Football Clubs Are More Than Just Matchdays

The Cardiff City FC Community Foundation has come a long way since its inception more than 20 years ago. What started as a small initiative has grown into an integral part of the club and community, continually expanding its reach and impact.  

Over the years, the Foundation’s growth has paralleled other developments at Cardiff City, such as the establishment of the Cardiff City House of Sport, which provides the much-needed sports facilities that the foundation uses to operate, deliver projects, and offer educational programmes. 

One of the things that has been crucial in this growth is the alignment of the club and the community. Though the football club and the Foundation are separate entities, they are closely intertwined.  

The club’s consistent financial contributions have played a significant role in supporting the foundation’s growth, particularly during times of success, like our promotions to the Premier League. Those moments allowed us to increase the financial backing for the Foundation, which enabled it to scale its programmes and extend its outreach. Regardless of on field performance, the commitment to supporting the Foundation has remained steadfast. 

In the early days of football, the focus was entirely on what happened on a Saturday afternoon, and clubs’ business models were built around matchday. But we recognised that this wasn’t sustainable, and there were another 310 days in the year where the club needed to remain active and engaged with the community.  

Cardiff City was one of the first clubs to form a community foundation, understanding that football clubs are more than just matchdays. They are a central part of their communities, with a responsibility to give back. 

The Foundation really took off when Vincent Tan purchased the club. His investment into the club and the Foundation was a game-changer. When we were promoted to the Premier League, Vincent pledged £1 million to good causes. This, with the additional investment from the Premier League Charitable Fund, was the moment the Foundation became a major force in the community.  It was no longer running alongside the club – it became an essential part of the club’s identity and operations. 

I’ve had the honour of serving as a trustee for the Foundation for many years, and I’ve seen firsthand how it has evolved and diversified. One of the things I’ve learned from working with various charities is that attracting trustees can be a challenge. But with the Foundation, it’s a different story. The connection to football and sport acts as a magnet, drawing people in who want to be a part of something meaningful. When we last advertised for trustees, we received more than 40 applications, a testament to how strongly people feel about the Foundation and its mission. 

The Foundation’s work is diverse and far-reaching. From supporting veterans and disabled groups to creating spaces like the Cardiff City Memorial Garden, it has woven itself into the fabric of the community.  

Recently, the creation of a fan advisory board and the Football League’s mandate to hold a Fans’ Parliament every year has further deepened that connection. These initiatives have allowed groups like the veterans and disabled communities to engage with the club beyond matchdays, making the stadium feel like a home to them as well. 

The Foundation has become a living, breathing part of Cardiff City FC, and it’s something that the entire club, its supporters, and the community should be proud of.  

As we continue to grow, the Foundation will remain a vital part of Cardiff’s future, working to make a difference in the lives of individuals and strengthening the bond between the club and the community it serves.