with “Chelsea, as a club and as that is the determination and the servicemen and Poppy Man after a training session at Cobham, below, and individuals, has got fully behind the courage of these guys. They are a real Frank Lampard in the poppy shirt during Appeal,” said Terry. “We want the pleasure to meet.” the game against Manchester United, right

INSIDE RIGHT INITIATIVE playing their part in helping our servicemen and women return to The Chelsea first-team squad civilian life,” he said. was joined by two British “They have risked their lives serving war heroes at Stamford Bridge as our country and they are the real they launched a new initiative for heroes, in my opinion, and we are returning soldiers. rightly proud of them. The Inside Right programme was “I am fully behind the Inside Right designed to help veterans adjust to programme and it is perhaps football’s civilian life after returning from way of recognising all of our military active service. personnel for the sacrifices they make It uses football as a tool through on our behalf.” a programme of social activity, Lance Corporal Beharry VC was offering veterans access to coaching also delighted to see the initiative qualifications and the opportunity begin and believes a sense of unity to undertake different volunteering can help returning service personnel roles. avoid the social problems that often John Terry – who was at the event arise when they are discharged. alongside Lance Corporal Johnson “Inside Right is a great idea,” he Beharry VC and Major Phil Packer, said. “It can be a big adjustment who suffered spinal injuries in Iraq – when you return home after serving was delighted the club could help. abroad, so to be part of a team again “I am really pleased that Chelsea will give our men and women a real and four other football clubs are boost just when they need it.”

20 CHELSEA FOOTBALL CLUB CSR REPORT 2009/10 CHELSEA FOOTBALL CLUB CSR REPORT 2009/10 21 EDUCATION EDUCATION

USING FOOTBALL TO INSPIRE carers in their children’s learning through library and arts partnerships. goalkeeper Chelsea FC is committed to the Those on courses were given the local community and promoting benefit of working in small groups at catches the grassroots football, as well as using the Hub, a football-themed learning the power of the beautiful game to centre based at Stamford Bridge. reading bug inspire learning. Education officers also delivered Goalkeeper Henrique Hilario Our education department outreach visits to primary schools became the latest Chelsea continued to build on successful as part of our Education Through player to give his backing to relationships with schools and the Football project. This saw us the Reading Stars campaign. local community, developing and supporting learning in more than The project encourages delivering exciting education initiatives 40 schools across Hammersmith & families to read more often. that helped more than 2,000 people, Fulham, Wandsworth, Westminster Each Barclays Premier League aged seven to 70-plus, achieve their and Kensington & Chelsea. club has nominated a player learning goals. As well as focusing on improving as their Reading Champion. In As well as specific schemes for participants’ skills and attitudes to turn, they select their favourite youngsters and senior fans, there was learning, celebrating equality and children’s and grown-up book an increased focus on family learning diversity were also key messages to create a 20-strong book list. opportunities, involving parents and taught across our programmes. Hilario chose Paul Canoville’s award-winning Young entrepreneurs biography Black and Blue. battle it out “I always enjoy reading books about sport but this one is a bit different,” he To mark the start of Global explained. “Paul was the Entrepreneurship Week, the first black player to play for cream of the capital’s young business Chelsea and it outlines the talent battled it out in front of a difficulties he faced on and off “Dragons’ Den” of corporate leaders the pitch. in a top competition. “His book is very honest and The participants represented five deals with a difficult time in businesses, including a street dance his and Chelsea’s history but firm, a community-based information also shows how far the and communication technology game has come since those consultancy and a language school. bad times.” They all went head-to-head at City Hilario also selected Owl Hall in the Tsu’Chu Biz Cup Final. Babies as his children’s book, Using the Olympics and football as adding: “I always read to my inspiration for their ideas, the event two sons, it is a great way to is the culmination of courses for 500 get them interested in books.” people aged between 14 and 19 from Delight: Mayor of London Boris Johnson Results indicate the project within the five Olympic host boroughs. for exceptional educational projects. is working, with 97 per cent of The winning business teams and their Woodcock said: “We are delighted children who took part saying young owners presented their plans to be showcasing what young people they will read more regularly to a panel of distinguished judges. can achieve when they are motivated, as a result. This included Rosa D’Alessandro, head passionate, informed about life- National Literacy Trust of CSR AEG Europe; Antony Ross, relevant subjects and able to use their director Jonathan Douglas executive director, Bridges Ventures; talents in a creative way. It’s a sign that said: “Football has the power India Gary, global programme innovative education can move in a to capture the imagination head, RBS; Jordan Kensington, CEO positive direction.” of parents and children alike, of Invincible Media Group, and Mayor of London Boris Johnson Reading the game: Henrique Henriette Kolb, director of Cherie Blair added: “London is bursting with so it’s fantastic to see such Hilario during his Reading Stars great support for reading from appearance at the Chelsea Hub Foundation for Women. bright, young minds and this contest players and clubs.” The brainchild of former England provides the perfect opportunity for international Tony Woodcock and his them to unleash their talents. In the partner Susan Kaye of The Challenge run-up to the 2012 Games I hope of Excellence, Tsu’Chu Biz was more budding entrepreneurs are awarded London 2012’s Inspire Mark inspired to start their own businesses.”

24 CHELSEA FOOTBALL CLUB CSR REPORT 2008/09 CHELSEA FOOTBALL CLUB CSR REPORT 2009/10 23 TACKLING DISCRIMINATION

CHELSEA STARS RECORD who participated in the club’s Nicolas Anelka said: “You can see ANTI-DISCRIMINATION VIDEO anti-discrimination education when we are on the pitch we are all campaign and were asked to friends in one team from different Chelsea became the first club describe how racism made them feel. regions and different colours, but we to create their own anti-racism Each chose one word – with are still winning games. video as players including Didier examples such as “frightened”, “There is no place for prejudiced Drogba, Nicolas Anelka and Florent “lonely” and “unwanted” springing thoughts, no place for fighting, so if Malouda joined local schoolchildren to into their minds. you can work well together on the mark the Kick It Out Week of Action. In a series of interwoven clips, the football pitch, you can do it in your life. The children who took part in players urged fans and the wider “If we can achieve it in England, the film were just some of the 2,000 community to join the campaign then we should be able to achieve it young people in south-west London and “Kick It Out”. everywhere in the world.”

Teamwork: Stamford the Lion with the Kick It Out mascot during a match with Blackburn Rovers at the Bridge, and Nicolas Anelka, right

24 CHELSEA FOOTBALL CLUB CSR REPORT 2009/10 TACKLING DISCRIMINATION SOCIAL INCLUSION Opportunity: Under-10s and Under-11s during Search for an Asian Soccer Star at Cobham

PAUL CANOVILLE’S WORK HONOURED

Paul Canoville was inducted into and decided to stop tolerating Show Racism the Red Card’s discrimination.” Hall of Fame at half-time during Canoville was inducted into the Hall Chelsea’s designated Week of Action of Fame in recognition of his work in game against Blackburn Rovers. recent years. The former Chelsea winger was “I’m doing a lot with Kick It Out the first black footballer to play for and Show Racism the Red Card and Chelsea in the early 1980s, doing so I work with Chelsea’s education against a backdrop of racist abuse, department,” he added. including from his own supporters. “My message is to ram home how “I’m honoured to be up for a important education is. I’m reinforcing presentation,” Canoville said. “I don’t the point that even though children mind admitting I was affected by the their laurels. Seeing the amount of may only want to be a footballer, it’s abuse I received. black players at Chelsea, and in not enough. “Organisations like Kick It Out are the Premier League in general, “You have to put in the hard graft fantastic, but clubs can never rest on is pleasing. Society has changed to help you in life.”

SEARCH FOR AN ASIAN SOCCER STAR

Chelsea’s groundbreaking season went on to sign for the on to sign for Norwich City and a Search for an Asian Soccer Star academies of professional clubs further winner asked to attend our is the only initiative of its kind held and, in the second event, Chelsea Elite Development Centre. by a professional football club and offered young Asian players the The scheme, however, is not just is designed to give a much-needed chance to train and play alongside about finding the next superstar. boost to Asian participation at all some of the country’s best young It is also about breaking down levels of the game. talent. barriers, showing Asian players that Following the success of the initial The 2010 scheme saw a host of opportunities at all levels of the instalment, the programme returned celebrity backers including Abhishek game do exist and encouraging for a second year as players from Bachchan, one of the world’s leading them to maximise their potential. Asian backgrounds took part in Bollywood stars, Mayor of London Chelsea also invited managers, a series of specifically-designed Boris Johnson and Blues striker Nicolas coaches and scouts from clubs at all Anelka. levels of the game to identify talented Flying the flag: Paul Canoville and some tests followed by small-sided children unveil the One Game, One Community matches in a bid to win a trial at The best players in their age groups youngsters, while information was initiative during the Barclays Premier League our world-famous Academy. won the chance to train and play at on hand for Asian players to find match with Blackburn Rovers at Stamford Bridge Two Asian Stars from the 2008/09 the Chelsea Academy, with one going local clubs in their area.

26 CHELSEA FOOTBALL CLUB CSR REPORT 2009/10 CHELSEA FOOTBALL CLUB CSR REPORT 2009/10 27 ENVIRONMENT PROMOTING HEALTHY LIVING

Cheque it out: Premier RECYCLING 100 PER CENT OF League Health presentation before the match between WASTE IS A POWERFUL ACHIEVEMENT Chelsea and Arsenal at the Bridge in 2010

Chelsea marked Earth Day by to power the site itself, cutting down the environment,” he said. “Our announcing we had achieved a on electricity consumption. commitment to this is something we 100 per cent rate for recycling waste Waste is processed using state-of- take extremely seriously.” at Stamford Bridge and Cobham the-art technology, ensuring as much Powerday is a fellow member of the training ground. as possible is suitable for recycling. The Green500 – the Mayor of London’s The club teamed up with Powerday, remainder of the material is shredded flagship energy efficiency programme. a leading recycling company in into an even size to go as ready-to-use Indeed, Chelsea became the first London, resulting in food and fuel to generate energy from waste. football club to join. contaminated waste being processed, Chris Alexander, Chelsea’s finance Mick Crossan, Powerday’s managing which means that none of these and operations director, welcomed the director, added: “We’re proud of our leftovers from our stadium or training latest environmental initiative. association with Chelsea and commend facilities now goes to landfill. “We are delighted to be working the club’s commitment to recycling. New machinery at the recycling with Powerday, who share our “We look forward to continuing a plant also means waste is turned into view that we must do all we can relationship that benefits the club, the fuel which will eventually be used to help reduce our impact on Powerday and the environment.”

PROMOTING MALE WELLBEING

Chelsea’s Football in the Community Michael Cole, Chelsea’s London men through sport, we hope to be able scheme hosted the first Men’s Health development manager, explained the to promote the benefits of a healthier Day at Stamford Bridge to support Men’s reason’s behind the event. lifestyle, as well as referring participants Health Week. “Men have traditionally suffered to the relevant health agencies. The event focused on raising health inequalities as they do not visit “We see Men’s Health Day as an awareness of preventable health doctors and other health professionals integral part of the delivery of our health and well-being problems, particularly as often as women to address their projects and the club’s commitment to among men and boys. health concerns,” he said. “By engaging promoting a healthier community.”

ensuring men’s health is in the premier league

Green machine: Chris Alexander of Chelsea and Powerday’s Mick Crossan Chelsea’s community combined with health promotion being so that they can lead longer department received an events. healthier lives.” amazing £139,000 to boost men’s Jeff Deane, director of finance and Ian Penrose Chief Executive of Sportech LIFTSHARE HITS THE ROAD health in Westminster. performance management at NHS PLC – the owner of The New Football The New Football Pools donated Westminster, said: “Our emphasis Pools – said: “We are delighted to build Continuing our efforts to their matchday experiences with of travel. The group said: “The £89,000 and NHS Westminster is on reducing health inequalities in on this legacy and support Chelsea’s encourage our fans to reduce their fellow supporters. committee welcome this latest own carbon emissions, Chelsea Journey details can be registered scheme and the commitment of £50,000 towards the “Premier League Westminster and improving access to community department in this fantastic also teamed up with a fans group for free and the system works our club and supporters in Health” project to help tackle the healthcare for men. new initiative – Premier League Health, to establish a liftshare scheme. by matching fans offering lifts reducing their environmental major health issues affecting men “Well-being doesn’t just mean the ensuring The New Football Pools is Set up at the request of the and those seeking transport to impact. in South Westminster. absence of disease, it’s also about even closer to the game that we have Chelsea Fans Environmental the game. “We would urge fans driving to Chelsea coaches provided maintaining a healthy lifestyle and supported over the decades.” Committee, the scheme reduces The scheme will then let games to see if they can offer any one-to-one support to encourage preventing ill health. Chelsea’s Premier League Health travel costs as well as congestion supporters know if anyone else lifts to Blues in their area. and motivate those who are ready “This is why we’re working with project will run for three years and and pollution. is going in the same direction, “It can save money and bring to make lifestyle changes to improve Chelsea to help men realise that is part of a national scheme where It can be accessed online and leaving it up to them to make fans together as well as saving their health through football-related simple lifestyle changes – like stopping £1.63million has been donated to enables suppporters travelling to contact through a secure email the environment. activities. smoking, eating a balanced diet 16 Premier League football clubs home and away games to save connection and arrange to share Together we can make a huge These included training, match and increasing physical activity – to help improve men’s health and money, as well as share lifts and both the journey and the costs difference.” competitions, quiz evenings being promotes physical and mental well- healthcare throughout the country.

28 CHELSEA FOOTBALL CLUB CSR REPORT 2009/10 CHELSEA FOOTBALL CLUB CSR REPORT 2009/10 29 PROMOTING HEALTHY LIVING PROMOTING HEALTHY LIVING

Rewarding experience: Petr Cech HOLLINS FAMILY KICK-OFF presents his Breakfast Club MATCHDAY SCREENING CLINIC guests with certificates

Former Blues midfielder John thanks to the efforts of staff at the are very excited to be working Hollins and his TV sports hospital and I am backing this new with Chelsea Football Club on this presenter son Chris launched a project because it makes sense for joint venture. matchday health clinic during the men to look after their health and get “Men tend not to use health services season. themselves checked out.” as much as women – which may mean The pair officially opened the Chris added: “As a family, we have they have shorter life expectancy innovative medical service for a lot to thank the staff at Chelsea and and higher rates of heart disease, football fans. Westminster Hospital for and I will smoking-related illnesses and obesity, The Blues joined forces with Chelsea always be grateful for their medical for example. and Westminster Hospital to provide a expertise which helped save dad’s life. “We are taking our hospital out mobile screening clinic on matchdays “That is why I am also supporting into the community to help improve at Stamford Bridge. this new joint initiative between the access for all.” It is particularly poignant that the hospital and the football club which is Peter Baker, Chief Executive of the Hollins family support the move a great idea.” Men’s Health Forum, added: “Too many as they have a special affinity with The screening included measuring of men die early, often because health Chelsea and Westminster Hospital. blood pressure, diabetes testing, Body services are not male-friendly. “Chelsea and Westminster is my Mass Index (BMI) and obesity checks. “Chelsea and Westminster Hospital local hospital and it will always have a Information about cancer screening, and Chelsea Football Club’s joint special place in my affections because advice for stopping smoking or cutting venture shows what can be done when it saved my life when I spent 10 days down on alcohol or drugs is also the NHS and sports clubs work together seriously ill in its Intensive Care Unit a provided. to tackle men’s health. Their initiative couple of years ago,” said John. Dr Rachael Jones, consultant should be copied by other clubs and “I’m now restored to full health physician at the hospital, said: “We NHS organisations.”

Wheely good idea: Chris and with the Chelsea and Westminster mobile screening clinic breakfast clubs get top marks

Goalkeeper Petr Cech hosted a the right kind of petrol to make it “It also links perfectly with two special day for 20 children from run smoothly. of the Healthy Schools Scheme Chelsea’s Breakfast Clubs. “For the kids on the programme, criteria of encouraging pupils to The clubs provided breakfast based a healthy breakfast helps them learn take part in physical activity and on the first-team diet for more than and do better in their school work. It to eat well.” 220 children from 10 schools across also means they have enough energy As a reward, the 20 pupils with Hammersmith & Fulham who, for until lunchtime. the best attendance record were a variety of reasons, are unable to “I am really happy that we are given the opportunity to visit get a healthy and nutritious start to helping the children in this way – it so the training ground to receive a the morning. important to their development both coaching session with Chelsea’s Cech is an ambassador for the physically and mentally.” Football in the Community coaches programme and welcomed the The programme ran in conjunction before meeting Cech. winners to Cobham training ground, Hammersmith & Fulham Council, and The schools reported that signing autographs and posing for the authority’s Lynne Richardson said: punctuality, attendance and pictures. “The Breakfast Clubs continue to be behaviour of pupils improved once “All the players know how very popular in our schools. Heads they started attending the clubs on important it is to get a good start in and learning mentors appreciate the a regular basis. the morning,” he said. “It helps you benefits of having pupils in school, on They added that the children concentrate, focus your mind and time and focused for the day. were ready to learn and settled gives you energy for the day ahead. “This fits with the whole school into the school day after having “It is just like filling a car with petrol, approach that the borough adopts of something nourishing to eat and you need to make sure you have healthy bodies and healthy minds. drink.

30 CHELSEA FOOTBALL CLUB CSR REPORT 2009/10 CHELSEA FOOTBALL CLUB CSR REPORT 2009/10 31 www.chelseafc.com