Premier League Launches 'More Than A Game' Initiative to Boost Community Engagement
Introduction to 'More Than A Game'
In the upcoming two weeks, the Premier League and its affiliated clubs will emphasize the positive effects of their community investments through the 'More Than A Game' initiative.
'More Than A Game' highlights the Premier League's enduring dedication to supporting community activities across all levels of football, alongside investments in non-league systems, grassroots facilities, and women's and girls' football, as stated in a recent announcement.
This initiative also celebrates the 2.5 million individuals who have engaged in community programs funded by the Premier League, EFL, and National League clubs.
Social Value Generated
A study conducted by the social research agency Substance indicates that charity initiatives by Premier League clubs and the Premier League Foundation are projected to create over £4.3 billion in social value from 2025 to 2028. This investment is expected to enhance well-being, physical and mental health, education, and employment opportunities, while also fostering social cohesion and community ties.
Focus on Premier League Kicks
During the 'More Than A Game' campaign, which will be visible at all Premier League matches from March 14 to 22, the spotlight will be on the League's flagship community initiative, Premier League Kicks, along with the Premier League Stadium Fund and Football Foundation.
Clubs will appoint a Community Captain associated with their Premier League Kicks activities, recognizing individuals who have made significant contributions to both the sport and society. This includes participants, coaches, volunteers, and alumni who exemplify the program's benefits.
Celebrating 20 Years of Premier League Kicks
This season marks the 20th anniversary of Premier League Kicks, which involves 93 clubs from the Premier League, EFL, and National League providing free weekly football and personal development sessions. Since its inception, over 600,000 young people have participated in more than 5,000 sessions across England and Wales, particularly in underserved communities.
An independent evaluation revealed that 93% of alumni felt the program helped them avoid negative influences, while 91% gained insights into the consequences of crime and anti-social behavior, positively altering their attitudes and decisions.
Statements from Leadership
Richard Masters, Chief Executive of the Premier League, stated, "The exceptional football we witness weekly enables us to invest broadly across all facets of the game. This funding has been a priority for us for many years. Through 'More Than A Game', we highlight the substantial impact this has had on individuals and communities."
"Premier League Kicks is our longest-running community initiative, making a significant difference in the lives of young people nationwide. For two decades, it has transformed lives, and we remain dedicated to supporting communities linked to clubs throughout the football hierarchy."
"We are also proud to have made long-term investments in grassroots and non-league football via the Football Foundation and Premier League Stadium Fund, benefiting clubs across the non-league spectrum and women's football, as well as over 125,000 grassroots teams nationwide."
Showcase Event Launch
To kick off this month's 'More Than A Game' activities, a showcase event featuring teams from Brentford, Chelsea, Fulham, Queens Park Rangers, and Watford took place at Gunnersbury Park in West London. Notable attendees included former Premier League left-back and Hall of Fame inductee Ashley Cole, Brentford defender Sepp van den Berg, and television personality Big Zuu, who is featured in a new 'More Than A Game' video.
Government Support
Crime and Policing Minister Sarah Jones remarked, "Premier League Kicks demonstrates the effectiveness of early, positive engagement in guiding young people away from crime. For 20 years, it has created safe, trusted environments where youth can build confidence, find support, and make better choices."
"This aligns with our focus on early intervention through Violence Reduction Units and targeted actions to mitigate violence, ensuring every young person has the opportunity to grow up safe and free from harm."
"We appreciate the Premier League's partnership in this mission and the role Premier League Kicks plays in strengthening communities and empowering youth to make positive choices."
Investment in Non-League Football
The 2025/26 season will also commemorate the 25th anniversary of the Premier League's extensive investment in non-league football and grassroots facilities through the Premier League Stadium Fund and the Football Foundation.
The Premier League Stadium Fund has allocated over 6,200 grants totaling more than £220 million to 1,000 non-league and women's clubs. Concurrently, the Premier League, Government, and Football Association have invested over £1.3 billion through the Football Foundation into community sites utilized by approximately 125,000 grassroots teams.
As part of this month's 'More Than A Game' initiative, the Premier League will showcase its support for non-league clubs, including Northern Premier League side Heaton Stannington FC, which received £250,000 from the Premier League for stadium upgrades.
Community Impact
Scott Lyndon, co-chair of Heaton Stannington, stated, "Over the past decade, we've received a quarter of a million pounds from the Premier League Stadium Fund for essential projects that have allowed us to grow as a club. We've invested in covered seating, hospitality areas, and club shops, which have doubled our matchday revenue and enhanced the supporter experience."