FO N CHELSEA FOUNDATION REVIEW 2010/11 SEASON UNDATIO CONTENTS 04 Executive Summary 20 Player Engagement

First year for the Chelsea Foundation is a great success Topping the poll for good work once again

06 Community Development 22 Supporting the Armed Forces Engaging with people and enhancing lives Tickets for Troops and Poppy Appeal fundraisers

12 Sport Development 24 Tackling Discrimination Providing coaching and programmes the Chelsea way Promoting tolerance and inclusion

16 Charities 30 Promoting Healthy Living Using our resources to help good causes at home and abroad Educating youngsters on fitness and nutrition

18 Disability Offering encouragement through Football and Paralympic sports FOREWORD • BRUCE BUCK FOREWORD • BRUCE BUCK

OUR FOUNDATION IS MAKING A DIFFERENCE

Restructuring the manner in which the club conducts its charity endeavours by establishing the Chelsea Foundation has proved to be an unparallelled success

The first year of the Chelsea biggest programmes in the game, but the Blue Pitches were constructed Foundation was undoubtedly a I believe it is the range and breadth of to become hubs for our wider work success. Alongside my fellow trustees, our initiatives that sets us apart from within the community. They will we have overseen what is, in my the crowd. ensure that young people not only get opinion, the most comprehensive The Foundation has taken on a wonderful introduction to the sport community and charity programme board all of the community, charity, but that they are also educated in the in sport. environmental, educational and wider Chelsea way. The underlying principle behind the Corporate Social Responsibility (CSR) We want to create a lasting legacy, Foundation’s success has been our programme originally undertaken by not just fly in and fly out. The beloved game underpinning every the club and brought them under one Foundation and our unique way area of work we undertake – from overarching organisation. of working are key to making this coaching to health, education and The Foundation’s work is at the happen. social inclusion. forefront of Chelsea’s international At home, our groundbreaking work Over the course of the 2010/11 and domestic strategy underlined by continues – our Asian Star initiative season, 850,000 predominantly young the Here to Play, Here to Stay tour to has identified a host of potential people took part in our activities. Asia in the summer of 2011. young stars of the future. Five former Turnover alone make us one of the In each of the countries we visited, winners have now joined professional Academies and we hope many more players from Asian communities have been inspired through the programme to play the game at the highest levels. In conjunction with the , the season also saw a new education initiative launched using football and the draw of Chelsea to help bring life to English, maths and IT for pupils in and Surrey who thrived outside of the traditional classroom-based lessons. As a club, Chelsea’s investment in CSR, including the work of the Foundation, topped the £7,000,000 mark in the season. That is something of which everyone at the Foundation, football club and our fans around the world should be immensely proud of.

Trustees of the Chelsea Foundation and during the launch of the organisation at Cobham in July 2010

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Kickz helps children to develop their potential

It was another successful year for the Kickz programme which continued to run in four London boroughs. The programme’s vision is to build safer, stronger, more respectful communities by developing the potential in young people. That means getting to youngsters who have previously proven difficult to reach and guiding them to a range of healthy and constructive activities. During the 2010/11 season, the project helped prevent anti-social behaviour and criminal activity in the target communities and created positive relationships between the participants and police. It also provided opportunities for young people to volunteer and become positive role models for younger members of their community.

children’s maths skills. eight Mini-Kickz children were MINI-KICKZ There was also an activity which chosen to go to the annual Bridge helped participants create a poster Kids Christmas Party at Stamford Our Mini-Kickz project to reflect their idea of respect, Bridge as a reward for their used the power of football although the most prominent and good sportsmanship, exceptional through coaching sessions and important workshop was Beat behaviour and good attendance. workshops to inspire learning, Bullying. There, the lucky participants met help motivate and strengthen The aim of this was to build Chelsea players, getting pictures community cohesion for younger awareness of bullying, whether with their footballing idols as well people. as a witness, victim or the bully as autographs. Working with youth services themselves. The objective was from the Kensington and Chelsea, to make young people aware of “It was a really great Christmas the project targeted young people potential bullying situations and present, I got autographs from my aged between seven and 12 from how to deal with them. favourite players!” disadvantaged backgrounds who Another highlight of the year Nine-year-old Reece Grandersen are at risk of being drawn towards was hosting a football tournament EVERY LIFE MATTERS DVD anti-social behaviour. against Norwich City, who were This DVD was created by participants from art-based projects with participants from More than 140 participants took the only other club delivering the “When we did the Beat Bullying the Wandsworth Kickz programme, who Wandsworth schemes and the sessions workshop, it really made me think part in the Mini-Kickz project Mini-Kickz project. acted in the film, to make young people gave local youngsters the chance to design about my behaviour and how to during 2010/11, with a slight Following some keenly-contested aware of the dangers of knife crime. a slogan to combat knife and gun crime. improve it. I also wanted to make increase in female participation. games, the day culminated with Advice came from the Metropolitan The film was played around schools Workshops delivered included young players visiting Stamford sure that I didn’t miss out on any Police and Wandsworth Council for the within Wandsworth as well as at Kickz Healthy Eating programmes, which Bridge for a stadium tour. tournaments!” production. and Positive Futures programmes in the utilised football to improve young To cap off an exciting year, 11-year-old Bilal Bihi The Chelsea Foundation also delivered borough.

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PRINCE’S TRUST POSITIVE FUTURES IMAGINE YOUR GOALS The Chelsea Foundation projects which benefited the local the chance of a question and answer Positive Futures, a national who took part in the initiative. Young supported the Prince’s Trust, the community. session with Paulo Ferreira on all youth crime prevention people were given the chance to This pilot project – funded and supported by the Premier League, UK’s leading youth charity which aims The Chelsea Foundation supported things football. programme funded by the Home develop the skills needed to get on a Sport Relief and Time To Change – to help young people to overcome South Thames College by helping “It was a pleasure to meet them,” Office, is aimed at supporting 10 to positive career path and take on roles had two key elements. barriers in their life. 34 young people across two teams said the defender. “A couple of 19-year-olds and helping them avoid as active and responsible citizens. The first was to provide an The charity helps those between the questions really put me on the being drawn into crime, drugs and Managed by young people’s between September 2010 and January opportunity for young people alcohol misuse. charity Catch22 nationally, the the ages of 13 and 30 realise their full 2011. We provided support for a spot – some of them should think suffering from mental illness to come During the 2010/11 season, the potential and improves lives through work-based tour of Stamford Bridge about becoming journalists! programme was delivered through together and take part in positive Chelsea Foundation engaged with practical support, including training, along with educational healthy eating “The kids have really turned their 91 projects in deprived communities football activities which were mentoring and financial assistance. workshops and sport and exercise lives around and shown the kind of 315 youngsters from Wandsworth in England and Wales. overseen by Chelsea Foundation Chelsea provided support for sessions. determination that will help them in coaches who had received mental South Thames College, who deliver On top of that, the Chelsea the future, they’re a real inspiration.” health and awareness training. the Trust’s Team programme in Foundation donated signed Also, with the support of the The second was to raise awareness the Wandsworth area. This was a memorabilia to help raise funds for Chelsea Foundation, Team raised of the Time To Change campaign 12-week personal development community projects undertaken by more than £350 towards their which aims to end the stigma initiative enabling 16 to 25-year-olds Team, match tickets and space in Community Team Challenge, attached to mental illness and the to learn new skills and gain national the club’s matchday programme working with the Chelsea Pensioners discrimination faced by those who qualifications. to provide information on Team’s and Wandsworth Young Carers. suffer from it. The course included individual courses. The Team organised a range of fun Participants were referred to the work placements, a residential week In March 2011, 18 young people activities, including quizzes, art and Imagine Your Goals sessions by Mind, a mental health charity which and a number of challenging team from the January Team were given craft sessions and bingo. helped deliver the project. Football sessions provided a friendly, understanding and Paulo Ferreira fields encouraging environment and questions from young aimed to improve fitness and people on a Prince’s health, while teaching new skills Trust programme and helping participants overcome every day challenges.

Chelsea Foundation staff with “I have been aware of the inmates at Portland Prison many football activities run by the Chelsea FC Foundation in the local area. I have mental health problems and know PORTLAND PRISON how important it is for me to In 2011, a team made up with players prison. Conversely, it allowed Portland take part in regular physical activities. That’s why I’m from Chelsea Foundation projects players to see how they could become looking forward to playing across south-west London, such as volunteers and potential coaches so football once a week through Kickz and Positive Futures, played they could contribute positively to Imagine Your Goals. a match against an Academy side their communities. “Playing football will help me from Her Majesty’s Young Offender The initiative included a tour of the focus and build my confidence Institution Portland. prison by Portland Academy players so I can achieve my goals. The programme was a partnership for the Chelsea Foundation team Playing regularly is important between the Chelsea Foundation and members and a discussion between to me because it will help me the 2nd Chance Project which used the two teams on prison life before socially, as I need to make new the power of football to engage with the match began. friends, feel accepted in the inmates positively, giving them the In total, the programme worked group and improve my mental chance to stop reoffending. with 81 young men. Compared to health.” It was also a great opportunity for the prison average of 48 per cent, Dominic, 22, who lives in West members of the Chelsea Foundation only 11 per cent of the programme’s Kensington and suffers with team to learn about the realities of participants re-offended after release. schizophrenia

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Premier League Into Work uses football to build confidence in people, right, BATTERSEA SUMMER SCHEME – and it was supported by Chelsea Foundation staff such as Lauren O’Leary and FIVE-A-SIDE TOURNAMENT Ian Jordan, below right This project was delivered in for people aged between 11 and 16. partnership with Wandsworth Local teams and youth clubs within Borough Council youth services and Wandsworth entered the contest and INSIDE RIGHT youth offending teams as well as the more than 180 young people took part. PILOT SCHEME Battersea Summer Scheme, a principal project of the Battersea Crime By using the power of football and Prevention Panel which works the Chelsea Foundation’s reputation, closely with local youth clubs. the Inside Right pilot scheme was They organise trips, outings and launched to engage ex-service CASE STUDY: events for disadvantaged young personnel. NICOLE ZWICK people of Battersea and Balham which The scheme aimed to use the look to teach young people how to Chelsea Foundation’s knowledge, Nicole enrolled on the Chelsea interact fully with their peers and experience and skills to provide Foundation’s Premier League Into leaders. support for ex-service personnel and Work scheme in January 2011. Chelsea Foundation coaches helped aid personal development. After starting off quietly, as the organise a five-a-side tournament The Chelsea Foundation engaged course developed, so did Nicole’s in new partnerships and consolidated confidence and important skills and existing ones to ensure we had a values – such as leadership, integrity positive impact on servicemen and and honesty – soon began to show. women’s lives. While on the course, Nicole completed an NVQ and a security qualification. She also took part in two weeks of work experience in the club’s call centre and ticketing department. Her course finished in March and, within weeks, Nicole was invited to attend an interview in the call centre after excelling during her work placement. As a result of the interview, Nicole was offered the position of call centre assistant. After passing her probation period, Nicole went on to help PREMIER LEAGUE with special projects and assist in the club’s complaints department. INTO WORK She is well known and respected Premier League Into Work was The programme was funded by the around the club and now also occasionally works at the stadium’s a ground-breaking training Premier League, the Department for live entertainment venue Under The programme which aimed to use the Works and Pensions, Jobcentre Plus Bridge. power of football and the Chelsea and the New Football Pools. “From the course, I found out Foundation to help local people who Of the 89 people who finished the that Chelsea is more than a football had been out of work for some time. course with the Chelsea Foundation, club, it is also an employer within The 10-week training course built 20 of them were employed by the the community,” said Nicole. the trainees’ confidence, raised club in either full-time or seasonal “The course was beneficial as it self-esteem, developed fitness, jobs. The overall success rate saw boosted morale and developed your improved job-seeking skills and 32 per cent (above the national techniques. It reminded you not to considerably increased their chances average for the client group) of give up on your dreams.” of getting back into sustained people going on to sustained Recent war heroes Private Johnson Beharry VC and Phil Packer, until this month a Major in the Army, joined Chelsea Football Clubs first-team employment. employment as a result of the course. squad pitch-side at Stamford Bridge stadium to officially announce the new Inside Right programme to rehabilitate service veterans

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The 2010/11 season saw the Chelsea Foundation’s coaching programmes expand into a range of sports outside football to address a decline in the number of youngsters taking part in physical activity.

PREMIER LEAGUE 4 SPORT

Funded by the Premier League, Chelsea Foundation coaches to gain even qualified for the finals of a Sport England and Youth Sport qualifications in other sports. national table tennis championship. Trust, Premier League 4 Sport (PL4S) Over the course of the season, Emily Wood, aged 12, and 13-year- enjoyed its second year coaching a 12 coaches achieved Level One old Sarah Harris from Chelmsford range of sports to youngsters aged badges in handball and three County High School represented between 11 and 16. The project was accomplished the same in table tennis. the Chelsea Foundation in the girls’ delivered to 16 schools throughout On top of that, 17 boys and 26 girls tournament while Nathan Blore and Essex and engaged 1,242 students. from the volleyball programme were Aaron Goodridge, both aged 13, Badminton, table tennis, judo and given Young Leaders awards. played in the boys’ competition. volleyball were all taught through Four young table tennis players They faced PL4S representatives the project, which also allowed representing the Chelsea Foundation from Arsenal, Manchester United and Tottenham Hotspur, beating Chelsea’s Gokhan Tore them all to win the national tries out table tennis at a tournament. It was one of 14 Chelsea Ladies’ Drew Spence Premier League 4 Sport tournaments in which representatives coaches local youngsters on a SPORTING event at Cobham Sport in the City project from Chelsea competed. SKILLS The London Coaching Foundation approached the Chelsea Foundation during the 2010/11 season with coach CHELSEA LADIES COACH funding to deliver the Sporting Skills education progamme in Southwark. This followed FOR SPORT IN THE CITY the successful programme run by the programme Chelsea Foundation in Lambeth in Chelsea Ladies travelled to Cole, Becky Jane and local girl Drew 2009. Throughout the season, FA Level Southwark for a coaching Spence. Once the Ladies had met the The aim of the programme was to One courses, which include session with local youngsters as part children, they took part in the football identify higher-than-average areas safeguarding children and emergency of a Sport In The City project with training session, which included skills of anti-social behaviour and crime, aid courses, were delivered the club’s national charity partner practice, shooting and tackling. then look into ways of engaging with throughout south-west London. Help A Capital Child (HACC). “It’s fantastic for us to get involved youths aged between 11 and 18 using football and athletics in a weekly Chelsea Foundation services Funded from the Premier League’s in these sorts of projects and offer session. were requested on the back of Creating Chances programme and our expertise to these children,” said the successful work delivered in Chelsea Foundation coaches were Chelsea’s Community Shield allocation England international Rafferty. “Sport Wandsworth. Candidates taking also asked to identify youngsters who from the FA, the Sport In The City is very important, it teaches you a lot, part who showed improvement were could volunteer and enrol to become programme provides free activities to like sportsmanship and teamwork, and rewarded with the chance to become Community Sports Leaders and FA volunteers themselves within underprivileged youngsters from across it’s a vital part of growing up.” Level One coaches. Chelsea Foundation programmes. London during the summer holidays. Offering taster sessions in a variety Cavendish PRU, Peckham Academy In Essex alone, there were 12 The scheme was organised by of activities, Sport In The City is and Kings Down School were identified First For Sport Level One awards HACC and delivered by the London available to more than 4,000 children. as venues to deliver coaching sessions. delivered to 156 candidates and two Coaching Foundation and members Sports on offer included swimming, During the course of the season, 153 First For Sport Level Two awards to of UK Fitness Network. street dance, tennis, handball, netball, youths took part and feedback from 26 candidates. England international Claire Rafferty basketball, squash, climbing, karate schools was very positive. was joined by Sophie Perry, Naomi and gymnastics.

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PREMIER LEAGUE SCHOOLS TOURNAMENT

Premier League Schools Tournament gave hundreds of youngsters the chance to experience the thrill of being treated like a top-flight footballer. The tournament was a great way for youngsters to interact with fellow students from across the local boroughs under the ethos of fair play, team work and sportsmanship. The initiative was created to increase participation in football and more than 6,500 children took part nationally in 2011. More than 800 schools entered the competition, with 320 children taking part in the finals day. Winners for the Chelsea tournament COACHING Chelsea Soccer Schools improve the skills of were Graveney School and Heathmere young players and are supported by first-team CLINICS School, who went on to represent the players such as José Bosingwa club at the national finals at Bolton Coaching clinics were held with Wanderers’ Reebok Stadium. Premier League Schools Tournament at Cobham are a fun day out the aim of increasing sporting participation outside school hours. Operating through schools and SOCCER SCHOOLS leisure centres, players were able to develop their technical ability within As always, Soccer Schools CRB-checked, FA-qualified coaches a safe and friendly environment. formed a vital part of the Chelsea on hand to inspire, encourage and In addition, the participants then Foundation’s make-up during the share their passion for the beautiful had the opportunity to develop 2010/11 campaign, allowing us to teach game. their skills further by being referred the club’s philosophies and the charity’s All money raised from our Soccer into Academy development squads. ideals of fair play while developing Schools is re-invested into the young players’ skills in a fun and community, allowing the Chelsea ELITE enjoyable environment. Foundation to provide programmes A fantastic introduction to the game, and initiatives to some of London’s TRAINING Chelsea Foundation Soccer Schools have most underprivileged areas. CENTRES

This programme operated just below the club’s Academy system. COLLEGE PROGRAMME The scheme saw structured and During the 2010/11 season a college which catered for female footballers, progressive sessions delivered and coaching programme was set up at Chelsea Foundation coaches utilised fixtures organised with the intention Southfields Community College in the college programme to increase of referring players into the club’s Wandsworth. female participation in the sport Academy system. The sessions were initially for girls across the college. During 2010/11, an Elite Training only, due to the lack of opportunities The scheme was open to females Centre (ETC) was opened in Essex, for inner-city females to play aged between 16 and 19. During its adding to the existing ETC in Surrey, football within London. first year, the programme engaged with the objective of educating As there was no programme with 19 girls on a weekly basis. potential Academy players.

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STAMFORD BRIDGE HELPS RAISE HUGE AMOUNTS FOR CHARITY

Chelsea donated the pitch at Stamford Bridge to our national and global charity partners so they could hold a day of football and raise vital funds. More than £200,000 was raised as both Help A Capital Child (HACC) and Right To Play held tournaments which teams paid a fee to enter. All the money went towards helping disadvantaged children at home and throughout the world. HACC held the Capital Kicks tournament, funded by broker firm BGC, and invited local children to come and train with the Chelsea Foundation coaches before the football competition kicked off. “The children absolutely loved it,” said Hannorah Lee, head of corporate works in, including Sierra Leone, fundraising at HACC. “It’s a once-in- Rwanda and Lebanon. a-lifetime opportunity. Lots of them “The money we’ve raised will have been down to see Chelsea play , in conjunction with Right To Play and Chelsea, returned to his predominantly go to Africa but also home town of Awutu Breku, where his Michael Essien Foundation has been helping through our partnership with the to Asia and the Middle East,’ said the community. He also launched the Reading Goals scheme during his visit club but this is the first time they’ve Right To Play’s strategic partnerships actually had the chance to get on the manager Will Morgan. “It will be pitch themselves.” used to help the most disadvantaged ESSIEN IN GHANA: Right To Play’s World Cup was kids in the area and will make a held for the fifth year and saw teams huge difference to the lives of Stamford Bridge was utilised for charity events, THOUSANDS COME TO SEE THEIR HERO named after the countries the charity those children.” such as a Help A Capital Child football tournament Michael Essien touched down in a water borehole and a new public Ghana for two days of charity toilet to bring fresh water and better work in his home town of Awutu hygiene to the town. CHELSEA DAY , John Terry and Johnny HELP A Vaughan entertain the crowd at the Breku in November 2010. The Blues “It is so good to be home and be FOR HELP A Help A Capital Child Christmas Party CAPITAL CHILD hosted a community sports able to give something back to my CAPITAL CHILD CHRISTMAS PARTY day and launched a scheme to help community,” said Essien. “It is great get young Ghanaians reading. to be able to visit where I used to play Chelsea Day took place at Capital FM The Chelsea squad kicked-off the festive More than 20,000 people gathered football and the amount of people in December to help raise funds for season in style and helped raise funds for in Awutu Breku to take part in A who came is really special, it makes our national charity partner Help A the club’s national charity partner Help A Day with Michael Essien, which was me really proud.” Capital Child. Capital Child during a Christmas party at held jointly by the Michael Essien The player also launched the A variety of fantastic prizes were Stamford Bridge. Foundation, Chelsea Football Club Reading Goals literacy initiative – a auctioned live on air, including More than 80 children and their parents and our global charity partner Right reading project in association with the chance to become Chelsea’s mingled with the players, who signed To Play. Chelsea, Right To Play, Pearson Chairman for the Day and the autographs and posed for photos at the The day saw Essien host an array of Education and the Ghanaian Ministry opportunity for a child to be a Blues ticketed event. Capital FM breakfast initiatives, including a sports event for of Education aimed at encouraging matchday mascot. show host Johnny Vaughan was also in children from local districts competing young people to read books provided All funds raised went directly to attendance as a massive Chelsea fan and in football, volleyball and netball. The free of charge to schools in the helping disadvantaged children in patron of the charity. London. midfielder commissioned, and opened, region.

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Chelsea Community FC players before a match

CHELSEA FOUNDATION GETS 2,500 CHILDREN COMPETING IN PARALYMPIC SPORTS

In October 2010, more than who worked with 216 young “We have a real opportunity with 2,500 London children of all people between the ages of seven the Paralympic Games to help change abilities came together to take part and 19 – from 72 schools people’s perceptions about disability in the country’s biggest inclusive Approximately 50 per cent of the and also inspire people to get into school sports competition. participants had a special educational disability sport.” School teams from all six host need or disability and all were given Aneurin Wood, lead organiser of the boroughs competed against each the chance to wear blindfolds and Hackney Schools Sports Championships, other in Paralympic sports such as perform dribbling, passing and said: “The event has been a great wheelchair basketball, sailing, goalball shooting skills with an official “sound success and I’m delighted that so many and archery at the Hackney Schools ball”. young people of all abilities were able Sports Championships, organised by Lord Coe, chairman of the London to take part. the Hackney Learning Trust. All teams Organising Committee for the “It was fantastic to see children of had children with and without special Olympic Games and Paralympic mixed abilities playing alongside each educational needs. Games, said: “I’m delighted that other as both team-mates and opponents This was the fourth year of the young people will get the chance and there was a real competitive spirit event and it was the biggest one yet. to try a Paralympic sport and get a throughout the week. For the first time, pupils got a taste of taster for the excitement that they “The children absolutely loved trying it visually impaired football, supported will witness during the Paralympic out and, for many, it was the highlight of by our Football+ coach Rob Seale – Games. the championships.”

Players with disabilities benefited FOOTBALL+ from Football+ sessions The Football+ programme encouraged players with disabilities to develop their health CHELSEA COMMUNITY FC – WOMEN’S and independence, realise their full DISABILITY potential and develop social skills. INTERNATIONAL Structured sessions provided by TOURNAMENTS FOOTBALL specialist coaches, delivered at local As part of the commitment towards schools and sports centres during the development of women’s football weekends, were complimented by In March 2011, Chelsea Meanwhile, the Premiership Chelsea in London, Chelsea helped promote tournaments organised regularly Community Pan-championship Community (Pan) team took part regional women’s football as three throughout the season. Adult Team competed in an incredibly as one of four giants of European counties combined to form a new Our Chelsea Community FC challenging tournament in Mantova, disability football. We were invited regional league for the 2010/11 season. pan-disability teams enjoyed Italy. to compete in the first Tournament This helped to create greater professional football coaching A high level of football was played International for the Disabled, which competitive opportunities and increased and played in FA-recognised by all teams, but Chelsea Community was hosted by Torino FD in Italy. the awareness of women’s disability leagues, cups and tournaments, FC won to once again take home the The hosts were very hospitable and football participation. both domestically and abroad. Fuorigioco Cup. took the team to the Museum of Great Previously, there were limited Assistant coach Pam Chandler said: Torino and Superga at the Tombstone competitive opportunities for women “These tournaments would not be of The Invincible. This experience due to league numbers being low. However, the introduction of the possible without the support of all provided not only the chance to regional league brought together all our staff and the players themselves, develop individual independence, existing teams previously playing who always play with dignity and but also the opportunity to improve and encouraged the formation of cultural knowledge of the team’s represent themselves and their club new teams. with honour.” history and the area they visited.

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John Terry hands Ramires meets fans at the CHELSEA TOP POLL FOR out awards at a Bridge Kids Christmas PLAYER COMMUNITY Soccer Schools event Party at Stamford Bridge ACTIVITIES FOR THIRD TIME IN FOUR YEARS

Chelsea Football Club’s players communities at home and abroad,” took part in more community said captain John Terry. and charity activities than any other “All the players take our role Premier League club during the extremely seriously and it’s great this 2010/11 season. work has been recognised once again. For the third time in four years, “We all love seeing the kids in their the Chelsea squad came first in the schools, down at the training ground survey conducted by the Professional or meeting them in the dressing room Footballers’ Association. and tunnel after a game – it’s very “Everyone knows how important humbling to hear their stories and it is to put something back into our we’re proud to be able to help.” BRIDGE KIDS CHRISTMAS PARTY The players also joined hundreds of young Chelsea fans at the Bridge Kids Christmas Party. One young supporter Each year, young fans apply for shows Ashley Cole his a place at the event and names are delight at being at the party selected at random for the afternoon of fun, which also includes an appearance by Father Christmas. The football stars posed for photos and signed autographs, before Players visited the Chelsea and Westminster Hospital at Christmas and met Frank Lampard and Ashley Cole each staff, patients and the parents of youngsters captained a two-man team in a special Chelsea quiz. STARS SPREAD CHRISTMAS CHEER

The first-team squad brought smiles to difficult time of year on the paediatric Paediatric service manager Jo Lutkin young faces during a hospital visit to wards. helped arrange the visit to the hospital, MATCHDAY two children’s wards at the Chelsea and “We enjoy coming down, a lot of the which is near Stamford Bridge. Westminster Hospital at Christmas. guys have kids and it really makes you She said: “To have the Chelsea team WISHES The players toured the Neptune and appreciate how lucky you are,” he said. come in is massive, so many of the Jupiter wards to meet the supporters, “We see these young guys who have patients are seeing their heroes come in Chelsea also run a special handing out autograph cards and barely started their lives and are really through the door. matchday wishes programme at goodie bags. ill. To see them smile, having heard “We always keep the visits quiet, home domestic league and cup games Defender Ashley Cole was delighted from the nurses that they’ve not smiled so it is a huge surprise, and they really, where young fans, often with terminal to be able to help out at what can be a in days, is exactly why we come here. really enjoy it.” illnesses, are welcomed into the tunnel after matches to meet the players.

20 CHELSEA FOUNDATION REVIEW 2010/11 SEASON CHELSEA FOUNDATION REVIEW 2010/11 SEASON 21 Chelsea Chairman Bruce Buck meets servicemen at half-time SUPPORTING THE ARMED FORCES during the game against SUPPORTING THE ARMED FORCES Sunderland at Stamford Bridge

CHELSEA CONTINUES PLAYERS MEET SUPPORTING TICKETS MEMBERS OF FOR TROOPS ARMED FORCES Chelsea players hosted service personnel at the Cobham training Chelsea continued a pledge to said Buck. “Tickets for Troops is a ground for a chance to find out more support Britain’s Armed Forces politically neutral and independent about the work of the Armed Forces by donating thousands of seats to the organisation, it is purely in the and the Royal British Legion. charity Tickets For Troops during the interests of supporting our Armed Guardsman Danny Ryan of 1st 2010/11 season. Forces, which we are always more Battalion Grenadier Guards, who Tickets For Troops, which also has than happy to do.” was between tours of duty in the support of the FA and the Football Tickets For Troops chairman Lord Afghanistan, was joined by Sergeant League, is a charity dedicated to Marland added: “Tickets For Troops Deborah Tidy and SAC Mark Pirie providing top cultural, musical and has benefited from a great wave of from the RAF Lieutenant Paddy Rice sporting tickets to our soldiers, sailors generosity from our ticket donors who at Cobham. and airmen. The Blues became the have wanted to demonstrate their Sgt Deborah Tidy said: “As first football club to provide tickets support and show their appreciation members of the Armed Forces, we for the scheme, donating 50 per for the dedication and commitment have a massive interest in ensuring game, with chairman Bruce Buck also of the marvellous men and women of that the ones who have gone before becoming a patron for the charity. our Armed Forces. us are not forgotten. Remembrance “Chelsea Football Club, its staff, “I would like to thank Chelsea for is a very important time for anyone players and fans proudly support our their generous support of our troops in the Armed Forces.” boys and the brave work they do,” during these difficult times.” REMEMBRANCE Chelsea is proud to be involved with AT CHELSEA Tickets For Troops Chelsea once again gave its made by Major General Kirkland and support to the Royal British Chelsea Chairman Bruce Buck to five Legion’s Poppy Appeal and held soldiers who had recently received activities to mark Remembrance medals. Sunday during the home game against For a second year, Connor Sunderland in November. Lockett – the son of Acting Sergeant The players were led out of the tunnel Michael Lockett, a Military Cross- by four servicemen and two Chelsea decorated soldier who died in COMMEMORATIVE Pensioners. Before kick-off, a minute’s Afghanistan – and Connor’s mother SHIRTS AUCTIONED silence was observed after a special Natalie were guests in the Directors’ FOR POPPY APPEAL Royal British Legion video was shown Box. Michael was a Chelsea fan, as Chelsea Football Club donated the on the big screens. is Connor. commemorative shirts used in the “It’s an opportunity for the players, The club also donated 154 tickets Barclays Premier League clash with to members of the Armed Forces, the fans and everyone to show their Sunderland to help raise funds for 50 to Tickets for Troops, 50 to respect to those who have lost their the Poppy Appeal. Headley Court Defence Medical lives in service, as well as their families,” The jerseys had a special poppy said skipper John Terry. Rehabilitation Centre and another embroidered on the front and At half-time, a special tribute was 54 to the Royal British Legion. were individually signed by their respective players. The half-time tributes went to: Seventeen shirts were auctioned Captain Sheppard - awarded the Military Cross for Afghanistan online through eBay and raised Colour Sgt Ross - Military Cross for Afghanistan £2,500, along with a matchday Lance Corporal Bramley - mentioned in despatches from Afghanistan collection of almost £6,000, for the Guardsman Coulbert - mentioned in despatches from Afghanistan Poppy Appeal. Guardsman Attuquayefio - mentioned in despatches from Afghanistan

22 CHELSEA FOUNDATION REVIEW 2010/11 SEASON CHELSEA FOUNDATION REVIEW 2010/11 SEASON 23 TACKLING DISCRIMINATION TACKLING DISCRIMINATION

Chelsea’s award winning anti-discrimination work continued to go from strength to strength during the 2010/11 campaign. We were awarded the intermediate level of the Equality Standard by Kick It Out while Ashley Cole was inducted into the Show Racism The Red Card Hall of Fame. Throughout the year, we toured schools in London to send out the message that racism has no place in our ground or our communities. We were also instrumental in the creation of The Y-word campaign designed to tackle anti-Semitic abuse at games.

ASIAN SOCCER STAR SEARCHES FOR FUTURE FOOTBALLERS

More than 300 children The teams all played each other initiative before congratulating the competed at Cobham in a bid to once in a tournament before a final performances. win a trial with the Blues as Chelsea’s took place between the two top sides. “Each year this event gets bigger groundbreaking search for an Asian The winners of that meeting were and better and the quality on offer has Soccer Star returned for a third year. awarded medals and Asian Soccer Star improved,” he said. The best boys were selected in four 2011 trophies. “To get a new player into the age groups, from Under-9s to Under Darren Grace, project manager and Academy is getting tougher and 12s, following close scrutiny from recruitment officer for the Chelsea tougher, but this event offers a fantastic Chelsea Foundation coaches. Academy, spoke to all the competitors opportunity for young Asian footballers. The winners then returned to the and their families, stressing the “Anything we can do to get in players club’s training ground later in the importance of the Asian Soccer Star from different backgrounds is fantastic.” summer for a week-long trial with the Chelsea Academy. Parents watched on a warm afternoon as their children were put through drills and tests for speed and agility before taking part in five or six-a-side games of football. The sides, with names based on first-team players’ surnames, were guided by professional coaches. The initiative was attended by scouts from other clubs, the local media and celebrities such as bhangra singer Jaz Dhami, who said: “This is one of the best things to happen for the Asian community and I want to help continue this. I’m a coach myself and you can see progression in the Asian community. “We didn’t have this sort of platform when I was growing up and there are so many great Asian footballers who just don’t get the The Asian Soccer Star event entered a third successful year, with children opportunity to showcase from the ages of nine to 12 years old participating at Cobham their talent.”

24 CHELSEA FOUNDATION REVIEW 2010/11 SEASON CHELSEA FOUNDATION REVIEW 2010/11 SEASON 25 TACKLING DISCRIMINATION TACKLING DISCRIMINATION

MALOUDA JOINS RACISM DISCUSSED AT FIGHT AGAINST STAMFORD BRIDGE RACISM Children from local schools and answer session with Monkou Florent Malouda was Chelsea’s attended a Show Racism The about his time at Chelsea and anti-racism ambassador during the Red Card event at Stamford Bridge how he felt when confronted with 2010/11 season. which included a panel discussion Although he has never personally racism. received racist abuse, that is not to with former players’ views. Gavin Sutherland, campaign say he cannot recall discrimination. The panel included former Blue worker for Show Racism The Red Speaking ahead of our home Ken Monkou, ex-West Ham Card, said: “The young people Ken Monkou and some game against Wolverhampton United player George Parris and have really enjoyed coming along of the schoolchildren’s human rights campaigner Doreen artwork on the subject of Wanderers – Chelsea’s designated and putting their questions to Ken. Show Racism The Red Card Kick It Out match – the midfielder Lawrence. “The fact that he has had direct said: “Sometimes in my life I feel like The children watched an experience of racism within the I am different because I come from educational video which tackled game is important, as it helps bring South America, not because of my discrimination before a question the message home.” race. I believe there is only one race, but because of that origin people can make you feel like you are different,” Malouda explained. “You have to prove to the others they are wrong and not accept A film addressing abusive it. You have to face these people behaviour was shown at Stamford Bridge before because it is wrong and, even if it Chelsea played Tottenham is a battle, if you have to struggle, you have to prove there is only one race and that they are wrong to doubt you. “I think it is a problem of BLUES MAKE A STAND knowledge; people are scared of something they don’t know. Now AGAINST ANTI-SEMITISM you have a lot of information with Frank Lampard appeared in a film strongest possible action against the internet, satellite TV and many CHELSEA STARS other sources of information, so you aimed at tackling anti-Semitism anyone found making any kind of IN BUILDING have no excuses to say you don’t and anti-Jewish abuse in football. discriminatory chant or taunt. know this religion, or someone is not Entitled The Y-word, the film was “It is great to see the football world BRIDGES VIDEO like me. There is education and it is written and produced by Blues fans come together to support a project Chelsea players and management the key to fight against racism.” David and Ivor Baddiel, in conjunction that will raise awareness of the appeared in a video to mark the Kick with Kick It Out, Maccabi GB, problem.” It Out Week of Action in October Community Security Trust, The Shoresh The Football Association’s general 2010. Foundation and Fahrenheit Films. secretary Alex Horne added: “The FA The One Game, One Community The film was shown on the big is delighted to support The Y-word campaign culminated at the screens before the game against film and we hope that it has a positive Wolverhampton Wanderers game at West Ham United and Tottenham impact in educating football fans on Stamford Bridge. A line-up including in April 2011. anti-Semitic behaviour. many of the squad plus manager There was also increased police “The ‘think again’ message is clear Carlo Ancelotti gave the message: surveillance inside Stamford Bridge for those who use chants such as the “Let’s Build Bridges.” during the Tottenham match and Y-word. The video was shown on the uniformed police officers in the ground. “We are committed to football for big screens at the game and was “Chelsea Football Club has been all and our overall aim is to make one of numerous projects the club campaigning about issues around football stadiums family friendly and undertook throughout the year which anti-Semitism for many years,” open to everyone.” Children got to ask questions engaged fans and the community in on discrimination at the Show anti-discrimination work. said Chelsea chairman Bruce Buck. The Y-word can be viewed at Racism The Red Card event “We have, and always will, take the www.kickitout.org.

26 CHELSEA FOUNDATION REVIEW 2010/11 SEASON CHELSEA FOUNDATION REVIEW 2010/11 SEASON 27 EDUCATION EDUCATION

Chelsea’s Education Department delivered sessions to 4,539 participants ranging from the age of nine to 86, working in schools, libraries and at the Hub, our Stamford Bridge learning centre. CANOVILLE Using the power of football to inspire learning, raise achievement and strengthen community workshops cohesion, our educational programmes were highly regarded by teachers, local authorities and, teach respect crucially, the learners themselves. for others The 2010/11 season also saw the completion of Hub2, the new learning centre based at our Cobham training ground, where we plan to replicate successful London projects and develop Paul Canoville, who was innovative new activities. Chelsea’s first black player, worked with 2,200 pupils in primary, secondary and special schools throughout the 2010/11 season. tailoring His inspiring talks never fail to help listeners empathise teaching with those who experience to pupils bullying or discrimination. The former player’s additional The following project was message about the importance of developed especially for the education is also brought home Year 7 Transition Class at Harris to the children when they hear Academy in Peckham: Roy Bentley and learners at the Hub2 how Paul’s career ended at the Pupils in this group were given age of 25 due to injury, leaving specialised teaching to help him with few employment them adjust to secondary school prospects due to his lack of and improve their literacy and ALIVE AND KICKING qualifications. numeracy grades, enabling them One letter, which is typical of to integrate with their peers in SENIOR FANS PROJECT those sent to Paul, said: “Thank mainstream lessons. you for coming to my school An English and maths This award-winning project skippered the Blues to their first Division to teach me what is right and programme was developed celebrated its five-year One title in 1955. wrong, you must have been very with a football theme aimed anniversary in May 2011 with a visit to Throughout the season, 15 senior brave to keep on following your dream when the racist bullies at motivating the students, the newly-opened Hub2 learning centre learners attended weekly IT lessons were taunting you. improving their confidence at Cobham. at Stamford Bridge and more than 80 “I will always try to stop racism and contributing towards A new Surrey group was formed attended a Christmas event with special in my school and tell the teacher. and guests were not only treated to a improvements in their grades. guest and former Chelsea manager I will also try hard at school and The Hub at Chelsea is football-shaped cake, but also a visit a key learning centre This was delivered by the Tommy Docherty, who proved to be listen to my mum and teacher. used by the club in its class teacher with a Chelsea from Chelsea legend Roy Bentley, who very entertaining. You are a hero and a very funny education programme Foundation coach attending man.” once a week to act as a teaching assistant in the classroom. They KICKSTART SPANISH PILOT PROJECT EDUCATION then provided a coaching session to focus on teamwork and Run in partnership with the Spanish the classroom to provide a positive young THROUGH FOOTBALL communication skills. Department of Education, Royal Borough male role model and encourage pupils to “This project made a huge of Kensington and Chelsea, Royal value language learning. This mentoring difference to our students’ Holloway College and Chelsea Foundation role is enhanced by the use of bilingual Our cross-curricular primary the project as the highlight of their term. motivation in class. The coaches, this project was delivered to 450 coaches where possible. school project based on the Every year, teacher evaluations show resources provided by the pupils in London and Surrey. “This project has made teaching easy book Billy The Kid by award-winning this programme inspires significant Chelsea Foundation’s education Using a match-based theme, there because the children are so enthusiastic; author Michael Morpurgo continued Reading the game: Henrique improvement in pupils’ motivation, department were of a very were 45 minutes of classroom work and they loved the colourful Chelsea-based its success in more than 40 London concentration and writing levels. Hilario during his Reading Stars high quality and the teaching 45 minutesappearance of football-basedat the Chelsea Hub physical materials and their participation in schools across four boroughs. “It’s excellent,” said Sarah Bowmer, assistance from the coach was activities which reinforced the Spanish lessons was great. Thank you for this This project also allows children class teacher at St Barnabas and St important in providing a male vocabulary learned. amazing opportunity,” said Nuria Pereira, to see artefacts from wartime Britain, A strength of the project is that the a Spanish teacher at Holy Trinity School, Philip’s primary school in Kensington. “I role model for the students,” including footballs from the 1940s. coach also acts as a teaching assistant in Crawley. am really impressed with, and grateful said V. Lee of Harris Academy. Teachers and students alike describe for, the project.”

28 CHELSEA FOUNDATION REVIEW 2010/11 SEASON CHELSEA FOUNDATION REVIEW 2010/11 SEASON 29 HEALTHY LIVING HEALTHY LIVING

CASE STUDY: CHRIS EMMONS “I first heard about the Chelsea FC Foundation Men’s Health Project through friends who also live in the local area and I was encouraged to attend some of the football sessions taking place. “The project was ideal for me as I MEN’S HEALTH enjoyed playing football and wanted to improve my fitness, because I hadn’t The 2010/11 season saw the combined with the fact that the area taken my health too seriously. continuation of the Chelsea has high incidences of heart disease, “I took part in training sessions delivered by Chelsea Foundation Foundation’s partnership with the smoking-related illnesses, depression coaches, played regular football, took Football Foundation, North Fulham and obesity. part in workshops and had health tests New Deal for Communities (NDC), By engaging men in sporting and was exposed to health information the local NHS, Hammersmith and activities, Chelsea Foundation coaches regarding local health services. Fulham Council and NHS Westminster were able to promote the benefits of “As I got more comfortable, I to provide men in Fulham and South a healthier lifestyle as well as refer expressed an interest in taking up Westminster with football coaching, participants to relevant health agencies. coaching and was told by the Chelsea health advice and access to job A further development of the project coaches about the steps that I will need support. saw the employment of a local health to take to my ultimate goal of gaining Men in the borough of expert to assist with the delivery of a FA Level One coaching certificate. Hammersmith and Fulham, as well health and well-being events. They “After enrolling as a volunteer, I as Westminster, have traditionally also established drop-in sessions with started working more closely with suffered health inequalities due to a important one-to-ones and referrals to the coaches to aid my progression. reluctance to visit doctors and other the participants engaged at the men’s Soon after, I was taking on more health professionals. The problem is health sessions. responsibility around the football Petr Cech chats with the sessions with tasks such as taking children as part of the the warm-up, refereeing matches, Breakfast Club scheme arranging the equipment and helping More than 110 men aged between 18 and 38 received health and well- with the registers. being information through the season, as well as 24 females. “The Health Advocacy Course gave Those participants gained qualifications, with 14 being trained in me further confidence and shortly community outreach. after that I gained my FA Level One BREAKFAST CLUB CREW MEET CECH There were another 26 participants who became certified FA Level One coaching certificate. coaches, with Safeguarding Children and First Aid for Sport certificates. “Following promotion from a session Four participants underwent Body Mass Index recording training and Petr Cech met 20 children at Chelsea Foundation coaches put volunteer to receiving paid work, I three others received certificates in Royal Society of Public Health Trainer Cobham as the youngsters the children through their paces became a member of the outreach FOUNDATION MARKS Levels One and Two. attended Chelsea’s Breakfast Club in a fun coaching session before team actively promoting the project MEN’S HEALTH DAY Another three participants went through Misuse of Drugs and Alcohol programme in March 2011. Cech joined them for the formal in the local area and also an active Awareness training and two secured certificates in Mental Health First Aid. Health Advocate working alongside a It was the fourth year of Chelsea’s presentations. The Chelsea Foundation hosted our qualified health trainer. funding for the Breakfast Clubs, The keeper, an ambassador first Men’s Health Day in 2010 to “I have since gone on to gain more which are run in partnership with for the programme, handed out support Men’s Health Week. coaching work outside of the Men’s Hammersmith and Fulham Council. The certificates and medals. The event took place in the Great Health Project. I am the lead exercise initiative provides young people in 10 “We try to teach the kids how Hall at Stamford Bridge and helped WORLD STROKE WEEK trainer on a healthy living programme schools throughout the borough with a to eat properly, how to look after raise awareness of preventable for children aged seven to 12 years healthy breakfast each morning. themselves properly and how to health and well-being problems. When stroke survivor Andy Jones visited Stamford Bridge in the Know Your called MEND, I coach regularly in The 20 visitors were those with the keep their bodies in good shape. The Foundation worked in Blood Pressure Premier League Challenge, the Chelsea Foundation asked him schools and was fortunate to be highest attendance on the programme, The right way of eating is an partnership with local experts to to take part in an event on stroke prevention. chosen to coach in Palma and Spain, which has seen improvements in important part of that,” said Cech. increase the levels of engagement In April 2011, 39 men aged between 18 and 32 spent an hour learning from representing Chelsea FC Foundation on punctuality, attendance and the “If you eat well, then your body with the health services among Andy about strokes. All the men involved had their blood pressure taken and their international programme coaching behaviour of pupils as the result of a will always be in a better condition males in the local community. their results allowed for an indication into their health. young children aged 10 to 16.” healthy breakfast. and you will get good results.”

30 CHELSEA FOUNDATION REVIEW 2010/11 SEASON CHELSEA FOUNDATION REVIEW 2010/11 SEASON 31 FO N UNDATIO www.chelseafc.com