Celebrating Albion in the Community

Albion in the Community (AITC) is one of the leading football charities in the UK, with a reputation for delivering pioneering, innovative and impactful programmes across Sussex. 

As the official charity of Brighton and Hove Albion, AITC works in some of the most economically and health deprived communities in the UK, using the power of football as a tool to engage young people and make a genuine and lasting difference to the lives of tens of thousands of local people. 

A recent independent social and economic study found AITC creates an annual impact valued at £28.75million, from an income of just £3.2million; for every £1 of income, the charity creates £8.84 of positive social and economic impact. 

It is a charity which fans are incredibly proud of. In the most-recent Premier League Fan Matchday Survey, AITC’s work led the way in how fans of Premier League clubs viewed their community schemes. 

The survey found 95% of Albion supporters felt the club made a significant contribution to the local community, compared to a Premier League average of 77%. 

Football can be a powerful catalyst for social change and in Sussex where there are over 20 electoral wards that rank in the 20% most-deprived communities in Britain, the work that AITC is involved with helps to engage and inspire people to fulfil their potential. 

AITC’s work is built around a determination to remove the barriers which prevent people from being active or living healthier lives. In schools, AITC runs projects aimed at getting young people active. With many schools lacking the funding, focus or expertise required to deliver impactful school sport or PE provision, AITC provides opportunities for young people to get active during school hours. More than 2,000 young people take part in school sport sessions with AITC each year. A further 1,270 primary school pupils engaged with the charity over the past 12 months, with activities raising awareness of health and nutrition. 

AITC’s work in health-deprived communities is also helping young people boost their physical and mental wellbeing. 

Locally 92% of girls aged 13-15 were not completing recommended weekly levels of activity – something AITC has been keen to tackle. The charity set ambitious targets to increase football participation among girls by 15% each year; in the first 12 months the number of girls attending AITC sessions more than doubled. Now, more than 1,600 girls play regular football with AITC each year. 

Young people living in areas of deprivation traditionally face financial barriers to participation – contributing to health inequalities later in life. AITC offers 40 free football sessions in deprived areas each week, helping more than 1,500 young people get active. These compliment other football sessions run by AITC which are attended by 5,000 school-age boys and girls.  

AITC is the area’s largest provider of sporting opportunities to people with a disability, with more than 500 people attending 30 sessions each fortnight – many of whom would not otherwise be physically active. 

Working with the local NHS, AITC is also raising awareness of the signs and symptoms of different cancers, meeting face-to-face with more than 17,000 people in Brighton over the course of just 12 months. Local people who have cancer are also helped to stay active during and after treatment through a free ten-week programme delivered by AITC’s trained cancer rehabilitation coaches, with benefits including reduced risk of cancer progression and recurrence. 

The work of AITC is recognised nationally and held up as a model of outstanding practice.  At the recent Football Business Awards, the charity was recognised again as the best football community scheme. 

AITC was one of half a dozen finalists in the Best Football Community Scheme – Premier League category and was awarded the prize at a ceremony in London hosted by BBC Match of Day presenter Mark Chapman.  

It is now the fourth time in five years that the charity has won this award, confirming its status as one of the leading football charities in the UK and how highly AITC is regarded within this prestigious football industry showcase. 

Executive director of the football club and AITC Chair of Trustees Martin Perry said, “It feels fantastic for the charity’s work to be recognised in this way and it’s an award for all of our wonderful staff. 

“We reach out to so many people in Sussex every year and some of the work Albion in the Community does is transformational and has a real impact on people’s lives.” 

Bienvenido, El Capitan! 

Brighton and Hove Albion legend Bruno has become Albion in the Community’s first-ever patron. 

The charity invited Bruno to take up this role following his retirement from first team action at the end of last season.  And he was only too-pleased to accept – keen to continue his long-standing support of AITC’s work in the community.   

He is now looking forward to getting out into the community and meeting more of the 40,000 people the charity works with each year. 

Bruno, who donated a percentage of his wages to charity as a player, said: “I have always loved going to Albion in the Community events and meeting the people the charity is working with; the work it is doing and how many people it’s helping is incredible.” 

Tackling re-offending with HM Prison Lewes  

Earlier this year AITC teamed up with HM Prison Lewes as part of a pioneering new project aimed at tackling re-offending. 

The Twinning Project is a national campaign which uses football as a catalyst for change, with a focus on providing opportunities to better prepare prisoners for release, help them find employment and ultimately reduce re-offending. 

Charity staff have been visiting the prison to work with groups of prisoners specially selected by prison staff, delivering a range of sporting qualifications and workshops, including a course in behaviour change, with theory lessons in the morning and practical sessions in the afternoon. 

The hope is that these qualifications will boost participants’ prospects of finding paid employment upon release – something which research shows is a key factor in reducing re-offending and helping prisoners to rebuild their lives. 

Encouraging more girls to play regular football  

More than 6,500 women or girls played football with Albion in the Community in the last 12 months, and the charity has set itself the ambitious target of increasing that figure by 15% each year. 

Local research shows that typically, school-age girls across Sussex are not taking part in the recommended levels of physical activity, something which can result in a range of negative knock-on effects in terms of future physical and mental wellbeing. 

As with everything at Albion in the Community, football is the key tool to engage young people in activities which can have a significant impact on and off the pitch. 

Matt Dorn, the charity’s chief executive officer, said: “The overwhelming majority of our sessions are open to anyone, regardless of gender, but as a charity we have made increasing participation among women and girls one of our main objectives. 

“We know that historically there have been significant barriers in place which have prevented girls taking up the sport, or continuing to play it as they get older, but I’m delighted to not only see that changing, but to see Albion in the Community and Brighton & Hove Albion playing a big part in driving that change locally.”  

Promoting physical activity for people with a disability 

Albion in the community is playing a leading role in making football and physical activity more accessible to a wider range of people and it delivers more than 30 regular football sessions across Sussex for people who have a disability.  It actively promotes disability sport and invests in improving the quality of specialist coaching available to local players with a disability. 

Just under 500 people take part in AITC’s regular inclusive football sessions, while the charity is also working with a growing number of local Special Educational Needs and Disability schools to improve PE and school sport provision.  

In total AITC runs 18 different teams for players with a disability, including four which compete in national disability-specific leagues under the Brighton & Hove Albion banner.  These are Brighton & Hove Albion Amputee FC, Brighton & Hove Albion Cerebral Palsy FC, Brighton & Hove Albion Deaf FC and Brighton & Hove Albion Powerchair FC. 

Using football to tackle health inequalities in East Brighton  

Albion in the Community has recently launched a new project aimed at tackling health inequalities in parts of Brighton and Hove. Almost half of the 18,500 people who live in Moulsecoomb and Bevendean are living in health deprivation hotspots, and it is the fifth most-inactive area in Sussex.  

As a result, the charity has begun to focus new activities on addressing these local needs. These include a free men’s health and fitness group at Moulsecoomb Leisure Centre, and a similar group for women at the Holy Nativity Community Centre in Bevendean. 

Everyone who has taken part has been invited on a celebratory tour of the American Express Community Stadium. 

Sharon Blaskett was among those taking part in the women’s group and was delighted with the changes she noticed in herself and grateful to Albion in the Community for the support. 

She said: “I started the group a week after it had started so felt very nervous about going but I needn’t have worried, the coaches made me feel completely at ease and part of the group. 

“I was diagnosed with depression four weeks before joining the group, which was hard, but the coaches have helped me to get some confidence back.  

“I have learnt so much and the sessions have helped me change my diet. Their knowledge and kindness have helped me lose weight, which I haven’t been able to do on my own. 

“That was one of the things that caused my low mood so not only have the coaches helped me learn about nutrition and diet, but they have also helped my confidence and self-esteem.” 

South Downs Albion Challenge – Sun 14th June 2020 

In 2020 Albion in the Community is launching a new and exciting fundraising challenge. Join with friends, family, fans and four legged friends for our 25 mile walk from the American Express Community Stadium to the American Express Community Stadium via the South Downs.  Walk past iconic landmarks such as the Jack and Jill windmills, Ditchling Beacon and Devil’s Dyke before finishing at the home of the Seagulls in Falmer.  Registrations will open soon, but for more information or to register your interest email: fundraising@albioninthecommunity.org.uk 

Blue and White Day – Fri 27th March 2020  

Help us turn Sussex blue and white on the 27th March – and raise money for our award winning work throughout Sussex.  Whether organising an office bake sale, a fundraising football tournament with colleagues, or encouraging staff to dress in blue and white at work – just make sure whatever you do is fun! 

To register your interest or for more information email: fundraising@albioninthecommunity.org.uk  

Why we need your support 

We are committed to using the power of football to improve the lives of local people across Sussex.  From football sessions encouraging children to get active, and projects helping people living beyond cancer; to using football as a tool for learning in schools, we create opportunities for people to move, grow and thrive in our communities. 

People like Tate Willis, who was born without part of her left arm and is now a regular at our football sessions for people with a disability.   

Tate had previously been forced to twice change schools as a result of bullying.  She was desperate to find a football team to play for; but had struggled in a mainstream setting.  Having been given the opportunity to play the sport she loves, she hasn’t looked back. 

This is what we are all about: giving people the opportunity to thrive. 

Your business can help support this work by donating, fundraising or working with partnership with Albion in the Community.   

For more information on how your business can help, please email: Lynsay.josephy@albioninthecommunity.org.uk or call 0127 878246