Nationwide Infrastructure
CASE STUDY
Building Access to Football for All
Background
Our journey started in 2014, and since then, we’ve been on a mission to make football accessible to everyone. We organise casual, mixed, small-sided football games for people of all ages and skill levels. What began as a local initiative has grown into a nationwide programme.
Our objective has always been clear. Make playing football easy, inclusive and fun. We wanted to create more spaces where people from all backgrounds can come together, get active and enjoy the game without the barriers that often exist in traditional football settings.
Challenges
Football can be an intimidating sport for some. For those who’ve stopped playing or never had the chance, it can feel like a big leap to join a team or step onto a competitive pitch. It could be because of limited opportunities, feeling like they don’t have the skills or simply not knowing where to start. There are plenty of reasons why people miss out on the game.
In particular, we noticed a gap in offering football opportunities to underrepresented groups, such as people living in more deprived areas. The real challenge was creating more opportunities to play with a zero marketing budget.
What we did
To solve these problems, we set out to build something that could stand the test of time. Our first step was to create a network of trusted venues that could host sessions across each city where we operate. Over the years, we’ve grown this network to over 150 venues spread across 51 local authorities across the UK. From the hustle and bustle of cities to quieter rural areas, we’ve built local football communities for everyone to join.
We also realised that to make this work, we needed to get more people involved. So, we provided over 1000 volunteer and part-time opportunities. These roles are key to making our sessions run smoothly and fostering a sense of belonging. Volunteers are the heart of this project as they make the sessions happen, support players and create a welcoming atmosphere.
In addition to the community side, we knew consistency was important. That’s why we created a standardised delivery model. No matter where you play, you know what to expect: well-organised sessions with the same approach to safety, inclusivity and enjoyment. We didn’t want any of our players to have to wonder whether the experience would be the same from one venue to another. Everything from the session format to the equipment used is consistent so every game feels like part of a bigger community.
Above all, we stayed true to our ethos of accessibility, social integration and promoting physical and mental wellbeing. Football doesn’t belong to just one group of people. It’s for everyone and that’s what we’ve built into the heart of our programmes.
Impact
Looking back, the results have been more than we could have imagined. We’ve created more than 500 active football communities across the UK with people returning to the game or discovering it for the first time. Since launching, we’ve engaged with over 180,000 unique players and that number keeps growing. It’s proof that when you make something accessible, people will show up. And vice versa, when you listen to the needs of your core group, the demand for the game only increases.
We’re proud of the impact we’ve had in the most deprived areas. 61% of our weekly games are held in areas that traditionally don’t have as many opportunities to stay active. By placing football sessions in these communities, we’ve been able to give people the chance to get involved who may not have had it otherwise.
What’s more, we’ve created opportunities for people to play who might have stopped in the past. Whether it’s because of work, family commitments, or simply not feeling included, our sessions offer a fresh start. The flexibility of casual, on-demand games means that players can join when it works for them.
Key Insights
One thing we’ve learned over the years is how important local involvement is. Our network of volunteers and part-time facilitators makes a huge difference. They not only run the sessions but most importantly create the welcoming environment that makes people feel like they belong. This has been crucial in helping us keep things personal and grounded, no matter how big we grow.
The standardisation of our sessions has also been key. By providing a consistent experience, we’ve made sure that players know exactly what they’re getting. It’s easy for people to feel unsure when they’re trying something new but by making sure every session is the same, we’ve made it simple for players to jump in without worry.
Lastly, we’ve seen first-hand the power of football in building connections. The friendships, the laughs and the moments of true happiness. Our sessions have become places where people can find a sense of community, meet new friends or reconnect with old ones.
What’s Next
Our next step is to increase our presence across more local authorities in the UK. With the right financial support, we can continue building on our operations and expand our reach. As for May 2025, we’re in 51 out of 317 local authorities and there’s still a long way to go. By reaching more areas, we can give even more people the opportunity to be active through the nation’s favourite sport.
Our objective is to be present in every local community to deliver an accessible and consistent football experience for people of all backgrounds. We want to see a future where, no matter where you are in the UK, there’s always a local game ready for you.
The priority for our operations are deprived areas, where football can provide a vital outlet for people who might not have many other options. The quicker we’re there, the more lives we can positively impact.
