The Albion Foundation welcomed guests to The Hawthorns to officially launch its new strategy, setting out a clear direction for the charity and its work across the local community.
The event brought together Foundation staff, participants, partners, supporters and guests to celebrate the work already taking place across Sandwell while introducing the three key areas that will shape the Foundation's approach moving forward: Grow Our Own, Go Local and Football for All.
Rather than simply presenting the strategy, the evening gave guests the opportunity to experience each pillar and hear directly from the people involved in bringing the Foundation's work to life.
Following a welcome from Deputy Director Jonathan Ward, guests were split into groups before rotating around three interactive areas across The Hawthorns concourse. Each area focused on one of the Foundation's three strategic pillars.
Guests were welcomed into a concourse filled with photographs of memorable moments from the past year, alongside videos on the big screens celebrating the impact and achievements of the Foundation's work.
Grow Our Own explored the Foundation's commitment to developing people from within the communities it serves. The session was led by Lee Meacham and featured a panel discussion with Adrian Dove, Meya Evans, Josh Carter and Brandon Large.
The Go Local area focused on the Foundation's work within local communities. Led by Darryl Hickman and Eleisha Edwards, the session also included an interactive warm-up delivered by Chloe Hicks. To showcase what Go Local is all about, participants shared their personal stories and experiences, giving guests a first-hand insight into the difference the Foundation is making across local communities.
Meanwhile, Football for All highlighted the Foundation's commitment to making football inclusive and accessible. Guests were able to experience elements of the Foundation's disability provision, including blind football with Foundation participant Mo Ahmed and Foundation coach Chris Winston, as well as powerchair football with Chris Gordon and the wider Football for All team.
Ashish Patel, one of The Albion Foundation's trustees and a member of West Bromwich Albion's ownership group, spoke about the importance of bringing the Foundation's strategy to life through real experiences and community impact. He said:
"It's incredible to see our strategy in action. I truly believe this approach helps the community and our supporters see, in a tangible way, the difference the Foundation makes and why its work is so important.
Everything we do here is absolutely inspiring. The mission of the club is to unlock the potential of the people and places we reach, and the Foundation is truly the delivery arm of that mission."
Among those taking part was Sarah Coombes MP, Member of Parliament for West Bromwich, who joined in the blind football activity and experienced first-hand the challenges faced by participants. Speaking at the launch, she said:
"I love The Albion Foundation and the work it does. Every day, I see the impact it has in the community, creating opportunities for people of all ages, from as young as six months old onwards.
I've taken part in walking football sessions with older people living with cancer, and the Foundation's commitment to supporting local communities is remarkable. Today, I took a blind penalty and learned more about the accessibility programmes available for people with disabilities. The work being done here is fantastic. If you haven't already discovered what The Albion Foundation does, and what it has planned for the future, I would encourage you to find out more."
Following the activities, guests made their way to the Richardson Suite for the second part of the launch. The presentation was led by Director Rob Lake, who introduced the Foundation's Strategy Overview video and demonstrated the strategy through the personal story of Chris Winston.
A highlight of the evening was hearing from Daveena Patel, who shared her journey with guests. Having taken part in the Foundation's Sandwell Virtual School programme, as well as receiving mentoring support and volunteering opportunities, Daveena spoke about how The Albion Foundation helped her overcome personal challenges, build her confidence and achieve her goals.
The launch marked the beginning of the next chapter for The Albion Foundation, with Grow Our Own, Go Local and Football for All providing a shared focus for staff, participants and partners.
The evening concluded with food and networking, giving guests the chance to continue conversations with Foundation staff, partners and participants.
Guest Feedback
Ray Nock said:
"I've seen football training, I've seen Baggie Bird trying to play in goal, and I've had a wonderful time. Seeing the achievements and outcomes of what these young people can do has been fantastic. I'm pleased I took the time to come here today and see it for myself, and long may it continue."
Tammy Stokes said:
"I'm really proud to be here today representing the council at the launch of The Albion Foundation's strategy. It has been inspiring to hear the stories and learn about the impact the Foundation is having on local people and communities. I can't wait to see how the strategy is translated into action and how it improves the lives of even more people in the future."
With its new strategy now officially launched, The Albion Foundation will continue working across local communities to create opportunities, support people to reach their potential and ensure football remains a game for everyone.
The celebrations continued on Foundation Day, where the strategy was also presented to Baggies supporters, helping to share the charity's vision with the wider Albion family.