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Soccer Aid: A Legacy of Giving




Two decades ago, Robbie Williams and football agent Kenneth Shepherd attended a charity match at Newcastle’s St James’ Park stadium. Inspired by the event, they envisioned a similar spectacle to raise funds and awareness for children in need across the globe. This vision materialised into Soccer Aid for Unicef in 2006, initially intended as a one-off event. Fast forward 18 years and 13 star-studded matches, Soccer Aid has raised an astounding £106 million for children in some of the world's most deprived areas.


Sunday’s match at Chelsea’s Stamford Bridge, witnessed by a packed crowd and 3.6 million TV viewers, was a testament to Soccer Aid's enduring appeal. England's 6-3 victory over the World XI, their first win since 2018, alone raised £15 million for Unicef. Reflecting on this success, Robbie Williams expressed his gratitude: “Thank you for your kind messages about Soccer Aid. Un-f-ing-believable. Just absolutely incredible. So proud and so pleased.”


The impact of Soccer Aid is profound, both in terms of funds raised and awareness generated. Robbie Williams, who began working with Unicef in 1998 and became an ambassador two years later, has seen his brainchild grow beyond expectations. "Soccer Aid has spiralled into something I couldn’t have ever imagined," he remarked. "It's helped so many people and raised incredible awareness for Unicef."


Kenneth Shepherd, son of ex-Newcastle owner Freddy Shepherd, recounted the origins: “The idea was conceived when Dad and I met Robbie at The Match in 2004. Suddenly, Soccer Aid was born, turning into a global initiative for children around the world.”


Sunday’s match was not just a fundraiser but also a source of entertainment, featuring moments like Tommy Fury's comedic missteps. Robbie Williams' pride in the event was palpable: “Soccer Aid has teams in place to work year-round to organise the event and help distribute the funds with Unicef.”


Steve Halls, founder of NexxtGen Football, shares in this pride, emphasising the importance of such initiatives. "Soccer Aid represents the spirit of football - uniting for a greater cause. As we gear up for our new season, it's inspiring to see how football can make such a significant impact off the pitch."


The light-hearted moments, such as Tommy Fury's humorous on-field antics and Jose Mourinho’s pitch invasion to tackle singer Olly Murs, add to the event's charm. But beneath the fun lies a serious commitment to making a difference. Robbie Williams noted, “Donations could help Unicef provide life-saving food supplies, ensure children receive vaccinations, and help get children back to school.”


The competitive spirit among participants, from ex-footballers to celebrities, enhances the event's appeal. Notably, Chelsea legend Frank Lampard and his uncle, Harry Redknapp, brought professionalism and a desire to win to the England team.


Soccer Aid’s journey from a single match to a global fundraising phenomenon underscores the power of football to effect change. Robbie Williams, a British icon and a dedicated philanthropist, has created a legacy that will continue to inspire and support children worldwide.


Join us in supporting this incredible cause. Donate to Soccer Aid and help Unicef continue their vital work.


 

Steve Halls is an FA qualified football coach and football consultant, working at grassroots level but hugely passionate about the beautiful game as a whole. Steve works closely with clubs in his local area and offers consultancy services, mentorship, and player representation.


Advocating for British South Asians in Football: Unveiling Football's Hidden Talent




It is one of English football’s most puzzling problems. More than four million people with South Asian heritage live in the UK. But only 22 male players out of approximately 3,700 professionals have South Asian backgrounds. The women’s game faces similar problems.


Through data analysis, special access, and interviews with those in the game, Sky Sports News has carried out a year-long investigation into why British South Asian communities have so few players in elite football and how to solve the problem.





What are the myths?


There are many myths and stereotypes about British South Asian talent that continue to hinder the progress of players.


The most common is that British South Asians prefer cricket over football.


But the latest full Active Lives survey from Sport England in 2021/22 showed more than twice as many British South Asians adults played football than cricket. Using FA participation data, Sky Sports News estimates that 6.5 per cent and 11.4 per cent of male and female grassroots footballers are South Asian.


So why does the myth continue?


"People take on board what they see on TV. The most powerful cricketing country is India because of the IPL, but when you look at international football, we are nowhere. People are reflecting what they see, then internalising it, and that becomes their perspective on the world," says Piara Powar, executive director of the Fare network (formerly Football Against Racism in Europe).


Another interlinked myth is that Asian families want their kids to focus more on education.

For Arun Kang, head of the charity Sporting Equals, which looks at race equality in sport, this may have been the case in the 1950s and 1960s when older generations came to the UK and tried to get established, but it is certainly not the case now.


"They all want to be doctors, lawyers, accountants. Give me a break! That's not what it is anymore. There are fourth generation South Asians in this country and we can't find one Premier League footballer. It's embarrassing to be honest."


Sanjay Bhandari, chair of Kick It Out since 2019, added that many parents have had scouts tell them: 'Why should I waste time on your kid when you're going to want them to be an accountant, a doctor, or a lawyer?' One of those was a top-six club.


However, for Powar, the myth that angers him most is that the South Asian diet doesn't produce professional athletes or football players.


Powar said: "I think this is the most racist thing I've heard in a long time actually because it's sort of hitting at the core of an identity."


Dr Daniel Kilvington, an expert on British South Asian communities and English football, believes this myth has led many in football to still believe that Asian players are not physical enough for the professional game.


He said: "A lot of recruiters, talent ID personnel, and coaches have said over the years: 'British South Asians are very technical, very good, but not big enough to compete.' Unfortunately, I think that mindset is still ingrained in a lot of people."


Riz Rehman, who has worked at the Professional Footballers Association (PFA) for 10 years, added: "I will tell coaches about being patient with players. The game has changed and players are all sorts of sizes now. What we need is more visibility. When a coach looks at an Asian player, what's he really seeing? He doesn't know what he's going to be like."


Does racism still exist?


The most high-profile example of these outdated views being ingrained came in 2020 when Greg Clarke resigned as FA chairman after making what he described as "unacceptable comments" to MPs during a Digital, Culture, Media, and Sport select committee.


They included: "If you go to the IT department at the FA, there's a lot more South Asians than there are Afro-Caribbeans. They have different career interests."


In January of this year, Crystal Palace pre-academy scout Michael Verguizas wrote on LinkedIn: "Asian families put all their efforts into education plus their [sic] more aligned to the game of cricket... Don't think it's pushed in their families or in their culture...Boys following this sport are far and few in this industry."


Kick It Out chair Bhandari slammed the comments as "lazy racist stereotyping" and added it was unusual to have "the confidence/ignorance to commit that thought to writing in a public platform."


Verguizas later deleted the comment. Crystal Palace told Sky Sports News they discussed the matter with the scout and he was given training in equality, diversity, and inclusion like all employees. The club would not comment publicly because they say it is an internal matter.


According to research conducted in 2023 by Kick It Out and the FA, "Asian participants in football are deemed to be most likely to experience discriminatory abuse based on ethnic origin."

Goalkeeper Rohan Luthra, who has Punjabi heritage, was racially abused by Cardiff team-mate Jack Simpson on a pre-season tour last year.


Simpson publicly apologised in November - after a six-match suspension, £8,000 fine, and an education order was given to the player by an FA independent regulatory commission.

Simpson has since signed for Leyton Orient and their chief executive Mark Devlin told Sky Sports News that the club spoke to the Punjabi O's (Orient's official Punjabi supporters group) before sealing the deal.


He said: "This was a player that they were going to have to cheer on the pitch. Did they feel comfortable about cheering him on given his background and the error that he'd made?

"They were very keen to meet Jack, and they have met Jack now on a couple of occasions and continue to talk to him. I took on board their feelings, their comments, their opinions. I think so far - from what we've seen of Jack - we've made the right decision."


How is football tackling the problem?


Throughout the filming of Football's Hidden Talent, it was clear that there is a desire across football from all levels to make changes that lead to increased participation of British South Asians at the professional level.


A key theme that emerged is the importance of clubs being active in South Asian communities.

In Burnley, around 14 per cent of the population have South Asian heritage. In an exclusive interview, Burnley manager Vincent Kompany was asked about the best way to find hidden talent on the town's doorstep.


He said: "Just making sure you have a presence, making sure you reach out, getting the buy-in from the communities as well … you then get more association with the game and eventually you'll have successful players."


Dave Rainford, head of Education and Academy Player Care at the Premier League, believes finding the best players with South Asian heritage will keep the Premier League the best in the world.


"If we want our game to stay ahead and the Premier League to be the world's best league and the EFL to be one of the best pyramids in world football we know we have to keep evolving our talent pool."


The governing bodies all have their own programmes aimed at boosting participation numbers.

The Premier League launched its South Asian Action Plan (SAPP) in 2022 to address the under-representation of British South Asian players within the Academy system. It has an initial focus on the Under-9 to Under-11 age groups.


The EFL does not have its own South Asian Action Plan but in 2022 launched its Equality, Diversity and Inclusion strategy called 'Together'.


The PFA also has its Asian Inclusion Mentoring Scheme (AIMS). The network is designed to help those at all levels of the professional game and is widely praised by many current players, ex-players, and other football stakeholders.


Steve Halls, founder of NexxtGen Football, emphasises the importance of grassroots engagement and community outreach in tackling this issue. "It's crucial for clubs to engage directly with South Asian communities, not just for talent scouting but also for fostering a sense of belonging and inclusion. By building strong relationships and trust within these communities, clubs can create pathways for talented individuals to thrive in football."


What happens next?


Since filming this documentary, Sky Sports News has learned the FA is bringing English football together to regularly discuss South Asian inclusion. This work is ongoing and is part of its ambition to increase collaboration between key football stakeholders where they have similar programs.


In their interviews for the documentary, the Premier League, EFL, and PFA spoke about the importance of collaboration and working together. They also said they remain willing to listen and work with South Asian communities to help deliver their programs and ensure more diversity on the pitch.


As the work continues, football's biggest stakeholders will be trying to find answers to the simple words from women's footballer Kira Rai.


"The talent's out there, so why are we not finding it…"


Watch Football's Hidden Talent on Sky Documentaries on Saturday May 25 at 1 pm.


Best wishes,






NexxtGen Football and England Football Present: Win a Free Training Session at St. George's Park!





NexxtGen Football, in collaboration with England Football, is thrilled to offer an incredible opportunity for football clubs and leagues across the country. We're excited to announce a chance for you and up to 29 members of your club or league to win a FREE training session at St. George's Park on Thursday 23 May at 5:00 pm.



Imagine experiencing the state-of-the-art training facilities and stepping onto the same grounds where the England Men's and Women's teams hone their skills. This is your chance to elevate your training to the next level and create unforgettable memories with your team.


Founder of NexxtGen Football, Steve Halls, expressed his enthusiasm about this exclusive opportunity, saying, "This is a once-in-a-lifetime chance for grassroots football clubs and leagues to train at one of the most prestigious facilities in the country. We're proud to partner with England Football to offer this incredible experience and support the development of football at all levels."


To enter for a chance to win, simply visit the link below and complete the application form. But hurry – the deadline for entries is 5:00 pm on Sunday 12 May. Don't miss out on this extraordinary opportunity to train like the pros at St. George's Park!



Join us in making dreams a reality and take your football journey to new heights with NexxtGen Football and England Football!



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