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Project information

Ambassadors Football Genesis Projects

Giving homeless men a chance to:
• Get fit
• Meet others
• Have a regular time to play football, eat and meet together with others
• Have a chance to improve their lives through training associated with the programme

September 2017 - July 2022

Charity information: Ambassadors Football

Ambassadors Football logo
  • Need


    To help marginalised and unemployed homeless young men find purpose, hope and meaning through a football related programme. These men often:
    • Are homeless or living on sofas in London and other major cities
    • Don't know of opportunities for training that can get them employment
    • Find it difficult to re-integrate in society after time in prison or on the streets
    • Have an inactive lifestyle
    • Are open to new ideas and regular programmes that can help them lead a better life in the community


    Genesis Football provides a positive experience for men in our cities by:
    • Providing exercise opportunities to address health issues.
    • Football gives an environment where friendship can be formed.
    • Brings all sorts of people together from diverse backgrounds.
    • Gives a chance for these young people to discuss issues that they face in a safe environment and be signposted towards opportunities

  • Aims

    Aim 1

    Genesis Football aims to help homeless young men find purpose through weekly activities


    » Continue to run a weekly session in Whitechapel (London) in association with long-term partners
    » We hope to start a new activity in Glasgow and other cities through training up partners with the model we already have in London

    What success will look like

    We will measure how many men that come through programme do not have a plan to improve their chances of employment and see how the improve over time with the project.

    Aim 2

    To give a regular opportunity for homeless men to exercise and improve their health


    » We will run a 90 minute football session in Whitechapel every week.
    » We will start a football session in Glasgow and other cities (where we find partners) to help improve fitness for homeless men.

    What success will look like

    We will check how well those who first come along can run and keep up during the sessions. Then we will interview them to find out if they feel fitter as a result of our sessions.

    Aim 3

    We provide a safe environment for men to share challenges they have integrating in society


    » After each football session there is food. This brings the men together to chat (after making friends). The trust is built and then they can share.

    What success will look like

    We will check through conversations how comfortable the men feel about the environment and how well they can then talk about issues that affect them.

    Aim 4

    To provide training opportunities for young men to have a chance to thrive in society


    » We will partner with organisations and companies that provide apprenticeships and studies so that the men can have a chance to work etc.

    What success will look like

    We will keep in contact with agencies that provide training and monitor who goes to these programmes from Genesis and how they do.

  • Impact


    The people who take part in our programme come from disjointed lives and backgrounds. We have seen already through the programme that some dads have made contact again with their children. Others have gone on to university or apprenticeships through the programme. These are clear demonstrations of the effectiveness of the programme.


    An ongoing lack of funding could influence the sustainability of the programme.
    Partners may want to invest in other projects.
    The type of people we impact can lead unstable lives. As such they could lack commitment to a job or course of study - resulting in our programme not being appreciated by their college or employer.
    We go through a thorough assessment of each person before they study or work to check their commitment.
    We constantly keep partners updated with progress we have made.


    Via social media updates, monthly email reports, quarterly outcome reports, end of year assessments and invitations to visit the project sites and to participate in events linked to the project.

  • Budget

    Budget - Project Cost: £33,804

    Loading graph....
      Amount Heading Description
      £25,000 Delivery of football sessions 2 weekly sessions for 48 weeks of the year
      £2,000 Tournaments Provide tournaments for the projects at regular intervals
      £3,629 Expenses Travel, equipment, kit, office and publicity
      £3,175 Development Development and training for other locations

    Current Funding / Pledges

    Source Amount
    Small partner grants £20,000 Guaranteed
  • Background


    We have two areas where this project will work. Whitechapel in London is a low socio-economic area of London. As such it suffers from unemployment, society break down, drug use and the affects of gang culture. There is large ethnic diversity and as such there is a lack of trust between communities themselves and towards the police. Glasgow is a city that draws the homeless and is in the lower socio-economic class.


    Hard to reach and marginalised homeless men:
    1) Support to marginalised men who are homeless.
    2) Young men who may not be homeless but lack structure and cohesion to their life and may be attracted to gangs or dependency on drugs etc.
    3) Supporting these people into education and work through partners that we work with.

  • Why Us?

    Why Us?

    Ambassadors Football has been involved in delivering high quality community based football projects since 1990. The current Genesis project is in its tenth year. We now have another potential staff member ready to implement this model in Glasgow. We also want to train other partners to deliver this in other cities. In total we have 80 years experience in this field in our staff.

    Read more about the Charity running this project.


    Dan Owen

    Ambassadors staff member who is the visionary, founder, manager, developer, driver and deliver of the project in Whitechapel


    Staff member at Good Shepherd Mission - a local partner with us. He helps co-ordinate and lead the discussion times and organises the meals.

    Stephen Donaldson

    Partner hoping to deliver this project in Glasgow. He will start to pioneer this work in 2018.

AFGB Genesis Football


pays for the hire of the pitch for a Genesis Football session

"The project has seen 300 men go through. I don't think it would have lasted so long if it wasn't doing something right. In other cities this model could be so effective if we have resources to deliver training to partners who are keen to do this."

Dan Owen