London Stadium played host to a significant moment in community collaboration recently, as the West Ham United Foundation joined forces with Project ADDER to tackle drug-related harm and exploitation.
The North East ADDER Expo, themed ‘Reducing Drug Harm Together,’ provided a vital platform for key stakeholders, including the Metropolitan Police, local health authorities, and governing bodies, to network and discuss strategies for making a tangible difference in the community.
As the first football club to partner with Project ADDER, West Ham United is proud to be at the forefront of this groundbreaking initiative. The Foundation’s involvement, made possible through match funding from Project ADDER and the Police Partnership’s Pilot Fund, will see targeted support delivered directly to young people within Pupil Referral Units (PRUs) and Alternative Provision Schools (APs). These educational settings cater to students facing challenges within mainstream schooling, often placing them at increased risk of exploitation and criminal involvement.
Speaking about the partnership with the West Ham Foundation, Detective Sergeant Joshua Palmer who manages the Child Exploitation team in Newham and Waltham Forest, said: “We recognise we can’t police our way out of these situations, and it requires a multi-agency approach to solve these problems.
“We as the Police will identify those children at risk and refer them to the West Ham Foundation for mentoring, workshops, personal development plans and group coaching delivered by the Foundation staff.
“I believe West Ham is a Club that cares about its fans and the local community so having the buy in from a major Premier League team is so beneficial to us.”
Throughout the event, key speakers highlighted the importance of collaborative efforts in safeguarding young people and reducing drug-related harm. The Expo, opened by Assistant Deputy Commissioner of Specialist Crime Matthew Ward, served as a space for reflection on the achievements of North East Project ADDER over the past year. Attendees had the opportunity to gain insights into best practices, share knowledge, and strengthen the partnerships necessary to support vulnerable individuals in Newham, Waltham Forest and beyond.
Speaking after the event West Ham Foundation CEO Joseph Lyons said: “We’re incredibly proud to be part of this pioneering partnership, using the power of football to engage and support young people at risk. Through our collaboration with Project ADDER and our community partners, we aim to provide meaningful interventions that offer young people a positive path forward. By working together, we can create safer environments and brighter futures for those who need it most.”
Newham, home to one of the most diverse and youthful populations in the country, faces significant socio-economic challenges, including high levels of deprivation and youth violence. The Foundation’s work in the borough is designed to address these pressing issues by using the power of sport to provide positive opportunities for young people.
Through a data-driven approach and close collaboration with Local Authorities and the Metropolitan Police Service Child Exploitation Teams, the initiative will focus on identifying and supporting at-risk individuals, including those involved in county lines, grooming, and gang-related activities.
Vice-Chair of West Ham United, Baroness Karren Brady CBE, reinforced the club’s commitment to the cause, stating: "We are proud to be the first football club to deliver a Project ADDER initiative. At West Ham United, we believe in the power of football to inspire and protect young people. This initiative will allow us to work hand-in-hand with our community partners to address the root causes of drug-related harm and create a brighter future for the next generation."
The success of the North East ADDER Expo highlights the importance of a united front in tackling drug-related challenges within the community. With the West Ham United Foundation playing a pivotal role in this ongoing work, the Club remains dedicated to leveraging its influence to make a lasting impact on young lives.