Premier League marks 20 years of Kicks in ‘More Than A Game’ community campaign

The Premier League and its clubs will run a ‘More Than A Game’ activation across all matches between March 14-22 to highlight the league’s investment in community programmes and the wider football pyramid.The campaign will also celebrate 2.5m people who have taken part in Premier League-funded community activity delivered by Premier League, EFL and National League club charities.Premier League chief executive Richard Masters said: “It is thanks to the incredible football we see week-in, week-out in the Premier League that we are able to invest so widely in all areas of the game.“This funding has been a priority for us for many years and, through ‘More Than A Game’, we showcase the significant impact this has had on both people and places.“Premier League Kicks is our longest-standing community programme, and it has made a real difference to young people across the country. For 20 years it has helped change lives and we remain committed to supporting communities connected to clubs throughout the football pyramid.“We are also proud to have delivered long-term investment into grassroots and non-league football through the Football Foundation and Premier League Stadium Fund.”An independent study commissioned by the Premier League said Premier League club charity and Premier League Foundation programmes are expected to generate more than £4.3bn in social value between 2025 and 2028, spanning outcomes including wellbeing, physical and mental health, education and employment.This season is the 20th anniversary of Premier League Kicks, which provides free weekly football and personal development sessions delivered by 93 Premier League, EFL and National League clubs.The Premier League said more than 600,000 young people have taken part since launch, across more than 5,000 venues in England and Wales, with sessions targeted at underserved communities.An independent evaluation cited by the league found 93% of Kicks alumni believed the programme helped them get into less trouble and avoid negative influence, while 91% said it helped them better understand the impact of crime and anti-social behaviour.Clubs will name a ‘Community Captain’ linked to Premier League Kicks during the campaign, recognising participants, coaches, volunteers and alumni.Crime and Policing Minister Sarah Jones said: “Premier League Kicks shows how powerful early, positive engagement can be in steering young people away from crime.“For 20 years it has created safe, trusted spaces where young people can build confidence, find support and make better choices.”The league is also marking 25 years of investment in non-league and facilities through the Premier League Stadium Fund and the Football Foundation.It said the Stadium Fund has delivered more than 6,200 grants worth more than £220m to 1,000 non-league and women’s clubs, while Premier League, government and FA backing through the Football Foundation has topped £1.3bn for sites used by about 125,000 grassroots teams.