Premier League's 'More Than A Game' Initiative Highlights Community Impact
Celebrating Community Engagement in Football
London [UK], March 13: In the upcoming two weeks, the Premier League and its affiliated clubs will emphasize the positive effects of their investments in communities through the 'More Than A Game' initiative.
This initiative reflects the Premier League's enduring dedication to enhancing community activities across all levels of football, alongside investments in non-league systems, grassroots facilities, and women's and girls' football.
It also serves as a platform to honor the 2.5 million individuals who have engaged in community programs funded by the Premier League, EFL, and National League clubs.
A study conducted by the social research agency Substance indicates that charity programs from Premier League clubs and the Premier League Foundation are projected to generate over £4.3 billion in social value from 2025 to 2028.
This investment is expected to lead to significant enhancements in well-being, mental and physical health, education, and employment, while also fostering social cohesion and community ties.
During the 'More Than A Game' campaign, which will be visible at all Premier League matches from March 14 to 22, the focus will be on the League's flagship community initiative, Premier League Kicks, along with the Premier League Stadium Fund and Football Foundation.
Each club will appoint a Community Captain associated with their Premier League Kicks activities, recognizing individuals who have made notable contributions to both the sport and society. This includes participants, coaches, volunteers, and alumni who exemplify the program's benefits.
Premier League Kicks is celebrating its 20th anniversary this season, with 93 clubs from the Premier League, EFL, and National League offering free weekly football and personal development sessions.
Since its inception, the program has inspired over 600,000 young individuals across more than 5,000 venues in England and Wales, particularly in underserved communities.
Independent evaluations reveal that 93% of alumni believe the program has helped them avoid trouble and negative influences, while 91% have gained insights into the consequences of crime and anti-social behavior, leading to improved attitudes and choices.
Richard Masters, Chief Executive of the Premier League, stated, “The exceptional football we witness weekly enables us to invest broadly across 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.”
He added, “Premier League Kicks is our longest-running community initiative, making a genuine difference in the lives of young people nationwide. For two decades, it has transformed lives, and we remain committed to supporting communities linked to clubs throughout the football hierarchy.”
Masters also expressed pride in the long-term investments made in grassroots and non-league football via the Football Foundation and Premier League Stadium Fund, benefiting over 125,000 grassroots teams across the country.
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, a former Premier League Kicks participant who appears in a new promotional video.
Crime and Policing Minister Sarah Jones remarked, “Premier League Kicks demonstrates the power of early, positive engagement in guiding young people away from crime. For 20 years, it has created safe spaces where youth can build confidence, find support, and make better choices.”
She added, “This aligns with our focus on early intervention through Violence Reduction Units and targeted actions to reduce violence, ensuring every young person can grow up safe and free from harm.”
The Premier League Stadium Fund and Football Foundation will also celebrate their 25th anniversary in the 2025/26 season, highlighting their extensive investment in non-league football and grassroots facilities.
To date, the Premier League Stadium Fund has awarded over 6,200 grants totaling more than £220 million to 1,000 non-league and women's clubs. In conjunction, 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 Heaton Stannington FC, which has received £250,000 for stadium upgrades.
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. This funding has enabled us to invest in covered seating, hospitality areas, and a club shop, effectively doubling our matchday revenue and enhancing the supporter experience.”