GUEST COLUMN:
Mike Jordan
Managing Director
Toward
I've always loved football and felt its power from a young age—playing, watching, dreaming. As a fan, I was on the outside looking in, but after becoming a parent, football brought me closer to my kids.
Match days together, joining local teams, and eventually coaching deepened that connection. It’s now the one thing that gets my eldest up early for an away-day trip.
People underestimate the impact of community football on children, families, and friends. It builds support for those facing mental health challenges, social isolation, and issues with school engagement and performance.
I run a creative agency called Toward Studio, and for several years we've proudly supported the Cardiff City FC Community Foundation, helping shape their brand identity and position. This work has given us valuable insight into the life-changing impact they have. As a team, it was an easy decision to increase our efforts and strengthen our commitment to raising awareness and funds for their vital programmes across South Wales.
It’s very clear that football is an incredibly powerful force that resonates with people from all walks of life and the Community Foundation offers a wide range of targeted, specialist programmes, including primary, secondary, further, and higher education courses. These initiatives provide new pathways to healthy, active, and fulfilling lives. From youth outreach to weight management projects, the Foundation’s work spans a broad landscape where local businesses can play a pivotal role in transforming lives and catalysing the regeneration of local economies and communities.
Our communities have faced numerous challenges in recent years, from the global pandemic to the energy and cost-of-living crises. Like many charities, the Community Foundation has had to adapt to changing demands for services in a challenging external environment. However, with the continued support of partners and local businesses, we can work together to support our communities through these difficult times, and maximise our social impact through collaboration, resources, and expertise.
Our team has already been actively engaged in fundraising efforts this season, starting with our pretty decent attempts in the Cardiff 10k, where we raised over £1,000 (including Gift Aid), with more activities in the pipeline.
We’ve spent the last 22 years transforming clients through strategic creative and digital services and our work has helped businesses reach new markets, shape internal cultures, build digital footprints, and prepare for growth or sale. Now, through our partnership with the Cardiff City FC Community Foundation, we’re going to be leveraging our expertise to support their mission of changing lives through football.
Football clubs are at the heartbeat of many of our communities, serving as vital hubs where the benefits extend far beyond the pitch. By working together, we can create inclusive opportunities and strengthen stronger community bonds, allowing us to transform Cardiff communities for the better. We cannot wait to be part of that journey for people.
For more information on how Cardiff City FC Community Foundation can help you deliver your CSR targets and support your community, visit Cardiff City FC Community Foundation | Partner with us
