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KicksLogo1Kicks is an inclusion project that aims to create safer and stronger communities in targeted areas of high youth crime and anti-social behaviour identified by the Police.  This is achieved by providing free positive activities, using the brand of West Bromwich Albion, to engage young people between the ages of 12-18 years.

PL_1017_Logo_Kicks_RGB_Horizontal_HRKicks uses the power and appeal of professional football clubs’ brands to engage young people who may otherwise be difficult to reach. The programme aims to target some of the most challenging and disadvantaged communities which suffer from higher rates of crime and anti-social behaviour.  It was founded as a partnership between the Premier League and the Metropolitan Police as a way to break down the barriers between the police and young people in order to reduce crime and anti-social behaviour. The programme’s overall vision is:

Kicks Quote

The activities range from football, street dance, music production to gaming.  Kicks also aims to educate and inform young people of social topical messages such as alcohol and drug awareness through workshops.

The right activities for young people – addressing recreational needs plus personal, social and community issues

Kicks harnesses the extraordinary power of football and kudos of the professional club brands in young peoples’ lives. However, Kicks is not simply a football programme.

“Since the introduction of Kicks, it has been a great success where we have noticed good response from those who attend and a better rapport with the families in the community and positive feedback from their respective schools on the childs behaviour in school.” PC David Harnett, Local Neighbourhood Office working in Soho and Victoria ward of Smethwick.

What difference has it made so far?

Kicks operates in 14 different areas providing provision all year round free of charge, enabling young people a regular place to go to participate in positive activities, which otherwise they could not do due to lack of financial or parental support.

During the period of 1st Sept 2015 and June 2016:

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– 53% of these 750 young people were under 14 years of age.

Kicks on Tour

IMG_3092To help incentivise and reward participants for attending regular Kicks sessions with The Albion Foundation, participants look forward to several trips out per year and regular fixtures with nearby Kicks programmes from local football clubs. Over the previous 12 months, Kicks participants have been rewarded with trips to Wembley Stadium and Old Trafford, fixtures against local rivals Wolves and participation in local Kicks tournaments against the likes of Wolves, Birmingham City, Aston Villa, Derby County and Nottingham Forest. The Kicks team also recently finished 3rd in the 2014 Premier League Kicks Cup held in London. To read more about the Kicks trips and fixture, please find the articles below:

Kicks Enjoy MDP and Counter-Terrorism Workshop –

Kicks Travel South to the Emirates –

Staff Triumph Again Against Kicks –

The Premier League recently featured a West Midlands tournament involving Albion Kicks. You can read about the day at 

The Volunteer Pathway

Kicks has provided a pathway into coaching for many volunteers, some of which are employed on a part-time/casual contract with the Foundation. Shining examples of this pathway include current members of staff Curtis Anderson and Peaches Campbell. You can read about Peaches story below:

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Find out where your nearest session is using the list below:

Goals, Dudley

Pulse, Wednesbury

WBA Community Sports Hall

Hadley Stadium

Ormiston Forge Academy

YMCA West Bromwich

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For more information on The Albion Foundation and our activities, call us on 0871 271 9840.