Joint Initiative Sees Launch of ‘Play Together’ Football Festival

American Express and Albion in the Community come together to host an event for more than 100 participants from across Sussex.

Brighton and Hove Albion players made a surprise appearance at the event, held at the American Express Elite Football Performance Centre in Lancing – writes SBT Sports Editor Laurence Eliphick.

The festival took place at the end of July and attracted more than 120 participants from across Sussex for the inaugural event.

Delivered by Albion in the Community (AITC), the official charity of Brighton and Hove Albion Football Club (BHAFC), in partnership with American Express, the PLAY Together Football Festival was formulated to bring together under-represented groups and young people from targeted communities, to play in mixed gender and ability teams.

Having worked successfully in partnership with American Express since 2011, AITC put the event together as part of their bespoke Learn, Live, Play Together volunteer programme with the aim of combining the power of football and passion for BHAFC with the time, energy and expertise of American Express colleagues to help local communities across Sussex. 

As the main Partner of BHAFC, American Express had also arranged a special treat by organising six of the club’s star players to come along to meet those involved and provide tips and motivation, namely Lewis Dunk and Joel Veltman from the men’s team, together with Victoria Williams, Julia Zigiotti Olme, Katie Robinson and Emma Kullberg from the women’s team.

Led by AITC qualified coaches and supported by 15 American Express colleague volunteers, the day consisted of three separate ‘Football 3’ style open rules mini-festivals. Matches were played without a referee, where players collectively decide how the game will be played, assisted by a moderator. 

The idea of ‘Open Rules’ gave ownership of the game to the players, allowing them to develop skills related to decision making, negotiation and compromise – all with an emphasis on fair play.

The three mini-festivals comprised the ‘Blue’ football festival for 7-11 year-olds, the ‘White’ football festival for participants aged 12-16 years old, both with eight teams of between five and eight players, together with a Women’s Walking football showcase festival with 34 players taking part. 

Nikki Edelman, Vice President at American Express, said: “It’s been a great day and very encouraging to see young people of all ages, genders and abilities playing football together and having fun. What made it even more special was seeing the interaction with the club’s players… we’re very grateful to the players for taking time out of their training schedules to provide support to so many of the participants, alongside our incredible American Express volunteers.”  

Paul Brackley, Disability Manager at AITC, said: “We know that football is a hugely powerful tool to engage and inspire young people, promote diversity, equality and inclusion, and improve physical and mental health. Today’s event is the first in a series of football festivals being planned, designed to introduce new people to football as a sport for all, regardless of race, religion, gender, or sexual orientation, so that everyone feels welcome in football.”