Manchester United Foundation

What Manchester United Foundation does

Manchester United Foundation is a registered charity (number 1118310) founded in 2006 and headquartered at Old Trafford, Manchester. It operates a portfolio of community programmes that use football to engage young people aged 5-25 across Greater Manchester and Northern Ireland, with a deliberate focus on participants from the most deprived 20% of areas in England (70% of participants). Core programme lines include Street Reds (free community football for 8-18 year olds across 20+ sites), Partner Schools (embedded staff in 79 partner schools delivering PE and personal development), Skills Lab (paid immersive educational workshops at Old Trafford), Premier League Kicks/Inspires/Primary Stars, the Girls Academy and Girls' Development programmes, Ability Counts disability football, and 16+ Education pathways including a BTEC Sport programme with Eccles Sixth Form College and a BSc Sport and Youth Leadership degree with Manchester Metropolitan University.

The Foundation's underlying technology stack is modest: Salesforce CRM (operated on behalf of the Premier League Charitable Fund) handles programme administration and participant data, supplemented by a public website (mufoundation.org), JustGiving for donations, and standard social media channels. No proprietary software, AI/ML systems, or developed platforms are disclosed. The Foundation does not operate a mobile app and exposes no public APIs.

The Foundation's revenue model blends grants, commercial partnerships, donations, and modest direct charges. Anchor institutional funding flows from the Premier League Charitable Fund, PFA Community Fund, and Sport England. Commercial partnerships include DXC Technology and adidas with promotional rights to Skills Lab photography and video. Direct revenue is generated through the Matchday Lottery (£10 per ticket, 100% of net proceeds to the Foundation) and the Skills Lab (£16.20-£40 + VAT per participant), while donations flow via JustGiving and direct campaigns. Charity-sector fundraising mechanisms — Legacy Giving, Signed Item Requests (supporting 1,000+ charities annually), and Dream Days events — supplement income. All programmes for young people are delivered free of charge; revenue-generating activities support charitable objectives. The organisation is governed by a Board of Trustees chaired by Collette Roche (also CEO of New Stadium Development at Manchester United FC), with operational leadership under newly appointed CEO Ashley Hackett.

Name

Manchester United Foundation

Legal name

Manchester United Foundation Limited

Website

https://mufoundation.org

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

101–250 employees

Short description

Manchester United Foundation is a registered charity operating football-based community programmes for young people aged 5-25 across Greater Manchester and Northern Ireland, delivering free coaching, education, and personal development through 79 partner schools, 20+ community sites, and dedicated facilities at Old Trafford.

Ownership category

akta.pro rank

Product category

Youth Community Charity Programmes

NAICS

Sports and Recreation Instruction (611620), Educational Services (611), Grantmaking and Giving Services (81321), Educational Support Services (61171)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Services-Educational Services (8200)

akta.pro primary industry

Sports Fundraising & Development Services (Foundations, NIL Collectives Support) (MPAKAKAK)

akta.pro secondary industries

Local Amateur Clubs & Community Sports Organizations (MPAKACAE), Community Foundations (BPAGAKAB)

Keywords

• Youth community programmes
• Charitable football education
• School partnership programmes
• Disability inclusion sports
• Educational workshops stadiums

Headquarters

HQ city

Manchester

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D, Others

Revenue model

1. Donations: The Foundation receives donations through its JustGiving page and direct giving campaigns. Donations support the Foundation's work with young people across Greater Manchester and beyond.
2. Matchday Lottery: The Matchday Lottery takes place at Old Trafford home games, offering fans the opportunity to win signed Manchester United shirts and footballs. 100% of net proceeds go to the Foundation (approximately 80% of money raised from ticket sales, with remainder funding staff, materials and resources). Tickets are £10 each.
3. Skills Lab Educational Programmes: The Foundation charges for educational programmes at its Skills Lab facility within Old Trafford. Packages include stadium tours and workshops, with pricing ranging from £16.20 to £40 per person + VAT depending on package type and peak/off-peak timing.
4. Commercial Partnerships: The Foundation receives support from commercial partners including DXC, adidas, and Premier League Charitable Fund. Partners gain association with the Foundation's community work and promotional opportunities.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels9 records

Core offering

Manchester United Foundation uses the appeal of Manchester United Football Club to deliver free community-based programmes that engage and educate young people aged 5-25 across Greater Manchester and Northern Ireland. The Foundation delivers football coaching, educational workshops, qualifications, employability support, and inclusion programmes through schools, community venues, and Old Trafford Stadium, while raising funds via donations, commercial partnerships, and a Matchday Lottery.

Product overview

Manchester United Foundation is a charitable organization that operates a portfolio of community programmes centred around football to engage and inspire young people. The core offering consists of: Street Reds (free football sessions for 8-18 year olds), Partner Schools (educational support in over 70 schools), Skills Lab (immersive educational programmes within Old Trafford stadium), and Premier League Programmes (Inspires, Kicks, and Primary Stars initiatives). Additional programmes include Girls Academy and Girls' Development for female participation in football, Disability and Inclusion with Ability Counts and Powerchair Football, and 16+ Education providing BTEC Sport and degree-level qualifications. The Foundation also operates charitable initiatives including Matchday Lottery, Dream Days for seriously ill fans, Signed Item Requests for fundraisers, and Legacy Giving for supporters leaving bequests. Together these programmes delivered 125 projects engaging over 41,000 unique participants in the 2024/25 season.

Differentiator

Problem solved

Functional benefit

Products and services

• Street Reds Free football and alternative activities programme for 8-18 year olds offering opportunities to gain new skills and qualifications in a positive community environment, operating at multiple locations across Greater Manchester and Northern Ireland.
• Partner Schools School partnership programme with full-time officers based in over 30 high schools and partnership with over 70 schools, providing educational support, mentoring, wellbeing programmes, qualifications, and matchday enrichment.
• Skills Lab An inspirational educational space within Old Trafford providing inclusive, accessible, and immersive education programmes including workshops on teamwork, careers, club history, equality, resilience, and environmental sustainability, with stadium tour access.
• Premier League Programmes Programmes funded by the Premier League Foundation including Premier League Inspires (personal development), Premier League Kicks (youth sport in high-need areas), and Premier League Primary Stars (primary school education).
• Girls Academy Programme providing opportunities for girls to play football at the highest level with the aim of developing international players, managing Youth Development, Foundation, and Emerging Talent Centre phases with FIFA-ranked world-leading status.
• Disability and Inclusion PAN-disability football programme (Ability Counts) for players aged 5-25, Powerchair Football team, and Inclusive Street Reds enabling disabled and non-disabled children to participate together in community settings.
• 16+ Education and Employability Programmes including BTEC Sport (delivered with Eccles Sixth Form College) and Sport and Youth Leadership Degree (in partnership with Manchester Metropolitan University) to equip students with skills, qualifications, and experiences for higher education or employment.
• Girls' Development Football and coaching opportunities for girls through curriculum-time sessions, lunchtime and after-school clubs, and holiday courses designed to increase female participation in sport.
• Matchday Lottery Lottery programme at Old Trafford home games offering hospitality guests the opportunity to win signed Manchester United shirts and footballs, with proceeds funding the Foundation's work with underprivileged children.
• Dream Days Twice-yearly events for fans with life-limiting illnesses, organized in partnership with wish charities, providing experiences at Carrington Training Ground with opportunities to meet players.
• Signed Item Requests Programme donating signed Manchester United shirts, footballs, pennants, and photographs to over 1,000 charities and causes annually for fundraising purposes.
• Legacy Giving Bequest programme allowing supporters to leave gifts in wills to support the Foundation's work with young people in physical and emotional development, social wellbeing, and education.

Quantifiable outcome

• 41,289 unique participants engaged in 2024/25 season
• +3 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

16 partnerships are on record, tiered core and minor.

• Michael Carrick FoundationcoreStrategic or Co-development Partner · 1 January 2018Manchester United Foundation has been partnered with the Michael Carrick Foundation since 2018. The Michael Carrick Foundation funds Carrick's Street Reds project at Old Trafford, offering free football and coaching to young people in the heart of Old Trafford.
• Eccles Sixth Form CollegecoreStrategic or Co-development Partner · 1 January 2017Manchester United Foundation partnered with Eccles Sixth Form College in October 2017 to create a Centre of Excellence in Sport. Students on the BTEC Sport programme receive unique opportunities including Carrington visits, coaching from former players, and matchday work at Old Trafford.
• Sir Bobby Charlton FoundationcoreStrategic or Co-development Partner · 1 January 2011Sir Bobby Charlton Foundation partners with Manchester United Foundation to deliver Sir Bobby's Street Reds in Moss Side. The Foundation was founded in 2011 and works globally including in Manchester. Projects give young people opportunities to develop life, leadership and team-building skills through football.
• Premier League FoundationcoreStrategic or Co-development PartnerThe Foundation receives funding and support through the Premier League Foundation. The Premier League Foundation administers funding that helps football clubs tackle inequality and support communities. The Foundation participates in Premier League Inspires, Premier League Kicks, and Premier League Primary Stars programmes.
• PFA (Professional Footballers' Association)coreStrategic or Co-development PartnerThe PFA supports the Foundation through the PL PFA Community Fund. PFA players are involved in community delivery to enhance impact on participants. The Foundation nominates players for PFA Community Champions recognition.
• Sport EnglandcoreStrategic or Co-development PartnerSport England is listed as a key partner supporting the Foundation's work in physical activity and sports development.
• Kick it OutcoreStrategic or Co-development PartnerKick it Out is a partner supporting the Foundation's equality and inclusion work in football.
• DXC TechnologyminorGTM or Marketing PartnerDXC is a commercial partner mentioned in Skills Lab Terms and Conditions as having rights to use photography and videography for promotional purposes.
• adidasminorGTM or Marketing Partneradidas is a commercial partner mentioned in Skills Lab Terms and Conditions as having rights to use photography and videography for promotional purposes.
• Manchester United Football ClubcoreStrategic or Co-development PartnerManchester United Football Club provides operational support to the Foundation. The Foundation works on behalf of Manchester United and uses the Club's brand, facilities (Old Trafford, Carrington), and players to deliver its programmes. Safeguarding team supports both organisations.
• Premier League Charitable FundcoreStrategic or Co-development PartnerThe Premier League Charitable Fund (PLCF) provides financial and administrative support to the Foundation for joint projects. PLCF requires access to personal data for monitoring and evaluation. MUF and PLCF are joint controllers of personal data for joint projects. Salesforce operates the IT system on PLCF's behalf.
• Manchester Metropolitan UniversitycoreStrategic or Co-development PartnerManchester Metropolitan University partners with the Foundation on the BSc Sport and Youth Leadership degree. The partnership combines academic expertise with Foundation experience. Students receive classroom teaching and work-based learning placements with the Foundation.
• Ulster UniversitycoreStrategic or Co-development PartnerUlster University partners with the Foundation and Foyle Learning Community to support schools' outreach in Derry/Londonderry. The partnership aims to inspire students and foster skills through the appeal of Manchester United.
• Altrincham Town FCminorStrategic or Co-development PartnerThe Foundation's Powerchair Football team works in partnership with Altrincham Town FC to promote football opportunities for wheelchair users.
• MUDSA (Manchester United Disabled Supporters' Association)minorStrategic or Co-development PartnerMUDSA supports the Ability Counts disability football programme, attending sessions to provide additional support.
• Charitable and Funding PartnersminorOthersVarious funders support Foundation projects including the International Fund for Ireland. Personal data may be shared with funders as part of contractual obligations for monitoring and evaluation.

Scale indicators15 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Manchester City Foundation (City in the Community): Manchester City Football Club's official charity, delivering football-based health, education, and inclusion programmes across Greater Manchester. It is the closest geographic and categorical peer to Manchester United Foundation, competing for the same local schools, families, and corporate partner funding in the same catchment area.
• Liverpool FC Foundation: Official charity of Liverpool FC, delivering sport, education, and health programmes across the Liverpool City Region and beyond. It is a direct operational peer to Manchester United Foundation in scale, programme mix, and reliance on a global Premier League brand.
• Arsenal Foundation: Arsenal in the Community's charitable arm, running football coaching, education, and inclusion programmes primarily in North London. Directly comparable to Manchester United Foundation in its use of a global Premier League club brand to deliver community and youth outcomes.
• Chelsea Foundation: Chelsea FC's charitable arm delivering education, social inclusion, and health programmes across London and internationally. Closely comparable in funding model (PL/PFA grants, corporate partnerships) and youth-focused community delivery to Manchester United Foundation.
• Tottenham Hotspur Foundation: The community and charitable arm of Tottenham Hotspur, delivering sport, education, employability, and health programmes in North London. A directly comparable Premier League club foundation in mission, structure, and funding mix.
• Laureus Sport for Good: Global foundation that uses sport to address social issues affecting young people, funding grassroots sport-for-development programmes worldwide. Comparable in its sport-for-social-change mission, reliance on celebrity/athlete involvement, and grantmaking model.

Broad incumbents

• Premier League Charitable Fund: The League-level body that pools and distributes Premier League funding into community programmes across all clubs, including directly funding Manchester United Foundation's Inspires, Kicks, and Primary Stars activity. Acts as a funder and coordinator rather than a direct delivery competitor.
• Football Foundation: The UK's largest sports charity, funded by the Premier League, FA, and government, granting money to grassroots football facilities and community projects. A peer in the wider UK sport-for-development ecosystem, though it is primarily a grant-making body rather than a direct delivery organisation.

Emerging players

• StreetGames: UK charity supporting a network of community sport providers delivering doorstep sport in disadvantaged areas. Comparable to Manchester United Foundation's Street Reds in targeting deprived young people through free, accessible community sport, though it operates at a national network level rather than a single-brand model.

Others

• Sport England: Public body that distributes National Lottery and government funding to grow grassroots sport and physical activity in England. Listed as a core partner of Manchester United Foundation and a funder of much of its physical activity delivery, but is an enabler/policy body rather than a delivery peer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/mu_foundation
• YouTubeyoutube.com/Manutdfoundation
• Facebookfacebook.com/manchesterunitedfoundation
• Instagraminstagram.com/manchesterunitedfoundation
• TikToktiktok.com/@manutdfoundation
• LinkedInlinkedin.com/company/manchester-united-foundation

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

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M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Manchester United Foundation