West Ham United's most recent home game against Liverpool marked a significant occasion for the WHU Foundation as they hosted their annual awareness fixture. The match provided a platform to showcase the Club’s official charity’s work in the community helping to inspire better futures for thousands of people across Essex and East London.
In the lead-up to the game and during the match itself, the Foundation orchestrated a diverse range of activations aimed at shining a light on their extensive programs spanning health and wellbeing, employability, education, youth engagement, and football development.
As the team finalised their preparations for the big game, children from the Foundation’s partner school Bobby Moore Primary Academy were commissioned with a very special task. For the last training session prior to the game, the students designed the players’ training tops, infusing them with elements reflecting the players’ identities, hobbies, and backgrounds, fostering a deeper connection between the young fans and their footballing idols.
On the matchday itself, the spotlight first shone on the Any Old Irons. The Foundation’s Over-65 West Ham fan group, aimed at counteracting the negative effects of social isolation among the elderly population, headed to the stadium café where the singing group took centre-stage, performing renditions of some iconic East End tunes.
Having already performed at notable Club functions such as Bobby Moore’s 30th anniversary tribute and the exclusive Road to Victory celebration commemorating the team’s triumph in Prague, Pat was delighted to once again be invited as part of the singing group.
“To get called by West Ham to sing at these different functions is a thrill for all of us,” he said. “Beforehand, although there were some nerves, there was a sense of excitement among the group. How will people react! Once we saw that the people there were enjoying it, smiling, taking pictures and even singing along, it was brilliant.”
While the Any Old Irons serenaded the crowd, in the other corner of the Club shop, Foundation ambassador Matty Etherington showcased a brand new printing option for fans looking to get the most authentic European look, with proceeds directly supporting the Foundation’s programmes. For £5, fans can now get their UEFA Europa League and Conference League shirts adorned with the Club’s official European shirt partner, the West Ham United Foundation.
Simultaneously outside, welcoming the growing crowd of supporters, volunteers from Barclays Group generously gave their time to collect funds during a bucket collecting session on the concourse, committing to double the amount of funds raised.
Approaching kick-off, ten participants from various Foundation programmes had the honour of representing the Club’s official charity pitchside as the players entered the field, waving flags displaying the Foundation’s slogan, ‘Inspiring better Futures’.
Among them was Pharrell, who recently completed the Foundation’s The Training Ground + employability programme.
“I was nervous and excited at the same time. My family were watching the game, so it was a proud moment for me. It was so surreal hearing my name get called out too! It was a big pleasure.”
Commenting on the pre-game atmosphere, he continued: “It was electric. The place was buzzing. The crowd really took to us and were attentive. I think the fact that it was an activation by the Club’s charity made it a bit more sentimental.”
Currently in the process of becoming a Foundation volunteer as he seeks a pathway into coaching, Pharrell spoke about the impact the Foundation has had on his journey: “It’s a moment I will never forget. My word of advice to anybody that gets to interact with the Foundation, is to take everything on board. Everyone within the Foundation is incredible, and they are there to help, you never know where it can take you.
“You can meet some great people. Opportunities don’t come easy to those from struggling backgrounds, I’m a firm believer in never letting where you come from define who you are. Sometimes you have to branch out and get out of your comfort zone, that’s where good things happen. Remember why you started and where you want to go.”
As the teams headed for the dressing rooms at half time, Lee from the Foundation’s partner organisation Paragon, accompanied by his son Jake, joined Foundation volunteer James Wood for the ‘Hammer Time’ quiz.
“It was such a surreal experience. Jake is really enjoying his football, so to go pitchside, and be close to players he looks up to was a once in a lifetime opportunity.”
Having worked closely with the Foundation on their employability strand as Head of Learning & Development at Paragon, Lee has experienced firsthand the impact their work has had on improving life chances in the community.
“The Foundation is way more than just football. Their delivery is so varied that there’s an opportunity for everyone to benefit from their work in different ways. It was a privilege to be out there representing the great work they do.”
