Revealed: The Sunderland Foundation and the unseen side of the Premier League

By Simon Bird

Published 14:52 08/08/11

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Inside the Stadium of Light applause rings out, pride fills the room, and trophies are being dished out.

This weekend the richest league in the world will kick off with the global spotlight on the goals, the multi-million pound new players and thrills that the Premier League delivers.

On the pitch the football served up is a powerful force, luring in global audiences.

But the celebration here at Sunderland is demonstrating the power of football off the pitch when it harnesses its respect and loyalty in local communities.

Stepping up to graduate are mothers who have just learned to read.

Their embarrassment and reluctance to seek help broken down by the power of the Sunderland club crest, and trust in its brand.

Here are families who have been brought closer together to learn and play, while at the same time dealing with issues in their home. Opening up their lives because of their allegiance to Sunderland football club and its players.

Kids who have learned how to eat healthily, inspired by messages from their heroes, and those who have been given access to sports coaching and improved their self esteem.

In a week that will be dominated by bold boasts from managers about the season ahead, more wrangling over transfers, the ludicrous sums of money involved, and the tedium of the Premier League’s big four hogging the limelight, you couldn’t ask for a more refreshing take on what the modern game can also be about.

This gathering was the culmination of SAFC Foundation’s Family Learning through Football programme, a 10 week course which has touched the lives of 500 families from Sunderland, South Tyneside and Durham.

The SAFC Foundation – many clubs have their own version – is the social conscience of football.

It’s been going ten years, established and given impetus during the reign of former chairman Sir Bob Murray, and receiving continued encouragement from Niall Quinn.

The figures of people helped are impressive.

They worked with 40,000 young people last year, delivered 3,000 courses through five outreach centres in partnership with schools and community groups.

Some 1,187 families have learned new skills together, 1,400 disabled children given access to sport, 800 adults and kids helped with literacy and numeracy skills.

Some 2,000 given health MOTs and individual health improvement plans.

All in all, 39,000 people had improved access to football and sport, 24,000 came out with healthier lifestyles, 29,000 gained new learning experiences.

There is more. The SAFC Foundation say that 14,000 kids have improved attitude and behaviour, 20,000 people have improved confidence, motivation and self belief, and 850 every year end up more engaged in community life.

Sir Bob told MirrorFootball : “We found very early on ten years ago that people would do something for the club crest that they wouldn’t try for someone else.

“To see people here, parents, who carried the stigma of not being able to read or write, and take steps to overcome that is awesome, mind-blowing. The club is the magnet that draws them in to confront these problems.

“The North East suffered in the 80s through de-industrialisation and deprivation so it was important ten years ago when we set this up that we could give people chances to improve their own lives and strengthen their families.

“It is totally football’s job to get involved. There is a moral responsibility to reach out into the community the club serves and to offer help and opportunities.

“You can’t have a club without being part of the community that supports it.”

Murray takes pride in the ethos he set up at Sunderland. He built the Stadium of Light and the Academy of Light, laying the foundations for the club’s current ability to attract 48,000 crowds and top players to a world class training base.

But he gets as much pride from watching the likes of Alison Weber, from Durham, graduate with her son Matthew, 8.

Alison said: “It was fantastic – it gave me lots of idea of how to play with Matthew and my other children.

“In the course we learned that if children can’t understand you they get frustrated and don’t want to play. After taking part I can communicate better with the children and interact more with them.

“There aren’t a lot of people in the area with the means to travel so by delivering in the local school, SAFC Foundation really give everybody the opportunity to take part. Most parents take their kids to the school so they can at least get there. And then there’s the fact that it’s free which also helps.”

Sunderland’s players also buy into the work of the Foundation. Steve Bruce and his players regularly turn up at awards days in suits to hear the inspiring stories of fans who have improved their lives.

In turn the players get something back themselves.

When the going gets tough on a Saturday, thinking of the less fortunate in the community who you serve, who have tackled their own issues, is a good motivational tool.

So when the Premier League kicks off, enjoy the thrills and spills. Cheer or moan. Celebrate or despair after the first game

But if your club has a Foundation doing this sort of work, they are achieving long-lasting goals that make them winners.

For further information about SAFC Foundation visit www.safcfoundation.com or call 0191 551 5191.

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