Project information

Hope Academy Strategic Development

Through this project we are seeking to increase our capacity to develop Hope Academies across Africa. Hope Academies are holistic football Academies in disadvantaged communities that uplift children in their football (coaching), faith (character building) and future (education).

January 2012 - December 2014

Charity information: Ambassadors Football

Ambassadors Football logo
  • Need


    Each Hope Academy develops intervention strategies in the following areas:
    1. Poverty
    2. Education
    3. HIV-AIDS
    4. Crime
    5. Orphans


    Each Hope Academy intervenes as follows:
    1. Poverty - Crisis Intervention, job creation, family support and feeding schemes.
    2. Education - School partnerships, monitoring school reports and providing after school tuition at the Academy.
    3. HIV-AIDS - Life skills training, coaches education in the community, health awareness programs.
    4. Crime - through rehabilitation (prison Academy) and prevention (community Academies)
    5. Orphans - Inclusive and offering care support.

  • Aims

    Aim 1

    Develop children holistically through football (coaching), faith (life skills), & future (education)


    » Excellent football coaching development three times a week & matches on the weekend. All our coaches are trained and equipped to run our Academy l
    » Teaching character building life skills each Academy session on topics such as responsibility, integrity, commitment and teamwork.
    » Monitoring school reports and progress. This is done through our partnerships with the local schools our children attend.

    Success will be seeing our young children develop better soccer skills, become positive role models and peers in their community and progress in their education.

    Aim 2

    Long term commitment to each child in the Academy


    » Hope Academy commits to each child until they graduate from high school. We then provide career paths that can go on and help that child succeed.
    » Home visits are done for each child as we monitor and support them in their home environment. We also want to work alongside each child's family.
    » We monitor the progress of each child in their football, faith and future through regular reports. This are done by our Academy coaches.

    Success will be building strong relationships with each child & their family. Through long term mentoring and support through our coaches each child will develop strong life values

    Aim 3

    Serve the surrounding community.


    » We train football coaches in the local community in the following: football coaching, HIV/AIDS education and life-skills development with their teams.
    » Working with local schools and offering school assemblies, soccer clinics, and tournaments to serve our school partners.
    » Facilitating local soccer tournaments with local teams.

    Success will be seeing our community leaders impacted and developed through the Academy. Seeing local coaches using our life skills training and curriculum, educating HIV/AIDS etc.

    Aim 4

    Establish partnerships with like-minded organizations.


    » Partnering with organizations that can offer expertise in specific areas of the Academy. For example Medical Knowledge Institute - health awareness.
    » Partnering with the local community, schools, churches, football clubs and businesses so the Academy becomes involved in community development.

    Success will be partnering with organizations. We already have seen this through partnering with the Medical Knowledge Institute who are developing a health awareness program.

    Aim 5

    Develop effective leaders


    » Training courses & leader development with our Academy coaches. Each coach is trained in football coaching, life skills delivery & child protection.
    » Facilitating training and leadership development with community leaders. Our main focus is training and equipping local coaches in our football course
    » Developing each one of our children to be leaders within their community. This means standing up for core values within their homes, schools and peers

    Success will be our coaches growing in their leadership and development. This will enable our Academies to be run by community leaders and be fully indigenous.

  • Impact


    Each Academy is placed in the community, run by the community (trained coaches) and is for the community (kids). This model means we bring transformation from the inside out. The success is demonstrated through both quantitative (statistics) and qualitative (stories, video and case studies) research on each Academy. We have already seen this through schools, families and the children speaking about how their lives have changed through being involved in the Academy.


    1. Lack of funding for the project: To combat this we have developed a hybrid funding approach where we have a number of income streams to support our Academies.
    2. Poor staff recruitment - Each coach is put through an intensive recruitment procedure and goes through a strict training program before being accepted in the Academy.
    3. Under resourced coaches - Each Academy Director (leader) is mentored and supported by our Hub (National Office).


    We report to donors in a variety of ways. Our donors receive monthly updates through e-mailers, quarterly newsletters, through social media, video and pictures. Donors are also invited to visit the project so they can view the progress and meet the staff and children.

  • Budget

    Budget - Project Cost: £229,000

    Loading graph....
      Amount Heading Description
      £35,000 Operations Annual office overhead, travel, administration.
      £168,000 Staffing Annual operational staff costs
      £26,000 Training Hope Academy leadership training and support

    Current Funding / Pledges

    Source Amount
    Individual donors £49,000 Guaranteed
    JSG Trust Fund £13,000 Guaranteed
    Lee Sharpe Foundation £10,000 Guaranteed
  • Background


    Currently we have two operational Academies in Drakenstein Prison and Soweto Township in South Africa. We also have ongoing projects that are developing Academies in Nigeria, Kenya, Mozambique & Zambia. Our operational Hub will be based in Pretoria. Drakenstein is a juvenile offender prison and the prison Nelson Mandela was released from. It houses 600 juvenile offenders. Soweto Academy is based in Dobsonville and Soweto is the biggest township in South Africa.


    Our beneficiaries will benefit from this project and the communities we place our Academies into. The children and juvenile offenders in our current Academies benefit through participating in a long term program that impacts every area of their lives. Our local community coaches will also benefit from ongoing training and support through our Hub operation. Finally the local community will benefit through our community based programs. All of these benefits are evident in our current Academies.

  • Why Us?

    Why Us?

    Ambassadors In Sport South Africa have been running sport for development programs since 2001. Through the past ten years we have developed the Hope Academy model which we believe tackles the real issues Africa faces. We have a strong track record and are currently seeing great results through our two Academies in Drakenstein and Soweto. In order for us to sustain and support our current Academies and future Academies we need to build capacity so we can reach more children across Africa.

    Read more about the Charity running this project.


    Tim Tucker

    CEO of AIS-Africa. Oversees all aspects of the Academy and is primarily responsible for leading the Africa staff.

    Mark Slessenger

    Project manager for Hope Academy Africa. Developed the Hope Academy model first in 2008 in Drakenstein prison and through doing Academy research.

    Cameron Mthembu

    The Academy Director of our Soweto Academy. Oversees the Soweto Academy program and staff. Cameron is helping develop the Academy model for expansion.

ABC News report on our Drakenstein Academy

Hope Academy taught me the truth about life. My life has changed and now I am giving back to my community.

Abongile Sodlaka