UCFB Student interviews Jason Roberts MBE

Jason Roberts with UCFB students

The JRF Inspire to Achieve Heritage project was supported, during the summer, by students from local Sports & Football Business University, UCFB based at the iconic Wembley Stadium.

The group of students, led by Jack Bibb an aspiring Sports Journalist, joined the founder of the JRF, Jason Roberts MBE, when he attended Capital City Academy last term for a Memory Café session, as part of JRF’s Heritage project.

Former West Brom, Wigan, and Blackburn striker Jason Roberts was interviewed by Jack, and spoke about his journey, his inspirations, and the obstacles he faced, as he forged a successful career as one of Brent’s Football pioneers.

The Inspire to Achieve Project, funded by the National Lottery Heritage Fund, thanks to Lottery players, gave the UCFB students an opportunity to gain much needed experience as part of their Degree coursework, and be part of creating local stories of sporting heritage for current and future generations.

As well as interviewing Jason directly, they also fielded questions from the audience of students, teachers, and local stakeholders at Capital City Academy, who were all eager to hear from the local sporting personality about his roots, and the changes he has seen in Brent over the years, on his recent return.

Jack Bibb said “I’m a Multimedia Sports Journalism student at UCFB’s Wembley Campus. The opportunity to work with Jason on behalf of the JRF Heritage Project was one that was too good to turn down and it was an insightful experience helping Jason tell the story of his Brent heritage to students from the local community.

UCFB provides lots of great opportunities, such as this one, and I thank the Foundation for being so welcoming also.”

Watch the video here

Note: Jack is pictured to the right of Jason in the photo

Summer of Fun for Brent young people

Golf Lessons at Bridgestone

As the school gates close for the long summer holidays, the gates at Bridgestone Arena are opened as the Jason Roberts Foundation (JRF) kicks off their annual Summer Programme for the children and young people of Brent.

This year the action-packed agenda of sports, games, and activities started on Monday 25th July and will run until the 26th of August 2022.

With a range of sporting activities on the menu including basketball, tennis, badminton, golf, table tennis, boxing, football, cricket, and dance, as well as creative arts, and media training through the Cultural Media Centre, there is something for everyone.

Thanks to funding from Young Brent Foundation – One Flow One Brent, Hyde, Brent Council, and Karakusevic-Carson Architects, young people will also enjoy some away-days to try their hand at rowing and kayaking, amongst other excursions.

To keep young people active and engaged throughout their summer holidays there will be activities for different age groups and abilities.

From Monday to Thursday 12:00 – 4:00 pm children aged 5 – 16 years can enjoy all of the activities on offer and on Monday, Wednesday, and Friday from 5:00 – 9:30pm 16 – 25-year-olds are welcome to enjoy a range of sports. On Monday, Wednesday, and Friday’s from 12:00 – 2:00 pm children and young people with physical and learning disabilities will have dedicated coaches delivering some fun activities and games.

Otis Roberts, CEO at JRF said: “We are so grateful for the support these organisations and businesses provide to enable us to deliver these programmes for our children and young people. It ensures they have a safe place to go during the long summer holidays, where they can take part in sports and fun, affordable activities. Keeping fit, active, and healthy whilst having the opportunity to socialise with their friends and make new ones, and enjoy new experiences through our excursions is our aim for these children. Our summer is always extremely busy, but equally very rewarding for our staff, coaches, and volunteers to see how much the children enjoy themselves.”

JRF offer an open access programme of activities to ensure everyone can take part and no-one is excluded.

For more information regarding the summer programme email the JRF Team at

Minibus Donation for Foundation


The JRF Team were over the moon to receive a donation from a generous benefactor to purchase a minibus to support their work for the benefit of the local community.

The 14-seater minibus is a long-sought after attribute for the Foundation to aid the community outreach they do across Brent and will enable coaches and volunteers to be driven to different wards, parks, and green spaces across the borough to deliver sports sessions and community events.

The vehicle will complement some of the Foundation’s work and will enable participants of the JRF funded projects to be transported to Bridgestone Arena, the home of the Foundation since the launch in 2007, or to other venues for away-days, trips, and tournaments so they can experience other activities.

The London-based Architecture Practice (that has chosen to remain anonymous), was introduced to the Foundation and was impressed by the work they do in the local community. They supported some youth delivery over the summer with a donation, and subsequently chose to offer a larger donation to sponsor the purchase of the minibus.

Otis Roberts, CEO of the Foundation said; “The addition of this minibus will make a huge difference to our offer. It is something we have aspired to for several years but there are rarely funding opportunities available to purchase a capital asset of this value. We are very grateful to our sponsor for their kind and magnanimous support.”

JRF Launch Cultural Media Centre Website

Cultural Media Centre Logo

Following the official launch in January 2021 of JRF’s new ‘Cultural Media Centre’ (CMC) situated at Bridgestone Arena, the home of the Foundation since its launch in 2007, JRF are thrilled to announce the launch of the CMC Website.

The newly created CMC website can be accessed directly or via the JRF website through the Media Centre at the top of the page.

The CMC was borne, in part, as a response to the ongoing pandemic and the need of the Foundation team to find creative ways to stay in contact with and continue to support their local community.

Equipment to resource the studio was funded through grants awarded to JRF from the London Community Response Fund and Trustees of Wembley National Stadium Trust, and the Edward Harvist Trust Fund, as well as donations and refurbishment by local firm C&C Builders Ltd.

The new CMC website will house all media output including podcasts, videos, events, and CMC Radio, and will cover areas including Careers, Education Environment, Health, Heritage, JRF Projects, Sport, The Arts, and Youth Voices.

The CMC provides a platform where “everyone has a voice” and offers a vital connection in these disconnected times, and the CMC website will enable those voices to be shared to a wider audience.


JRF Feature in PFA 4ThePlayer Magazine

PFA Logo

The Jason Roberts Foundation has recently featured in the 35th edition of the Professional Footballers Association (PFA) 4ThePlayer magazine.

In a four-page spread from pages 16 – 19, the article features an interview with JRF CEO Otis Roberts – Jason Robert’s Uncle and a former footballer – who talks about the journey over the last 14-years from when the charity was launched in 2007, up to today and the success in supporting marginalised communities in the borough of Brent and Grenada, in the Caribbean.

The PFA has been instrumental in ensuring the successful launch of the Foundation and the Community Team have been a source of information and support for more than a decade, working on several initiatives including sport, health, education, and careers.

The PFA Charity has recently awarded JRF with a grant to support the newly launched Inspire to Achieve Heritage Project (funded by the National Lottery Heritage Fund), which will uncover the histories of Footballers who paved the way for current players.

The PFA helps any player who is interested in launching their own Player Foundation and the JRF team are grateful for their continued support.

If you would like to see a digital copy of the magazine, please contact and we will be happy to email this to you.

JRF serves an Ace with new Tennis Programme

Children holding Tennis racquets in air

Earlier this year the JRF Team were pleased to add Tennis to the menu of sports on offer at Bridgestone Arena, thanks to two local ladies – Leeta Segalov and Mona Fine, and their love of the sport and desire to give back.

Leeta was introduced to the CEO of the Foundation, Otis Roberts, and with her background in tennis after starting to play in her 40’s and through coaching, improved her game to the level where she represented Great Britain in the 2015 Maccabi Games in Berlin, believed she could help to support JRF’s goal to add Tennis to their multi-sports offer.

Having lived for over 20 years only yards away from the community hub the Foundation operates from, Leeta knew that the JRF had great facilities including an all-purpose sports court marked for various games including tennis, which would allow for a Tennis programme, but also knew that JRF had limited resources to provide suitable equipment and trained coaches, including disability coaches, to deliver a quality programme.

Leeta therefore proactively reached out to her tennis contacts, friends, and family to raise much-needed funds to launch the Tennis programme by setting up a GoFundMe campaign She quickly raised £6,000 towards the target of £12,000 which enabled tennis equipment to be bought, and the Tennis Programme to be launched by the end of May.

Leeta knows first-hand what it’s like to not have access to sports facilities and considers that she was lucky to be able to afford professional coaching when she wanted to improve her game. She recognises that not everyone has the same opportunities, saying; “ I firmly believe that Tennis including qualified coaching should be available to anyone who wants to play, not just to those fortunate enough to afford lessons, as well as the equipment. My goal, with the help of additional funding, is to give local children continuity of lessons and coaching and to roll this programme out to other grass roots sports clubs across Brent to enable more children and young people to benefit from the programme.”

Mona added; “After only 6-weeks of starting the Tennis programme which is available to children from 4-years upwards, we have been delighted by the enthusiastic response from the local community. The 45-minute sessions are already over-subscribed with over 50 children taking part on a regular basis. As such we have had to increase the number of sessions to 5-days a week to accommodate all the participants.”

In July, to tie in with the Men’s Single Finals at Wimbledon and to harness the excitement and passion of the game in young players on the Tennis programme, and their families, JRF hosted a family Wimbledon tea party at the community hub, which was enjoyed by everyone who attended, and was covered by The Voice newspaper.

During the recent JRF Summer of Fun holiday programme, Leeta and Mona delivered a Holiday Tennis Camp on Tuesday, Wednesday, and Thursday mornings over the 5-week programme which was well received by the participating children. The Tennis Camp ended with a buffet lunch for all the children who attended, and they were each awarded with a JRF branded t-shirt with their names printed on the back.

Both Leeta and Mona have completed the LTA Level 1 coaching course and Mona took part in the emergency First Aid Course arranged by the Foundation.

The Tennis programme continues to grow with new participants joining each week and Leeta says; “We look forward to continued growth and putting more smiles on our children faces.”

If you would like to donate towards the Tennis Programme, please follow the link to Leeta’s Fundraising page GoFundMe,

Summer of Fun for Brent children

Children on inflatable slide

The children and young people of Brent enjoyed an action-packed Summer of Fun at Bridgestone Arena over the school holidays, thanks to a programme of activities delivered by the JRF in partnership with Connect Stars.

With a range of sporting activities on the menu including basketball, tennis, badminton, table tennis, football, teqball, and dance, as well as away-days for some lucky children to try their hand at kayaking, the young people of Brent were kept active and engaged throughout their summer holidays.

The summer programme, funded by Hyde, received additional support this year from the Holiday & Activities Fund (HAF) Brent, Young Brent Foundation – One Flow One Brent, and the Greencore Group Plc.  Thanks to this additional funding and generous donations, the children were fuelled up with healthy lunches and water to ensure they had the energy to enjoy all the sporting activities on offer.

Martene Carroll, Business Development Manager at JRF said: “We are so grateful for the support these organisations and businesses provide to enable us to deliver these programmes. It’s vital that our children and young people have a safe place to go during the long summer holidays, where they can take part in fun and affordable activities. It has been an extremely busy summer, but it is always so rewarding when we see how much the children enjoy themselves.”

Over 200 children took part in the 5-week summer programme which closed with an Olympics Day Special of sporting and recreational activities, including an inflatable slide, to mark both the end of the 2021 Summer of Fun programme as well as the end of the official Olympic Games Tokyo 2020.

To see an overview of the Summer of Fun programme in action click here

JRF Careers Expo inspires Young People in Brent

UCFB talk with young person

On Wednesday 18th August the Jason Roberts Foundation hosted their annual Careers Expo at Bridgestone Arena, which welcomed 250 young people and Brent residents throughout the day and was aimed at people looking to either start out in a career or considering a change of career paths.

The JRF event saw the highest to date attendance of National and local organisations, businesses, education establishments, and entrepreneurs with delegates from the London Fire Brigade, Metropolitan Police, and the Shaw Trust who support adults who are looking to get into work.

A wide range of industries were represented with staff on hand to provide information to Brent residents on training programmes, work placements, and careers.

For those interested in regeneration, property, construction, and environmental matters Higgins, Quintain, and Engie were present to answer questions.

Budding media aficionados had the opportunity to quiz Sports Editor and Journalist Rodney Hinds from The Voice Newspaper and JRF Trustee Jo Tongue, CEO of Tongue-Tied Management – a Sports Agency specialising in Talent Management and Production.

Young entrepreneurs were able to gain advice and guidance on setting up their own business from Leon Callender of Straight Ace Sports Management, local Businessman and Entrepreneur Mark Segalov, and YouTube Personality Rants @rantsnbants.

Brent Health Matters spoke with potential candidates interested in a career in health, and Brent Works were able to advise local people of job searches and applications in other industries.

Training provider Applied Business Academy, and further education providers North-West London College and the University Campus of Football Business (UCFB) provided information for those wanting to explore training and education opportunities.

The Careers event had a sporty feel with attendees having the opportunity to take part in some of the recreational activities on offer at the centre such as Teqball, Football shooting target, and Basketball.

JRF’s Youth Ambassadors and volunteers not only supported the JRF staff with running the event but it was also an opportunity for them to celebrate their recent exam results as well as exploring what pathways they would be choosing – whether into further education, training, Apprenticeships, or the world of work.

Brent Council Leader and Councillor Muhammed Butt and former Brent Mayor Councillor Ernest Ezeajughi were present and on hand to offer guidance, support, and hope to residents, whilst the Cultural Media Centre provided music through the new radio station and interviewed some of the delegates in attendance on the day.

Some local people have already reported positive feedback after meeting and following up on some of the leads from the day, and the JRF team wish them well in their chosen pathways.

The JRF team are grateful to the individuals, companies, organisations, and businesses for taking the time to attend and for providing vital tips, advice, and guidance to the job seekers who came along on the day, as well as Brent Council, Young Brent Foundation, and One Flow One Brent for their support.

You can watch a short video showing an overview of the day here

JRF wins National Lottery funding

Women Football Training

In June the JRF were delighted to launch a new initiative – the Euro 2021 Legacy project, thanks to a lottery award received from Sport England.

JRF is celebrating after being awarded £9,650 of National Lottery funding from Sport England to encourage more people to participate in sport and community engagement, specifically women, girls, and older men.

The grant has allowed JRF to launch the EURO 2021 Legacy Project and deliver an additional three sports sessions each week, including Women’s Football, Girls’ Football, and a Men’s Football tournament.  Due to the success and popularity of the Women’s sessions, JRF has also hosted a female only Football tournament.

In addition to these mid-week sessions, attendees of the EURO 2021 Legacy Project are invited to take part in regular “Super Sunday” events which encompass the wider Brent community – children, young people, and adults. These events involve football matches, international tournaments, and health, and wellbeing initiatives, and encourage participation in sports activities to improve physical and mental health, and social interaction.

JRF is a sport for development charity delivering a programme of wrap-around support that provide opportunities to young people, including those at risk, and promote exercise and team games for children and young people, including those with physical and learning disabilities.

There is also a focus on health and wellbeing family interventions, and intergenerational community projects and events to achieve the charity’s objective of community first.

Otis Roberts, CEO of the Foundation, is thrilled to have been awarded the funding:

“We are delighted to have secured this investment which means we can deliver additional sports sessions each week for specific groups including women, girls, and older men. Our Euro 2021 Legacy Project will work to address inactivity, inequality, and social exclusion, by engaging marginalised individuals and groups in Brent who are not regularly engaging in sports and fitness activities.“

“Thank you to everyone who plays the National Lottery, we wouldn’t be able to do this without you.”

If you would like to know how to get involved in one of the JRF community sessions email and one of the team will get back to you.



Notes to Editors

For more details about the project please contact Martene Carroll at JRF –

About JRF

Based at Bridgestone Arena (formerly the Pavilion), Stonebridge Recreation Ground, Hillside, London NW10 8LW, the Foundation was set up in 2007 by former professional football, Jason Roberts MBE, and is managed by his Uncle Otis Roberts.

JRF delivers work in Brent, NW London, and Grenada in the Caribbean, supporting the communities in sport, fitness, wellbeing, education, and training.

About National Lottery

National Lottery players raise £30m every week for good causes, funding arts, heritage, sports, voluntary and charity projects around the UK. For more information on good causes in your area go to

About Sport England

Sport England is a public body and invests up to £300 million National Lottery and government money each year in projects and programmes that help people get active and play sport.

It wants everyone in England, regardless of age, background, or level of ability, to feel able to engage in sport and physical activity. That’s why a lot of its work is specifically focused on helping people who do no, or very little, physical activity and groups who are typically less active – like women, disabled people, and people on lower incomes.

Over £50,000 raised for local charities by former Mayor

The Mayor of Brent at his desk

28 July 2021

Former Mayor of Brent Cllr Ernest Ezeajughi has presented over £50,000 to local charities the Sickle Cell Society and Jason Roberts Foundation. The funds were raised over his 2019-2021 Mayoral term and handed over to the two chosen charities at an event at Bridgestone Arena in Stonebridge on Monday (26 July).

Both organisations say the money will help fuel their vital work in Brent and beyond.

Cllr Ernest Ezeajughi, Stonebridge ward said: “It is a pleasure to be here today presenting cheques to two charities that are very close to my heart, and even more so after all the challenges of the last 18 months. I know this money will help both charities continue their important work and I look forward to seeing its impact.

“I would also like to thank the Jason Roberts Foundation and the Sickle Cell Society, for both of their support in hosting and promoting these fundraising events during my mayoral term.”

The Jason Roberts Foundation works to change outcomes for the most marginalised in the United Kingdom, empowering communities through local grassroots projects.

Otis Roberts, CEO of The Jason Roberts Foundation, said: “On behalf of Jason, the trustees, the CEO, staff and volunteers we are extremely proud to have been chosen as the Mayor’s charity.  We would like to thank the former Mayor Ernest, the Leader and the Councillors that have supported us in our journey in this wonderful borough.

“Being one of the chosen charities has increased the profile of the organisation and allowed us to have a deeper impact in the community through our growing projects. It was also great to work with the Sickle Cell Society over the past two years. The monies raised will allow JRF to increase our participation, widen our outreach and build the organisation as part of our sustainability model.”

The Sickle Cell Society supports and represents people affected by sickle cell disorders, which affect red blood cells to improve their overall quality of life.

John James, CEO of The Sickle Cell Society, said: “I would like to say a big thank you to Cllr Ernest and his wife for their dedicated fundraising and awareness raising activities carried out on behalf of the Sickle Cell Society during his time as Mayor of Brent.

“Ernest’s efforts have spread our message to so many people, not just here in Brent but across the world. Helping highlight the work we do and raise awareness for those affected by a sickle cell disorder. The money raised, will be used to continue delivering the important services we provide to the sickle cell community.”

You can find out more about the current Mayor of Brent’s charitable activities and donate at

Read the article here