MELBOURNE CITY FC
CITY IN THE COMMUNITY 2017-18 SUMMARY REPORT
MESSAGE FROM THE CEO CITY IN THE COMMUNITY IS VITAL AND IT IS INSPIRING. Next year, Melbourne City FC will celebrate 10-years since its foundation, and 5-years since the acquisition by City Football Group. In that time, we have seen an incredible transformation at every level of the organisation, from a new training facility to a new women’s team, new technology, new partners, a growing fanbase, a lot of new things. Yet throughout that transformation, the importance of supporting our local community has been unwavering by staff, by players and by fans. It is truly part of our DNA.
“” THE IMPORTANCE OF SUPPORTING OUR LOCAL COMMUNITY HAS BEEN UNWAVERING BY STAFF, BY PLAYERS AND BY FANS. IT IS TRULY PART OF OUR DNA.
In late 2017, more than 700,000 fans from Melbourne City, New York City and Manchester City took part in a vote to determine the level of funding for football-powered community programmes in 12 different cities globally. Our programme, ‘I Speak Football’, received the most votes as part of that process and we received 21% of the funding to grow the project, an incredible uplift to our work thanks to the input of fans. Through ‘I Speak Football’ we also met a young man called Mohamed Osman. This year, Mohamed became the 20th Melbourne-based Young Leader to travel to Manchester to hone his training at our global headquarters. Having migrated to Australia as a 15-year old, Mohamed is now a qualified youth football coach and is employed fulltime at the Club. This is a powerful example of what is possible within a quality framework, with the right expertise, and the extra-ordinary passion of football fans. Thank you to each and every person who makes this work possible – City in the Community operates year-round, throughout Melbourne, to offer free footballing opportunities to those who can benefit the most. Its work is vital and inspiring, and we welcome you to find out more about what we do and how you can get involved.
Scott Munn, CEO, Melbourne City FC
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WITH THE SUPPORT OF FANS, CITY IN THE COMMUNITY USES THE POWER OF FOOTBALL TO PROMOTE SOCIAL INCLUSION, EMPLOYMENT AND PHYSICAL ACTIVITY. ABOUT CITY IN THE COMMUNITY City in the Community (CITC) was registered as a charity in 2015 with a mission to use the power of football to improve the lives of young people facing disadvantage. The CITC blueprint – using the power of football to change lives – has been developed over the last 30-years by our sister-organisation, CITC Manchester. This, together with the previous work of Melbourne Heart in the Community (which began in 2010), provided the DNA for CITC Melbourne. As part of City Football Group (CFG), we are closely connected with City in the Community Manchester and City in the Community New York, and our global network allows us to share best-practice from around the world. We are also part of the global ‘Cityzens Giving’ initiative, run by CFG, which supports football-based community programmes in 18 cities around the world, including Melbourne. Each year, our young leaders travel to Manchester for Young Leader Training, we also hold local training programmes in Melbourne, and fans of all CFG clubs vote on the community projects they want to support.
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2017-18 HIGHLIGHTS Cityzens Giving November, December 2017 CITC MELBOURNE RECEIVED 21% OF THE TOTAL 770,000 VOTES FOR THE SIX GLOBAL PROJECTS. WITH THE ADDITIONAL FUNDING, WE WERE ABLE TO CREATE THREE NEW ‘I SPEAK FOOTBALL’ PROGRAMMES AND A BRAND-NEW HOMEWORK CLUB.
Melbourne City Community Football Network July, December 2017, May, December 2018 CITC CONTINUED THE MELBOURNE CITY COMMUNITY FOOTBALL NETWORK, DESIGNED TO BRING PEOPLE TOGETHER FROM ACROSS THE COMMUNITY SPORT SECTOR TO COLLABORATE, SHARE INFORMATION AND ACCESS PROFESSIONAL DEVELOPMENT.
Young Leader Training, Melbourne January 2018 IN JANUARY, CITC HELD A FOURDAY YOUTH LEADERSHIP TRAINING PROGRAMME FOR 70 YOUNG LEADERS, DESIGNED TO EQUIP THEM WITH THE SKILLS REQUIRED TO DELIVER PROGRAMMES WITH CITC AND WITHIN THEIR OWN COMMUNITIES.
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Female Football Week March 2018 CITC CONDUCTED A RANGE OF ACTIVITIES DURING FEMALE FOOTBALL WEEK, INCLUDING OUR SECOND SPEED MENTORING BREAKFAST INVOLVING INSPIRATIONAL WOMEN FROM OUR PARTNERS AS WELL AS CLINICS FOR GIRLS IN LOCAL SCHOOLS.
Young Leaders Summit, Manchester June 2018 IN THE LAST FOUR YEARS, 24 YOUNG LEADERS HAVE MADE THE JOURNEY TO MANCHESTER TO WORK AND LEARN ALONGSIDE PEERS FROM CITYZENS GIVING PROJECTS IN SEVENTEEN DIFFERENT COUNTRIES, INCLUDING COLUMBIA, INDIA AND CHINA.
Yarra Trams Community Partner June 2018 CITC WAS SELECTED AS ONE OF YARRA TRAMS’ INAUGURAL COMMUNITY PARTNERS IN RECOGNITION FOR OUR WORK AROUND DIVERSITY AND INCLUSION. A SOCCER-THEMED TRAM WAS CREATED AND RAN FOR THREE MONTHS.
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MEET OUR TEAM SUE CROW - HEAD OF COMMUNITY AN EXPERIENCED SPORTS ADMINISTRATOR, SUE HAS WORKED WITH CITC SINCE THE CLUB’S INCEPTION. SHE HAS OVERSEEN THE INNOVATION, GROWTH AND IMPACT OF COMMUNITY FOOTBALL PROGRAMMES ACROSS VICTORIA.
MOHAMED OSMAN - SOCIAL INCLUSION OFFICER MOHAMED JOINED CITC AS A PART OF THE YOUNG LEADERS PROGRAMME IN 2017, BEFORE GAINING FULL TIME EMPLOYMENT AS SOCIAL INCLUSION OFFICER IN 2018. MOHAMED HAS ATTENDED 1 YOUNG LEADERS SUMMIT AT HQ IN MANCHESTER AND IS PASSIONATE ABOUT FOOTBALL’S UNIQUE ABILITY TO UNITE COMMUNITIES.
GEORGE HALKIAS - SPECIAL PROJECTS CO-ORDINATOR GEORGE HAS BEEN INVOLVED IN CITC SINCE 2015 AND HAS BEEN INSTRUMENTAL IN THE ESTABLISHMENT OF THE BIG ISSUE STREET SOCCER PROGRAMME. HE HAS ALSO LED THE DEVELOPMENT OF SEVERAL CITC PROGRAMMES INCLUDING WALKING FOOTBALL, INTERNATIONAL STUDENT WELFARE AND LEADERSHIP DEVELOPMENT.
YOUNG LEADERS We believe in the importance of training young people so that they have the capacity to lead in their communities and continue to grow the work of City in the Community. Our Young Leaders receive annual training at the Global Young Leaders Summit at City Football Academy Manchester and take part in ongoing development through Melbourne-based training and mentorship year-round.
GABRIELLA COLLINS "BEFORE BECOMING A PART OF THIS PROGRAMME, I DID NOT REALISE THE IMPACT THAT A WEEKLY FOOTBALL SESSION COULD HAVE ON A GROUP OF PEOPLE. THIS PAST YEAR, I’VE REALISED FOOTBALL ISN’T JUST A SPORT, IT’S A PLATFORM FOR PEOPLE TO COME TOGETHER TO SHAPE AND CHANGE LIVES. NOT ONLY DOES IT CHANGE THE PARTICIPANTS’ LIVES BUT ALSO MINE."
KHALIF MOHAMED "FOOTBALL TO ME IS ABOUT UNITING PEOPLE FROM DIVERSE BACKGROUNDS WITH THE SAME SHARED GOAL OF WINNING BUT, MOST IMPORTANTLY, ENJOYING THEMSELVES. CITY IN THE COMMUNITY GAVE ME THE OPPORTUNITY TO CHANGE LIVES OF UNDERSERVED PEOPLE IN MY LOCAL COMMUNITY, WHICH IS SOMETHING THAT WILL FOREVER BE WITH ME."
LIAM MCLOUGHLAN "I LOVE HAVING THE OPPORTUNITY TO BRING PEOPLE TOGETHER AND MAKE AN IMPACT THROUGH THE POWER OF FOOTBALL. THE KIDS I COACH LEARN FROM ME AND EVERY WEEK, I FIND MYSELF LEARNING FROM THEM."
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EMPLOYMENT
Leroy, pictured, commenced at Melbourne City FC as a Young Leader and is now employed by the Club.
CITY AT WORK Together with our partner, MatchWorks, City in the Community ran two 10-week football and job skills programmes for 30 disadvantaged and unemployed young people. Funded by the Scanlon Foundation, City At Work is a dedicated programme for young people from refugee and multicultural backgrounds in the City of Greater Dandenong.
75%
reported an increase in confidence and self-esteem
73%
of participants were placed in a job or went on with further training
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I USED TO HAVE A STEADY JOB BUT LEFT DUE TO ANXIETY. AFTER PARTICIPATING IN THE CITY AT WORK PROGRAMME, I HAVE REGAINED MY MOJO AND SUCCESSFULLY RE-JOINED THE WORKFORCE.
Ahmed, Dandenong
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I USED TO SABOTAGE MY JOB TRIALS SO I DIDN’T HAVE TO WORK. THANKS TO CITY AT WORK, I HAVE GAINED EMPLOYMENT AND HAVE STAYED IN THE JOB.
Raheem, Dandenong
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HEALTH & PHYSICAL ACTIVITY
YARRA FOOTBALL PATHWAYS The weekly football training programme for young men in the Fitzroy, Collingwood and Richmond housing estates, is run in partnership with the City of Yarra. The programme uses football to support young men to reach their full potential as healthy, responsible citizens.
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1
2
100%
participants were supported to join and play in the National Premier Leagues
participant secured employment by an A-League Youth Team
I Speak Football programmes are lead by Yarra Pathways peer leaders
of participants reported they had learnt new skills and enjoyed the programme
DRIVEN BY A LOVE OF SOCCER, YARRA FOOTBALL PATHWAYS GIVES PLAYERS FROM DIVERSE BACKGROUNDS A MIX OF FOOTBALL TRAINING AND HEALTHY LIFESTYLE EDUCATION. MANY OF THE PLAYERS ARE PLACED INTO LOCAL CLUBS GIVING THE PLAYERS AND THEIR FAMILIES ANOTHER OPPORTUNITY TO EMBRACE OUR SPORT AND FEEL MORE CONNECTED TO THE LOCAL COMMUNITY.
Frank, Coach
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SOCCER MUMS Soccer Mums is an initiative created by VicHealth, Football Federation Victoria and Melbourne City Football Club, designed to encourage inactive women to become more active. The introductory soccer programme was designed specifically for mums with the aim of having fun, meeting new people and learning basic football skills.
62%
680
of women say they want to become more physicall active
women registered for Soccer Mums
VicHealth, 2017
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VicHealth, 2017
ONE OF THE MUM'S SONS STOPPED WHAT HE WAS DOING AND YELLS OUT, "WHY ARE THE MUMS SO EXCITED!?" IT WAS WHEN WE WERE PLAYING A GAME AND WE WERE CHEERING AND SCREAMING.
Samantha Soccer Mums Participant
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THE PROGRAMME CATERS FOR EVERYONE'S FITNESS LEVEL. THERE'S NO JUDGEMENT, YOU CAN RUN, JOG OR POWER WALK IT. IT'S ALL ABOUT FOOTBALL AND HAVING FUN LEARNING ABOUT FOOTBALL
Amy, Soccer Mums Coach
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WALKING FOOTBALL Walking Football addresses social isolation and inactivity in seniors and brings the programme to a range of community organisations and aged care services, working with local governments to improve the health of its residents across the board. It also allows participants to attend matches and take in the full version of the game as City take the field at AAMI Park. The programme has seen over 1,200 participate in Walking Football since it commenced in 2016.
67%
100%
73
1375
of participants were born overseas
of participants were inactive prior to joining the programme
average age of participants
number of registrations
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I HAVE SEEN MY SKILLS AND FITNESS IMPROVE A LOT THROUGH THIS PROGRAMME. IT IS A GREAT WAY TO KEEP HEALTHY FOR US SENIORS AND INTERACT WITH PEOPLE A SIMILAR LEVEL AND AGE.
Helen, aged 74
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I NEVER REALLY WANTED TO GIVE UP THE SPORT BUT I WAS GETTING TOO OLD. WALKING FOOTBALL LETS ME STILL PLAY THE SPORT I LOVE, I NEVER THOUGHT I WOULD BE STILL PLAYING AT THIS AGE,
Tom, aged 78
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INCLUSION
I SPEAK FOOTBALL Melbourne City FC’s I Speak Football project uses the global language of football to create a shared sense of unity and community amongst young people from different cultural backgrounds. Developed by Young Leaders, the project addresses social issues including racism, discrimination and participation, and each year we hold an annual tournament at City Football Academy Melbourne for every single participant. As part of the project, an annual tournament is held at the City Football Academy for every participant. I Speak Football is one of six projects voted on by fans of Melbourne City FC and its sister clubs Manchester City FC and New York City FC as part of the Cityzens Giving campaign.
96% increased interaction with diverse cultural communities
100% enjoyed taking part in the programme
87% made new friends
For the first time in 2017-18, we launched ‘I Speak Football’ homework clubs for young people to enjoy a healthy snack while completing their homework, before taking part in fun football activities, all supervised by Young Leaders.
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different nationalities
83% enjoyed taking part in ISF HC
82% look forward to ISF HC
70% report they are doing better at school because of ISF HC
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I HAVE SEEN POSITIVE CHANGES IN THE CHILDREN’S BEHAVIOUR AND CONCENTRATION, AS WELL AS IMPROVEMENT IN MATHS, READING AND WRITING.
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STUDENTS VERY RARELY COMPLETE THEIR HOMEWORK AT HOME DUE TO DISTRACTIONS AS WELL AS PARENTS NOT HAVING THE TIME OR UNDERSTANDING TO HELP. WORKING ONE-ON-ONE WITH CITC COACHES ENSURES THAT EACH STUDENT CLEARLY UNDERSTANDS THEIR HOMEWORK.
Liam, Young Leader
VOLUNTEERS COME FROM A RANGE OF BACKGROUNDS AND INCLUDE A COUPLE OF SENIOR STUDENTS FROM OUR SISTER CAMPUS, CHARLES LA TROBE COLLEGE. THE BOYS HAVE DEVELOPED A FANTASTIC RELATIONSHIP WITH THE STUDENTS AND ARE WONDERFUL ROLE MODELS.
Teacher, Olympic Village PS 13
INTERNATIONAL STUDENT WELFARE (ISW) This programme uses the power of football to engage and support international students who may be facing a range of personal challenges including social isolation and a lack of social connectedness whilst they are studying away from home. Students were trained to lead and coach many of the sessions. The ISW programme, funded by Study Melbourne, launched in July 2018 at the City Football Academy with students from La Trobe University, the Minister for Small Business, Innovation and Trade and members of Victoria Police. More than 30 students attend regular training sessions at CFA and have played friendlies against International Students from regional universities. Students will also attend Melbourne City matches as a group throughout 2018-19.
126
participants, predominantly from La Trobe University
16 different nationalities
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I HONESTLY LOVE THIS PROGRAMME. I LOVE THE WAY THAT FOOTBALL CAN CONNECT PEOPLE. IT IS SO MUCH FUN AND GIVES US INTERNATIONAL STUDENTS A GREAT CONNECTION TO A GREAT CLUB.
Deepu, international student from India
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IT'S SO MUCH FUN. IT INVOLVES SO MANY STUDENTS FROM ALL OVER THE WORLD BUT WE ALSO GET TO MEET PEOPLE FROM THE LOCAL COMMUNITY THROUGH FOOTBALL.
Sylvia, international student from Colombia
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For more information visit www.melbournecityfc.com.au
In June 2018, CITC was selected as one of Yarra Trams inaugural community partners.