We've all heard the often quoted Shanklyism "Some people think football is a matter of life and death. I assure you it's much more serious than that"
Of course it was almost a joke. Shankly lived and breathed football but, just as importantly, he understood the game and the people that played and followed the game.
If he was around today he wouldn't recognise the modern incarnation of gloss and greed but he would recognise the potential the game still has for initiating positive change. Those of us that regularly attend live football will have, in recent years, noticed buildings springing up at football grounds that house various initiatives that look to utilise that positive influence.
Playing for Success is one such scheme, it's been around a few years and is now embedded in the local educational structures. In a nutshell it aims to enhance learning opportunities for young people by working, using IT, at locations (usually football grounds but cricket and rugby stadia are in on the act too) that stimulate enthusiasm and by having access to professional players who give up their time freely to work with the youngsters.
Sheffield Pfs co-ordinator Rob Walker, who oversees the four city schemes covering United, Wednesday, Sheffield Sharks and EISS (English Insitute of Sports Sheffield), explained: "By working in close partnership with the schools we consolidate the many positives that come out of attending this initiative. We offer headteachers and schools a programme that can be tweaked to support the school's developmental aims. Although the children's attendance at the programme is voluntary we see high levels of engagement and enjoyment."
The PFA (Professional Footballers Association) started the involvement revolution in 1986 and kicked off the Football in the Community initiative by providing much needed initial funding. All Premier and Football League teams now operate a scheme whereby qualified coaches (often ex-players) provide first class coaching to schools and "after school" clubs and many even provide coaching for the disabled. School holiday and matchday activities provide another angle that links the youngsters to their local clubs and hopefully creates a bond that lasts a lifetime.
Over at Hillsborough the Community manager Marcus Brameld added "Our Community football scheme has been incredibly successful as we look to build links with fans of the future and, just as importantly, motivate youngster to become and stay active. So many youngsters have grown into regular supporters as a result of player involvement and good quality coaching and we're thrilled with the impact we feel we make locally"
The Football League recently created a new body called 'The Football League Trust', to oversee Community and Youth Development activities at Football League clubs and former Burnley Football Club Chief Executive, Dave Edmundson, was appointed General Manager. Dave explained "To be given the opportunity of being the first person to head up The Football League Trust is both a great thrill and a great challenge. I look forward to working closely with Football League clubs to help them build on the already impressive contribution they make in these important areas."
The Football League Trust's primary function will be to manage funding arrangements in both areas, including the annual contributions of £5.4m and £4m from the Premier League towards clubs' Youth Development and Community programmes, respectively.
Also, for the first time ever, clubs will be able to apply to The Football League Trust for additional grant funding to initiate new community activities. Applications will be judged by the Trust in accordance with their merits.
Chesterfield Football Club's new stadium is currently in the early stages of development but they're well ahead when it comes to ensuring that the new ground is a focal point for the entire community and the huge amount of work going on behind the scenes should mean that Chesterfield's new stadium will leave a lasting community legacy for generations to come. Dave Edmundson visited recently to give a talk to firm and potential partners with the newly created charity Chesterfield FC Community Trust.
As Dave told the audience "This project is like the film Field of Dreams. Build the ground with the facilities and people will come because they'll be in their comfort zone not outside it. The opportunities to engage with hard-to-reach groups are endless and I'm genuinely thrilled by the vision and commitment shown here at Chesterfield to make this work and to create a venue that is much more than a location for weddings and sporting dinners"
John Croot, Chesterfield's Community Director is just as optimistic "The new ground gives us a great opportunity to build both physically and metaphorically something that will provide long-term benefits to the whole of the area. Football grounds are venues that people want to visit and a great way to enhance educational opportunities, promote healthier lifestyles and impart key health messages."
The demand for limited space has been huge as local organisations start to recognise the unique chance to gel better with their target audiences. Pencilled-in partners at the new Chesterfield stadium already include a doctor's surgery, a physiotherapy suite, a soft play area, Derbyshire PCT and Chesterfield FC's own community programme will also be housed in the new stand.
Innovatively Derbyshire Constabulary are currently evaluating the possibility of housing their Safer Neighbourhood Team at the new stadium, which is set to be a focal point for local regeneration, and a local college is also examining the potential benefits of being involved from the outset as a means of reaching out to new audiences.
Chief Supt. Roger Flint, Divisional Commander explained "We are looking forward to working with Chesterfield FC and other partners on this exciting initiative. Engaging with people, particularly youngsters, through football is a great opportunity for us all. I am convinced the new stadium will have a really positive effect on the town, the club and the people of North Derbyshire."
So the next time you take in a game, look around and see for yourself how football is also being utilised to achieve more than points on the pitch. The opportunities to impart useful messages through sport has long been recognized; maybe not all of you realised that it's happening now at a stadium near you !
By Howard Borrell
