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 WWW.CHELSEAFC.COM 002 Contents 13/8/08 1:07 pm Page 3 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 Printed by Pureprint Group using pureprint® their environmental print technology on Oxygen 50:50 a paper made from 50% recovered fibre and 50% virgin fibre certified by the Forest Stewardship Council. WWW.CHELSEAFC.COM 004 Peter Kenyon 13/8/08 12:58 pm Page 14 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 WWW.CHELSEAFC.COM 004 Peter Kenyon 13/8/08 12:58 pm Page 15 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.