Cardiff City FC Foundation

Name

Cardiff City FC Foundation

Legal name

Cardiff City FC Community Foundation

Website

https://cardiffcityfcfoundation.org.uk

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Community Sports and Education Services

NAICS

Grantmaking Foundations (813211), Grantmaking and Giving Services (81321), Civic and Social Organizations (813410)

akta.pro primary industry

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

akta.pro secondary industries

Cause, Community & CSR-Linked Sports Partnerships (Foundations, Youth Programs) (MPAKALAJ), Arts, Sports & Recreation-Based Youth Development Nonprofits (BPAGADAJ), Private Foundations (BPAGAKAA)

Keywords

• Community sports programmes
• Youth education programmes
• Football coaching services
• Charity foundation services
• Community health programmes

Headquarters

HQ city

Cardiff

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Donations and Fundraising: The Foundation raises funds through individual donations (via JustGiving), fundraising challenges (5k-a-day, abseiling, marathon challenges), corporate donations, and legacy gifts. Charity partner programme includes corporate supporters.
2. Grant Funding: Major grants from Premier League Charitable Fund, Masonic Charitable Fund, South Wales Police and Crime Commissioner's Violence Prevention Unit, Welsh Government, PW7 Foundation (£10,000), Persimmon Foundation, IKEA, The Football Association of Wales, and others to deliver specific community programmes.
3. Education Course Fees: Revenue from further and higher education programmes (BTEC, Foundation Degree, BA). Students typically cover costs via student finance (Full Degree £9,250/year). The Traineeship course provides £30/week allowances to participants.
4. Charitable Support and Match-Day Assets: Provision of match-day ticket vouchers, signed shirts, signed footballs, and awareness campaign slots to local charities in exchange for community visibility and partnership recognition.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels9 records

Core offering

Cardiff City FC Foundation is the official charity of Cardiff City Football Club, delivering community sports coaching, education programmes, health and wellbeing services, and social inclusion initiatives across South Wales. It operates Premier League-funded youth programmes (Kicks, Primary Stars, Inspires), formal education pathways (BTEC, NCFE, Foundation Degree, BA), disability and inclusive sport, veteran and dementia support, and the Sensory Room at Cardiff City Stadium. Revenue is generated through grants, donations, fundraising, and student fees for accredited education courses.

Product overview

Cardiff City FC Foundation operates as a unified community-focused charitable organisation offering a portfolio of interconnected programmes across education, sport, health, and social inclusion. The core offering spans youth development programmes (Premier League Kicks, Junior Kicks, Inclusive Kicks), formal educational qualifications (BTEC, NCFE, Foundation Degree, BA programmes), health and wellbeing initiatives (FIT Bluebirds, Walking Football, Sensory Room), and social support services (Veterans Hub, 1927 Club, Back in the Game). These services are unified by their mission to use the appeal of Cardiff City FC to support people from across South Wales, with programmes often feeding into one another—for example, participants can progress from primary education through to degree-level qualifications while accessing football coaching opportunities.

Differentiator

Problem solved

Functional benefit

Products and services

• Primary Education Packages Primary school education services using the power of sport to change the lives of primary school children, including Premier League Primary Stars programme delivery across South Wales.
• Premier League Kicks Youth outreach programme providing free football sessions and positive activities for young people aged 11-19 (also expanded to 8-25 in targeted sessions) in disadvantaged areas, creating safer and more inclusive communities across South Wales.
• Secondary Education Packages Secondary education services supporting children and young people as they navigate education and early adulthood, including Premier League Inspires delivery in partner secondary schools.
• Sensory Room
• BTEC Level 2 Diploma in Sport Classroom-based learning and practical activities allowing learners to complete a BTEC Level 2 Diploma in Sport, delivered at Cardiff City House of Sport.
• NCFE Level 3 Diploma in Sport & Activity Level 3 course enabling learners to complete an NCFE Level 3 Diploma in Sport & Activity, delivered in partnership with Cardiff and Vale College at Cardiff City House of Sport.
• BA (Hons) Sports Business and Management
• Foundation Degree in Community Football Coaching and Development
• Back in the Game Programme Post-16 re-engagement pathway delivered in partnership with Coleg y Cymoedd, providing 16-18 year-olds with a supportive route back into education through a blended vocational and academic programme.
• Cardiff City Veterans Hub Social isolation project supporting armed forces veterans facing mental health challenges and loneliness through online check-ins and face-to-face meetings at Cardiff City Stadium.
• The 1927 Club
• Walking Football Low-impact football sessions designed for adults to stay active in a supportive environment.
• FIT Bluebirds Health and wellbeing programme helping fans and community members lead healthier lives through physical activity.
• Inclusive Kicks Disability football programme improving wellbeing, developing confidence and increasing social interaction for children and young people with disabilities.
• Junior Kicks Football sessions for young people aged 11-13 held throughout the week across South Wales in safe, controlled environments.
• Bluebird Experiences Experiential programme allowing community youth groups and charities to immerse themselves in the Cardiff City FC experience.
• After-school Clubs After-school club provision for primary school children delivering sports and enrichment activities through school partnerships across South Wales.
• Alternative Sport Pathway Secondary education alternative sport pathway for young people who prefer non-traditional sports activities, supporting engagement and progression.

Quantifiable outcome

• 86% of participants reported improved wellbeing (2023/24)
• +5 more outcomes

Named customers12 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

16 partnerships are on record, tiered core and minor.

• South Wales Police and Crime Commissioner's Violence Prevention UnitcoreStrategic or Co-development Partner · 1 January 2025Joint funder (with Welsh Government) of £30,000 for 80 targeted Premier League Kicks sessions across Cardiff, Vale of Glamorgan, and Merthyr Tydfil. Partnership combines football with workshops on knife crime, mental wellbeing, and healthy relationships, forming part of national campaigns #NotTheOne and SOUND.
• Premier LeaguecoreStrategic or Co-development Partner · 1 January 2025The Premier League provides strategic oversight and funding for Kicks, Primary Stars, and Inspires programmes through the Premier League Charitable Fund. It also coordinates national initiatives such as the More Than A Game campaign, the Changemakers programme for girls, and World Book Day book donations through Primary Stars.
• HodgeminorStrategic or Co-development Partner · 1 January 2025New charity partnership announced in 2024/25 season, supporting the Foundation's community and education work through corporate social responsibility engagement.
• National Literacy TrustminorStrategic or Co-development Partner · 1 January 2025Partner with Premier League for World Book Day 2025 initiative. The National Literacy Trust administered the donation of 28,000+ free books for children across England and Wales through Premier League Primary Stars.
• Cardiff City FC Former Players' AssociationcoreStrategic or Co-development Partner · 1 January 2025Partnership with Former Players' Association for the 1927 Club dementia support project, expanded through £25,000 award from Premier League and PFA Players' Fund. Former players help tackle dementia through the programme.
• Toward StudiominorStrategic or Co-development Partner · 1 January 2024Charity partnership. Toward Studio previously helped craft a strong and recognisable visual identity for the Community Foundation reflecting its mission. Also participated in stadium abseiling fundraising challenge.
• Willis ConstructionminorStrategic or Co-development Partner · 1 January 2024Building and civil engineering company based in South Wales, partnered as a charity. Formed fundraising teams and participated in stadium abseiling challenge to support Foundation's work.
• Compass HospitalityminorStrategic or Co-development Partner · 1 January 2024Partnership announced in 2024 aimed at enriching the lives of young people through engaging and educational experiences, as part of the Foundation's youth outreach pathway.
• Cardiff City Supporters ClubcoreGTM or Marketing Partner · 1 January 2020Long-standing partnership renewed for 2025/26 season. Supporters Club has been a Charity Partner since 2020, organising away travel and supporting members while raising funds for Foundation programmes. Partnership captures how football brings people together for something bigger than the game.
• University of South WalescoreStrategic or Co-development PartnerUniversity partner for delivery of Foundation Degree in Community Football Coaching and Development and BA (Hons) Sports Business and Management degrees at Cardiff City House of Sport. Students receive mentoring, extensive placement opportunities, and study within a professional workplace. Students spend a minimum of five days per year at USW High Performance Centre at USW Sport Park. Both degree programmes are jointly developed and delivered.
• EFL in the CommunitycoreStrategic or Co-development PartnerAffiliation with EFL in the Community for delivery of BA (Hons) Sports Business and Management degree. EFL in the Community is the charitable arm of the English Football League, providing programme frameworks, quality assurance, and national network connections for club community foundations.
• Cardiff and Vale CollegecoreStrategic or Co-development PartnerEducation partner for NCFE Level 3 Diploma in Sport & Physical Activity. Students study at Cardiff City House of Sport as part of the college's Sports Academies, gaining access to futsal competition, academic study, and volunteering with Cardiff City FC.
• Coleg y CymoeddcoreStrategic or Co-development PartnerEducation partner for the 'Back in the Game' post-16 re-engagement pathway, providing 16-18 year-olds with a supportive route back into education through a blended vocational and academic programme.
• Cardiff City Football ClubcoreStrategic or Co-development PartnerThe Foundation is the official charity of Cardiff City FC. The Club provides stadium access, player ambassadors, coaching staff, match-day activations, and institutional brand association. The relationship is central to all Foundation activities.
• The Football Association of Wales (FAW)coreStrategic or Co-development PartnerPartner with Cardiff City FC Community Foundation alongside County in the Community, Swansea City AFC Foundation, and Wrexham AFC Foundation to amplify the social impact of football in Wales. Also provides coaching qualification frameworks (FAW Level 1 and 2 Awards in Coaching Football) for Foundation students.
• Cardiff Metropolitan UniversityminorStrategic or Co-development PartnerData sharing partner for Girls Kicks programme. Some Foundation students progress to study at Cardiff Met University. Foundation graduate Rooney aspires to pursue a coaching degree at Cardiff Met.

Scale indicators18 records

Expansion highlights5 records

Broad incumbents

• Arsenal in the Community: Arsenal FC's community programmes, including education, sport for development and inclusion. A broadly comparable Premier League club community operation, though structurally different (in-house rather than a separate registered charity).
• Chelsea Foundation: The official charity of Chelsea FC. Operates a similar portfolio of Premier League Kicks, Primary Stars, education pathways, disability and inclusion programmes - a relevant broad incumbent for benchmarking UK club foundation operations.
• Manchester United Foundation: The official charity of Manchester United. Operates a much larger portfolio of community, education and youth programmes but with the same model anchored in a Premier League brand, school partnerships and degree pathways.
• Liverpool FC Foundation: The official charity of Liverpool FC. Comparable Premier League community foundation running parallel Kicks, Primary Stars, education, health and inclusion programmes, and a useful peer for benchmarking outcomes reporting.
• Tottenham Hotspur Foundation: The charitable arm of Tottenham Hotspur. Delivers an analogous mix of education (degree-level), youth engagement, disability sport, health and veterans programmes using the Premier League club's brand, but at a larger London footprint.

Direct peers

• Everton in the Community: One of the largest Premier League/EFL club community foundations in the UK. Operates an analogous portfolio (Premier League Kicks, Primary Stars, education pathways, health, disability sport) and serves as a benchmark for scale and social impact measurement.
• EFL in the Community: The collective network of EFL club community foundations; Cardiff City FC Foundation is an affiliated member and joint delivery partner for its degree programmes. Functions as both peer and aggregator across 72+ EFL club foundations.
• Swansea City AFC Foundation: The official community foundation of Swansea City AFC, a Welsh Premier League club. Most directly comparable peer - similar South Wales delivery footprint, identical Premier League Kicks/Primary Stars/Inspires portfolio, education pathways, and Football Association of Wales partnership; explicitly co-listed by FAW as a Welsh foundation partner.
• Wrexham AFC Foundation: The official charity of Wrexham AFC, a Welsh football club also explicitly co-listed by the Football Association of Wales alongside Cardiff and Swansea. Operates comparable Premier League-funded youth, education and inclusion programmes in North Wales.
• Newport County AFC Foundation (County in the Community): The community arm of Newport County AFC, another Welsh club listed by FAW alongside Cardiff as a partner. Delivers similar community, education and participation programmes within South Wales, competing for the same local-authority and Welsh Government funding pools.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/cardiffcitycfcf
• YouTubevimeo.com/cardiffcityfccf
• Facebookfacebook.com/cardiffcityfccf
• LinkedInlinkedin.com/company/cardiff-city-fc-community-foundation
• Instagraminstagram.com/cardiffcityfccf

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

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

Frequently asked questions about Cardiff City FC Foundation