CORPORATE SOCIAL RESPONSIBILTY REPORT FOR THE 2007/08 SEASON WWW.CHELSEAFC.COM c o n t e n t s c o n t e n t s

04uchairman’s message Bruce Buck reveals how Chelsea’s commitment to Corporate Social Responsibility grew considerably during the 2007/08 season

06usocial inclusion A look at some of the key initiatives that the club’s Football in the Community department was involved with over the course of the campaign

12ucharity work Our work with charity partners Right to Play and CLIC Sargent went from strength to strength thanks to some high-profile events, plus details on the club’s other charitable ventures

20udiversity in coaching Chelsea FITC coaches ran an array of courses which helped thousands of children from a multitude of backgrounds to improve their football skills

22ueducational initiatives People of all ages have benfited from Chelsea’s educational programmes, many of which use football as a tool to inspire and motivate

30uhealthy living School children from Hammersmith & Fulham were given a healthy start to the day thanks to Chelsea’s Breakfast Clubs

32uenvironmental issues A look at the green credentials of our state-of-the-art training facilities in Cobham and details on how Chelsea made a commitment to reduce carbon emissions after joining the Mayor of London’s Green 500 scheme

36uclub engagement A look at how the club interacts with fans, former players and staff members

Paulo Ferreira with youngsters taking part in Chelsea’s Creating Chances project, one of FITC’s key intiatives which gives something back to the club’s community partners

02 WWW.CHELSEAFC.COM WWW.CHELSEAFC.COM 03 FOREWORD uB R U C E B U C K FOREWORD uB R U C E B U C K

Chairman Bruce Buck says the club are, and always will be, fully committed to CSR ‘CSR is at the heart of Chelsea’ chairman bruce buck reflects on a productive season of csr activity in which the club has once again raised the benchmark

he 2007/08 season was yet immense credit for their involvement. another hugely successful Yet again, money raised directly year for Corporate Social for charity was over £1m, while the Responsibility (CSR) at the club total CSR investment of the club was Twhere our work in the community has £5,583,652 – an amazing 2.62 per cent gone from strength to strength. of turnover, which is more than three The opening of the new training times the recommendation laid down ground facilities at Cobham included by the United Nations. a brand new base for our community Chelsea’s Soccer Schools are leading department, placing CSR at the very their fields with profits generated from heart of Chelsea and allowing our the programme being re-invested work to expand into new areas. back into the grass roots to support our The number of young people we community activities. reach has grown to almost 500,000 Our new and innovative range of and the range of activities provided activities continue to educate and has also expanded, creating one of engage. Throughout the season the most wide-ranging community hundreds of thousands of young programmes, not only in football, but people benefited from exercise, social throughout the world of sport. programmes and our high quality Of particular pride for us as a club coaching. This was an increase of is that all our community work is 150,000 on the previous season. fully supported by the players here Often this work goes unnoticed or ‘During the 2007/08 at Chelsea. During the season our unheralded, particularly at a time players were part of more CSR visits when it seems fashionable to criticise season our players and events than any other Premier the game and the players. were part of more League club. During one of the Nonetheless, we continue, not for busiest times we have had both good headlines or positive publicity, CSR visits and events on and off the field, it is extremely but because we as a club are fully than any other club’ rewarding to know this support committed to this work and because continues and the team deserves we believe it is the right thing to do.

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Former Commonwealth and European middleweight boxing champion Richie Woodhall shows off his belt and medals to KICKZ participants in Ashburton, alongside the FITC’s Daniel Gill (back row, far right)

Reaching out to the community Football is a great way of bringing the local community together in support of their team, and can also help organisations such as the police work with the public e believe that football young people involved were more is more than just a responsive and ready to engage game – it can be a way with them. to reach out to people They are also able to provide them Wand communities and, when used with a range of workshops and properly, can become a force for good programmes to tackle social issues and social inclusion. such as gun and knife crime, as Our Football in the Community well as helping with entry routes to department is a world leader apprenticeships and colleges. in harnessing this power and Chelsea’s Positive Futures and actively engaging young KICKZ programmes are industry- people, reintegrating them and leading initiatives engaging providing routes back into their hundreds of young people every neighbourhoods or into education, week in south-west London, and have employment or training. a hugely positive effect on both the Working in some of the country’s participants and their communities. most deprived housing estates, As a club we also work to create Chelsea’s community coaches are training opportunities for the making a real difference. participants to take coaching By targeting the most disaffected qualifications and turn them into and hard-to-reach groups and youth leaders, ensuring long-term providing opportunities to play sustainability to the programmes football, organisations including we offer and also, on occasion, the police, youth services and employment and volunteering welfare services have found that the opportunities within Chelsea FC.

‘Positive Futures and KICKZ are industry-leading initiatives engaging hundreds of young people every week in south-west London’

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The national KICKZ programme uses football to engage youngsters from disadvantaged backgrounds and has seen impressive results in reducing anti-social behaviour

Anti-crime KICKZ The KICKZ project is a national programme which targets disadvantaged areas. Chelsea’s work during the 2007/08 season saw the programmes operating in the boroughs of Wandsworth, Knife Kensington & Chelsea, Hammersmith & Fulham and Westminster. Using football as the initial contact, Crime the project creates safer, stronger To assist the Metropolitan Police Service and more respectful communities with their Operation Blunt initiative in through the development of young London, the club backed a campaign to people’s potential. help educate young people about the The 2007/08 season saw an dangers of knife crime. expansion of our KICKZ sessions Daniel Gill, youth development in south-west London, taking the manager for Wandsworth, said: number of schemes operating to ‘We are focussing our efforts on 12 and engaging over 1,000 young combating knife crime at the people every week. Outstanding participants are Football isn’t the only sport used by rewarded with prizes such as tours ‘We make the Chelsea’s community schemes to of Stamford Bridge, match tickets help young people around London consequences hit to reach their potential, with some and, in some cases, visits to the youngsters learning boxing training ground. One such group home a bit more in from Wandsworth met up with our workshops’ ‘Projects have shown moment because clearly there are big anti-social behaviour issues with it. ‘We make people aware of the and low-level crime consequences of stabbing someone fell by 27 per cent’ hit home in our workshops – the cost The expansion of the of it and the trauma to the individual’s KICKZ programme family – things they don’t usually see means even more KICKZ participants Steve Sidwell and then attended a impressed Chelsea because they are not thinking of the communities in workshop on healthy eating with south-west London defender Jose consequences,’ he added. now benefit from Bosingwa with nutritionist Nick Broad. FITC’s personnel attainment the football-based their ball skills at They are residents on the St Johns Stamford Bridge community training officer (PACT), Ian anti-crime initiative Estate in Wandsworth, identified Jordan, added: ‘We are doing constant by police, social services and local behavioural work, which is where you agencies as a priority area for the are giving people the ability to reflect, initiative. By providing workshops think and make judgements before linked to football coaching schemes, they do something. trial projects have shown anti-social ‘If you are informed of the behaviour and low-level crime fell implications of knife crime then you by an average of 27 per cent during may not want to do it, just like if you 2007/08. Criminal damage was are aware of the effects of drugs, it down 31 per cent and minor assault can make a real difference.’ reduced by 26 per cent on average.

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Prince’s Trust

Chelsea Football Club is proud to During the season Chelsea has support The Prince’s Trust – the helped 40 young people across three United Kingdom’s leading youth groups and provided work experience charity which exists to help young opportunities, match tickets and a people get their lives back on track. range of activities including coaching Through practical support and stadium tours. including training, mentoring and The club celebrated the 10th financial assistance, it works with anniversary of The Prince’s Trust some of the hardest to reach 14 to Football Initiative and was presented 30-year-olds in the UK. This includes with a special commemorative plaque, fittingly received by Ricky ‘Through practical support The Prince’s Dewey, a young graduate from the programme who impressed so much Trust works with some of the hardest and was later employed by the club. to reach 14 to 30-year-olds in the UK’ Graduates of the 2007 class were also given the opportunity to visit Cobham to watch training and to those who struggle at school, the have a question and answer session long-term unemployed, those who with Salomon Kalou. have been in trouble with the police The Millennium and Copthorne and young people in, or leaving, Hotel at Stamford Bridge also ran a care. work experience course on behalf of During the 2007/08 season Chelsea The Trust called Get Into Hospitality. provided support to the Trust’s The course offered young people delivery partner, Merton College, aged 16-25 the opportunity to which supplies The Trust’s Team develop key skills within the sector programme in the Wandsworth including house keeping, concierge, area. Team is a 12-week personal food and beverage and reception. Of development course which enables the eight young people that took part, 16 to 25-year-olds to learn new skills, four were offered full or part-time gain national qualifications and employment within one of the hotels develop the confidence to help them at Stamford Bridge. Part-time community coaches Ricky Dewey and Yusuf Jimicale both received awards through life and into work. Since 1997 The Prince’s Trust from the Prince’s Trust for their dedication to The course includes individual Football Initiative has helped over improving their community and themselves work placements, a residential week 11,000 young people nationwide. Below: Salomon Kalou took part in a question and a number of challenging team Chelsea continues to make a and answer session with young people from The South Wandsworth Positive projects which benefit the entire significant contribution to helping Wandsworth Futures scheme was launched local community. the Trust change young lives. in April 2008 on the day of the club’s fixture against Manchester United, with the help of the winners of the inaugural Positive Futures football tournament held at Furzedown Recreation Centre

Positive Futures

Positive Futures is a national activity- young people from deprived based social inclusion programme for communities steer clear of crime, young people aged 10-16 funded by drug and alcohol misuse, allowing the Home Office. them to move forward in their lives It is delivered through 116 by providing educational workshops partnership projects in some of the linked to football activities. Chelsea programmes saw the club operate in a number of ‘Thanks to Chelsea venues in Battersea and Tooting, more young people engaging young people in their own communities, building relationships are in education, of respect and trust and supporting training and jobs’ participants to succeed. Thanks to Chelsea’s programmes more young people are in education, most deprived communities across training and employment and the England and Wales, engaging over club has assisted over 40 volunteers 60,000 young people every week. from the scheme who are now acting The programme takes a as role models and mentors for their developmental approach to helping younger peers.

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f there is one area of our work which makes Chelsea stand out from the crowd it is our long-term commitment to our Icharitable partners. Chelsea selects a national and international partner on which we focus the majority of our fund-raising activities. The advantages of this more strategic approach are that the charities benefit from the association with increased profile and can focus on activities over a period of years. These partnerships, however, do not come at the expense of other organisations. In addition to our work with our two official partners, Chelsea also undertook work to help a wide Young Chelsea players (l-r) Shaun range of charities. During the season Cummings, Sergio Tejera and Michael Woods visit the Ashrafeya donations, gifts and signed items school for projects run by global were made to 137 charities in total. charity partner Right To Play

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Chelsea players and staff joined in the fun and games at Hasmi School in Jordan

The Right stuff Chelsea worked with our global charity partner right to play in jordan and the united states

ur Academy players and to play football as a route out of staff went on a summer visit problems faced by many young to Jordan to experience at people in their neighbourhood, met first hand the work that the players and received tips from the oRight To Play (RTP) undertake. coaches. The players visited a school for ‘It’s inspiring for the guys to get the refugees in the capital Amman where chance to meet their heroes, we’re all they joined in with educational mad Chelsea fans,’ said project leader games that have been designed by David Joseph. the charity to teach children about ‘For kids with limited opportunities, health, friendship and leadership in a to come down here is amazing. We fun and safe environment. use soccer to help the boys develop, The schools educate hundreds of stay out of trouble, keep away from the pupils whose families fled conflict in gangs and as a route into college. If we the region and are accommodated know they are with us then we know in two shifts throughout the day. they are not in trouble. The players and staff joined in with ‘To see the commitment and the games and even organised an passion the Chelsea players have impromptu skills competition with gives them hope. The players have the local youngsters, swiftly followed been great, they all stopped to spend by a friendly kick about. time with the boys. It means so much To leave a legacy in the region, the to them.’ coaching staff and players also hosted ‘These are underserved, at-risk a training day for coaches, where youth,’ explained Alex Soscian, the over 200 young players and coaches executive director and founder of LA joined in the sessions followed by a Scores. ‘They don’t always have the workshop to discuss the techniques same opportunities as other kids in they had seen. the city, so we make these available to The same visit also included a trip them free of charge. to Israel where the staff brought ‘Seeing their heroes and idols take together young Israeli and Arab the time to meet with them and players from Tel Aviv, using football seeing the quality of the football they to promote understanding between play opens up their horizons and the two often disparate groups. inspires them. Our US pre-season tour also saw ‘Some of these kids have been the club working with Right To Play, idolising these players for many years. bringing 60 kids from the LA Scores Even this far away in LA, Chelsea is to our Los Angeles training camp. The a huge club, so they’ll treasure their LA Scores, who give underprivileged chance to meet the team for the rest kids from west LA the opportunity of their lives.’

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charity The Kick for Kids with the pitch and we hope that as many Cancer campaign was schools and clubs as possible will be another huge success, signing up to take part.’ engaging thousands Fellow ambassador and Chelsea of children across the country to goalkeeper Petr Cech added: ‘Not undertake football-themed fund- only will Kick for Children with campaign raising activities to help young people Cancer improve the fitness and health and their families battle the disease. of the kids taking part, it will also The first team joined five young benefit the 10 families each day who cancer patients to hold a special find out that their child has cancer.’ ‘Crossbar Challenge’, with each More than 300,000 children had member of the team attempting to hit taken part in Kick for Children with a success the crossbar from the halfway line. Cancer and over £620,000 had been Chelsea captain and CLIC Sargent raised by the end of the 2007/08 chelsea’s partnership with clic sargent Petr Cech takes part in a ambassador said: ‘We season. Kick for Kids with Cancer are delighted to support this year’s The success of the partnership with raised hundreds of thousands of pounds, event, which has engaged thousands of children launch of the Kick for Children with CLIC Sargent led to an extension of leading to an extension to the project across the country Cancer campaign. It’s a great way what was initially a three-year project to encourage kids to get out onto by one further year.

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Chelsea staff took Learning part in the Great North Run and raised funds for Vicky’s Water Project

A stylish launch

The inaugural Armani charity challenge members of the first-team event took place at the flagship squad at table football and computer Left: Victoria Buchanan worked Brompton Road store in March 2008, games. Ten per cent of all purchases for Chelsea Pitch bringing together over 300 fans of from the store during the evening Owners

all ages. Attended by the first team, were also donated to the charity. Right: John Terry the event was designed to raise ‘It is always very good when you added his support valuable funds and awareness of the can keep kids happy, this is not a job,’ to the project and met Victoria’s fiancé outstanding work undertaken by Juliano Belletti said. Paulo Ferreira Adam Chataway CLIC Sargent. added: ‘To see the kids happy is great. and father Chris at Guests were invited to donate I have kids of my own and to be with Cobham ahead of their Great North money to the charity in order to the young fans is always good.’ Run challenge Above: Ricardo Carvalho and challenge young Chelsea fans on video games at the Armani charity The death of Victoria Buchanan Great North Run to launch, while (left) Avram hit the club hard. Vicky was raise money for the Grant, Steve Sidwell and put their skills to the head of operations for Chelsea Pitch project. test on table football. Rugby Owners and was tragically killed on Speaking at the World Cup winner Lawrence her way to work one morning. Chelsea training Dallaglio gets to grips with Eddie Jordan (right) Vicky’s passion was bringing clean ground at the time, Motor racing impresario Eddie water to villages in Africa and her when he handed over Jordan said: ‘I’m a patron of CLIC and fiancé Adam Chataway and his father Adam and Chris’s they, Armani and Chelsea are united Chris, the former three-mile world- numbers for the race, in fighting a cause for young kids record holder and winner of the first the Blues captain was who really have difficulty in making it BBC Sports Personality of the Year, only too happy to lend his and the through life. We’re here to help them helped create a charity to bring clean, club’s support. find that way. running water to over 20,000 people ‘Everybody running for Vicky ‘There are a lot of kids here, and it’s in Ethiopia – Vicky’s Water Project. has the chance to change 20,000 fantastic that our players are able to In 2007 John Terry met Adam who, people’s lives,’ he said. ‘This is unite with what’s going on here and along with 190 friends, family and a great cause that the guys are make a difference.’ Stamford Bridge employees, ran the supporting on Vicky’s behalf.’

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The Saturday Morning Club coaching courses have been hugely popular for youngsters in Crawley and West Sussex while improving Learning football development in the area Football for all through our local soccer schools and disability sport teams, FITC’s coaching courses help thousands of youngsters develop their skills

ur coaching courses representatives from the Chelsea represented Chelsea getting through expanded during the Academy run the rule over the club’s to the National Finals in London and 2007/08 season meaning young players. Lancashire. The National Football thousands of young One lucky group were joined Museum made them their Disability Oplayers now have the opportunity by defender Paulo Ferreira, who Team of the Year in recognition to benefit from our outstanding spent time signing autographs for the work they have done in coaching initiatives. and answering questions from promoting disability sport. Our soccer school programmes youngsters drawn from all corners of Blues midfielder John Mikel Obi expanded into new areas and mini the globe. and the then Mayor of Elmbridge, kicker courses for younger players Rosemary Dane, were guests of were developed to give kids aged DISABILITY honour at the Cobham training four and five the chance to enjoy an Through our partnership with the ground to present the Elmbridge introduction to football in a safe and, Limbless Association, hundreds of Community Disability Award 2007 above all, fun environment. disabled people are now receiving to Brooklands College and Chelsea’s Our new Saturday Morning Clubs specialised coaching every week. Football in Community scheme. also proved an instant success, Our disability representative teams The disability award is in with youngsters joining in with the have also proved to be a big success recognition of the work Brooklands activities in their hundreds. on a national level. and Chelsea have undertaken to While some of our in-school The Football+ partnership aims to develop one of the biggest college coaching programmes in London increase local playing opportunities disability programmes in the were curtailed due to financial for people with disabilities, country, supporting both female and pressure on Local Education establish a competitive structure, male disability football in Surrey and Authorities, other areas saw an create performance pathways to south-west London. expansion in their curriculum- excellence and raise the profile and Developed in association with time coaching work and further awareness of football for people the Limbless Association and the increases in after-school and with disabilities. Chelsea Football in the Community holiday programmes, meaning that The programme focuses on scheme, the programme caters for actual participation rates increased enabling young adults with a mentally and physically disabled overall. range of learning difficulties young people, who are provided and/or disabilities to participate with specialist coaching schemes RESIDENTIAL in organised coaching and fun, and competitive matches. Our residential camps are footballing activities in a safe, Mikel said: ‘It’s an honour to specifically created to improve caring and enjoyable environment meet these guys. You can see how all-round ability and knowledge of designed to maximise players’ much they love the game and the game. The courses also include abilities. it’s great that the club are giving high-level coaching, as well as injury The scheme offers a vibrant them opportunities to get out and participate in sport.’ ‘The National Football Museum made

Chelsea their Disability Team of the Year in Jay Beckford recognition for promoting disability sport’ Chelsea Community Football Club captain Jay Beckford became prevention and nutritional advice. ‘football for all’ educational and the first visually impaired person Blues short Blues The camps are based around the social programme supporting local to be awarded the FA Coaching Chelsea Academy methods and special schools and colleges during Level One certificate during the philosophy, and the experience and after school time. 2007/08 season. and knowledge that players receive It also runs weekend football Jay, who was born blind, had is unique to our club, improving fun festivals and a coaching an operation at the age of three players’ ability both as individuals programme for players interested to give him his sight and he was and team members. in further developing their health, signed by Crystal Palace to play in The last day of one particular independence and footballing skills. their youth team, but lost his vision residential course saw players As well as both the boys and again when he was attacked by a attending our state-of-the-art girls teams winning their regional gang when he was 16. training facilities in Cobham, where leagues in 2007, they also

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Midfielder helps one young fan improve his computer skills by checking out the official Chelsea FC website at the Hub, Stamford Bridge’s educational centre

Playing for success

Playing for Success (PFS) is and introduced new elements to the one of the core education project, such as numeracy activities achievements at the club. in the Megastore and pitchside The 2007/08 season was calculations. Activities support the the second full campaign in which National Curriculum and address the the partnership between Chelsea, the Every Child Matters agenda. Students, London Borough of Hammersmith parents and teachers continue to give & Fulham and the Department for excellent feedback, with all schools Children, Schools and Families was reporting pupils’ improved skills, in operation. confidence and attitudes to learning. A total of 345 local school pupils The national Playing for Success have completed the programme of scheme celebrated 10 years of after-school study support sessions success in 2008. Pupils attending during the two years, which focus on the programme at the Chelsea Hub using football to help improve literacy, took part in the Southern Region numeracy and ICT skills. 10-Year Celebration event at the Brit Pupils on the programme attend Oval, which was attended by pupils local primary, secondary and special from 21 southern PFS centres. The educational needs schools. PFS event showcased how well this mix of manager Dana Boisen developed an education and sport has continued to effective and engaging programme evolve and grow. Inspire to learn Football can be a powerful tool in motivating people of all ages to better themselves by improving their skills and attitude to learning

helsea Football Club is children’s learning, through library committed to the local and arts partnerships. ‘Education projects community, promoting Learners have the benefit of helped 2,250 grass-roots football and working in small groups at the Hub, Cusing the power of the sport to a football-themed learning centre learners aged seven inspire learning. During the 2007/08 based at Stamford Bridge. Education to 70-plus achieve season our education department Officers also deliver outreach visits to continued to build on successful primary schools, as part of our unique their learning goals’ relationships with schools and Education Through Football project. the local community, developing We are now supporting learning in and delivering exciting education over 40 schools across Wandsworth, initiatives which use the motivational Hammersmith & Fulham, Kensington power of football to inspire learning. & Chelsea and Westminster. Education projects helped 2,250 In particular, projects focused on learners aged seven to 70-plus to improving participants’ skills and achieve their learning goals. attitudes to learning, using the club’s Chelsea’s educational programmes As well as specific programmes rich history and changes in lifestyle use football to encourage children for school pupils and senior fans, and society over the last century. to learn in an enjoyable and safe the season saw an increased focus Celebrating equality and diversity environment at Stamford Bridge on family learning opportunities, are also key messages taught across involving parents and carers in their our programmes.

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Portuguese international Ricardo Carvalho encouraged families to get reading with his selected book in the 2007/08 season’s Reading Stars initiative

Education Through Football

Chelsea FC’s Education Chelsea’s history to help children in a Through Football fun environment. programme, in partnership Pupils are always highly enthused with Westminster City by a special launch day at Stamford Archives, continues to be a great Bridge, taking part in a museum success and is still celebrated five and stadium tour and educational years since the project first began. workshops. Memories, pictures The total number of children to have and stories told by fans who have benefited from the project by the end been coming to the Bridge since the of the 2007/08 season was over 3,500. Thirties and Forties are also a great Following feedback and evaluation aid in bringing history to life. from teachers, we have now doubled the number of schools taking part, ‘We doubled the with 1,300 pupils participating in this season alone. Education officer number of schools Wendy Buddin ensures the efficient taking part, with 1,300 delivery of this history and literacy project, which runs across a full pupils participating in school term and provides stimulating the 2007/08 season’ courses, resources and materials from

Premier League Reading Stars From children’s annuals, to he said. ‘It’s a good way to relax and Chelsea’s official website, use your imagination. I like reading matchday programmes magazines and also things about and magazines and the football or sport in general.’ range of football-themed children’s The scheme was launched in 2003 books available, there are many ways and is a partnership between the for teachers, parents and librarians to Premier League, the National Literacy spark children’s interest in reading. Trust and the Football Foundation, Each season a player from which funds family learning projects Chelsea’s first-team squad also helps in 60 libraries nationwide. to inspire an enjoyment of reading Around 60 children and their by acting as the club’s Reading Star families, from across six local primary and selecting a children’s and adult’s schools, took part in the project and book to add to an annual Premier attended a special celebration event League Reading Stars recommended at Stamford Bridge. book list. After taking part, 95 per cent of In 2007/08, the club’s reading star children said they would read more was Ricardo Carvalho, who chose regularly as a result of Premier League ‘Man of the Match’ by Sophie Smiley. Reading Stars, as well as having ‘I think reading is very important,’ improved their reading ability. ‘Each season a player from the first-team squad helps to inspire an enjoyment of reading by acting as the club’s Reading Star’

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Children gathered at Stamford Bridge to support the national Readathon campaign and the National Year of Reading, as well as helping to raise money for charity

Reading Project and family learning Children’s theatre partnerships

Chelsea Football Club club’s national charity partner, whose have a game of football in No Man’s Collaborations with The Polka Theatre production ‘There’s had never visited the theatre before. joined forces with the community nurses were on hand to Land. prestigious children’s theatre only one Wayne Matthews’ by Roy The Unicorn Children’s Theatre national Readathon talk to the children about their much- The message of how football productions helped extend Williams was set in the 1970s. Chelsea’s production of ‘Billy the Kid’ played to campaign in 2008 to needed work around the UK. can unite people from different the reach of football-themed education department contributed school audiences from across London, celebrate the National Year of Reading The Chelsea Reading Project cultures was particularly poignant to learning to new family audiences. materials for family learning workshops reaching over 2,000. Chelsea’s education and encourage even more youngsters featured participants from 45 families participating refugee families from These theatre partnerships were and teachers’ education packs, including team visited rehearsals and contributed to sign up to the sponsored read at across six local primary schools. The war-torn countries around the world. extremely successful in bringing pre-show warm-ups and extra-time talks. ideas for the script. A special production their schools and libraries. scheme is a family learning project together football and the stage, with Archive materials from the club’s was put on, with a screening of the 2007 A total of 100 youngsters took part where children and their carers read ‘A total of 100 youngsters took part in a each medium encouraging audiences Education Through Football project FA Cup Final to a family audience of 200 in a special literacy day at Stamford and learn together about stories such to discover more about the other. The were loaned to the theatre for a foyer Chelsea fans before the performance. Bridge, helping to raise money for as the famous Christmas Day truce special literacy day at Stamford Bridge productions also encouraged families display. Chelsea’s Paul Canoville gave Children from local schools also took seriously ill children. Readathon during the Great War in 1914, when to raise money for seriously ill children’ to learn more about history through a presentation to a packed audience of part in an art project, resulting in a huge raises funds for CLIC Sargent, the opposing armies stopped fighting to football over the last century. 350, including many football fans who foyer photograph taken at the Bridge.

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Former Chelsea stars and Roy Bentley welcome over 75s to an Alive and Kicking group, where participants can improve skills such as computer literacy

Chelsea giving London kids a headstart in

Left: Chelsea’s 1955 championship- business winning captain Roy Bentley presents Norman Purser with his Chelsea teamed up with Alive and Kicking prize for winning the Alive and The project takes its name from Kicking prediction competition former Arsenal and Tsu’Chu, which is the ancient Chinese The Alive and Kicking scheme we launched a self-guided England forward Tony form of football from around 250 BC, project completed a second walking tour of the Brompton Woodcock to launch a widely recognised as being the start successful season during Cemetery in partnership with The scheme designed to encourage young of the global game. 2007/08. The initiative is Royal Parks, to encourage fans to people to go on to university and give The intention is to encourage aimed at fans over the age of 75 and enjoy a healthy walk in this nearby them a head start in business. young people to be creative, structured to give senior learners the open space and develop an interest in Tsu’Chu Biz is a four-day course enterprising, entrepreneurial and opportunity to improve their skills in local social history. designed for 14 to 19-year-olds work at what they love and have a a supportive group environment. Over 100 residents attended the which uses football as the teacher. talent for, as well as developing their Working together with tutors from launch of the cemetery trail, a stone’s This unique collaboration between personal and social skills. the local Open Age charity, members of throw away from Stamford Bridge football, business and universities Woodcock said: ‘Tsu-Chu Biz is the group are able to share stories and and the resting place of many of the uses practical examples from the a fantastic course that is helping memories and develop their computer club’s founding fathers. industry. Pupils learn about design, youngsters to realise their potential skills. Due to popular demand, we marketing and sales, as well as taking and assisting them to move on to added an additional weekly session ‘The group was ‘Tsu’Chu Biz is a part in a penalty competition to teach further and higher education. to accommodate the needs of over-75 them about coping with stress. ‘I am delighted that Chelsea learners who have taken part in the delighted to receive fantastic course that The course caters for young people Football Club has agreed to the project. The group was delighted to national recognition is helping London from disadvantaged areas and it is partnership with us on this exciting receive national recognition with an with an Adult youngsters to realise hoped that over the next few seasons project which highlights Chelsea Adult Learners Week award for this over 90 will be offered to 1,000 14 as a football club supporting unique and successful project. Learners Week award’ their potential’ to 19-year-olds from within the five entrepreneurial young people As an additional element to the Olympic Games host Boroughs. starting out.’

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Stamford the Lion popped in to meet children taking part in Learning Chelsea’s Breakfast Clubs

An ideal start to the day

more children than ever took part in chelsea’s breakfast club, offering a healthy meal in the mornings to youngsters from deprived backgrounds Petr Cech distributed awards to participants as well as sitting in on a question and answer session ith the support of motivated to learn and settle into the ‘Whether you are a professional Chelsea, the numbers school day having had something footballer or a pupil at school, ‘Punctuality and School Assemblies of schools involved in nourishing to eat and drink. breakfast is the most important meal our unique breakfast To reward their achievement, the of the day. It helps you concentrate behaviour of pupils As part of our ongoing commitment clubW initiative doubled in 2007/08, best-attending pupils from each and gets your body and mind ready improves once they to improving health in our meaning over 220 children from 10 school were given the opportunity for the day ahead. communities, Chelsea coaches Blues short Blues schools in the more socially deprived to visit the Chelsea training ground ‘Seeing the children here you start attending the delivered healthy lifestyle assemblies areas of Hammersmith & Fulham where they had a coaching session appreciate how much it means Breakfast Clubs’ in primary schools, providing were given a nutritious breakfast with women’s World Cup winner to them and what an important information to give young children a each morning. Lorrie Fair. part the club can play in helping head start in life. During the 2007/08 The children, who for social or They were then joined by Petr Cech them through some of their most way and makes them much more season the coaches helped educate financial reasons may not otherwise who presented the pupils with medals important years.’ responsive. The pupils thoroughly thousands of pupils in schools be able to have a healthy start to the and certificates and sat with them for Lynne Tucker of Hammersmith & enjoyed their special day out and it throughout London and the South day, are now benefiting from the a question and answer session. Fulham Council added: ‘The clubs was fantastic to meet and get their East on subjects ranging from dietary scheme, run in conjunction with The Chelsea keeper was delighted have proved really successful and awards from Petr who was really advice and exercise. Using practical Hammersmith & Fulham Council. to add his support. ‘It’s really have helped to improve the children’s supportive about what we are doing. examples based on sport and our Schools say punctuality, attendance important that kids get a good start in reading, communication, social ‘It gives them a huge boost to meet first-team players, the assemblies are and behaviour of pupils improve the morning, it helps them at school interaction and behaviour. the players and is a great reward a great introduction to the positive once they start attending the clubs as well as making them healthier,’ ‘A good breakfast has helped them for all their hard work and efforts benefits of healthy lifestyles. on a regular basis, and they are more he said. to start their day in a more positive throughout the year.’

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home sweet home chelsea’s state-of-the- art training facilities at cobham were built with the environment in mind

As well as providing world class Features include: The Cobham training ground is not only in tune with the environment but facilities the Cobham training • A live sedum roof which produces oxygen and reduces also has world class facilities (left) ground – opened in 2007 – offers one levels of carbon dioxide (the primary contributor to global of the most environmentally friendly warming), as well as offering protection from heat, noise and buildings possible. air cooling. As stated in the 2006/07 CSR report, • Brass cladding on the exterior. Brass is a readily recycled the environmental credentials of material, which naturally oxidises to interesting hues and Cobham were paramount in the textures and requires zero maintenance. design and construction of the centre • A building management system provides optimum and met an excellent BREEAM (The energy usage through minimum power input and hours of Building Research Establishment operation. Environmental Assessment Method) • Externally shaded glazed areas to reduce direct solar gains. rating, which provides authoritative Light wells and an external moat reflect natural light into guidance on ways of minimising the basement. the adverse effects of buildings on • Over 3,500 tress and shrubs were also planted during the environments. construction process.

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helsea Football Club was makes commercial sense to do so. proud to be one of the first ‘These programmes are open to all, companies to sign up to the with the only requirement being a Blues go Mayor of London’s Green genuine commitment to stop climate C500 scheme, which is designed to change before it is too late.’ reduce carbon emissions in London. Each company will be assessed and The initiative encourages given realistic agreed targets within green businesses to make a genuine the day-to-day needs of their business. commitment to helping the Under the scheme each company’s environment by reducing their own carbon use will be assessed by a Chelsea became the first carbon emissions and was the first campaign of its kind in the world. football club to sign up The then Mayor Ken Livingstone ‘The only requirement is to the mayor of london’s said: ‘This programme will motivate, to make a commitment support and reward organisations to to stop climate change’ green 500 initiative reduce their carbon footprint. ‘This is a world first, and places London at the forefront of leading company in the field of government and businesses working energy efficiency. An agreed action together to cut carbon emissions. plan and annual targets to reduce ‘The impressive range of companies the carbon footprint will follow the Chelsea introduced a number of initiatives to who have already signed up to assessment, with awards being given cut carbon emissions after joining the Green the Green 500 shows that major for meeting those targets. 500 scheme, including (above) planting over 3,500 trees and shrubs at Cobham and (left) businesses want to take a lead in Other companies who helped launch turning down the temperature on the washing helping to prevent climate change, the scheme included Marks & Spencer, machines at our training ground and recognise that it increasingly Ikea, Tesco, John Lewis and BSkyB.

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The requirements of our supporters is a major consideration of the club, Learning catered for by the Fans Forum

Improving fan relations as the club’s key stakeholder, chelsea took more steps to ensure that we cater for the needs of as many of our supporters as possible Fans Forum Chelsea’s Fans Forum consultation with the Fans Forum entered its fourth season included the freezing of prices on all in 2007/08. The forum was non-corporate tickets for Premier established to increase League matches and games at the dialogue between the club and fans, knockout stage of the Champions develop a better understanding of League, as well as the introduction Disabled issues that affect supporters and of a new discount scheme for allow the club to discuss new ideas. Champions League group matches fans To reflect the diverse nature of at Stamford Bridge the following Chelsea’s fans, representatives are season. Along with the club, the Chelsea drawn from a variety of supporters: This was the third-successive Disabled Supporters’ Association season-ticket holders, club members, year there had been an absolute (CDSA) also became full members of private box and executive suite price freeze on Premier League and the National Association of Disabled Supporters (NADS). The CDSA was set up in March 2006 ‘The forum increases dialogue between the and was responsible for introducing club and fans and has developed a better a new policy document on disabled issues and the introduction of free understanding of issues that affect supporters’ membership and match tickets. During the season the club announced a further 100 places for members, family stand season-ticket Champions League knockout phase disabled fans and after consultation holders, fans aged 60 and over, 16 to tickets, giving a net reduction of with CDSA, Chelsea also introduced 21-year-old fans, disabled fans and approximately 10 per cent when opportunities to purchase tickets on a representatives of supporter clubs. inflation is taken into account. match-by-match basis. The forum also welcomed then The club also pledged that the The scheme means disabled fans manager Avram Grant, a first for a successful policy of discounted prices are able to buy tickets for specific Chelsea boss. for domestic cup matches would games with entry continuing to be Policy announcements made after also continue. free for carers.

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Lynn Osgood poses with the FA Cup at the Chelsea Pitch Owners Lunch

Past Players’ Trust

helsea Football Club is ‘It is always an honour to attend fully committed to our the CPO Lunch where we have an history and helps to raise opportunity to celebrate and pay money for former players tribute to the contribution of our Cand employees through the Past past players and managers. Players’ Trust (PPT). ‘I am also delighted the club and The PPT was inspired by the CPO, via its chairman Richard King, late Tony Banks, who tirelessly will be offering support to The Peter raised funds for former players – Osgood Trust. particularly the 1955 First Division ‘Peter is missed by everyone championship-winning team. connected with Chelsea and it is With original donations from fitting his widow Lynn wants Peter Chelsea Pitch Owners (CPO) and the to be remembered by encouraging club itself, the PPT uses money raised children to play the game which to provide medical and financial Peter graced for so long.’ Stars of the 1954/55 season hold assistance to past players who have The 2007/08 season also saw the their copies of the book released given so much to Chelsea during the publication of a very special limited to mark Chelsea’s first-ever league course of their careers. edition book ‘Champions 1954/55’, a championship triumph and (left) the Chelsea Old Boys line up for Highlights of the 2007/08 season bound reproduction of all the match one of their matches included the CPO Annual Lunch programmes, home and away, from which honoured 55 past players Chelsea’s first league championship- and managers and was attended winning season. Just 1,955 copies by 650 guests. Money raised at the were printed and all proceeds were ‘The CPO Lunch annual event provides wide-ranging donated to the Past Players’ Trust. support for past players, from knee The PPT also organised a series of gives us a chance operations to funding for medication charity matches which saw former to pay tribute to our unavailable through the NHS. players such as Clive Walker, Peter past players and The lunch also saw the club Bonetti, Clive Walker and Kerry and CPO confirming additional Dixon turning back the clock to take managers’ bruce buck assistance to The Trust on opponents including West Ham Chelsea chairman Bruce Buck said: and the Boston Braves.

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Placing value in our staff in the 2007/08 season chelsea did more to ensure the progression and satisfaction of employees than ever before

helsea’s mission statement including race and disability. is: ‘We are a service driven Additionally, 102 members of Football Club that values staff attended sessions of training people.’ During the 2007/08 specifically on diversity and disability. Cseason this commitment was at the We also ran a full day course for forefront of all our staffing policies. Disability Ambassadors. Throughout During the season we supported this session delegates went around a number of staff to study for a our business sites in a wheelchair to UK-recognised management fully appreciate the difficulties posed qualification. Twenty first-time team to some members of public with leaders completed level two and mobility issues. three of the Institute of Leadership As part of our staff engagement and Management. The course strategy, we were delighted to be able entails attendance at six full- day to take approximately 360 members sessions on topics tailored to fit of staff to Russia for the Champions Chelsea’s Personal Development Plan League Final and 864 (staff and framework. partners) to the Carling Cup Final Our talent management strategies held at Wembley. continue to have a positive impact The staff social committee ‘The staff social committee offers the chance for all staff members to participate in less formal activities with a link to the business’

on staff development in the club and continues to offer a range of activities over the year, 32 members of staff to employees from across the whole (representing seven per cent of the group and ensure that all staff workforce) were either transferred or members have the opportunity to promoted to different roles within the participate in less formal activities business, while our labour turnover that still have a link to the business. has continued to fall to 19 per cent. The Awards for Excellence – which The staff handbook is reviewed and are held quarterly and yearly at revised every six months to ensure Stamford Bridge – have continued, that all our policies and procedures with increasing numbers of staff are in line with current legislation, being nominated for an excellent statutory obligations and best contribution to the work place. practice. In conjunction with CLIC Sargent, An induction day is conducted the club supported six members of staff every month, led by the HR in training for the London Marathon. Department, but run completely Eighteen employees also took part in by the Senior Management Team. the Swimathon for Marie Curie Cancer, This ensures that all new starters which took place in the swimming are integrated as efficiently and pool at the Chelsea Club. professionally as possible into The monthly staff newsletter and the company culture and specific intranet have improved immensely business expectations. over the course of the year, which Staff members were flown out to Russia and given tickets to the 2008 Champions League Final During induction day, all staff is packed with news and features. Above: Education officer Wendy Buddin (far left) receive specific training on the club’s Content from staff themselves now teaches an English class for speakers of other languages and is pictured with employees from the Equal Opportunities policy, which forms the greater part of stories Millennium & Copthorne Hotels at Stamford Bridge covers all areas of the legislation, shared with the company.

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