CSR Cover 13/8/08 2:45 pm Page 3

CORPORATE SOCIAL RESPONSIBILITY REPORT FOR THE 2006/07 SEASON WWW.CHELSEAFC.COM 002 Contents 13/8/08 1:07 pm Page 2

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CONTENTS 3

4>>FOREWORD BY PETER KENYON Chelsea’s Chief Executive outlines the progress made in the club’s second Corporate Social Responsibility Report

6>>FINANCIAL ANALYSIS AND GOALS An overview of what we achieved in the 2006/07 season

8>>CHELSEA’S CSR PYRAMID The club’s CSR model and how it operates

10>>COMMUNITY INVESTMENT Chelsea’s CSR audit figure and a breakdown of how the club’s community investment for 2006/07 was calculated

12>>FOOTBALL IN THE COMMUNITY A look at our FITC department and how it has developed

KEY PARTNERSHIPS>>

14>>RIGHT TO PLAY Our continuing partnership with our Global Charity Partner 18>>CLIC SARGENT A look at the club’s work with our National Charity Partner

LONDON & GLOBAL INITIATIVES>>

20>>MAKING A POSITIVE IMPACT Chelsea has continued its community work on key projects at home while forming unique partnerships abroad

CENTRAL INITIATIVES>>

24>>COMBATING DISCRIMINATION How Chelsea is using the experiences of our current and past players to spread the anti-discrimination message 26>>NEW HORIZONS Working with the Asian community to further their participation in football 28>>PROMOTING EDUCATION The education and anti-crime initiatives we support 30>>BY ROYAL APPOINTMENT A look at our relationship with the Prince’s Trust and other youth projects

GENERAL INITIATIVES>>

32>>A POSITIVE IMPACT A glance at our environmental awareness and other commitments made by the club 36>>STAKEHOLDERS Working with our past players, staff and supporters 42>>CHARITIES WE HAVE SUPPORTED Chelsea helped raise money for over 120 charities during the 2006/07 season

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BUILDINGBUILDING ONON SOLIDSOLID FOUNDATIONSFOUNDATIONS CHELSEA’S CHIEF EXECUTIVE PETER KENYON REVEALS HOW PROGRESS HAS BEEN MADE IN THE CLUB’S SECOND CSR REPORT

elcome to Chelsea Football Club’s Corporate our local and global community. However, this was just than 350,000 people annually, a large increase on the Social Responsibility (CSR) Report for the beginning and it was important for us not to stand still. previous year. Their programmes, especially in areas of W 2006/07. This is the second CSR report by We had set ourselves a benchmark for the future and a social deprivation, are innovative. Chelsea FC and I am delighted to say we have made challenge to build on our schemes and their influence. For example we began working in the year covered by significant strides since we launched the first one at the It is particularly appropriate that we are launching this report on weapons awareness, particularly knife House of Commons in January 2007. this report as our new Academy crime in our local area, which has That event was attended by virtually all our first-team and Community Pavilion has just Our work with charities now become a key concern across squad, management and board as well as a number of opened at our training ground in has gone from strength the country. Cabinet ministers, MPs, dignitaries from football, Cobham, Surrey. The new buildings at Cobham charities, our local community and the media. This will give our Football in the to strength and we have also represent an ongoing It was a unique event. We believe it was the first time Community team, who continue to raised over £3 million commitment by Chelsea to the a top football club had presented all of its work under do outstanding work in London, environment. The design and the CSR banner and it demonstrated Chelsea’s total the Home Counties and abroad, a in three years construction of both buildings has commitment to this area. permanent home in a building that taken into account the importance More importantly it also highlighted the power of rivals that of the first team. of the local area and broader “green” issues. football and its ability to draw people from different Our FITC team is at the heart of our CSR programmes. The House of Commons launch also saw us announce walks of life into common causes that will only benefit Their schemes and related facilities now cater for more a six-year Global Charity partnership with Right To Play

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FOREWORD>>PETER KENYON 5

quantify everything financially and we have not WHY CHELSEA IS COMMITTED TO CSR>> counted every possible penny that we could under the Corporate Social Responsibility is an integral part of our various models available in order to inflate our figure. vision for Chelsea. That vision is that by 2014 we want to We have not produced the figure in order to compete be recognised internationally as the world’s number one football club. in a “league table” with other clubs nor does it take into Not only do we want to be a successful team on the account the large amount of private work and charity field, but we also want to make a difference off it. We want Chelsea to be seen as a social leader, as well fund-raising done by our players away from Chelsea. as an industry leader, through an identifiable series of For us this is an exercise in demonstrating our programmes that create a legacy at home and abroad. commitment, the transparency of our business and to Cynics might say that CSR is a way of self regulation to ward off Government interference, a way of picking up set ourselves standards for the future. cheap PR points or that it is expected that football should What we can say is that we comfortably meet, and do “good”. But at Chelsea we do it because we believe exceed, two established models of measuring CSR. fundamentally that it is the right thing to do, not because The United Nations want western Governments, or it is expected. big business, to contribute 0.7% of their GDP or turnover We believe football clubs, of all corporates, have a unique power through their global reach and their ability to good works. In our case turnover for 2006/07 was to act as role models in key areas such as health, fitness, £190.5 million (£152.8m in 2005/06). the environment and education that are critical to the development of society generally. Similarly the highly respected organisation Business It is easy to forget that business and society are in the Community has the Per Cent Club, in which interdependent, the wellbeing of one is dependent on companies strive to achieve the 1% standard of total the wellbeing of the other. Our social responsibility is not driven by profit. Activity pre-tax profit or turnover committed to community is carried out and supported by the club, the investment. This year’s audit represents 2.3% of our management, the players and the fans. All key stakeholders are engaged. turnover, and although this has dropped 0.5% since last Programmes are not geared to earn recognition, year, this is not a surprise because of the absence of the although this can be a positive offshoot, but to stand alone should the 'conscience' of the club be scrutinised Linford Christie Stadium project funding and because or examined externally. group turnover at Chelsea increased by 25% in a single Chelsea has committed to producing a CSR report in Uniting for a good cause financial year. Peter Kenyon, Frank Lampard, line with our last financial year end accounts. We have Claude Makelele, Petr Cech, done this because we are proud of the work we have One other significant area to mention is our former Minister for Sport Richard already done and we want to communicate that to all re-engagement with the history of Chelsea, most Caborn and José Mourinho at our stakeholders; because we strive for best practice in the CSR House of Commons every area of our business; and because we want to set notably its past players. Before Roman Abramovich took launch in January 2007 benchmarks for ourselves for improvement year on year. over the club this aspect of Chelsea was almost non- existent. In fact many of the players were unwelcome (RTP) whose work with children in the field of HIV/AIDS inspiration to everyone at Chelsea. We set ourselves a at Stamford Bridge. awareness, poverty and conflict prevention is entirely target of £500,000 to be raised directly over the initial This changed after the summer of 2003 and by the based on sports programmes. This led to the club’s first two-year partnership. This was beaten in the first year. 2005/06 season the ex-players were integral to the club’s humanitarian visit to Africa to visit RTP projects in In total, Chelsea has helped raise £1.3 million directly Centenary celebrations. This stakeholder commitment Ghana in May 2007. The trip was a fantastic success and and indirectly for CLIC Sargent over the two-year period. moved on again when the Past Players’ Trust was formed the pictures were beamed around the world for many In this report we have again attempted to financially in 2007, a charitable organisation that helps those former weeks after. quantify all of our work using industry-standard players and staff who have hit difficult times. Our work with charities generally has gone from formulas or guidelines. So on nearly every level we have moved forward in strength to strength and we have now directly raised We call this our “CSR audit”. This figure can be the area of CSR. more than £3 million for charities in the last three years. broken down into various areas but also provides us Please take the time to read this report as we are Only a tiny fraction of this was donated. We believe with a minimum total of our CSR “investment”. proud of our work but will strive to improve each year. the power of our name, and the time of our players and The total figure for the season 2006/07 was £4.39 management, are far more effective money-raising million (£4.34m in 2005/06). This represents a fantastic tools than just a straight donation. achievement as it exceeded the previous year’s audit We are particularly proud of our National Charity which contained a one-off project at the Linford Christie partnership with CLIC Sargent, a wonderful children’s Stadium of nearly £1 million. cancer charity in the United Kingdom whose work is an By the nature of this type of work it is impossible to

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6 EXECUTIVE SUMMARY

Investing in the community Football schemes for youngsters, such as this one in the grounds of the Tate Art Gallery, are a key feature of what the club does

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EXECUTIVE SUMMARY 7

FINANCIAL ANALYSIS AND GOALS THE MAIN ASPECTS OF THIS REPORT FOR THE 2006/07 SEASON ARE:

• Chelsea invested a minimum of £4.39 million in • 84,000 children took part in the football event Kick CSR in 2006/07 for CLIC Sargent in summer 2007, promoted by Chelsea Football Club • That figure was 2.3% of Chelsea’s annual turnover of £190 million • Chelsea’s Football in the Community schemes and facilities had more than 350,000 participants in • This audit separates into two figures, our London and the south-east ‘community investment’ of £3.25m million and money directly raised or leveraged for charity of • Chelsea’s players and first-team management £1.14 million made 235 visits (individual or as a squad group) to CSR related schemes totalling 605 hours • This is the third consecutive year that Chelsea has raised more than £1 million for charities • Chelsea has re-engaged with its old players and now assists those in difficulty after launching the • Chelsea launched its first-ever Global Charity Past Players’ Trust Partnership, with Right To Play, in January 2007 • Chelsea is committed to CSR; • In May 2007, Chelsea embarked on its first - because we understand the social, economic and humanitarian visit to Africa working with RTP environmental impact of our business in Ghana - because we believe it is the right thing to do • £240,615 of the total charity figure was raised for Chelsea’s National Charity Partner, CLIC Sargent. - because we strive for best practice This means Chelsea has helped raise more than £1.3 million for CLIC Sargent in the first two years - because we consult, communicate with and of the partnership engage our stakeholders

• This money has directly helped 800 families who - and because we want to set benchmarks for the have children with cancer or leukaemia future

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8 CSR>> THE MODEL

WHY THIS MODEL?>>

When we first began discussing how to improve and develop Chelsea’s CSR four years ago we wanted to CHELSEA’S make the strategy simple to understand and to execute. Chelsea already had an excellent Football in the Community scheme led by Shaun Gore. Together with his dedicated team, he ran one of the most extensive programmes in the Premier League. But we needed more than this, more investment into CSR MODEL other unique Chelsea schemes and a more defined charitable strategy to make as much difference as possible. THE CONCEPT OF OUR CSR STRATEGIC We wanted our key partnerships to be unique to MODEL AND THE WAY IT OPERATES CAN BE Chelsea and provide a focus in terms of commitment and resource especially in our immediate community DISPLAYED IN THE “PYRAMID” DIAGRAM and London. This would be in addition to, not at the expense of, the work the club already did. The areas to target seemed simple enough. For a football club the greatest synergy and impact comes pposite this page you will see a diagram that our Global Charity Partner, which is Right to Play. These from working with children. And the logical spheres to do this in are those through which the club, its players illustrates Chelsea’s CSR strategic model. are our most high profile partnerships. and management can act as role models in line with We think it is a simple concept and everything The second section (coloured red) is what we call dominant national issues. So health, fitness, the O environment and education were identified. we do can be contained within it. “London and global initiatives”. These are schemes On charities, Chelsea already contributed to many The “pyramid” represents all the various programmes that are unique to Chelsea, such as our Breakfast Club good causes with signed merchandise for auction but there were no formal involvements around which to and initiatives we are involved with. project in local schools or our commitment to help base a strategy. The “circle” around the pyramid represents our promote the Asian Confederation’s Vision China We wanted to work with two children’s charities, but Football in the Community department and our major project. not ones that already had a high national or global profile or established football relationships. stakeholders such as the club, players, management, The third section (coloured blue) are the “central Our rationale was that a charity partner who was an staff, fans, our immediate community and the wider initiatives”. These are schemes that most, or all, emerging player in that sector would leverage their profile and awareness to the greatest extent through football family. Premier League clubs engage in from Kick Racism Out an exclusive relationship with Chelsea. We would grow As you can see the pyramid touches the circle at every of Football, to the Prince’s Trust, to Playing for Success. holistically together. Our main aim was exposure for one of its points. This is because we attempt to engage The fourth and last “general” section (coloured grey) the charity, money raising was an important secondary consideration. our major stakeholders in, or with, one or more of these covers a myriad of less high profile but nevertheless Lastly, in terms of other global initiatives, these programmes. important activities such as donated merchandise for would also be based around a unique approach. Unlike most football clubs, we were not looking to take the The pyramid is divided into four sections, these charities, small monetary donations, environmental money and run in key business markets. represent the different categories of our CSR work. issues, partner/sponsor commitments, stakeholder We would seek legacy partners locally, this would The first section, the apex (coloured gold), is what we engagement such as fans and ex-players, staff help our business generally, but also ensure we left something tangible behind. call our “key partnerships”. These are our National volunteering, company employment commitments and The following pages will show how this model is Charity Partner, which is currently CLIC Sargent, and so forth. translated into action.

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CSR>> THE MODEL 9

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10 AUDIT

£4,393,536 THAT IS THE MINIMUM FIGURE WE CALCULATE THE CLUB HAS INVESTED IN CSR DURING 2006/07. THIS IS HOW THAT CALCULATION WAS MADE...

here are two industry CSR audit also quantifies how much formulas for calculating money Chelsea has leveraged T ‘community investment’ directly for charity, schools and One is provided by Deloitte, who use other good causes, through events, their ‘Template for costing donations of merchandise and community investment’ to assess facilities and how much this the total Premier League (FAPL) merchandise raised for the investment in the FAPL’s individual charity. This can be seen

Community Report. in table 2. TABLE 1>> This is similar to Business in the The two figures combined give us Total of community investment £3,255,769 Community’s PerCent Club model. our total minimum CSR audit of

The Chelsea CSR audit makes a £4,393,536. MAIN BREAKDOWN: calculation of our ‘community We attempt to track every piece of FITC programmes and associated costs £1.13m investment’ using these templates merchandise or facilities donated by The Hub education programme £260,000 and this can be seen in table 1 (right). the club in terms of how much it and associated costs Funding/sponsorship of CFC schemes £270, 271 This takes into account the raised. We request that charities Donations of cash, facilities, £556, 546 following areas: the money submit a letter on their headed merchandise, tickets (at cost) committed to our FITC, education notepaper to confirm the amount. Gift in Kind support/marketing £182,625 and other CSR programmes plus That way we also know which (Kick for CLIC Sargent and others) associated costs; the cost of donation charities we have helped in the past. 5% of total communication/promotion £155,036 above line spend of services, facilities, resources, This tracking is not definitive, nor

merchandise and tickets at cost; does it take into account the work The total community investment figure above also includes direct charitable donations; cash our players do in their private time calculation of player/management and staff time, cost of anti- leveraged via cause related or the money they raise, and racism marketing and promotion and other contributions. marketing; allocation of therefore the figure below is not a TABLE 2>> player/management time. total reflection of everything we do Money directly leveraged or raised £1,137,767 However, because of the amount as a club so we regard the figure as a for charities and good causes of charity work we do, the Chelsea minimum.

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AUDIT 11

CSR REPORT ENDORSEMENTS>>

Andy Burnham, MP, Secretary of State for Culture, Media and Sport: ‘Sport is a wonderful vehicle to engage young people and to promote health education and more cohesive, safer communities and I congratulate Chelsea for their impressive work in this vital area. It’s good for the game that more clubs are taking their social responsibilities so seriously and Chelsea’s report is a clear testament to their achievements in developing a comprehensive programme of community engagement and activity.’ David Cameron, MP, Conservative Party Leader: ‘Chelsea Football Club has once again showed its commitment to the importance of Corporate Social Responsibility with this second annual report. The club's community work locally, nationally and abroad displays an impressive understanding of the part all successful organisations – especially one as big and influential as Chelsea FC – must play in a responsible society. I congratulate Peter Kenyon, the players and staff on the continuing progress made over the last year.’ Nick Clegg, MP, Leader of the Liberal Democrats: ‘I am delighted to give my support to the Corporate Social Responsibility work that Chelsea Football Club carries out. It is fantastic that Chelsea raises money for worthwhile charities such as CLIC Sargent. I am particularly impressed with the excellent initiatives such as Football in the Community that engage young people in sport.’ Alan Keen, MP, Chairman of the All Party Football Group: ‘It was a pleasure to launch the first Chelsea CSR report at the House of Commons and I’m delighted the club has continued to develop this important aspect of their work. The levels of investment show how importantly Chelsea take Corporate Social Responsibility. I hope their groundbreaking work will act as a spur for other clubs and businesses to follow their example.’ Richard Scudamore, Premier League Chief Executive: ‘The Premier League and our member clubs take their community responsibilities very seriously; for many it is now a fundamental part of what being a football club is all about. Chelsea’s work in this area is a fantastic example of what can be achieved across a broad range of initiatives and programmes, from the local impact of their Football in the Community scheme right through to their global sports development work with Right to Play and Vision Asia. The extent and nature of what they have Investing in young people Ashley Cole plays football with achieved demonstrates the power of football to engage youngsters in Battersea as part of and help make a difference.’ the club’s work with the Positive Futures social inclusion programme

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12

Meet and greet Paulo Ferreira and FITC director Shaun Gore host a community department course

REACHING FAR AND WIDE CHELSEA’S FOOTBALL IN THE COMMUNITY DEPARTMENT HAS GROWN AND DEVELOPED AS THE CLUB HAS, WORKING WITH A VARIETY OF SOCIAL GROUPS BOTH AT HOME AND ABROAD

t Chelsea Football Club we are incredibly proud underprivileged organisations while running soccer of our Football in the Community (FITC) schools and offering free coaching to local schools. A department and the work they do. The following pages of this report will demonstrate In 2006/07 more than 350,000 participants from all how our FITC department is engaged with nearly all the social classes and backgrounds participated in, or charitable, community and other social responsibility

attended, the wide variety of schemes, programmes programmes and commitments Chelsea has made. The official partners of Chelsea’s Football in the Community programme and facilities connected to our dedicated FITC coaches Our FITC team is critical to the club’s vision of being and staff led by director Shaun Gore. seen as a social leader, not just an industry leader. Also as Chelsea continues to develop globally, so In isolation, this is already a big achievement. But at As well as its core schools coaching programmes in do our FITC programmes. Chelsea, the FITC department does not work on its own. London, Cobham, Surrey and Sussex, it works in the The FITC team will be involved in those communities As each year goes by it is becoming more integrated areas of social inclusion, bullying, crime prevention, job targeted by both our global partners and local partners into every aspect of the club. creation, car crime, drugs and weapons awareness and in countries like the United States and China. In the Most importantly it is now a core element of the anti-social behaviour. Most of this work is done in summer of 2005 and 2006, FITC joined the first team on club’s CSR strategy as demonstrated by the strategic highly deprived areas of London, such as inner-city our US tours. model elsewhere in this report on page 9. housing estates, where these issues are most acute. Chelsea, our players and our management, are totally Chelsea FITC formed in 1992 and built up its contacts Funding is sourced from a variety of national and committed to promoting our FITC team and the in the local community initially becoming involved local schemes, as well as from Chelsea and sponsorship, fantastic work it does. But the work does not stop and it with physically and mentally handicapped children and leading to a turnover of £1.13 million. will continue to develop and grow.

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FOOTBALL IN THE COMMUNITY 13

Enfield

Barnet

Harrow Haringey Waltham Redbridge Forest Havering Expanding the community Hillingdon Kensington The club’s FITC department works Brent in inner-city London, as well as & Chelsea Hackney Barking Camden Islington & Greater London, Surrey and Sussex Ealing Dagenham Westminster Newham Hammersmith Tower & Fulham City Hamlets

Southwark Greenwich

Bexley Lambeth Richmond upon Hounslow Thames Wandsworth Lewisham Buckinghamshire Hertfordshire Essex

Merton

Kingston upon Bromley Thames London

Berkshire Sutton Elmbridge Croydon Surrey Kent

Hampshire

Sussex

THE WORK OF CHELSEA FITC>>

The core programme of our FITC team is based in and • soccer schools, which were awarded the FA Charter disability programme split into two projects. around local schools in London, the borough of Standard Mark Football+ is run in association with the Limbless Elmbridge in Surrey near our Cobham training • mini-kickers caters for 4-5 year olds who are not old Association and works with primary and secondary ground and Sussex. It has now expanded into other enough for the soccer schools school children who have emotional behavioural areas of Surrey. • Saturday morning clubs at parks/sports centres and difficulty (EBD) and special needs, while the Chelsea In total, Chelsea FITC works with 148 schools in these schools Disabled Football Club has three senior and two areas, delivering the following: • activity days, including attendance at school fetes junior teams taking part in highly competitive • in-school coaching which is carried out free of charge • leisure centre programmes disabled leagues. • after-school coaching in a six-week programme – • partnerships with local youth clubs by providing All full-time and part-time staff are fully Criminal there is a minimal cost but the schools receive free coaching Records Bureau checked regarding child protection coaching and/or equipment in return • school tournaments, both regional and national issues before they are allowed to work for Chelsea. • addressing school assemblies is a unique vehicle for events, such as the Railtrack tournament getting across issues like health and bullying. • residential camps, not only do these involve coaching • Information about Chelsea FITC can be found at These are often delivered by the Chelsea mascot, but also advice on social issues such as healthy eating. www.chelseafc.com Stamford the Lion The best players from these are often offered trials at our elite development centre or even the Academy. BREAKDOWN OF SCHOOLS>> Total: 148 London: 72 These core elements are supplemented by an Hammersmith Westminster & Fulham extensive social responsibility programme focused 9 6 primarily on inner-city and deprived areas of London Kensington & Chelsea with funding and partnerships sourced from 17 Government-backed agencies, local authorities and Wandsworth 40 other central agencies such as the Metropolitan Police. Elmbridge/ These schemes include Positive Futures, Kickz and the Surrey 59 Prince’s Trust and details of this work can be found on Sussex 17 subsequent pages. In addition to these schemes, FITC also runs a

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14 RIGHT TO PLAY

A sporting message Michael Essien and Academy manager Neil Bath enjoying Chelsea’s humanitarian visit to Ghana with Right To Play

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RIGHT TO PLAY 15

WE ALL HAVE A RIGHT TO PLAY SPORT THE CLUB’S PARTNERSHIP WITH RIGHT TO PLAY IS A GREAT SUCCESS AND USES THE POSITIVE POWER OF SPORT TO DELIVER THE CHARITY’S MESSAGE TO COMMUNITIES ACROSS THE WORLD

he launch of Chelsea’s first-ever CSR report in January 2007 also marked the beginning of the CHELSEA AND RIGHT TO PLAY>> club’s six-year relationship with our new Global Right to Play is a unique international T humanitarian organisation because it uses Charity Partner Right To Play. sport alone to deliver its message of HIV/AIDS That announcement was welcomed by the Sports and health awareness, conflict prevention and Minister at the time, Richard Caborn and the poverty prevention. It works with major international organisations like UNICEF, UNHCR Conservative Party leader David Cameron. and the International Red Cross. This report covers the first six months of that Chelsea chose Right To Play as its Global Charity Partner because of its approach to relationship and it is safe to say that few of us at Chelsea global citizenship. It is also a “recognised were prepared for the emotional and amazing scenes organisation” by the International Olympic Committee. It works not only with that greeted us in Ghana in May 2007 when the club disadvantaged communities and countries visited RTP projects there. around the world but also with those who can This was Chelsea’s first humanitarian visit to Africa use their position in society to become advocates of the charity’s aims and raise and was led by the then manager José Mourinho, awareness about them by using the positive Ghanaian international Michael Essien, younger power of sport. The six year partnership coincides with the players from our Academy along with Academy London Olympics in 2012 and it is our aim manager Neil Bath and a number of his staff, as well as that by then Right To Play programmes will other Chelsea personnel. reach 5 million children worldwide and help deliver on the London 2012 promise to inspire The trip had a dual role for Chelsea. As well as being children around the world through sport. a major initiative in the club’s CSR programme, it also For more information on Right To Play go to www.righttoplay.org.uk served as part of our young players’ education in what

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16 RIGHT TO PLAY

‘Chelsea's commitment and support to the importance of using sport as a tool for the development of children, health prevention and conflict resolution is truly commendable. The important impact of Right To Play’s partnership with Chelsea is felt throughout the world as together we reach out to provide regular activity to children in the most disadvantaged countries’

JOHANN KOSS, RIGHT TO PLAY PRESIDENT AND FOUNDER

is expected of them as first team players of the future. sparked chaotic scenes and brought the session to a assessed the impact in the country itself: The abiding memory of the trip were the masses of halt. It never started again as the crowd broke ranks ‘I believe the Chelsea visit created extensive locals in the remote northern town of Tamale who around all the Chelsea party and the coach almost left awareness about Right To Play’s work, especially in turned out to see a training session with a local club led without Academy player Jack Cork who became Ghana. But more importantly it brought to the fore a by Essien – the country’s most famous player – something of a local celebrity when he started to give better understanding of the relevance of the work that announced by a local radio station as the “president”. away the kit he was wearing, including his shoes. we do, that is the power of sports and play as a tool for The crowd which was around 1,000 when the party Young defender Sam Hutchinson summed up the development of children,’ she said. arrived had swelled to more than 5,000 by the time the everybody’s feelings. ‘The other important impact it had on our project in session started on the dustbowl pitch. People were said ‘We went to the heart of Ghana, the poorest areas and Ghana is the credibility and the enhanced image it gave to have come from 60 kilometres away just to capture a it was really good working with kids and putting a smile Right To Play in the country and got government glimpse of Essien and the Chelsea contingent. on their faces. It has been one of the greatest authorities and other key development agencies An impromptu walk around by the midfielder experiences of my life. I’ll never forget it,’ he said. approaching Right To Play to seek to partner with us, Away from the emotion of the trip, the benefits were some of which are yielding good results. clearly tangible. As well as coaching kids and holding ‘Children and coaches trained by Right To Play were THE RED BALL>> play sessions Chelsea coaches held “masterclasses” for also greatly inspired by the trip and we believe this has A regular feature of Chelsea’s trip to Ghana was the RTP red ball supplied by adidas, who are now local RTP coaches. enhanced their commitment to continuously work with also a partner of the charity as well as the official RTP UK director Chris Robinson said: ‘The media Right To Play.’ partner and sportswear supplier of Chelsea. coverage from the week was huge – in the UK, in Closer to home, other initiatives involving Chelsea The "Red Ball Campaign" was launched in June, and has achieved great results. At 260 Europe, throughout Africa and even further afield. were also undertaken. Stamford Bridge was donated to adidas retail stores all over the world, including Through Chelsea TV, IMG (a RTP partner) got footage RTP so they could hold a fund-raising event, the the Chelsea Megastore, adidas created awareness for RTP and sold more than 100,000 for a TransWorld Sport feature documentary which has Corporate World Cup, a day long football tournament mini red balls with all proceeds going to RTP’s been shown regularly ever since – including featuring involving ex-Chelsea players, followed by a black-tie programmes. on Lufthansa in-flight TV! It has been estimated that dinner, which raised more than £100,000. In addition, 100,000 full-size footballs were donated to on-site programs in 23 countries this week was the largest ever media event for Right To The club also donated corporate hospitality during around the world. These balls are the key tool Play worldwide.’ the season for RTP to host and cultivate potential that RTP uses to teach and develop children through sport. Joyce Ashun, Right To Play Country Manager, Ghana partners and donors.

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RIGHT TO PLAY 17

Biker boys Academy player Jack Cork with local youngsters in Ghana and Essien is front page news in Ghana as reserve-team player Nana Ofori-Twumasi points out (left)

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CLICKING INTO PLACE

CHELSEA’S WORK WITH NATIONAL CHARITY PARTNER CLIC SARGENT HAS HELPED 800 FAMILIES WHO HAVE CHILDREN SUFFERING FROM CANCER

he second of Chelsea’s key partnerships is of staff, fans and senior personnel from our shirt sponsor In December 2006, Jose Mourinho agreed to become a our relationship with CLIC Sargent, our Samsung undertook various activities in aid of the patron of CLIC Sargent and launched their Smile Shop, an T National Charity Partner. charity such as running the London Marathon and a bike online store where people could buy Christmas presents. This report covers the second year of that partnership, ride down the Nile river in Egypt. ‘The children I see who are following the initial year in which we far exceeded There are now certain landmarks ‘There are now certain fighting the disease show so the targets we set together. in the Chelsea calendar involving landmarks in the much courage and determination, The true impact of the relationship between CLIC CLIC Sargent. I am always amazed at their Sargent and Chelsea is not just in the money raised itself Once again many of our players Chelsea calendar strength,’ he said at the time. but in the help that has been given to the families of visited University College Hospital in involving CLIC Sargent’ ‘Through my support for children with cancer or leukaemia and the profile central London at Christmas to boost CLIC Sargent I want to help leveraged through Chelsea. the spirits of those children in the cancer wards who would every child and young person fight their cancer The partnership is evident throughout the club. Not only spend the holiday period in hospital, while our Junior and live life to the full.’ do first team players and management get involved with Blues fans inundated the club with designs for the Chelsea In the spring of 2007, Jose, John Terry, Petr Cech and activities for CLIC Sargent, but in 2006/07 many members official Christmas card which is also sold to raise money. Salomon Kalou launched the charity’s annual football

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Raising awareness Lord Attenborough and Bernie Ecclestone in conversation at a CLIC Sargent fundraiser at HOW CHELSEA HAS the Zuma restaurant in Knightsbridge, while Shaun Wright-Phillips (below) visits CLIC MADE A DIFFERENCE>> Sargent patients at University College Hospital By Dr Carole Easton, CLIC Sargent Chief Executive The original direct fund raising target for the partnership was £500,000 over two years. This was smashed in the first year when £572,870 was raised. In 2006/7 Chelsea raised an additional £240,615, making a total for the initial two year partnership of £813,485. Chelsea’s promotion and support of Kick for CLIC Sargent has raised indirectly £485,000, taking the overall total of money raised directly and indirectly to Having a ball José Mourinho kicks off the £1.298 million. That is enough to fund Kick for CLIC campaign, the following posts in London hospitals supported by FITC coaches for an entire year:

• 11 social workers • 6 CLIC Sargent nurses initiative, Kick for CLIC Sargent. More than 84,000 • 5 CLIC Sargent family support workers children took part in the event through their schools. • 2 CLIC Sargent youth specialists • 2 CLIC Sargent play specialists Since Chelsea has been involved promoting the initiative through the media and on all promotional collateral Chelsea has also raised enough to 300,000 children have taken part. Participation in this enable CLIC Sargent to fund holidays free of charge to 300 families looking after scheme doubled following Chelsea’s involvement. children with cancer and immediate care More unusually Chelsea Chief Executive Peter Kenyon grants to 500 families to help with the increased costs of looking after an ill child. and Jose hosted a dinner at the fashionable Japanese The partnership with Chelsea has been restaurant Zuma in Knightsbridge for CLIC Sargent. The enormously fruitful for us as an idea behind the dinner was to cultivate key individuals organisation. In addition to raising money and what this can fund they have made it who might donate money or help the charity, all of possible for a number of children to whom were Chelsea supporters. attend matches, meet the players and enjoy an exciting day out away from the CLIC Sargent patron and Chelsea season ticket holder pressures of the hospital ward. Gestures Eddie Jordan helped identify the people which included like these make a real difference to families affected by cancer. We are Formula One supremo Bernie Ecclestone. Lifelong delighted the partnership has been Chelsea fan Lord Attenborough also attended the dinner extended for another year. which was a huge success and several of the people who • For more information about CLIC Sargent go to www.clicsargent.co.uk attended are now involved with the charity.

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20 LONDON AND GLOBAL INITIATIVES

A GROUNDBREAKING VISION FOR SUCCESS

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CHELSEA’S VISION ASIA he second section of this report, which financial support, although sponsorship is not the main PROJECT IS WORKING TO corresponds to the red section of our CSR thrust of the partnership. DEVELOP THE GAME AT ALL T pyramid details what we call “London and AFC President Mohamed Bin Hammam said: ‘We are LEVELS ACROSS THE GLOBE, global initiatives”. delighted to build this official partnership with Chelsea WHILE OUR UNIQUE WORK These are schemes that are unique to Chelsea in terms and what we will be able to achieve in the future is BACK HOME HAS BENEFITED of either creation, funding or promotion. certain. This is the first time a European club came to MANY LOCAL COMMUNITIES When we were developing our strategy we believed it Asia to give and not take from us.’ was important to actively create schemes separate to Chelsea Chief Executive Peter Kenyon added: those which the majority of Premier League clubs were ‘Chelsea’s philosophy abroad is to help develop football involved with. from top to bottom. So while we will take our first team These focus primarily on our immediate local to tour and play professional opposition in important community but also reflect our interests globally. They markets, we also want to create a legacy that sets us should also reflect core issues that a football club has a apart from other clubs.’ synergy with, such as children’s health, fitness and the By the end of 2007 Chelsea was involved in the setting development of the sport generally among the young. up of leagues in four cities of the 15 planned. These were Wuhan, Qingdao, Chengdu and Nanjing. >>VISION ASIA In March 2007, Chelsea signed an official contract with >>A LONDON AMBASSADOR the Asian Football Confederation (AFC) to become the Running alongside our involvement in Vision China exclusive Football Development Partner of their Vision was the invitation to host the Chinese Olympic team, Asia grass roots programme. known as Team China, for a training camp at Chelsea in The signing confirmed and extended a Memorandum February 2007. of Understanding between Chelsea and the AFC from This invite had been extended to the Chinese Football the previous year – the first time a top European club Association (CFA) when Chelsea had been appointed as had ever partnered with one of the major football an official Ambassador for London by the Mayor Ken confederations in FIFA. Livingstone to help represent the capital during his trip The Vision Asia programme builds local leagues in to China in 2006. During that trip Chelsea had also held cities in Asian countries, primarily around schools, from talks with the CFA about a co-operation agreement and Under 6s age groups through to Under 20s. the invite was the first initiative in line with Chelsea’s Chelsea’s initial involvement is in the Vision China philosophy outlined by Peter Kenyon earlier in this project, providing education in football training, section. The CFA are also a partner in Vision China. coaching, sports science, administration and some Team China spent two weeks in London, coinciding

Lamps lights up London Frank Lampard and Wang Dalei switch on the lights for Chinese New Year, while (left) the Olympic football team enjoy the sights in the capital

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with the Chinese New Year. A party celebrating the receive a free membership to the Chelsea Junior Blues incoming Year of the Pig was held at which Chelsea club for a season. announced a tour of China in 2008 and later that week Cllr Minnie Scott Russell, Mayor of Hammersmith & their star goalkeeper Wang Dalei, along with Frank Fulham, said: ‘Breakfast Clubs are a great way to help Lampard and the Mayor, ended the trip by switching on ensure children attend school regularly and on time. the Chinese New Year lights in Regent Street, the They mean pupils are getting a healthy start to the day, largest celebration of its kind in the world outside of which improves their well-being and learning. The China which received huge coverage back in China, council's food-in-schools team works with the schools to where it was shown live on national television. run the Breakfast Clubs, which are already proving a One of the Mayor’s most senior advisers, Director of great success. Chelsea’s support for this initiative is Economic and Business Policy, John Ross said: ‘They helping us to make a real difference to families in (Chelsea) are the best possible ambassadors we could Hammersmith & Fulham.’ have for London.’ Ke Yasha, the Culture Minister for the Chinese Embassy, >>>LONDON YOUTH GAMES added: ‘I have been told by Mr Li Xiaoguang (Team China For the second successive year, Chelsea joined up with manager) that they do believe they have learned a lot the London Borough of Hammersmith & Fulham from the two weeks of training. I was very happy to learn Sports Development team to fund 500 kits for young that Chelsea are going to take your team to China.’ people in the borough who competed in the London Youth Games. >>BREAKFAST CLUBS Chelsea hosted a presentation evening for some of For the second year Chelsea ran its Breakfast Clubs the young participants from the LBHF team. Chelsea programme in Hammersmith and Fulham. The scheme and England winger Shaun Wright-Phillips was on was extended to four more schools from the initial hand to present certificates, medals & trophies to over project, which began in 2006. 50 of the competitors. The highlight was an awards ceremony at Stamford Bridge for local children who had the highest >>THE MAYOR’S BALL attendance in the first year of the project. Since moving into the Cobham area in Elmbridge, Michael Ballack joined Chelsea Chief Executive Peter Surrey, Chelsea sponsors the Mayor’s Ball on an annual Kenyon and the Mayor of Hammersmith & Fulham, basis. This helps a number of charities and community Councillor Minnie Scott Russell, in November 2006 to groups in the area. meet 10 children from 5 local schools. The children’s visit included a stadium tour, lunch and an afternoon of >>EARL’S COURT FESTIVAL educational activities in the new Chelsea education Having rescued a local community festival in the centre, The Hub. London borough of Kensington and Chelsea the

The Breakfast Clubs were originally set up to provide previous year when one of the main sponsors pulled Ballack to school a balanced meal each morning, based on the Chelsea out, Chelsea supported the Earls Court Festival again in Young award winners with Breakfast Club co-ordinator Lynne Truss (back first-team diet. The children are offered a selection of the summer of 2007 and has pledged to do so on an row, left), Peter Kenyon (back row, middle) Mayor of Hammersmith and cereal, yoghurt, fruit, toast and milk each morning. As ongoing basis as the festival has a long history in the Fulham Cllr Minnie Scott Russell (back row, second from right) and well as providing a healthy breakfast, the clubs are also local area. Our Football in the Community team provide Michael Ballack (back row, right) helping families who for professional, personal and football coaching for the festival as well. financial reasons cannot always be around in the mornings or provide healthy breakfasts. The clubs have shown a marked improvement in the attendance, energy levels and concentration of the 160 participants. Anecdotal evidence suggests that educational attainment is starting to improve in the children. Michael Ballack said: ‘It is really good that Chelsea is involved with a project like this, it is important not only for children but also adults, to have a nutritional breakfast to help maintain our concentration levels throughout the day.’ Chelsea funds the entire Breakfast Club project, which is rewards based. Children receive a Chelsea- branded sticker book, which logs their attendance. Those who attend more than 60 per cent of the clubs

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WORDS OF WISDOM THROUGH THE CURRENT PLAYING STAFF AND FORMER PLAYERS SUCH AS PAUL CANOVILLE, CHELSEA IS HELPING SPREAD THE ANTI-DISCRIMINATION MESSAGE

wo significant landmarks were reached in the Where the black footballer pioneers like Laurie comforting words from my manager that made 2006/07 season in Chelsea’s ongoing commitment Cunningham and Cyrille Regis in the Seventies suffered me continue playing football.’ He later faced death T to fight discrimination in football. racial abuse from opposing fans, in the early Eighties threats sent by Chelsea fans. In May 2007, the club were awarded the Preliminary Canoville was probably unique in that the horrendous Ultimately his skill on the field won them over, a Level of the Racial Equality Standard (RES), a set of abuse he endured was from a significant minority of testament to his own courage and strength, but after guidelines, parameters and best practices set by the his own fans at Chelsea. retiring Canoville dropped out of contact with football, Premier League and Kick It Out for all Premiership Recalling his Chelsea debut back in 1981, he said: and Chelsea in particular. He suffered serious illness, clubs to meet. Chelsea is currently working towards ‘It hurt, it really did hurt me. I came on for the last three drug and financial problems. the next level of the RES. minutes at Crystal Palace and I had to sit down in the As part of Chelsea’s re-engagement with its ex-players Of far greater significance in many ways, though, changing room afterwards because I couldn't believe it following Roman Abramovich’s takeover the club made was the rediscovery of Paul Canoville, Chelsea’s first ever was coming from my own supporters. It was just some a concerted effort to find Canoville as he represented a black player in the late summer of 2006. If ever there was a story in football that highlighted the ‘The diversity at Chelsea now is obvious to all. The religious fight against racism it was Canoville’s, but it had not been background of our fans, directors and owner all illustrate our told for many years and not as part of an anti-racism campaign. vision as a multi-racial club which we are very proud’ PETER KENYON

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to mark the tenth anniversary of the high- both work closely together. There is also a profile anti-racism educational campaign, section in the Stewards Handbook on Show Racism The Red Card. identifying and dealing with racism. In Ged Grebby, Show Racism The Red Card addition, all Stewards as part Project Coordinator, said: ‘Between Paul of their Certificate in Event & Matchday playing for Chelsea Stewarding (CEMS) are trained specifically on the and Ashley signing for Chelsea, there has been a subject of racism. dramatic change, not just at this club but throughout the Every match day programme includes a half page whole of the game in the UK.’ poster giving details on how to report racism, which are Chelsea Chief Executive Peter Kenyon added: ‘Chelsea also displayed around the stadium on poster sites. These is proud of its record in tackling racism. Paul’s story is a include internal hotline numbers, an email address for lesson to us all that this should never return. reporting incidents, as well as the various national ‘The diversity at Chelsea now is obvious to all. The campaign numbers and websites. For European players José Mourinho has brought together on the field matches these posters are also displayed in the away of play, the fans watching them in the stadium, and the area in the language of the visitors. religious background of some of our directors and owner We continued an anti-racism campaign in the main all illustrate our vision as a multi-racial club of which we bar at Stamford Bridge, the Shed Bar, which included are very proud.’ a poster campaign. Chelsea practices a zero tolerance policy towards The Employee Handbook, which meets industry discrimination. During last season there were 17 standard best practice sets out Chelsea’s policy on court bans imposed on Chelsea fans, the majority in racism and discrimination and warns that both are Spreading the word Ex-Blues star Paul Canoville holds an relation to racist behaviour. unlawful and unacceptable and subject to Chelsea audience with youngsters on a school visit, telling them about his experience In total there were 320 ejections from the ground disciplinary procedures. All staff, members, supporters of racism during the Eighties for a variety of offences. and applicants for employment will be regarded There is no written common strategy between stewards equally and be given equal opportunities irrespective of major part in the club’s history, albeit one Chelsea fans and police on the subject of racism. The Statement of their race, colour, nationality, ethnic or national origin. at the time should have been ashamed of. Intent between Chelsea In the summer of 2006 Canoville was finally tracked and the police mentions down and was delighted to be reunited with Chelsea. crime in general (which ‘So much has changed at Chelsea since my playing includes racism) and days,’ he said. ‘It’s unbelievable to be back here.’ ground regulations (which Canoville agreed to front the club’s Kick It Out also includes racism). Week of Action and tell the story of how he fought the It confirms that racists on the terraces. Kick It Out then asked him to be stewards should deal with one of the key ambassadors for the campaign across the breaches of ground country and the national media queued up to hear his regulations and that story. Amid emotional scenes at Stamford Bridge he was police should deal with given a rapturous reception by Chelsea fans when criminal offences, but he came back to a game for the first time. there is no strictly defined Giving racism the boot Canoville with the winners of the With Ashley Cole, one of the club’s anti-racism delineation between Kick It Out poster competition ambassadors for 2006/07, he kicked off a season of events stewards and police as

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NEW HORIZONS OUR COMMITTED SUPPORT FOR FOOTBALL IN ASIAN COMMUNITIES AIMS TO PROMOTE THE GAME TO A NEW AUDIENCE AND PRODUCE PROFESSIONAL ASIAN PLAYERS

n recent years Chelsea has been an avid backer and first Asian player for Chelsea.’ thrilling final after a tense penalty shoot-out. promoter of participation in football by the Asian Chelsea hosted the Asian Community Special guests on the day included London I communities in London. Cup final for a fifth consecutive season Assembly Member for Sports, Murad In the 2006/07 season the club continued to at Stamford Bridge in May 2007. Queshi and Mayor of Tower Hamlets introduce innovative schemes to further this goal, most There were over 2,500 participants Shahid Alam. notably Chelsea sponsored a community award at the and spectators during the three-day Before the main final there was a GG2 Leadership and Diversity Awards, the leading event aimed at raising the aspirations cup match between the finalists of ethnic awards in the country. of Asian footballers across the the London United Football league The first winner of what will now be an annual award country to play professional football. between Westferry and Brick Lane, was the founder of the highly successful London Tigers This is one of the few partnership areas where there is a large football team, Mesba Ahmed. projects in England where a Premier proportion of Asian community. Ahmed said: ‘To win the award for football in the League club is supporting the This was another project community shows that all our hard work is being development of Asian footballers. supported by Chelsea FITC. valued. I would like to thank Chelsea for supporting us The 2007 final was between London The London Tigers Under- with all our football initiatives, in particular the work APSA of Essex and FC Smethwick 18s also took part in the Chelsea with the Asian Community Cup. Maybe the partnership from Birmingham. London APSA Community Cup, a competition between the two organisations can help develop the (pictured celebrating, above) won a created by Chelsea for its social inclusion programmes,

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>>STRIVING TO END ANTI-SEMITISM AT CHELSEA Anti-semitic behaviour has been an historical problem been endorsed by the major anti-discrimination bodies at Stamford Bridge, most notably when Chelsea plays and the Football Association. During the 2006/07 Tottenham Hotspur, although the club is pleased to say season this approach continued and the number of it is now in significant decline. Since the Abramovich incidents are declining dramatically. takeover the club has been involved in a number of pro- In September 2006 Chelsea also supported an active initiatives around Spurs matches to raise influential panel of Members of Parliament from across awareness and make clear anti-semitism will not be the major political parties in calling for action to tackle part of the current or future Chelsea. This approach has anti-semitism in the UK.

WORKING WITH THE DISABLED>>

The 2005/06 season saw a dramatic step forward for side that play in tournaments all over Europe. Chelsea has A footballing community disabled supporters at Chelsea and this was continued a dedicated Special Needs and Disability officer. The 2007 Asian Community Cup proved a huge success with London APSA in 2006/07. winning the final at Stamford Bridge Chelsea revamped its disabled policy in full CHELSEA DISABLED FOOTBALL TEAM: consultation with its disabled fans and the National For the more competitive, the Chelsea Disabled football Association of Disabled Supporters (NADS). team has been established for many years and has been which culminates with a game at Stamford Bridge. The new disabled policy was fully endorsed by our fans hugely successful with a large percentage of the players and NADS. The full details relating to it can be found in competing at international level. The team won a In addition, the Tigers’ Children Development officer the Disabled section of www.chelseafc.com prestigious European five-a-side tournament during the joined the Chelsea FITC coaching team for eight months In summary, the main points were: 2006/07 season and were presented with the trophy for to offer mentoring and additional support to hard to • all disabled fans, and their carers, attend matches at the home match against Tottenham. Stamford Bridge for free reach groups in south Westminster housing estates and • the setting up of a Chelsea Disabled Supporters schools, while ex-national football players of Bangladesh Association Chelsea endorses the aims of the Level Playing Field visited Stamford Bridge for a stadium tour in a Campaign and will continue to have positive dialogue partnership project between London Tigers, Chelsea FITC with NADS and CDSA. Chelsea also works with a number of disabled related and the PFA of Bangladesh (Dhaka Akadosh). They also projects. played a match against the London Tigers’ veterans side and have expressed their desire to play the Chelsea Old FOOTBALL+ The Football+ project is a partnership between the Boys team in the future. Limbless Association and Chelsea FITC, which works with Chelsea FITC also got match tickets as incentives for disabled, Emotional Behavioural Difficulty (EBD) and special needs players through primary and secondary youngsters involved in London Tigers’ projects who have school level. previously been in gang related activities. The tickets We run coaching sessions on a regular basis during A level playing field were used to promote positive behaviour and reward school time and after school with the Surrey Special Our revamped policy allows Schools Sports Association. We have a senior and junior all disabled fans and carers to those who were striving to make a change. attend games free of charge

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STUDIES AT THE BRIDGE BEYOND FOOTBALL, CHELSEA LOOKS TO PLACE ITSELF AT THE HEART OF COMMUNITY EDUCATION FOR ALL AGES

he Chelsea education department, based at “The Hub” – the purpose build centre on the Stamford T Bridge stadium site – consistently supports national and Premier League initiatives, as well as developing projects which respond to local needs. We continue to build successful links with schools, libraries, hospitals and the community. Over the course of the 2006/07 season, over 1,500 children and 150 adults benefited from our initiatives, taking part in in-school and after-school projects, talks, workshops and ‘Hundreds of children have improved their learning ability and holiday programmes. Education partnerships use the power of football to confidence by attending the study centres. These are fantastic inspire, motivate and re-engage learners and to improve partnerships between the football clubs and the council.’ attitudes to learning. Chelsea’s rich history, the inspirational stadium site and the beautiful game itself COUNCILLOR ANTONY LILLIS, CABINET MEMBER FOR COMMUNITY AND CHILDREN'S SERVICES, LBHF provide plenty of material to capture learners’ attention. Projects are particularly successful at raising literacy, numeracy and ICT skills during special after- hosted the special end of project celebration event, achievement and levels of confidence among reluctant school sessions. Local pupils benefit from working in where 50 pupils were delighted to meet and receive learners and provide support and opportunities for small groups and enjoy learning at the football-themed, certificates from former player and now CSR learners of all ages and abilities. well-equipped and colourful study centre. The Hub is Ambassador for the club, Graeme Le Saux, and current The Hub is an exciting and inspiring learning run by our Education Manager Suzi Raymond and goalkeeper Carlo Cudicini. environment. It is part funded by the national Playing for Education Officer Wendy Buddin. Success initiative, which helps pupils to develop their >>KICK IT OUT >>PLAYING FOR SUCCESS As usual, Chelsea education department played a key The Playing for Success after-school study support role in Kick It Out week, which coincided with Black programme saw its first full season in operation at History Month in October. Chelsea and 240 local school pupils completed the 10- Paul Canoville, whose story is told on pages 24-25 of week course. The project provides targeted support to this section, played a full role in this and was an pupils in primary, secondary and special schools within inspiration to the 250 pupils he met at local library the LBHF. sessions where he helped raise awareness of the history During the summer term, pupils also took part in a of racism in football and taking part in class debates. unique joint study programme together with projects at Paul also took part in a special family learning day at two neighbouring centres at Fulham and QPR football The Hub and took children and their families on a tour clubs. Each centre focused on one of the key Playing for of the Bridge. Paul’s lively personality and infectious Bright young things Paul Canoville and Roy Bentley with winners Success curriculum areas; Chelsea focussed on literacy, enthusiasm, as well as the serious message of his story of the Kick It Out poster competition Fulham on ICT skills and QPR on numeracy. Chelsea had a lasting impact on the young people he met.

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autobiography “Totally Frank” and Francesca Simon’s children’s book “Horrid Henry and the Football Fiend”. Premier League Reading Stars was launched in 2003 and is a partnership between the the Premier League, the National Literacy Trust and the Football Foundation that aims to encourage an enjoyment of libraries and reading. This season the club linked up with three local libraries, giving families from six local primary schools the opportunity to take part in this successful project.

>>LOVE FOOTBALL, LOVE LIBRARIES Promoting a love of reading and encouraging families to access their local libraries was an additional focus for

the 2006/07 season. The Chelsea Reading project was ANTI-WEAPONS CAMPAIGNS>> delivered as a family learning opportunity at the As this report was being written knife crime was Chelsea library. grabbing the headlines as one of the leading social and A free book-swap was launched at the Chelsea Hub on political issues in our society today. In 2006/07, there had also been some terrible teenage tragedies that World Book Day, with a special author event for adult prompted Chelsea to support anti-weapons initiatives, learners. A high-tech approach was used to capture the which have been continuing ever since. Chelsea’s Football in the Community team, Positive interest of young children, who produced a short Futures and Battersea Early Intervention Team (BEIT), computer animated film using the theme of football to launched a new initiative in July 2006, which aimed to encourage their peers to visit their local library. reduce crime and promote well-being in the community. The education department linked up with the Eighty young people aged between 11-18 from the Bridging the learning gap Reading Agency to host a national conference to help Battersea area met at the Sir James Barrie School to Wayne Bridge was Chelsea’s take part in a football coaching session, as part of Premier League Reading Star promote libraries and to showcase partnerships which for the 2006/07 campaign Chelsea’s FITC Estates Programme. can have a positive impact on young people. Staff from BEIT, which is part of the Wandsworth Youth Offending Prevention (WYOP) Team, joined coaches and a WYOP police officer, to run a one-hour >>EDUCATION THROUGH FOOTBALL >>ALIVE AND KICKING weapons awareness workshop aimed at stopping young The Education Through Football project in partnership Chelsea’s valued senior learners, all aged 70 and over, people from using weapons. The interactive workshop used discussion groups, with Westminster City Archives, is going from strength have enjoyed taking part in weekly computer skills case studies and a DVD presentation to inform young to strength and continues to be extremely popular with sessions at the Hub through the innovative ‘Alive and people about the dangerous consequences of carrying pupils, teachers and parents. This season over 1,000 Kicking’ project delivered in partnership with the local weapons – for themselves, the victims and the community generally. pupils took part from across 21 schools in the boroughs Open Age charity. This project encourages senior fans The programme is part of a larger project of of Hammersmith and Fulham, Kensington and Chelsea, to develop new skills and to record their memories and preventative work involving Chelsea in Wandsworth to reduce the number of young people involved in Wandsworth and Westminster. The project uses stories using digital technology. crime. Future sessions in this series would focus on Chelsea’s past to bring 20th century history to life and Chelsea legends Roy Bentley and Peter Brabrook drugs, sexual health, dangerous dogs, car crime and anti-social behaviour. supports delivery of the history, literacy and citizenship presented the learners with awards and certificates at a Chelsea Chief Executive Peter Kenyon said at the curriculum to primary school pupils in Years 5 and 6. special discussion group event, which was a particular time of the launch: ‘Recent terrible incidents have This season, Chelsea worked in partnership with the highlight for many fans. brought knife, and other weapon crime, back into the public consciousness and we should all do what we can Unicorn theatre to offer pupils taking part in the project to increase awareness about stopping these crimes. the chance to see the story of “Billy the Kid” brought to >>SPECIFIC COMMUNITY NEEDS Chelsea is committed to helping the local community on this very important issue.’ life in a theatre production. A huge photographic mural This season’s programmes linking in with the FITC of pupils at the stadium was displayed in the theatre team have continued to address specific community foyer as part of a collaborative art project. needs and support harder to reach groups, through A special Christmas project was also launched, inspired partnerships with a number of local community by the truce during the Great War in 1914 that formed projects. the basis for a book by the famed children’s author The Keep it Up project used booster sessions at The Michael Morpurgo and illustrator Michael Foreman. Five Hub to target 24 young people who were under- senior management from Chelsea volunteered to help performing and at risk of exclusion from school and the children with their reading skills. encouraged them to examine their behaviour and develop strategies for coping with learning. >>PREMIER LEAGUE READING STARS Tailored education workshops, interview practice Wayne Bridge was Chelsea’s reading champion for and CV writing workshops were also delivered to young 2006/07. His chosen books were Frank Lampard’s learners from Street League and the Prince’s Trust.

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BY ROYAL APPOINTMENT

CHELSEA’S PARTNERSHIP WITH THE PRINCE’S TRUST >>POSITIVE FUTURES HAS ALLOWED THE CLUB TO MAKE A POSITIVE A number of Chelsea schemes are funded via the IMPACT ON THE LIVES OF YOUNGSTERS IN LONDON Positive Futures social inclusion programme. In April Chelsea’s England and Cameroon internationals Ashley Cole and Geremi helped kick-off a scheme helsea’s long standing relationship with The The club provides behind-the-scenes tours, to divert young people from the dangers of drugs, Prince’s Trust continued throughout 2006/07. motivational talks, signed merchandise and player guns and anti-social behaviour at a five-a-side C Chelsea and England captain John Terry faced appearances to attract young people to complete football tournament at the Sir James Barrie Primary one of the toughest interviews of his career in October The Prince’s Trust programme. School, in Battersea. when he met a group of young people on The Prince’s For the second year Chelsea also ran one of The Prince’s The programme will see football coaching Trust Football Initiative (above) at our training ground. Trust ‘Get Into Hospitaliy’ schemes to help unemployed and workshops being delivered at four venues The unemployed 16-25 year olds, who are on a 12-week young people bridge the employability gap. Three across Battersea. programme, interviewed the Chelsea star on his dreams young people were appointed into roles as a result Ashley Cole said: ‘In London, especially at the as a youngster, being a professional footballer and how he of the scheme across Chelsea including within Football moment, there are many problems with crime and stays focused and healthy. in the Community and the Megastore. young people. It is up to the individual as to how they John Terry said: ‘It's good for young people to get The previous year Chelsea had been one of the want to live their life, but I hope by me coming here involved in football. When I was growing up I played first football clubs to pilot the scheme when eight having fun with them as a group it will help them to for the local youth club and it kept me off the streets. young people worked in the Megastore. During their enjoy each other’s company.’ Football is a good way to motivate young people.’ time in the Megastore they were introduced to Geremi added: ‘These events have a great impact on Later in the year more youngsters met new signing potential employers and mentored after young people as some of them don’t have the Khalid Boulahrouz and did a similar Q and A with him. completion of the course. opportunity to meet footballers face-to-face, it might Kate Freeman, The Trust’s football development even change their lives. Many footballers did not have a manager for London, said: ‘The day at the training great life when they were growing up but football can PRINCE’S TRUST CASE STUDY>> ground was fantastic and the kids couldn't believe that change the life of a person, whether you play for a >> Ricky Dewey they found the confidence to ask the Chelsea and England professional club or just with your friends.’ One of the success stories of the captain their questions let alone have a kick about with scheme is Ricky Dewey. Having left The tournament included 100 young people from the him. John was so down to earth and it was a real boost to education at 16 with a poor attendance Battersea area, forming eight teams from each of the local record and lacking motivation, Ricky joined the Team their confidence and self esteem, this underlines all that programme and was invited to volunteer with Chelsea estates. Winstanley Estate won the U14s tournament and the Chelsea Princes Trust scheme is about.’ FITC. After impressing with his work in local schools, the Patmore were victorious in the U16s group. club invited him to do a FA Level 1 coaching badge The Prince’s Trust Football Initiative aims to improve which he passed and he now works for FITC. The event also offered the opportunity for young the motivation and confidence of youngsters who are ‘I am a massive Chelsea fan and this has really got me people to look at stalls set up by the RSPCA, Fire Brigade, unemployed, young offenders, underachieving or out going,’ says Ricky. ‘I doubt I would have been into the Met Police, drugs and sexual health agencies. course if it wasn’t for the football element.’ of care so they can find work or go back into education. As well as weekly football coaching sessions which

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offer young people the opportunity to qualify as FA programme is funded with the help of a Level One coaches, young people attend the grant of £114,269 from the Football informative workshops which look at a range of issues, Foundation, the UK’s largest sports charity. such as gun crime, knife crime, sexual health, drugs Lampard joined over 50 young people to awareness, dangerous dogs, driving offences and arson. kick off the scheme and said: ‘It’s important that football and the players >>KICKZ put something back into the game and I’m Following a successful pilot, Chelsea is now one of 22 really happy to be able to play a part in clubs involved in the national Kickz programme helping launch this project and thank the launched by then Prime Minister Tony Blair. Football Foundation and other partners for Chelsea’s projects have been rolled out on the all their hard work and support. I’m delighted Henry Prince and Longstaff housing estates in to support this vital work.’ Wandsworth with potential to expand to other parts of the borough in the future. >>CHELSEA’S NEW DEAL The scheme is funded by the Football Foundation In November Chelsea teamed up with North issues to become more proactive and to look at their and Chelsea works with the local police and council in Fulham New Deal for Communities to form health in the long term.’ Wandsworth to deliver programmes that reduce crime Chelsea New Deal FC. The project aims to improve and anti-social behaviour, encourage volunteering the health and fitness of local residents by establishing >>LINFORD CHRISTIE STADIUM and break down barriers between the communities and a football team. This was a major funding project of the 2005/06 season, the police through football. Twenty young men from North Fulham housing accounting for nearly £1 million in our CSR audit for estates, who signed up to play for the team, were that year, the majority of the money coming from the >>GIBBS GREENER SCHOOL presented with their new kits by Chelsea goalkeeper Carlo Football Foundation, Barclays Spaces for Sport, and In September Chelsea and England star Frank Lampard Cudicini (above) while on a visit to Stamford Bridge. The Hammersmith and Fulham Council which could not continued the club’s connections with Gibbs Greener newly formed squad took the opportunity to ask Carlo have been possible without Chelsea. School when he kicked off a new community initiative to questions about what inspired him to become a footballer The 2006/07 season saw the west London site start to give children with emotional behavioural difficulties at and how he keeps himself motivated in the sport. host a significant number of community intiatives both the special school access to new football facilities and the Chelsea New Deal FC will receive regular coaching through Chelsea FITC and other bodies. From a Chelsea opportunity to develop their self esteem through sport. through Chelsea’s FITC coaches and they aim to go on FITC perspective courses hosted there included Street In addition to offering personal development to compete in a London league. The project has been League sessions, William Morris School training programmes to the Gibbs Greener pupils, the facilities funded by the central government. sessions for the Chelsea New Deal team. will also be used by five local primary schools, increasing David Bowler, Programme Director from North the provision of sport within Hammersmith and Fulham. Fulham NDC said: ‘NDC are delighted to be working >>WESTMINSTER CCHUT After school sessions and holiday coaching sessions will alongside Chelsea. It is great that local men will enjoy This was the second year of the Westminster Chelsea also be held at the site for the local community. the benefits of regular physical activity delivered by and CityWest Homes United Team project based on The Gibbs Greener project is a partnership between Chelsea’s FITC. By using the power of football we can estates around Pimlico for the six to 16 age groups. Chelsea, The Football Foundation and HSBC Bank. The get young men who are reluctant to address health The sessions cover Saturday and midweek as well as in school sessions received by 10 schools.

>>CONNEXIONS The Connexions programme is based in the borough of Kensington and Chelsea. The programme was funded by Positive Activities for Young People, a Government sports development fund, which is a targeted programme aimed at vulnerable and at risk young people aged between 8-19. The coaching programme was delivered by Chelsea FITC and focussed on skills development, building self-esteem and teamwork through skills drills, practices, challenges and competitions. There were more than 50 participants from local youth clubs. At the end of the programme a Connexions team played in a tournament at Stamford Bridge against the Social call other Government funded FITC programmes such as Geremi with a group from the Positive Futures Positive Futures and Gibbs Greener Goals. The tournament social inclusion programme is used as an incentive during the programme.

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GREEN IS THE COLOUR>> Part of the environmental commitment at Cobham has been the planting of trees and shrubs. One tree absorbs one tonne of CO2 in its lifetime. In order to offset our carbon emissions Chelsea has planted 225 mature trees, 330 immature trees and hedges and 2000 shrubs. The training ground has 48 hectares of grass, much of which is new. One hectare of grass absorbs between 6.5 and 8.5 tonnes of CO2 in its lifetime.

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MAKING A POSITIVE IMPACT A LOOK AT THE CLUB’S WIDESPREAD COMMITMENT TO BEING A GOOD CORPORATE CITIZEN, FROM INVESTMENT IN THE COMMUNITY TO FINANCIAL TRANSPARENCY AND ENVIRONMENTAL ISSUES

his section, called “general” and coloured grey in driving a particular car. That is just unrealistic, not just the pyramid, covers a whole host of activities for us, but for many businesses. T which are not necessarily unique to Chelsea or However that does not mean we cannot make some part of the central initiatives. significant changes that can have a real impact. This is From a community investment perspective it also just the start of that effort. covers the vast amount of non-partner charity work The 2006/07 season saw the opening of our new the club does. training ground at Cobham. The majority of this is through the donation of signed The architectural design, building and merchandise for auction but also covers the fulfilment environmental requirements of Cobham were of general requests and community visits, school inextricably linked from the start of a challenging and donations and pitch events. stringent planning process, not just from an aesthetics In addition this section covers the commitments of perspective in a green-belt area, but also from the point being a good corporate citizen, generally and within of view of ongoing environmental sustainability. football. These are wide and varied but would include The building is 3,338 sq metres. It covers three floors pledges on financial transparency, good governance, but the bottom floor has been dug into the ground to fan consultation, economic development, ensure the building is no higher than any of the environment, employer commitments and also the surrounding structures. positions of our major partners as well as general Overall the building services installations/ football requirements such as the publication of a club management system, and the building as a whole, is charter and adherence to health and safety designed to meet an “Excellent BREEAM” rating – requirements. achieving by design the minimum impact on the environment locally and globally. >>HELPING THE ENVIRONMENT BREEAM (The Building Research Establishment As a responsible business, Chelsea wants to make a Environmental Assessment Method) provides genuine contribution to the environment as it is crucial authoritative guidance on ways of minimising the for the future of us all. adverse effects of buildings on environments. We will do this within the everyday requirements of Perhaps the most distinctive architectural aspects of our business. We are not going to stop flying by plane, the building are the curved “living” roof and the brass or travel by coach to matches, or tell individuals to stop cladding that dominate the exterior. These ensure the

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concept of a building in harmony with its setting. ‘Chelsea continues to develop a Air-handling units supplying the East and West The sedum type roof system (live controlled-growth Stands have heat recovery coils which reclaim the waste grasses) was not selected solely for green “aesthetic” wide range of environmentally heat from the extracted air and inject the heat back into issues. It also provides sustainable benefits that include sustainable policies in terms of the supply air at certain times of year. producing oxygen to improve air quality and reducing We also take advantage of free cooling. This is when carbon dioxide levels, the primary contributor to global energy saving and recycling’ the temperature drops below 12-14 degrees centigrade. warming; the retention of a high percentage of As the air-handling units normally provide air into the rainwater; the restoration and establishment of of its overall height below ground level which also A/C System at these temperatures we can, via the sustainable habitat for particular types of plants and minimises heat loss. control, use the waste heat from the exhaust air to bring wildlife; protection from heat, noise and air cooling. More generally, Chelsea continues to develop a wide the temperatures within the internal spaces up to the The brass cladding has been adopted as the principal range of environmentally sustainable policies in terms required temperature using minimal energy input. surface material on the following environmental grounds. of energy saving and recycling across all its buildings. Proximity switches turn lighting on when people are It is corrosion resistant and has longevity; brass is a readily We have a company-wide policy of using energy- present and switches off when people leave an area, recycled material without any loss of inherent properties; saving lighting, aside from where there are life safety taking the human element away. the material naturally oxidises to interesting hues and issues. All lamps when disposed of are sent away to a Water usage is controlled in a number of ways. These textures and requires zero maintenance. recycling plant. Any lamps used that contain heavy range from presence detector/solenoid valves Particular attention has been given to power and metals and toxic compounds are treated as hazardous controlling men's urinals to spray and foaming nozzles energy requirements of the main building to enhance waste and duty of care certificates are available. on taps to reduce the volume of water without the natural environment. Through the building Lighting around Stamford Bridge is controlled in two appearing to slow the flow. management system the objective of optimum energy ways via a central control system (Trend BMS) and Waste from Stamford Bridge is taken to a waste usage through minimum power input and hours of proximity switches, which minimises energy use. We transfer station where the waste is sorted and plastics, operation will be achieved. will be extending the use of proximity switching to glass, paper and metals are recycled. The existence of large glazed areas, externally shaded further reduce energy usage. Our waste now goes to the White City Waste Station, to reduce direct solar gains, will provide day lighting to The BMS times lighting on and off around the which is one of the most technically advanced facilities the majority of internal areas. The provision for day stadium, including the floodlights on match days. of its type in the UK. We currently aim to convert 80 per lighting is extended to the lower ground level via light All plants on the site are controlled by our Building cent of all waste from Stamford Bridge into recyclable wells and external reflective water feature (the moat). Management System. This controls the timing of the product, a four per cent increase on last year. The building is recessed by approximately one third temperatures in all areas. The remainder is mainly food waste, which currently goes to land fill composting. Other uses for food waste are being looked at but due to current legislation all Shedding some light The lights around the stadium, composted materials arising from food waste are going including floodlights, are set to a timer in order to conserve energy to land fill so there is no advantage to be gained in processing the waste apart from using more energy. Staff are reminded regularly through internal media about the importance of conserving energy by turning off their computers and screens. The energy-saving and waste-recycling programme at Stamford Bridge has also been extended to our new training facility at Cobham and we would hope in next year’s report to have an overall set of conclusions.

A GREEN REPORT>> Chelsea demonstrates our commitment to the environment by acting responsibly within the print supply chain. This report is printed on Oxygen 50:50, a paper with a mixture of recycled content and fibre that meets the criteria of the Forest Stewardship Council. We see the above as a start and intend to continue taking the most environmentally credible option on all our print and publishing output. In partnership with Pureprint Group, currently placed fourth in The Sunday Times Best Green Companies 2008, Chelsea has produced a number of publications that embrace the latest environmental print technology. The Forest Stewardship Council logo on page three of this report guarantees the paper comes from forests which are well managed according to strict environmental, social and economic standards.

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>>ELMBRIDGE LAUNCH In August, goalkeeper Petr Cech and Peter Kenyon joined TERRY’S RAY OF SUNSHINE>> the Mayor of Elmbridge to open one of the country’s In October, as Chelsea said goodbye to Peter Osgood, school in the area. The coach now has Ossie’s famous leading sports centres in Walton-on-Thames, which is John Terry joined special needs pupils and staff to hand Number 9 shirt painted on the door alongside his over the keys to a new minibus dedicated to the memory nickname. expected to attract over 1 million visitors every year. of “the King of Stamford Bridge”. Collingham Gardens Child Unit caters for 15 children Cech, an Elmbridge resident, said: ‘There can be no The Royal Variety Club Sunshine Coach, which was aged five to 14 years. The children have a wide variety of donated by four supporters – Steve Frankham, Tony mental health issues including autism, ADHD, obsessive excuse for not joining in and getting into sport. I know Jiminez, Antonio Zoccola and Dan Truss – has been given compulsive disorder, eating disorders, conduct disorder how important it is to provide people, particularly to the Collingham Gardens Child Centre in South and chronic fatigue syndrome. The coach will take the children, with good and safe facilities and I think these Kensington. children on trips including horse-riding, swimming, The group wanted to honour Osgood by supporting a museums, parks and to other hospitals. are some of the best I’ve seen. ‘Since I moved here I have always felt part of this community and I know the other players feel the same. ‘As a local I’m glad I could come here today as it is a big day for Elmbridge and everyone who lives and works here.’

>>GARDEN FUN In October 2006, Chelsea funded a new sensory garden created at a council-run play centre in Fulham, with the help of a green scheme run by Groundwork West London. Fulham Play Project secured the £3,000 Green Grant with Chelsea’s backing to revamp a disused garden area at the back of the centre, which provides after-school and holiday activities for local children aged four to 12. The sensory garden features paved areas to make it fully accessible for disabled children and adults and raised beds for growing flowers, shrubs, herbs and vegetables. The Fulham Play Project will run a gardening club for the children to grow their own herbs and vegetables, which will then be used to make healthy meals for them at the centre.

>>PETR CECH’S HOSPITAL DONATIONS After suffering a serious head injury in a Premier League game at Reading’s Madejski Stadium in October 2006, Petr Cech was treated at the Royal Berkshire Hospital and Oxford’s John Radcliffe Hospital. To thank those who helped him on his recovery, the goalkeeper donated £1,000 to the neuroscience units of each hospital, as well as a further £1,000 to the Headway Brain Injury Association. The money donated was raised from sales of photographs of Cech following his recovery from the injury.

>>LIAM’S BENCH Late in 2006 was the one year anniversary of the death of young Chelsea fan Liam Hannon, 11, killed in a hit and run accident outside his school in north London. Ashley Cole (left) unveiled a tribute bench to Liam when he joined children from Child’s Hill Junior school and Hampstead Comprehensive. The Child’s Hill children decided that a bench for the playground could represent Liam’s personality and love of playing football with his friends. Cole signed the bench and Chelsea also donated a shirt signed by the team for auction.

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STAKEHOLDER COMMITMENTS OUR RELATIONSHIP WITH CHELSEA’S FANS, STAFF AND EX-PLAYERS IS VITAL TO THE CLUB. THE 2006/07 SEASON SAW US CONTINUE TO ENGAGE SUPPORTERS, WHILE THE PAST PLAYERS’ TRUST WAS LAUNCHED

n any football club it is difficult to argue against the Director Chris Alexander and Chelsea Company fans being the main stakeholder, along with the Secretary Alan Shaw. I club’s staff, and details about our commitment and CPPT will be registered as a charity with the Charity consultation with these groups follows. Commission and will be independent of CFC. It has However during the 2006/07 season there was major already helped several past players and employees. progress with another key stakeholder, the club’s ex- The season 2006/07 also saw the commemoration of players, which deserves to be mentioned first. one of Chelsea most famous players, Peter Osgood. The club marked his death with a tribute before the match >>PAST PLAYERS AND PAST EMPLOYEES against Tottenham the previous season and in the Under the club’s previous regime, former players of the autumn of 2007 marked his passing by burying his club from its history were effectively persona non grata. ashes under the penalty spot at the Shed End of Following the takeover by Roman Abramovich, a re- Stamford Bridge. A plaque is placed nearby alongside engagement and emphasis on the history of Chelsea the pitch to mark the spot. A permanent bust or statue was central to the club’s philosophy. memorial will also be commissioned. Chelsea underlined that commitment in November 2006 when it set up a new charity to raise money for >>FAN RELATIONS former players and employees to help with medical and The 2006/07 season was the third year of the financial assistance. Chelsea Fans Forum. The Chelsea Past Players’ Trust (CPPT) was inspired by This is a group of 18 independently the late Tony Banks, who tirelessly raised funds for and randomly selected fans from all the different fan former players – particularly the 1955 First Division groups who attend matches, from fanzine groups to The ones to trust The Chelsea Old Boys, who play with their championship-winning team. corporate to season-ticket holders. ages on their shirts, are now affiliated with Chelsea Chairman Bruce Buck said: ‘Since Roman There are four main meetings per year, the club, while (below) Tony Reeve, Chris Alexander, Alan Shaw, Richard King, Alec Abramovich took over Chelsea we have helped a supplemented by smaller meetings between the Stewart, Bruce Buck and Ray Wilkins form the first Past Players’ Trust committee number of past players who were in need of medical or club and individual financial assistance. This was done on an ad hoc basis representatives of the forum. but Tony and the club wanted to do more. The whole process is overseen ‘Discussions had already started before Tony’s passing by Electoral Reform Services to and his death served as a further impetus to set up the ensure best practice and trust. Not only will the trust directly help past players independence. Three club and other employees in need, but it will also ensure that directors, including Chief these players maintain their rightful place as a crucial Executive Peter Kenyon, part of the club’s soul.’ regularly attend all meetings. The trust will have seven members and include Buck, Other directors attend Richard King (chairman of Chelsea Pitch Owners), depending on the agenda former Chelsea captain Ray Wilkins, former England relevant to their area of cricket international and Chelsea fan Alec Stewart, expertise. This forum has been a long-time supporter Tony Reeves, Chelsea Finance great success. Through dialogue

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Blue day out Our official “fans day” in 2006 saw supporters take part in one of the biggest team photos ever and this shot from the day was displayed on the wall behind the West Stand

‘In the 2006/07 season time, which include Childcare Vouchers and a Cycle to non-corporate fans Work scheme. satisfaction increased The pilot Personal Development plan of last year was rolled out to all staff in the group this year. to 64.9 per cent’ Eight supervisors participated in a pilot management development scheme which resulted in them being with the forum, fans have had an input into a number Chelsea also holds at least one “fans day” to watch the awarded with the nationally recognised Institute of significant developments on ticketing, concessions, players train at Stamford Bridge and this season fans Leadership and Management Level 2 award. ground improvements and disabled policy, all of which took part in one of the biggest team photos in the world The employee recognition programme was are detailed elsewhere in this document. in conjunction with adidas and the Chelsea first team. redeveloped this year to be named “Excellence Awards” All minutes of the meetings are posted on the club This was mounted on the wall opposite the West Stand. in line with company values. website, www.chelseafc.com and several other fan Our talent management strategies continue to have a websites. The composition of the forum is refreshed >>LOOKING AFTER OUR STAFF positive impact on staff development in the club with 52 every other year, so for the 2006/07 season half of the At Chelsea our internal staff Mission Statement is: members of staff (representing 11 per cent of the forum had new members. ‘We are a service driven football club that values people.’ workforce) were either transferred or promoted to For the third year, Chelsea commissioned a Fans So we have developed a strategy towards our staff different roles within the business and our labour Satisfaction Survey aimed at assessing current that not only seeks excellence but also rewards turnover has steadied at 26 per cent. satisfaction and setting targets for the future. performance, commitment and loyalty. We also The staff handbook is reviewed and revised every six This survey was independently commissioned by The actively seek to integrate those people in the months to ensure that all our policies and procedures Leadership Factor. It took findings from more than community with less chance of employment are in line with current legislation, statutory 2,000 randomly selected non-corporate and corporate opportunities into our staff. obligations and best practise. supporters. The results were presented to the Fans Enhancements were made to staff benefits this year An induction day is conducted every month led by Forum and they will continue to monitor progress, year by extending the Maternity and Paternity leave the HR Department, but run completely by the Senior on year. A summary of the findings are available on the entitlements beyond the statutory minimums. We also Management Team. This ensures that all new club website, www.chelseafc.com extended the entitlement to benefits of Private Medical starters are integrated as efficiently and professionally Between the three surveys, Chelsea undertook a Health and the pension scheme to include more as possible into the company culture and specific number of initiatives as a result of the ‘priorities’ categories of staff. This almost doubled the staff who are business expectations. highlighted with the result that 75 per cent of the now included in these benefits. During induction day all staff receive specific training priorities listed have registered a significant increase in Voluntary benefits have also been offered for the first on the club’s Equal Opportunities policy, which covers satisfaction across both surveys. all areas of the legislation including race and disability. In 2006/07 non-corporate fans satisfaction increased Additionally, this year we have piloted a half-day to 64.9 per cent, the highest figure since the survey training specifically on diversity and a half-day training began. In the Corporate Fans Satisfaction Index, the specifically on disability training. 2006 figure of 72.6 per cent improved again to 73 per A second staff audit was commissioned this year, cent. This is an extremely good result, in fact it is the conducted by external facilitators. Feedback from these highest corporate rating of any sports organisation on sessions has been fed into the company’s staff The Leadership Factor’s database. engagement strategies. The independent FA Premier League National Fans In conjunction with its partner CLIC Sargent, the Survey has been running for more than 10 consecutive club supported 15 members of staff in training for seasons and researches the behaviour attitude and and completing the London Marathon. Other staff experience of fans from all clubs in the Premier League. volunteered for various CSR schemes featured in For the 2006/07 season Chelsea rated ninth overall for Developing our staff this report. Eight supervisors took part in the club’s matchday experience, while facilities rank 12th. pilot management development scheme Staff feedback also brought improvements to the

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AMBASSADOR LE SAUX>> During this season Chelsea announced that Graeme Le Saux would be the club's CSR Ambassador. The former Chelsea and England player is Roadrunners the first representative in what the Chelsea staff members ran club hopes will be a more wide- the London Marathon in ranging Ambassador programme across support of CLIC Sargent a number of club areas.

monthly staff newsletter, while the intranet has >>BEING PART OF THE FOOTBALL FAMILY reduced by five per cent on the previous season. become a greater source of club information for staff Chelsea takes its position within the football family very Chelsea has made a public commitment that it is that is vibrant, up to date and meaningful. seriously. We are a proud member of the FA Premier aiming to break even at operating profit level by the A lucky draw of 10 tickets for every home game was League and recognise the social and economic year end June 30, 2010. introduced this year, which ensures that staff can have responsibilities and impacts that come with that. We some access to first-team matches. fully participate in Premier League activities and >>WOMEN’S FOOTBALL believe we play a role in the promotion and success of The Chelsea Ladies team is a fully integrated part of >>CUSTOMER SERVICE AND the Premier League at home and abroad. Chelsea FITC and is supported by the club. CHARTER COMMITMENTS Underpinning the success of the first team, who are in In line with all Premier League clubs, Chelsea produces a >>FINANCIAL TRANSPARENCY the FA National League Premier Division is a Customer Charter outlining its commitments on Chelsea FC plc is the company which owns Chelsea development programme comprising a young reserve ticketing, merchandising, customer service, complaints Football Club. squad, three linked academy programmes in procedure, consultation and other issues such as fighting The ultimate parent company of Chelsea FC plc is partnership with strategically located schools and racism that are dealt with elsewhere in this report. Chelsea Limited and the ultimate controlling party of colleges and a Football Association licensed female Clubs also produce a report on the previous year’s Chelsea Limited is Roman Abramovich. Centre of Excellence. charter and give an assessment of whether those The Chelsea FC plc board is chairman Bruce Buck and For more information on Chelsea Ladies please go to commitments have been met and improvements for directors Peter Kenyon and Eugene Tenenbaum. www.chelseafc.com the future. This can be obtained from the Premier Even though we are not a League or from www.chelseafc.com publicly quoted plc, Chelsea In terms of general customer service, Chelsea believes presented its annual accounts at a it has met its charter commitment from last year but press conference in February 2008 continues to strive for better service all the time. for the year end June 30, 2007. If employees enjoy a greater experience they are Chelsea is external debt free. more likely to deliver a greater customer experience. The accounts presentation So managers and staff are participating in various confirmed Chelsea’s transfer programmes to communicate better, develop roles and spend net of sales for the reward performance. following seasons: 2004/05 = £126.7 million >>COMMUNITY CONSULTATION 2005/06 = £ 85.4 million There are meetings, regular contact and good relations 2006/07 = £11.7 million with more than 10 local resident groups, the Mayors, These figures demonstrate local politicians and MP’s in our immediate communities that Chelsea has reduced its of Hammersmith and Fulham and Elmbridge. These are transfer spending year on year. also fostered through the local councils, with whom the Our turnover for the last financial club are involved on several projects. There has been year reported was £190.5 million Ladies first Our ladies team plays in the direct consultation with local residents on several issues. and our salaries as a percentage Premier Division and is supported by a reserves and Academy set-up of turnover was 71 per cent,

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CLUB PARTNERS CHELSEA SEEKS TO PARTNER WITH MAJOR COMPANIES WHO WANT TO ENGAGE WITH US IN CSR AND HAVE AN IDENTIFIABLE POSITION ON THE ISSUE WITHIN THEIR OWN INDUSTRIES

Kitted out Michael Essien, Salomon Kalou and Carlo Cudicini model our first adidas kit, sporting the Samsung brand

“For the Betterment of All” is the founding ideal Chelsea partnered with adidas in July 2006. The adidas FMC is the bespoke catering partner of Compass Group. of Samsung Electronics and the company is the Group, which includes the brands adidas, Reebok and Compass, and its purchasing arm Sevita, has distinct main partner of Chelsea FC’s Football in the TaylorMade in its portfolio, is committed to acting in a policies on purchasing, fair treatment of suppliers, ethical Community programme. socially responsible way. This is a key part of the trading and commitments to using healthy products. Samsung’s corporate responsibility principles are corporate philosophy and adidas strives to maintain As part of the largest food service company in the embodied in the Samsung Code of Conduct and the highest standards in terms of environment, our world, Sevita recognises that it has a significant impact publication of a global Green Management Report. employees, our business partners and the communities with customers, suppliers and the public in general. More information on Samsung’s CSR can be found at we work in to ensure sustainable practices. Sevita acknowledges that it has both a legal and www.samsung.com/csr For more information on adidas’ CSR go to moral responsibility to consider social impacts at all www.adidas-group.com/en/sustainability/reporting/ levels of business. reports_to_download/default.asp For more information on CSR at Compass go to www.compass-group.com

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CHARITY AND GOOD CAUSES

Although Chelsea has two official charity partners, CLIC Sargent and Right To Play, this does not preclude us from working or helping countless other charities and good causes as the following will illustrate. Once again the priniciple here is not to make cash donations, but to use the Chelsea name in order to leverage fundraising. You’re hired! Ashley Cole and John Terry The donation of signed merchandise and facilities is appeared in a charity version of The Apprentice in aid of Comic Relief the main way in which we assist charities. In the season 2006/07 we helped more than 120 charities or good causes to raise more than £1 million. Stars in their eyes >>PITCH EVENTS Charity matches regularly feature Much of this work former players such as Gavin Peacock One of our major fundraising activities is the also goes unrecorded. donation of the Stamford Bridge pitch and Chelsea players do a stadium to selected charities to stage matches. huge amount of In May 2007 we staged an event for charity and PiggyBankKids, the charity set up by Sarah community work in Brown – the wife of Prime Minister Gordon their private time for Brown, who was, at the time, Chancellor of which they do not the Exchequer. seek praise or Brown took time out from running The publicity. They also Treasury to pop into Stamford Bridge that day donate merchandise, to support the event. which is not recorded While talking to Chelsea FC staff he in our audit either. congratulated them on the FA Cup success Both they and the previous day. the club host many disabled and ill children before Another pitch event is also worth a mention. and after matches in the Stamford Bridge dressing Oil Aid is an event that grew out of the most room and at Cobham through our Matchday awful family tragedy. This touched everyone at Wishes programme. Chelsea as it involved someone intimately A number of players are involved personally with associated with the club, Lord Richard individual charities and causes. The following is not a Attenborough, our life vice-president. definitive list. Joe Cole with BeatBullying and Cystic In the Asian Tsunami of 2004, Lord Fibrosis; Frank Lampard with Teens United; Didier Attenborough lost his daughter and grand- Drogba with United Nations Development Programme; daughter, while Michael Holland, his son- Michael Ballack with UNAIDS. in-law and another lifelong Chelsea fan, lost his mother. >>RED NOSE FUN Together Michael and Richard somehow John Terry and Ashley Cole made cameo appearances summoned the strength to organise Oil Aid, in on television in support of the BBC’s Comic Relief and which companies from the oil industry pay to Red Nose Day when they visited a funfair for the play in a tournament at Stamford Bridge to raise charity’s “Does the Apprentice”, a special celebrity money for the Tsunami fund, other charities version of the show fronted by Sir Alan Sugar. Celebrity they support in Africa and also CLIC Sargent. teams battled it out to build businesses which raise All for a good cause Chelsea committed to hosting Oil Aid as an Gordon Brown and wife money for the charity, one of which was running Sarah at a pitch event held annual event. In its three-year history it has fairground attractions such as dodgems. in support of PiggyBankKids raised nearly £1 million for charity.

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42 FUNDRAISING

FUNDRAISING INITIATIVES CHELSEA FOOTBALL CLUB HELPED TO RAISE MONEY FOR THE FOLLOWING ORGANISATIONS IN THE 2006/07 SEASON

ACS Cobham International School Community Sports & Keiton Knight Charity Rays of Sunshine Education Trust Active Hearts Charity Kick Out Racism Research Autism Crossroads – Caring for Carers Age Concern KIDscan Roger Taylor Charity Auction CRY Campaign Alzheimers Society King’s College Hospital Leukaemia Rowley Lane Recreational Trust Cystic Fibrosis Charity Research Andrew Flintoff Benefit 2006 Royal Berkshire Hospital Cystic Fibrosis Trust Kingston Hospital Born Anthony Nolan Trust Royal College of Nursing Too Soon Charity Damilola Taylor Fundraising ARK RSPCA Charity Gala Dinner Lauren Page Trust Arthritis Research Campaign Scot Banks Memorial Fund DEBRA charity Fundraisiing Event LBH&F Action on Disability Charity Barnardos Kids Sebastians Action Trust Derby Hospital Baby Unit Leukaemia Research Fund BBC Children in Need SHINE Charity Duchenne Muscular Dystrophy Charity MacMillan Cancer Relief Bluebell Wood Children's Hospice Show Racism the Red Card Duke of Edinburgh Awards Make a Wish Foundation Bobby Moore Memorial Fund Sickle Cell Auction Ball Earl Mountbatten Hospice Marie Curie Cancer Care Breakthrough Breast Cancer Sir Oswald Stoll Foundation Earl’s Court Festival Mayor of Bromley's Charity Appeal Breast Cancer Care Skincare Cancer Appeal English Schools Cricket Association MENCAP/BCC Breast Cancer Research Smart Risk Evelina Children's Hospital Meningitis Research Foundation Brent Council Fostering Services Sparks Everyman Campaign Mind Charity British Amputee Association Sport Relief Fairbridge National Charity Motor Neurone Disease Association British Chamber of Commerce Sportaid Football Aid Mount Vernon Hospital British Heart Foundation Friends of Chelsea & Charity Auction St Kentigern’s Hospice British Red Cross Westminster Hospital Muscular Dystrophy Charity Stephanie Marks Appeal Business In The Community Friends Of The Animal League Naomi's House & Surrey Caring Trust Blanford Community Group Cancer Research UK GG2 Asian Media Marketing Group Teckels Animal Sanctuary National Ballet CANtreat Great Ormond Street Teenage Cancer Trust Children’s Hospital NSPCC Chase Hospice care for Children Teens Unite in Fighting Cancer Guide Dogs for The Blind Oil Aid Chelsea & Westminster The Autism Trust Hospital Auction Headway Charity PACT Children's Charity The Children's Medical Chelsea Pensioners Help a London Child - Capital Radio Paul Thomas Charity Fund & Research Foundation Chernobyl Children's Lifeline Helpng Hand Children's Peer Centre for Children The Children's Trust Charity Scheme Chicago Fire (Hispanic Heritage Night) Peter Osgood Memorial Fund The Haemophilia Society 200 Tickets Highland Hospice Charity Physic Garden Fair The Princess Alice Hospice Child Victims of Crime International Childcare Trust Piggy Bank Kids The Royal Marsden Childline Isle of Wight Hospice Places for Children Wellchild Children in Need Jack Brown Appeal Playing For Life Wildlife Aid Children’s Medical & Jeans for Genes Research Foundation Prince’s Trust Wish Upon a Star Jewish Chronicle China Earthquake Disaster Fund Charity Auction Project Make A Real Difference World Wildlife Fund CLIC Sargent John Radcliffe Hospital Prostate Cancer Foundation Young Minds Children's Charity Comic Relief Kala Thould Foundation Rainbow Trust Zionist Federation Charity

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WWW.CHELSEAFC.COM CSR Cover 13/8/08 2:45 pm Page 2

CHELSEA FOOTBALL CLUB Corporate Social Responsibility Report 2006/07

Published August 2008