Charity Number: 01128443
ANNUAL REVIEW 2014/2015
CONTENTS 3 CHAIRMAN'S WELCOME 4 A LETTER FROM KEN CHOO 5 MOVING FORWARD 6 PREMIER LEAGUE KICKS 8 SPORTS LEADERS UK 9 STRIKERS 10 GETTING STARTED WITH FOOTBALL 12 ONE CITY, ONE CLUB, ONE COMMUNITY 15 WOMEN'S TEAM 16 EDUCATION & SPORT PROGRAMME 18 CASE STUDY: EMPLOYABILITY 20 HEALTH DAY 22 FOUNDATION DAY 2015 24 FACTS & FIGURES 27 WE WOULD LIKE TO THANK
ABOUT THE FOUNDATION A registered charity since 2009, Cardiff City FC Foundation uses the power of sport & education to change lives. We inspire people to be more active, included, healthy and knowledgeable. Although we share an emotive relationship with Cardiff City FC, the Foundation is a charity that is structurally and financially independent of the football club.
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Our fully qualified team of 50 operates throughout the communities of South Wales, though our educational courses and sessions are largely delivered at Cardiff City Stadium or at the state-of-the-art House of Sport facilities.
2015 has been a year of significant growth, positive change and numerous challenges. As Chair of the Board, I get to proudly represent an organisation filled with hard working and dedicated staff and a growing set of impressive programmes, tackling a wide range of needs in communities across Cardiff and wider Wales. I take over from David Westcott who for six years has led the Foundation as Chair and to whom we owe a great deal of thanks. The incredible team work shown by staff throughout the whole organisation, along with the continued support and commitment of officials and staff at Cardiff City FC and a very committed Board of Trustees, gives me great hope for the year ahead. In September we said a fond farewell to CEO Marc Cahill, who stepped down after a year at the helm and over ten years at the Foundation. Marc’s role within the Senior Management Team has guided the Foundation to its position as one of the UK’s most innovative and successful Football Club Foundations. As we move forward our challenge is to build on the good work done in the last ten years whilst preparing ourselves for further growth, deeper social impact and the realities of a changing and challenging funding climate. We’ve taken the opportunity to strengthen all aspects of our staff and governance structure to match the needs of a growing, innovative and leading foundation. I was very pleased to announce a new structure to the Foundation which included a new management team with promotions for Gavin Hawkey who now leads the Foundation as the Foundation Director, working directly alongside two other promoted colleagues, Ria Male as the Director of Education and Inclusion and Simon Stephens as Director of Sport and Health. Our most important strategic partnership is that with Cardiff City Football Club. On behalf of the whole Foundation I would like to formally express my sheer gratitude to the support, guidance and commitment of Cardiff City Football Club, the management, staff and players alike. I would especially like to thank CEO Ken Choo and Director Steve Borley for the unquestionable commitment and support given to me as Chair of the Foundation since taking up the post. I also wish to extend a special note of appreciation for the much appreciated and continued benevolent charitable involvement of Tan Sri Vincent Tan. Together we are stronger. The Foundation exists to serve the needs of communities across South Wales. In the past year we’ve focused on strengthening the confidence and trust of those communities and partners in our delivery. In 2015, our aptitude to engage and deliver with confidence was recognised upon being formally awarded
CARDIFF CITY FC FOUNDATION
As the new Chair of Cardiff City FC Foundation it gives me great pleasure to introduce our Annual Report 2015. The report gives us the opportunity to present an increasingly impressive set of engagement figures, our positive social impact and the results of our many collaborations with key partners and sponsors to whom we are incredibly grateful. the “Academy Status” from Sports Leaders UK, an Approved Assessment Centre that promotes good practice, innovation and the display of a genuine community impact. It’s therefore with immense pride that we can now recognize ourselves as one of only twelve Leadership Academies in Wales and one of two football club community schemes who possess the status. This is a real testament to our staff team. Our approach to “changing lives through sport and education” continues to lead to strong collaborations across all sectors. In the past year we’ve seen a growth and strength in our collaborations and partnerships with schools, community hubs, national bodies, private sector companies, government and many others. The commitment to this approach is made clear in our mission statement: engage, achieve, progress and in the year ahead we’ll be doubling down our efforts to make further improvements and create new partnerships for the benefit of our communities. As a former young carer I’m particularly proud that we’ve continued to build and protect our disability sport programmes, despite the funding challenges. This is one of many programmes that is thriving and creating life changing opportunities, not forgetting our ever impressive Social Inclusion, Women and Girls and Education departments, all of which have won awards and new partnerships in 2015. These programmes have seen engagement figures exceed 31,000 individuals throughout the last year. In the year ahead we are committed to improving these programmes, carrying out more detailed social impact measurement and continuing to innovate and respond to community needs with new programmes. In the year ahead our priorities are to build greater connections with the fans of Cardiff City FC, creating greater opportunities to get involved with the design and delivery of our work. We’ll also work hard to enhance and deepen our social impact whilst getting smarter at how we measure, report and share that impact story. Finally, we’ll develop new ways and new partnerships to secure the income needed to deliver our fantastic programmes in existing and new communities. I very much look forward to reporting again in a year’s time on the progress all our programmes have made. To the staff, fellow trustees, partners, sponsors, donors and fans I thank you all for your continued support.
Tony Colville Foundation Chairman
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Cardiff City FC Foundation plays a hugely significant role in uniting the Football Club with its fans and local communities. The Foundation’s staff and coaches are a huge testament to the organisation, administering its core beliefs and values. The statistics and testimonials found throughout this report really speak for themselves – 2015 was a prolific and rewarding year for the Foundation. I am very proud to be the CEO of a Football Club whose players and staff collectively adopt such an active involvement with all community-based ventures. Events like our annual Foundation Day really enforce the notion we adopt as a Club − that without a community, there is no Football Club. What’s more, it’s incredibly humbling to see our players acknowledge the importance of the Foundation’s work through donating a day’s wage in contribution towards its sustainability. I have every faith that under the new guidance of Gavin Hawkey and the Board of Trustees, our relationship with the
Foundation will go from strength to strength. Together with the continued and generous support of Tan Sri Vincent Tan, we can use the brand of Cardiff City FC to improve the lives of many more individuals across South Wales and further afield. We all grow up with role models - people who we aspire to be like. The staff at the Foundation, it is clear, have the drive to become role models for the next generation. That’s nurtured through empowerment and a genuine and inherent desire that comes from within a person. Cardiff City Football Club relishes its role of being at the very heart of the Welsh Capital. We aim to inspire the next generation of Welsh footballers and football supporters and it is therefore our duty, in collaboration with the Foundation, to provide for our surrounding communities.
Ken Choo CEO, Cardiff City FC
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CARDIFF CITY FC FOUNDATION
MOVING FORWARD At Cardiff City FC Foundation we understand that sport has the ability to influence individuals and communities to create a healthier, wealthier and more active population. Whether it’s embedding healthy lifestyles, providing a boost to the local economy, developing skills for life, tackling inequalities or building more cohesive communities, those of us working at the Foundation see these positive influences on a daily basis. We recognise that the unique appeal of Cardiff City FC means that we can work with our communities in ways that no other charity can. However, we can not do this alone. In 2015/16 we will adopt a more collaborative approach and work with partners in the public, private and third sector to deliver innovative projects which enhance our impact for our beneficiaries. We will focus our efforts upon four key themes; sport, health, education & inclusion. We will continue to invest in our award winning social inclusion programme, our growing 16 – 19 education programme and our inspiring disability programme. We will also expand our work to improve health and reduce inequalities. As we do so, we will analyse the social return on investment taking into account social, economic and environmental factors. We want to use the power of sport and education to change lives. We hope to engage over 30,000 people in the next 12 months and inspire future generations to lead more active, prosperous, healthier lives.
Gavin Hawkey Foundation Director
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PREMIER LEAGUE
British Transport Police (BTP) established a number of initiatives aimed at providing activities for youngsters to get involved with, and in the process, blowing the whistle on anti-social behaviour. One of which involved officers teaming up with Gwent Police and Cardiff City FC Foundation to extend Premier League Kicks into the Caerphilly area. The Premier League Kicks project offers FREE sports coaching sessions to young people of ages 14-19, providing access to health initiatives and constructive exercise. During the first 12 months of the programme, nearly 700 young people were engaged with in the project – and this is only expected to increase each year. The primary objective of the initiative is to promote sport as a recreational alternative to anti-social behaviour within the local communities that are typically associated with high levels of crime.
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Lewis Parsons, a Welsh Governmentfunded Community Support Officer on British Transport Police’s Cardiff Neighbourhood Policing Team, said:
“Caerphilly has experienced its fair share of anti-social behaviour, especially on Friday evenings and during school holidays. One of the key aims of these ongoing Kicks initiatives is to help teenagers become more aware of how their behaviour impacts on the communities they live in. It’s about energising them and channelling that energy in the correct way via sport, not through messing around on the streets or on the railway.”
As a result of the participants’ hard work, and in recognition of the significant improvements in their conduct, a number of the youngsters have had the opportunity to attend a Cardiff City FC fixture at Cardiff City Stadium, whilst other participants were chosen to represent Caerphilly in a football tournament at Cardiff City House of Sport. Public Services Minister Leighton Andrews AM said:
“Initiatives such as this engage young people and encourage them to become part of the community within which they live. I applaud Lewis and his colleagues in British Transport Police’s Cardiff Neighbourhood Policing Team on making this the success it has become in their area.”
CARDIFF CITY FC FOUNDATION
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Cardiff City FC Foundation has taken the next step in developing leadership skills amongst the young people of South Wales by being granted Sports Leaders UK Leadership Academy status. Academy Status is awarded to organisations that are recognised by Sports Leaders UK as being an Approved Assessment Centre that promotes good practice, innovation and display a genuine community impact.
Rob Guy @SportsLeadersRG Sep 7 • Delighted to have presented @CCFC_Foundation with Leadership Academy plaque - look for the article p17 The Bluebird
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CARDIFF CITY FC FOUNDATION
Since many of the young people reached by Cardiff City FC Foundation come from disadvantaged backgrounds, our ‘Strikers’ programme plays a key role in tackling child poverty, developing important life skills and raising young people’s aspirations for the future. Minister for Communities and Tackling Poverty, Lesley Griffiths AM visited the Foundation in May to see the programme in action. The scheme offers young people aged 16-19 a range of qualifications, workshops and activities including financial skills, first aid and drug and alcohol awareness courses.
“The Foundation is playing a key role in helping us realise our common goals, transforming the lives of thousands of children and young people every year.
“The breadth of its work is striking – it not only improves young people’s health and well-being through sport programmes, but also helps develop important life skills. I The Minister spoke on the day about how the was pleased to meet the young people benefitting from the Strikers programme Welsh Government can help the Foundation today and to discuss how we can help the continue to go from strength to strength: Foundation expand.”
“Strikers has made a significant difference to the young people in our communities who are not in Education, Employment or Training. Our experienced, passionate staff guide and support our learners to ensure they are socially ready and equipped with the skills to enter employment or further training.” Director of Education and Inclusion at Cardiff City FC Foundation, Ria Male.
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GETTING STARTED WITH FOOTBALL Ant McPartlin and Declan Donnelly expanded their famous duo on Monday 6th July to make room for one more; joined by HRH Prince Charles, the trio visited Parc Prison in Bridgend to check out the ‘Get Started with Football’ programme, which is run in conjunction with Cardiff City FC Foundation and the Prince’s Trust for young offenders. ‘Get Started’ are short programmes that engage with young people between the ages of 16 and 25, and encourage the use of sport or the arts as a vehicle for personal development.
Each programme adopts a theme, such as sport, drama or music to inspire its participants to take the first step in increasing their confidence, skills and employability. Ant and Dec accompanied The Prince of Wales on his tour of the prison, where they met with young offenders and watched a football training session. During the ‘Get Started with Football’ programme at Parc Prison, inmates complete a Football Leaders Award Level 1 & gain an Emergency First Aid for Football certificate.
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CARDIFF CITY FC FOUNDATION
Director for The Prince’s Trust Cymru, Lesley Kirkpatrick said;
“Our partnership with Cardiff City FC Foundation is invaluable to offer opportunities for jobless young people across South Wales. We are particularly proud of our collaborative projects in Parc Prison that help young offenders build the skills, knowledge and motivation to succeed when they leave custody and return to society.”
“When I heard about the Prince’s Trust ‘Get Started With Football’ programme, I jumped at the opportunity to learn at the Cardiff City Stadium whilst being able to use the professional facilities at the House of Sport. After completing the programme, I progressed on to further courses within the Foundation, before landing a six-month Jobs Growth Wales contract with the Social Inclusion Department. Since then I’ve started studying a degree in Community Sports Coaching and continue to work for the Foundation – I love my job!” Mathew Nightingale @PLKicksCCFC Coach
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ONE CITY, ONE CLUB, ONE COMMUNITY
CARDIFF CITY FC FOUNDATION
Cardiff City FC Foundation is proud to be entering its second year delivering the ‘Multi-sport programme’ which involves 76 Primary Schools in Cardiff, each receiving in-curriculum coaching and after school clubs. The programme reaches out to children aged 5 to 11 through a range of sports, including football, tennis, hockey, cricket, netball, table tennis and athletics. It is a fundamental belief of The Foundation that physical activity can positively impact pupils by helping cognitive function, concentration, behaviour and overall physical health. The multi-sport offer means that the Foundation can impact on more lives, and contribute to getting every child hooked on sport for life. Another of The Foundation’s initiatives, The Premier League School Sport Programme, is now entering its third year of delivery and continues to engage with 90 schools across Bridgend, Blaenau Gwent, Caerphilly, Merthyr, Newport & RCT. The Premier League has invested £10.5 million to roll the project out in 67 Premier League and Football League clubs, providing opportunities for club coaches to deliver many more PE lessons in both Wales & England. The programme aims to improve and increase any existing sports provision, as well as providing exit routes for talented individuals into the Cardiff City FC Player Development Pathway during in-curriculum enrichment and after school clubs. Through both of these enjoyable and educational programmes, The Foundation aims to inspire a long-lasting appreciation of sport amongst young people across South Wales, and reinforce the positive results that come from an active and healthy lifestyle.
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SOCCER SCHOOLS
“All of the staff at Cardiff City FC Foundation are amazing with the children and this has definitely had a huge impact on Cameron’s confidence. He finishes a week at soccer school and is devastated - he counts down to the next half term! Soccer schools are an amazing experience for young children. I always tell people about the staff too, they deserve all the recognition possible for making so many children happy. Cameron is a massive Cardiff City fan and his dream is to be a professional footballer and play for City; with the help and support offered in soccer schools, he’s getting one step closer to his dream.” 14
Jane Braund, mother of Cameron Braund
Cardiff City Women rounded off their 2014/15 season campaign in the Women’s Welsh Premier League with a new sponsorship deal from Arriva Trains Wales. The three-year sponsorship from Arriva Trains Wales will substantially aid Cardiff City FC Foundation in the sustainment and development of football provision for females across South Wales. Sharing in the Foundation’s vision of enticing more women and girls to become active in sport, the investment from Arriva Trains Wales will aid the funding of facilities for initial grass-root engagement level, through to First Team training sessions.
4 PLAYERS PROGRESSED FROM THE DEVELOPMENT TEAM TO THE WOMEN’S SENIOR TEAM RUNNERS-UP IN FAW WOMEN’S CUP
HOURS OF ACTIVITY FOR FEMALE PARTICIPANTS
CARDIFF CITY FC FOUNDATION
WOMEN’S TEAM
254 FEMALE SPECIFIC SESSIONS WERE RUN FROM 2014 TO 2015
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ANNUAL REVIEW 2014/2015
EDUCATION & SPORT PROGRAMME Cardiff City FC Foundation’s Education & Sport Programme has grown to be a great success since commencing in 2010. It has proved to be a pioneering and rewarding programme for its pupils who look to integrate sport with a strong education. Students on the Education and Sport Programmes study a BTEC Level 3 Extended Diploma in Sport (Performance and Excellence) – a course equivalent to three A-Level qualifications that comprises of 19 modules, spread out over a two-year period. To date, many pupils have gained scholarships to American Universities as a result of studying on the Foundation’s existing programmes which provides an elite training programme, which ultimately creates an exciting alternate avenue to gain an education and develop as an athlete. Building upon this existing model, in September 2015 the Foundation will launch its all-new Football Performance Centres (FPC) – full-time programmes allowing participants to train, compete and develop aspects of their 11-a-side game whilst working towards widely recognised qualifications at their school or college site. Through opening FPCs in Aberdare, Cowbridge, Croesyceiliog and Abergavenny, more 16-18 year olds can be supported to improve their performance levels on the pitch and gain qualifications to access university or employment.
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Joel Hutton, Programme Manager said:
“It’s and exciting time for the Foundation and for the Football Club as we have never done anything like this outside of Cardiff. We have created a high-quality training programme, with regular competitive fixtures to give those who want to take football to the next level, a chance of doing so. At the same time many want to enjoy their studies and work hard towards gaining university access.”
CARDIFF CITY FC FOUNDATION
OF OUR LEARNERS PROGRESS ON TO FURTHER EDUCATION OR EMPLOYMENT.
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CASE STUDY:
EMPLOYABILITY PARTICIPANTS AGED 55+ HAVE BEEN ACTIVELY INVOLVED IN OUR EXTRA TIME COURSES. 18
In 2015, the Foundation launched new courses called “Extra Time� to gain an insight into the barriers faced by those aged 55 and over, and create programmes that are tailored to their individual needs. The weekly sessions were designed to focus on a range of areas from employability, to confidence and esteem, enrichment, and team building. As an example, 62 year-old Richard Stokes joined the initiative and gained many benefits from his time with our staff. Participants work very closely with the course leaders to develop a sense of confidence to carry out basic tasks that were a challenge prior to beginning the course. Whilst completing a job-search activity, Richard learnt of his eligibility for a bus pass, and has resultantly been able to travel and expand the range of opportunities available to him.
CARDIFF CITY FC FOUNDATION
“I began the programme in September 2010 and finished in 2012 with an extended Diploma in Sports Performance and Excellence, at triple Distinction. I spent two very happy years with Cardiff City; I trained every day and my football ability improved greatly. During this time I was selected for the Welsh National Team and chosen to captain Cardiff City FC Women’s Team. I also gained a wealth of experience in coaching through the completion of the NVQ qualification that was integrated into the programme. I was then accepted into the University of Bath to study Sport and Social Science. I studied for two years on campus before taking a third year of work placement with Disability Sport Wales. I loved going to ‘college’ and felt very lucky to be given such an opportunity.” Lucy Thomas
OF THE 30,085 PARTICIPANTS WE WORKED WITH LAST YEAR WERE FEMALE.
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HEALTH DAY In 2015, the Foundation led on Cardiff City FC’s inaugural Health Day at Cardiff City Stadium. The event was supported by many local & national health bodies, including Specsavers, Active Cardiff, Stop Smoking Wales and Public Health Screening Wales – each with an active presence at the stadium prior to kick off at City’s league fixture against Huddersfield Town. Many information stands and activity stations were located around the grounds, offering the chance for supporters to test their eye sight and hearing, or for our fans who smoke, carbon monoxide tests with follow-up support to assist quitting for good. Members of staff from Cardiff City FC Foundation were also available to discuss the wide range of in-house health and well-being courses on offer, from Walking Football to Active Mums sessions. Simon Stephens, Director of Sport and Health at Cardiff City FC Foundation who played a dominant role in establishing Health Day said;
“Hopefully, the day will raise awareness of common health issues, which generally, we might overlook, or areas of our health that we all take for granted.” “I’m pleased that we can take steps as a community through our annual Health Day to promote a positive lifestyle.”
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CARDIFF CITY FC FOUNDATION
“As a leading sports institution, it’s vital that Cardiff City FC plays an exemplar role in encouraging more and more people to adopt a healthy lifestyle. As a Club, we’re keen to adopt an active role in changing people’s lives for the better, and good health is a huge factor in achieving that.” Simon Stephens, Director of Sport and Health Cardiff City FC Foundation
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ANNUAL REVIEW 2014/2015
FOUNDATION DAY 2015 Cardiff City FC Foundation’s second annual Foundation Day took place at Cardiff City Stadium on March 21st, at the Bluebirds’ Sky Bet Championship fixture against Birmingham City. Following on from the inaugural event in 2014, the players and staff of Cardiff City’s First Team very generously donated a day’s wage to the Foundation, whilst fundraising activities were ongoing around the stadium on the day.
“All Skilled Up” is a 6 week project, aimed at educating Key Stage 2 learners on the importance of reading, writing and aural skills by allowing them to learn, and have enjoyable experiences through fun games, structured activities, an interactive workbook, and of course using a multi sport approach as a tool for engagement. All Skilled Up in year one will be offered to 45 primary schools and their associated year 5 classes at no cost to the schools in four key authorities including: Bridgend, Merthyr Tydfil, Rhondda Cynon Taf and Torfaen areas of Wales.
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Cardiff University published a report in September 2013 highlighting that
literacy levels in Wales were behind in comparison to England. The figures demonstrated that whilst 8.5% of Year 2 pupils scored below average, the figure rises to nearly 16% by Year 7 when learners enter high school. From this project the Foundation is hopeful of making a difference to these figures, so when we engage with a learner in year 5 we can make enough of an impact so that by the time they reach year 7 their perception and ability in literacy will have changed. Cardiff City FC Foundation extends its utmost gratitude to all who donated on the day, and of course to the players and staff of Cardiff City FC First Team for their generous and continued support.
CARDIFF CITY FC FOUNDATION
“I’m 18 years old and I have been playing football for over 10 years now. I joined the Learning Disability team at the Foundation over 6 years ago, after I joined from Cardiff Coyotes. During my time with the team, I have seen us go from having 6 players to over 15 at every training session! My favourite part of playing for the team is playing in the South Wales PAN Disability League every month and then taking part in the National Festival every year, which is always a really fun day out! The sessions have helped me become fitter, more confident and improved skills and I have made some great friends. The sessions we have, are always welcoming and friendly and make me feel relaxed, which helps me play.”
“Through the opportunities the Foundation have provided I hope to move onto play for the Welsh Regional Learning Disability squad and to play 11 a side football.” Owen Thompson
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CARDIFF CITY FC FOUNDATION
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jane braund @jdd1911 Aug 28
HUGE thanks to all at @CCFC_Foundation my boy had the best summer Huge respect and massive thanks and praise to all
Helen Gee-Wing @Helen_GeeWing May 29
Thanks @CardiffCityFITC for an amazing week! Tai had an great time and is looking forward to seeing you in the summer
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Cardiff City FC Premier League Barclays Princes Trust Golf Development Wales Valleys Golf Cardiff Council Newydd Housing British Transport Police South Wales Police Legacy Leisure ACT Careers Wales Boulders Kaleidoscope Project YMCA Switched On – Wales NHS Cardiff Women’s Aid St. Johns BBC ProFitness Gym British Army Arriva Trains Wales House of Sport Cardiff and Vale College TVS Education Football League Trust @Futsal Joe Calazaghe Boxing Academy University of South Wales Fitzalan High School Steve Robinson’s Boxing Gym Mi Future Nation Radio Run4Wales Peter’s Foods VIVA! Wales Communities First – Caerphilly, Tredegar, Blaenau Gwent, Torfaen & Barry Sport Cardiff Rookwood Artificial Limb & Appliance Centre ALAC Toys ‘R’ Us Principality ACE Portable Accommodation BPU Accountants Burns Recruitment C3SC Cardiff Council Youth Services Dragon Signs ISIS Printing Ltd St. Fagan’s Garage Sytner Cardiff Wales Co-operative Centre WCVA Welsh Football Trust Welsh Government Sport Wales Big Click Vision Communications O2 Google Non Profit Programme Red Drum IT Webbox SPICE Clarius Finance Sport Caerphilly Literature Wales PFA PLCF Euro Commercials
CARDIFF CITY FC FOUNDATION
WE WOULD LIKE TO THANK:
It’s only with the generous and unwavering backing of our many supporters that we can continue to make such an impact within the community.
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@CCFC_Foundation Cardiff-City-FC-Foundation
CORE PARTNERS
Charity Number: 01128443 | Company Number: 06799376