Charlton's community spirit

Charlton Athletic FC's pledge last year to expand their Community Scheme into Kent went largely unnoticed in the mainstream media, but according to former player and now club trustee Paul Elliott, it is the latest instalment in a big "success story". What began with a bag of balls in a London park has blossomed into a vast project, involving half a million children and leading to notable reductions in crime and improvements in children's health and education. The once-struggling team have benefited too, rising from the wastelands of a derelict ground to establish themselves as a forward-looking side with a loyal fan base and impressive stadium.

'Lowest point'
The year 1992 was a watershed in Charlton's history. The club had spent seven years in the football wilderness, moving from one temporary home to another as their own ground, The Valley, descended to ruin. They initially offset the off-the-field turbulence with creditable performances on the pitch but when they were relegated in 1990 many were sounding Charlton's death knell. "It was our lowest point," said Elliott. "Our stadium was dilapidated and we had lost supporters. We were sharing stadiums with Crystal Palace [FC] and West Ham [United FC] so Charlton Athletic lost its identity."

Renaissance
But changes were afoot. Led by Richard Murray, Martin Simons and former BBC controller Michael Grade – successful business people and locally-born Charlton supporters all still involved in the running of the club – they started to rebuild Charlton from the foundations. The resurrection of The Valley was the focus of their work and an overgrown scrubland was transformed into a thriving 27,000-seater stadium deserving of Premier League football. Charlton's long-awaited return to The Valley caused much fanfare in December 1992, yet there was another development, largely unheralded, which would arguably have a more lasting effect.

Community hub
Because of concerns over Charlton's lack of engagement with the local population, a community scheme was proposed, designed to establish the club as a focal point in south-east London while giving something tangible back to a district in decline. It has been an unmitigated success. "Jason Morgan started it with a bag of balls and a few cones in the local park and has now built a programme that is, without question, one of the largest in the world," Elliott said. "I started out at Charlton, having lived in a block of flats near the ground. I grew up with the club and the transformation has been amazing. To come back and join the process has been a dream."

'Powerful tool'
Such loyalty is something Charlton are keen to foster; loyalty encouraged through their work with youngsters, using football as a medium to tackle problems such as anti-social behaviour and social exclusion, and to improve numeracy, literacy and health. "The ball is a powerful tool," said Elliott. "The government and local councils see Charlton as a great delivery mechanism of topical things such as health, education, fitness and social inclusion because of the impact we've had so far. The club engages people, teaches them and then the players come in and provide the cherries on the cake."

Growth
It has certainly worked so far. By doing things as simple as holding sessions at "peak crime times", Charlton's partnership with a local rail network resulted in a 25 per cent reduction in crime on their property, while schools are also seeing tangible benefits, with improved attendances and behaviour. It is enough to convince Kent County Council to invest in the scheme which, joint-financed by the public and private sectors, now employs 20 people full-time with 260 in total on the payroll. The Kent expansion will greatly enhance the number of children who have access to the scheme, which with pioneer Morgan now working for Charlton in South Africa, is active in six countries.

'Success story'
Charlton are keen to demonstrate just how much they can achieve by investing in the community, and their work has not gone unsung. Former British prime minister Tony Blair, and Football Association president Prince William were both suitably impressed on recent visits, with the latter describing the project as "awesome". The scheme, now led by Peter Varney, has played a key role in community revival and Charlton are reaping the rewards. Re-engaging with their surroundings and drawing support from it has been the cornerstone of the club's survival plan and there could be still more benefits. A quarter of their academy players were spotted in the Community Scheme and Morgan's first crop of players – now aged around 17 – are about to come through. "It's a good success story," Elliott concluded. Many in south-east London would agree.