Millwall Community Trust

What Millwall Community Trust does

Millwall Community Trust (MCT) is a UK registered charity (Charity No. 1082274) founded in 1985, operating as the community outreach arm of Millwall Football Club from The Lions Centre at Bolina Road, London SE16 3LD. It employs 18 staff and delivers an integrated portfolio of football development, education, and community programmes across Lewisham, Southwark and Kent, serving children and youth (ages 4-18), disadvantaged youth and unemployed adults, disabled individuals, adults and seniors, and military veterans. Core offerings include football coaching, academies and holiday camps, school-based sports provision, the Post-16 Football Academy, Alternative Provision Academy, employment support, Premier League Kicks, Pan Disability football, walking football, veterans' football, and mentoring programmes; selected education products (e.g., Level 3 Award in Education and Training) are priced individually while most community programmes are free.

The trust operates on a non-commercial charity business model funded through four primary streams: donations and fundraising via the Charity Hive platform; corporate sponsorship led by a five-year title deal with Huski Chocolate; government and trust grants (Department for Work and Pensions, Lewisham, Southwark and Kent councils, Premier League, EFL Trust, Football Foundation, and a £500,000 three-year NCS award); and course and programme fees (including £380 + VAT for the Level 3 course). Go-to-market is community-led: programmes are promoted through the Millwall FC matchday ecosystem, school networks, social media (e.g., @Millwall_Kicks), partner referrals, and earned media, while services are delivered directly via The Lions Centre, schools and community venues. The underlying technology stack is light — Stripe payments, Google Analytics, social remarketing, and the Charity Hive fundraising platform — with no proprietary technology, app, or AI components.

Governance is provided by a board of trustees including Mark Fairbrother, Sir Simon Hughes, Peter Garston, Steve Kavanagh (Millwall FC CEO), Lord Kennedy of Southwark and Carly Simmons, with Philip O'Halloran as Company Secretary. Sean Daly serves as permanent CEO (appointed October 2019), having previously run Charlton Athletic Community Trust for 18 years and held a UEFA A Licence with FA Tutor credentials. Operational management includes heads of football development, community development, education/employability and NCS delivery.

Name

Millwall Community Trust

Legal name

Millwall Community Trust

Website

https://millwallcommunity.org.uk

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

11–50 employees

Short description

Millwall Community Trust is a UK registered charity founded in 1985 that operates as the community arm of Millwall Football Club, using football to deliver sports, education, and social programmes to children, youth, disabled individuals, unemployed adults, and veterans across Lewisham, Southwark and Kent.

Ownership category

akta.pro rank

Product category

Community Sports and Education Services

NAICS

Sports Teams and Clubs (711211), Sports and Recreation Instruction (611620), Civic and Social Organizations (813410)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Educational Services (8200)

akta.pro primary industry

Local Amateur Clubs & Community Sports Organizations (MPAKACAE)

akta.pro secondary industries

Sports Fundraising & Development Services (Foundations, NIL Collectives Support) (MPAKAKAK), Cause, Community & CSR-Linked Sports Partnerships (Foundations, Youth Programs) (MPAKALAJ)

Keywords

• Community football programmes
• Youth education services
• Disability sports inclusion
• Employment support services
• School sports provision

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Donations and Fundraising: Individual donations through one-off or monthly giving, memorial donations, and crowdfunding via the Charity Hive platform. The trust also runs its own fundraising pages for events, occasions, challenges, and memorials.
2. Sponsorship: Corporate sponsorship of trust programs, kits, and initiatives. The trust has a five-year title sponsorship deal with Huski Chocolate and receives support from various partners including the Premier League, EFL, Football Foundation, and local councils.
3. Course and Program Fees: Fees for football courses, holiday camps, and educational programs. The trust runs over 100 football and multisport courses and operates a shop for merchandise.
4. Government and Trust Funding: Funding from government bodies including the Department for Work and Pensions, Lewisham Council, Southwark Council, Kent Council, and organizations like the National Citizen Service (£500,000 secured for 3-year program).

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Millwall Community Trust delivers football coaching, sports development, education, and community outreach programmes using the Millwall FC brand to engage residents of Lewisham, Southwark, and Kent. Its portfolio includes football academies and holiday courses, school-based sports provision, alternative education and employment support, disability and mental health programmes, and military veteran football. Revenue is generated from donations, corporate sponsorship (including a five-year Huski Chocolate title deal), government and council grants, and fees for paid courses such as the Level 3 Award in Education and Training (£380 + VAT).

Product overview

Millwall Community Trust is a charitable community trust operating as a single unified offering rather than a platform-plus-modules architecture. The organisation delivers an integrated portfolio of sports, education, and community programmes centred around football. Core offerings span football development programmes (including academies, holiday courses, player pathways, and disability football), education services (Alternative Provision Academy, employment support, Post-16 Football Academy), and community outreach programmes (Premier League Kicks, mental health support, mentoring). The various programmes interconnect through shared facilities at The Lions Centre and are designed to serve different demographics—from children and young people through to adults, including those with disabilities or from disadvantaged backgrounds. Funding comes through donations, sponsorship, and partnerships, with an online fundraising platform enabling supporter-driven campaigns.

Differentiator

Problem solved

Functional benefit

Products and services

• Football Development Programme Comprehensive football coaching, player pathways, holiday camps, and skills development for children and young people in Lewisham, Southwark, and Kent.
• Holiday Courses Football and multisport courses delivered during school holidays for children and young people across the region.
• Millwall Cubs Early years football programme introducing young children to the sport in a fun, engaging environment.
• MCT Post-16 Football Academy Full-time education and football development programme for 16–18 year olds, offering BTEC qualifications alongside football training (delivered in partnership with SCL Education & Training).
• Millwall Lionesses Girls Football Academy Dedicated girls football academy providing pathways for female players to develop skills and potential.
• Millwall Lionesses Women's football team and development programme representing Millwall in women's football leagues.
• Millwall Romans Women's football team participating in various leagues and competitions.
• Player Performance Pathway Structured pathway for talented young players to develop football skills and progress towards professional football.
• Military Veteran Football Programme Football programme specifically for military veterans, providing sporting opportunities and community reintegration support.
• Walking Football Low-impact football sessions designed for older adults or those with mobility limitations to stay active.
• Schools Provision Football and sports programmes delivered directly in schools, including breakfast and after-school clubs and PE lesson support.
• Alternative Provision Academy Specialised educational provision for students who need alternative approaches to mainstream education.
• Millwall Employment & IAG Support Programmes Employment support and Information, Advice and Guidance services helping individuals find work and develop careers (including Department for Work and Pensions referrals).
• Second Chance Academy Education programme providing second chances for individuals to gain qualifications and skills.
• Premier League Inspires Premier League programme supporting young people with personal development, wellbeing, and life skills.
• Premier League Kicks Premier League flagship community programme providing free football sessions for young people aged 8–18 in disadvantaged areas (18 free sessions weekly across Lewisham and Southwark).
• Millwall Mentoring (Kicks Targeted) Targeted mentoring programme for young people who need additional support and guidance.
• GameChangers Southwark Programme specifically focused on engaging and supporting young people in the Southwark borough.
• Adult Mental Health Programme Support services focused on mental health and wellbeing for adults in the community.
• Pan Disability Football Football and sports sessions designed for people with disabilities including autism, learning difficulties, wheelchair users, and visual impairments (delivered under the EFL Trust Every Player Counts programme).
• DIVERT Programme Programme helping young people in custody turn their lives around through employment and training opportunities.
• Forever Lions Club Officially recognised initiative honouring the legacy of former Millwall players and Lionesses across generations.
• Fundraising Platform Online fundraising platform powered by Charity Hive enabling supporters to create personal fundraisers for events, occasions, challenges, and memorials.
• Lions Centre Facilities Sports facilities at Bolina Road including an indoor 3G pitch, classrooms, and gym used for courses, academies, and disability programmes.
• Level 3 Award in Education and Training Three-day accredited teaching qualification delivered at the Lions Centre in partnership with Train Aid and accredited by Highfield; priced at £380 + VAT.

Quantifiable outcome

• 70 unemployed people engaged with Employment Support Programme in one year
• +3 more outcomes

Named customers13 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

Integration6 records

Partnerships

22 partnerships are on record, tiered minor, core and flagship.

• CrimestoppersminorStrategic or Co-development Partner · 17 January 2020Partnership to raise awareness of anonymous reporting service for community safety.
• Demelza Hospice CareminorStrategic or Co-development Partner · 3 December 2019Christmas partnership to support terminally ill children through wish tree initiative and gift donations.
• African AdventuresminorStrategic or Co-development Partner · 21 November 2019Partnership for volunteer trips to Kenya educational projects in October 2020.
• SCL Education & TrainingcoreStrategic or Co-development Partner · 23 July 2019Two-year partnership for BTEC Level 3 in Sport and football scholarship for 16-18 year olds. Extended partnership entering fifth academic year together.
• Charlton Athletic Community TrustminorStrategic or Co-development Partner · 12 April 2019Social Mixing project bringing together young people from different London boroughs for team building activities.
• Huski ChocolateflagshipStrategic or Co-development PartnerFive-year title sponsorship agreement, the first ever title sponsor for the community trust in its 30+ year history. Huski Chocolate's logo appears on all MCT uniform and kits for programmes.
• NCS Trust / EFL TrustcoreStrategic or Co-development PartnerNational Citizen Service programme delivering personal development and social action for 15-17 year olds. Partnership enabled 10,000+ young people to graduate from NCS.
• Premier LeaguecoreStrategic or Co-development PartnerPremier League Kicks programme providing 18 free football sessions weekly for young people aged 8-18 in Lewisham and Southwark.
• EFL / EFL TrustcoreStrategic or Co-development PartnerEvery Player Counts Pan Disability programme and broader EFL Trust partnership for community development.
• Millwall FCflagshipStrategic or Co-development PartnerParent football club providing brand, facilities (The Den, Lions Centre), player ambassadors, and operational support.
• Jimmy Mizen FoundationcoreStrategic or Co-development PartnerPartnership for workshops on building safer communities and educating young people about gang culture and violence. Lions Centre is part of Safe Haven programme.
• London UnitedcoreStrategic or Co-development PartnerCollaboration of 14 professional London football clubs tackling social challenges. MCT part of Kicks Girls initiative (£820,000 from London Marathon Charitable Trust).
• PeabodyminorStrategic or Co-development PartnerHousing association partnership for community development.
• Kick It OutminorStrategic or Co-development PartnerAnti-discrimination partnership for 'Our Biggest Match' conference and ongoing inclusion work.
• Show Racism The Red CardminorStrategic or Co-development PartnerAnti-racism charity partnership.
• London FAminorStrategic or Co-development PartnerCounty football association partnership for youth council events and coaching development.
• Metropolitan PoliceminorStrategic or Co-development PartnerCommunity safety partnership.
• The Royal British LegionminorStrategic or Co-development PartnerSupport for military veterans through the Military Veteran Football Programme.
• Train AidminorStrategic or Co-development PartnerEducation qualification delivery partnership for Level 3 Award in Education and Training.
• Bounce BackminorStrategic or Co-development PartnerCommunity partner organisation.
• Active Communities NetworkminorStrategic or Co-development PartnerCommunity partner organisation.
• Charity HivecoreTechnology or IntegrationFundraising platform provider powering online donations. Platform is subscription and setup fee free.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Charlton Athletic Community Trust: Direct peer as a fellow South East London EFL-affiliated community trust delivering football, education, and health programmes; MCT CEO Sean Daly previously spent 18 years here, and the two organisations even co-deliver the Social Mixing project together.
• Arsenal in the Community: Premier League club community programme based in Islington delivering Kicks, education, and disability sport; directly comparable model of club-affiliated trust drawing on Premier League and EFL funding streams.
• West Ham United Foundation: Premier League club community arm operating in adjacent East London boroughs, delivering the same portfolio of Premier League Kicks, education, employment, and disability programmes funded by the same national grant pools.
• Chelsea Foundation: Premier League community arm delivering education, employability, disability, and inclusion programmes across London; one of the largest and best-funded peers competing for the same London-based charitable pots.
• Everton in the Community: Premier League club community arm delivering Kicks, disability sport, education, and employment programmes through the same national funding infrastructure; useful benchmark for scale and programme breadth outside London.
• Tottenham Hotspur Foundation: North London Premier League community trust running Kicks, NCS, education and disability programmes; competes for the same Premier League Charitable Fund, Football Foundation, and London Marathon Trust grants as MCT.
• Crystal Palace Foundation: South London Premier League community trust running Kicks, disability football, education, and employment programmes; geographically the closest direct competitor for Lewisham/Southwark participants and funders.

Broad incumbents

• EFL Trust: Umbrella body coordinating Every Player Counts, NCS, and other national programmes across all EFL club community trusts; acts as both a key partner and an aggregator/competitor for the same charitable income.

Regional players

• Lewisham Council Community Programmes: Statutory local authority commissioning youth, health, and community services in MCT's primary catchment; both a funder and a potential direct provider of overlapping services.

Others

• London United (football collective): Collaboration of 14 professional London football clubs tackling social challenges; MCT is a member via its Kicks Girls initiative, making it both a peer ecosystem and a route to shared London Marathon Charitable Trust funding.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Millwall_Kicks
• LinkedInlinkedin.com/company/millwall-community-trust

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 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 Millwall Community Trust