£125,000 Investment to Expand Premier League Kicks Programme Supporting Young People Across South Wales

Funding has been awarded to Cardiff City FC and Swansea City Community Foundations to expand their targeted Premier League Kicks programmes to support young people facing increased risk of violence, exploitation, anti-social behaviour and exclusion from education across South Wales.

The £125,000 investment includes £50,000 from the Premier League Police Partnerships Fund alongside a £75,000 commitment from the South Wales Police and Crime Commissioner, Emma Wools through the South Wales Violence Prevention and Reduction Unit, to support sessions designed to provide positive opportunities and early intervention, helping young people build confidence and aspirations for the future.

The project is being delivered from April 2026 to August 2027 through a range of accessible community, sports venues and pupil referral units, providing more than 200 targeted Premier League Kicks sessions for young people aged 8–25 across Cardiff, Swansea, Neath, the Vale of Glamorgan, Merthyr Tydfil, Bridgend and Rhondda Cynon Taff.

Sessions provide early support for young people facing barriers to mainstream education, including behavioural challenges and complex needs. Using the power of football, the programmes help reduce the risk of exploitation and disengagement, while supporting young people to build confidence, stability and more positive long-term pathways. Additionally, the Swansea programme provides a consistent staff member across both school and community sessions, enabling a consistency of message around positive behaviours and role modelling.

The urgency for this programme is evidenced by local and national data. The Welsh Index of Multiple Deprivation (WIMD) highlights communities across Cardiff, Swansea, Neath, Merthyr Tydfil, Bridgend and Rhondda Cynon Taf as among the most deprived in Wales, experiencing long-standing disadvantage, school exclusions, and increasing vulnerability to knife crime, exploitation and violence.

Through structured workshops, the Community Foundations offer mentorship and mental health support, including the established resource #NotTheOne intervention. In partnership with South Wales Police, these sessions address knife crime, serious violence and peer influence, helping young people explore risks, consequences and positive choices through discussion and scenario-based learning.

Participants of the Cardiff programme are also supported into further education, training and employment pathways through the Community Foundation, helping those at risk of becoming NEET or already disengaged to re-engage with learning and opportunity.

This work builds on more than 15 years of delivery through the Premier League Kicks programme, funded by the Premier League Foundation, which provides free football-based activities and targeted support for young people at risk of involvement in violence and antisocial behaviour in some of the most high-need areas of England and Wales.

A survey of young people who have engaged with the Community Foundation in these settings found:

• 74% reported improved access to positive opportunities and skills development
• 74% demonstrated improved behaviour following workshops, including #NotTheOne sessions
• 74% reported a stronger belief in their ability to contribute to safer, more inclusive communities

Young people engaged in the programme highlighted that Premier League Kicks is much more than just football. It gives them a place where they can have fun, make friends and build confidence alongside others who share their passion for the game. The programme ensures everyone has the opportunity to take part, learn new skills and develop both on and off the pitch without financial barriers. They also praised the relationships with coaches, providing trusted role models, helping them feel supported, motivated and connected to their communities.

Informed by local intelligence, both Cardiff City FC Community Foundation and Swansea City AFC Foundation and their partners will continue to deliver sustained preventative support aimed at reducing violence, anti-social behaviour and knife crime. This work focuses on building resilience, strengthening decision-making and creating safe and trusted spaces within local communities.

South Wales Police and Crime Commissioner, Emma Wools, said:

“Through the South Wales Violence Prevention and Reduction Unit, I am delighted to provide funding towards both Cardiff City FC Community Foundation and Swansea City AFC Foundation, alongside the Premier League Foundation.

This investment demonstrates the strength of partnership working across South Wales, bringing organisations together to create meaningful opportunities for young people to build confidence, promote positive choices and see the power of football in action.

In my Children and Young People’s Police, Crime and Justice Plan, I set out my commitment to championing the rights of children and young people, and it’s inspiring to see these foundations empowering and supporting them to reach their full potential.”

Zac Lyndon-Jones, CEO at Cardiff City FC Community Foundation, said:

“Securing this investment is an important step, but the focus must always remain on the young person at the centre of it.

At Cardiff City FC Community Foundation, football gives us something unique: immediate connection. It opens doors, builds trust and creates relationships where traditional systems can struggle to engage.

Our responsibility now is to turn funding and partnerships into real access and opportunity. When young people feel connected, supported and understood, change follows, reflected in their confidence, behaviour and aspirations.

We’re grateful to the Premier League Foundation for their significant and continued investment that allows us make a lasting difference in some of South Wales’ most vulnerable communities.”

Tom Williams, Head of Programmes at Swansea City AFC Foundation, said:

“We’re proud to be working in partnership with South Wales Police to support young people across our communities. This programme is focused on helping young people reach their full potential by providing mentoring, learning opportunities and free football sessions in a safe and supportive environment.

By offering early support, consistent guidance and positive role models, we can help young people make informed decisions and steer towards positive outcomes.

This work plays an important role in strengthening the link between school, home and community, ensuring young people are supported during key times outside of the school day and feel connected, valued and inspired.”