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Martene Carroll

JRF to launch new Players’ Project Pilot, supported by the Premier League and Professional Footballers’ Association

Premier League & Professional Footballers' Association logo

April 2025

The Jason Roberts Foundation (JRF) is launching a new Players’ Project Pilot, supported by the Premier League and Professional Footballers’ Association (PFA).

The Players’ Project Pilot aims to build stronger connections between players, communities and football clubs by putting players at the heart of local projects that help tackle inequalities, raise aspirations, develop thriving communities, and inspire positive change.

JRF will work closely with ten former, current, and Academy footballers to deliver the Players’ Legacy Project to connect with underrepresented groups from the local Brent area, and create long-lasting, meaningful engagement between footballers and their communities.

Founder of the JRF, Jason Roberts, MBE said; “It’s thanks to the support from the Premier League and the PFA, and the commitment from the players to be a part of the Players’ Project Pilot, that we are going to continue to be able to support young people.”

He urged the young audience to keep coming back and being a part of the programme because “what you will learn on the pitch and from the players involved will change your lives, whether in football or something else.”

Open to professional football club charities and player foundations, the Players’ Project Pilot will harness players personal interests to help address important societal issues.

Premier League Director of Community, Nick Perchard, said: “The Players’ Project Pilot is a powerful initiative that places players at the heart of community work, allowing them to use their influence to make a real difference.

“By combining players’ passions with the proven delivery of professional football club charities, this funding will respond to local need and create meaningful impact that extends far beyond the pitch.”

Professional Footballers’ Association Chief Executive, Maheta Molango, said:Supporting the work that our members do in their communities has always been a priority for the PFA and I’ve personally enjoyed seeing the impact that they have and the way they use their platform.

“I know from conversations with players that they want to use their position to highlight work in their communities that really matters to them and where they feel that personal connection.

“We’ve been keen to give them opportunities to do that, and the Players’ Project Pilot is an excellent way of growing that connection between our members and the work they do off the pitch.”

In addition to the Players’ Project Pilot delivered by the Jason Roberts Foundation, the Premier League and Professional Footballers’ Association (PFA) will be investing in a further 16 projects across England and Wales. Each charity has received a grant of up to £25,000 from the Premier League and PFA, which will be distributed by the Premier League Charitable Fund.

Funded projects within the pilot have been designed to positively impact people of all ages and include intergenerational activities designed to support female carers, inclusive initiatives for people living with dementia and intervention programmes devised to tackle child criminal exploitation. 

To find out more, please visit www.premierleague.com

-ENDS-

Notes to editors

About the Players’ Project Pilot, supported by the Premier League and Professional Footballers’ Association

The Players’ Project Pilot is a year-long pilot project that aims to build stronger connections between players, football clubs and their local communities.

The Premier League and Professional Footballers’ Association (PFA) are investing £375,000 over Seasons 2024/25 and 2025/26 into 17 player-led initiatives that help tackle inequalities, raise aspirations and inspire positive change in communities across England and Wales.

Grants between £12,500 and £25,000 are being made available to club charities in the Premier League and English Football League as well as Player Foundations.

Funding will be distributed by the Premier League Charitable Fund.

Second Cultural Cohesion Community Day at JRF

Group of girls and women on bike ride

Sunday 15th June 2025

On the back of the success of the first Cultural Cohesion Community Day hosted by the Jason Roberts Foundation (JRF) in partnership with Brent Council and the Ministry of Housing, Communities, and Local Government the second event on Father’s Day didn’t disappoint as the community came together in good spirits to share outdoor spaces, laughter and movement.

Over three hundred local residents of all ages joined together at Bridgestone Arena on a sunny June afternoon celebrating integration of different cultures and ethnicities.

Once again there was a wide range of activities for everyone to enjoy including multi-sports such as tennis, teqball, football with the FA, and cricket, Bollywood style dance performances and dance workshops with Hillside Performing Arts, self-defence interactive demonstrations, face painting, trampolining, and a gladiator style inflatable challenge.

For those wanting a more relaxed afternoon there were head massages and reflexology on offer, as well as community health checks supported by Brent Health Matters.

Music was provided by Phoenix Rising a steel pan band, and resident DJ Jamo Beatz entertained the crowds, and again there were a wide range of cuisines on offer.

The two Community days were an opportunity to showcase Brent’s diversity by highlighting and celebrating the rich variety of cultures that make up the community.

As one attendee said, “There’s a real diversity of cultures here today. It’s a good opportunity to interact and learn from each other.”

Another agreed saying, “It’s not often that you get so many communities, even those living in the same area, together all at once. Events like this are really important to build community cohesion.”

Seeing the smiles and hearing the conversation and laughter during the day, it’s clear that Brent Council’s initiative to bring communities closer together through events like this is a recipe for success.

Events & Activities at JRF in May 2025

Former professional footballers DJ Campbell, Jason Roberts, Jamie Lawrence, and Mark Stein together on stage

The May sun has shone on all the events and activities that have taken place over the last month.

Funfair trip

Our children and young people with special educational needs and disabilities had an exciting trip to the funfair and enjoyed rides on the cup & saucers, dodgem cars, flying planes on the merry-go-round, and on the inflatable slide, amongst others.

It was clear from the big smiles on their faces they loved every moment.

First Cultural Cohesion Community Day

The first Cultural Cohesion Community Day, in partnership with Brent Council and the Ministry of Housing, Communities, and Local Government took place on Sunday 11th May.

The intergenerational Family Day offered a wide range of inclusive sport, fitness activities, and games, an array of cuisines from around the world, music and dancing, and a live steel drum band.

There certainly was something for everyone. It really was a day of community, togetherness, and harmony.

Theatre trip & half term fun

The ongoing collaboration project with JRF, Us Charity, and Alperton Community School supported by John Lyon’s Charity saw the girls travel to the West End in London and enjoy a theatre performance of Michael Jackson, the Musical. This was the first time many of the girls had been to the theatre, and they clearly enjoyed this new experience.

During the May half term, the girls were put through their paces with an action-packed day of sports and fitness activities including bike riding lessons, cricket, self-defence, and dance classes – which included a few of Michael Jacksons moves!

Launch of the Players’ Project Pilot

JRF Founder Jason Roberts, MBE made a special visit to Bridgestone Arena for the launch of a new initiative – the Players’ Project Pilot supported by the Premier League and Professional Footballer’s Association.

Fellow former professional players DJ Campbell, Jamie Lawrence, and Mark Stein joined Jason, and they all answered questions and gave sound advice to the young audience who attended the event.

All of these events have been captured in this video montage by our young Media Man – Marley https://vimeo.com/1092087811

Enjoy!

Cultural Cohesion Community Day at JRF

Community residents enjoying dance and music and sunshine

Sunday 11th May 2025

On a bright, sunny Sunday the Jason Roberts Foundation (JRF) team welcomed over five hundred local residents of all ages to Bridgestone Arena for the first Cultural Cohesion Community Day, in partnership with Brent Council and the Ministry of Housing, Communities, and Local Government.

The intergenerational Family Day offered a wide range of inclusive sport, fitness activities, and games, an array of cuisines from around the world, music and dancing, and a live steel drum band.

This first of two Community days was an opportunity to showcase Brent’s diversity by highlighting and celebrating the rich variety of cultures that make up the community.

From massages to reflexology, face painting and bouncy castles in the Kids Zone, Steel bands to youth football, and the FA and QPR running sessions for girls’ development, everyone from age five to elders, the community spirit shone through as participants basked in the May sunshine.

The large crowd enjoyed the Brazilian churros, and açai and Jamaican Patties were sensational as was the contribution from local independent businesses from different nationalities who set up stalls and offered services on the day.

On the court there was basketball, tennis, and athletics taster sessions, whilst on the pitch the youth ran their own football tournament, and the men came together for Walking Football. Meanwhile the women and girls engaged themselves in movement, culture, and sport and the children fully immersed themselves in the atmosphere of the day of celebration.

Otis Roberts, CEO of the Jason Roberts Foundation said; “These events aim to strengthen bonds between diverse groups, encourage mutual respect, and promote cohesion. The aim for Brent Council and JRF is to create a vibrant, supportive atmosphere for all families in Brent. Judging by the smiles and laughter of the people here today we hope this event has helped to achieve that.”

NOTE: The second Cultural Cohesion Community Day is scheduled for Sunday 15th June. Look out for further information via www.jasonrobertsfoundation.com and social media #JasonRobertsFdn

Photo credit: Buky Taiwo Photography buky.taiwo@btinternet.com 07956847324

No May Half Term at JRF

Flyer to say no May Half Term

Tuesday 27th May. 

Unfortunately, due to ongoing works at the centre there will be no May Half Term programme.

Bridgestone Arena

Tuesday 27th – Friday 30th May

However, our evening sessions on Monday & Wednesday 5 – 7pm and Friday 5 – 8pm will continue as usual. 

Thank you for your understanding.

JRF Events & Activities in March 2025

What a great month it has been with talk, sport, and dance for the entire Brent community.

  • First up JRF celebrated International Women’s Day with a Brent inter-school Girls’ Football Tournament. Warm up exercises were demonstrated by four-time Olympian Triple Jumper Yamilé Aldama. Three of the other ‘Empower to Achieve’ women of Heritage and Sport – Celeste Stevens, Connie Henry MBE, and Lorna Falconer joined Yamilé on the stage for a Memory Café Q&A to a packed hall of girls.
  • Another ‘Empower to Achieve’ Event saw Jawahir ‘JJ’ Roble, MBE return to her former place of study, Westminster College where she met with past tutors and spoke with the audience about her time at the college, and what led her to her current profession as a professional football referee.
  • It was a month for women as Lorna Falconer returned to Bridgestone for a very special Memory Café to celebrate Mother’s Day for the elders in the Brent community. Refreshments were laid on and resident Dance & Fitness Coach, Cherrelle Amo from Hillside Performing Arts got everyone to their feet with a musical exercise session.
  • The month closed with a Walking Football Tournament between the over 50s Caribbean Team and Peru. It was an afternoon of competition and camaraderie – just as sport should be.

All of this has been captured in another great video montage from JRF’s young Media Man, Marley.

Enjoy!

PHOTO CREDIT @eyeSam – https://www.eyesam.co.uk/

E2A travels to Reading Football Club

Group of young people touring Reading FC

Saturday 5th April 2025

On a sunny Saturday afternoon eight young people were treated to a special day at Reading Football Club as part of JRF’s ‘Empower to Achieve’ Heritage project funded by the National Lottery Heritage Fund.

Pupils from Lyon Park Primary School had been doing some research on one of the Women of Heritage & Sport the project is focused on – Celeste Stevens, Head of Academy Operations at Reading Football Club, who incidentally hails from the same estate in Stonebridge as former Reading player and founder of JRF – Jason Roberts, MBE.

Accompanied by JRF staff and the senior leadership team at Lyon Park school, the young people thoroughly enjoyed a behind the scenes tour led by Celeste where they visited all the club’s departments ahead of the local derby versus Wycombe Wanderers FC.

From meeting the media, the customer service team, and safeguarding team as well as the first team players, the highlight of the day for the lucky group was to have the opportunity to be flag bearers leading the teams out in a live televised game on Sky Sports.

A quick-fire Heritage Q&A with their host Celeste, followed a trip to the Club shop where the young people were given Reading shirts to wear as they immersed themselves in the atmosphere of the game as Reading ran out 1.0 winners. An enjoyable day all round!

For more information on the ‘Empower to Achieve’ project please contact info@jasonrobertsfoundation.org

JRF Easter Half Term Holiday Programme begins

Children lining up to try tennis serves

The JRF Team are EGGcited to announce they will be opening their doors on Monday 7th April for children and young people of Brent to take part in the Easter Holiday Programme.

There are lots of great activities for everyone to enjoy – multi-sports, games, dance, and trips – for 5 – 16-year-olds.

Doors open from 12:00 – 4:00pm Monday to Thursday both weeks – parents & carers please come along and register your children when they attend.

On Monday 7th some of the team will be heading over to St Raphael’s Family Wellbeing Centre to support the launch of Brent’s Youth Strategy 2025 – 2028. From 12:00 – 4:00pm there will be basketball, football, video games, board games and refreshments. All young people are welcome.

The JRF Team look forward to welcoming you for an Easter Holiday of Fun!

Sport & Social Value Day for the FA

Group of staff from the Football Association on football pitch

Thursday 4th April 2025

Yesterday some of the Football Association (FA) staff team enjoyed an awayday of sport and social value at JRF’s community venue, Bridgestone Arena.

Over twenty staff members took part in a range of sports activities and played a mixture of games, as the April sunshine shone down on the neighbouring Wembley arch, one of the most iconic stadiums in the World.

As part of their social value offering the team got involved in refreshing the community centre hallways and changing rooms with a coat of paint as well as clearing up the surrounding area.

Otis Roberts, CEO of JRF said; “It’s the second time the FA has chosen the Jason Roberts Foundation as a venue for their active awayday, where they have also spent time freshening up the community centre. We are grateful for their support across the board, from providing tickets to sporting events for young people, coaching at some of our sessions, and hosting some of the Foundations Heritage events.”

Activities & Events in February 2025

Group of girls playing tag rugby

After a flying start to the New Year, February has certainly not slowed down for the JRF Team!

From Walking Football with our over 50’s Caribbean Team, to the Healthy Hub – for JRF’s Community Health Co Production Programme to undertake base rate health assessments for local residents with support from Brent Council’s Brent Health Matters (BHM) Team.

JRF’s latest Empower to Achieve Woman of Heritage & Sport, Yamilé Aldama was busy encouraging young people in healthy competition in various sporting challenges. She paid a visit to students at Salvatorian College for a Memory Cafe which gave the young people an opportunity to ask questions about life growing up and her experience competing in the Olympics.

Two of JRF’s Youth Ambassadors had a Q&A with Yamilé in the onsite Cultural Media Centre over a game of chess.

February Half Term gave the JRF team the opportunity to get local young people outside to take part in sports, fitness activities, and games at their HQ at Bridgestone Arena, and at Alperton Community School as part of the Collaboration Project with Us Charity, funded by John Lyons Charity.

Coach Wilbert put a group of girls through their paces playing tag rugby as part of the EmpowerHer Girls’ Rugby Project funded by England Rugby and the Mayor of London.

Resident referee Jawahir ‘JJ’ Roble returned to JRF HQ to officiate a youth football match and afterwards the players heard from the inspiring young woman as part of the ongoing Empower to Achieve Heritage programme.

All of these activities have been captured in this short video from our young Media Man, Marley https://vimeo.com/1065465847?share=copy

We hope you enjoy.