Ambassadors in Sport (AIS) harnesses the power of football to reach out to the vast numbers of broken people – including the marginalised, vulnerable and homeless – who can be difficult to reach through conventional means. Without active support from people they trust, and a focus that helps them think differently about themselves, they are likely to continue their sometimes self-destructive behaviour.
Established in 1990, AIS works to bring about positive change for these communities. We have sought to pioneer and develop exciting grass-roots educational initiatives – focused around football – to transform people’s lives. These programmes include football club development, academies, soccer schools, tournaments and outreach work in prisons and schools as we seek to help young people, youth offenders, adults, the homeless and the marginalised in London.
Here is an example of our work in London
“I’ve not taken drugs for 70 days after being addicted for 17 years.” – Matt, a WGFC player.
There are people in our society who find themselves in distressing cycles of unemployment, homelessness and addiction. Whitechapel Genesis Football Club (WGFC) is a football project about new beginnings. It’s a place where individuals can come once a week to put on a clean kit to train and play in matches as part of a team. Football is the attraction, but many situations arise throughout training and matches that can be used to challenge negative behaviour and reinforce good character. We aim to support players in setting goals to become the best they can be, while encouraging and acknowledging every small progression along the way. For many, Genesis is a place where they make new friends, find structure and discover opportunities to progress. The goal is more than to find employment or education – it is to help them develop as people, family members and members of society. Each year we see people turn their lives around by confronting addictions, rejecting crime and finding employment as they realise the potential within them.
“It’s given me a sense of purpose” – Dean, a WGFC player
“Playing football every Wednesday gives me a reason to get up…and the responsibility to not let the rest of the team down and be late” – Matt, a WGFC player
For more information on Ambassadors in Sport please go to www.ais-uk.org
