The Prince’s Trust provides opportunities for disadvantaged young people. Live initiated and chairs programmes with the English professional football and cricket clubs to use the power of sport to motivate unemployed and disaffected young people and to generate funds to make this possible.

The Challenge:
A dozen years ago, the Trust was looking for new ways to recruit and retain young people on its programmes and for additional funds to support its work. Sport was identified as the most effective way of achieving this. The Trust had no track record of working with sports clubs and did not run sport programmes.

TRH The Prince of Wales and Duchess of Cornwall visit The Prince’s Trust Football Initiative at Liverpool FC

Live’s Role:
Richard Newby, working with Jane Power (then Commercial Activities Head at the Trust) devised and implemented a programme with the FA Premier League and the Professional Footballers’ Association (PFA) in which all Premier League Clubs provided support for the Trust’s work with unemployed young people. Twelve years on over 15,000 young people have passed through the programme, which now involves some 70 of England’s professional football clubs. Over this period, funding of £9 million has been generated from the Premier League, PFA and the Football Foundation.

In 2002, Live initiated a parallel programme with the professional cricket counties and the Trust now works with 14 of the counties and the MCC. The Trust is also working with the English Rugby Football Union at Twickenham. Richard continues to chair these programmes.