Samuel's story: Premier League Kicks has a special place in my heart

Hundreds of young people from across England and Wales gathered at St. George’s Park National Football Centre this week for the latest edition of the Premier League Kicks Cup.

As well as providing a memorable occasion of competitive football, music and workshops, the two-day event celebrated the work that Premier League Kicks carries out in high-need communities up and down the country all year round.

And to mark another special event, we met some of the half a million participants that have been helped by the programme since it began in 2006.

Samuel Foster first joined Premier League Kicks 10 years ago when, as a 14-year-old, he started attending sessions run by the Tottenham Hotspur Foundation in North London.

The mentoring and support not only gave Samuel direction as a teenager but also gave him the encouragement to explore higher education and career pathways.

He was one of the first participants in the Premier League Placement Programme, which aims to improve greater access opportunities and career progression for individuals from Black, Asian and other minority ethnic groups who are currently underrepresented in the football industry.

This is Samuel's story.

What was it about PL Kicks that attracted you?

It was the football, it was the vibe, it was the ability to do something with my friends. In my head, I used to think that it could lead to an opportunity to come with football.

Spurs was our closest branch, I was looking at the coaches with the Tottenham gear on thinking, 'If I play well, they might say something to someone that you know and I could get seen.'

What challenges did you face growing up?

There's loads of different challenges. There's the personal challenge of trying to grow, finding your feet and finding the right friends to stick with.

Kicks helped me with that. The coaches were able to identify the times when I was feeling good or feeling bad. They didn't just treat me as a participant, they educated me as a person.

Asking me things like, 'Is everything OK today?' grew our relationship. It started with the football and it turned into regular conversations. It was like I had a mentor, someone outside of my immediate family and participation group to speak with and air my thoughts to.

That put me on a journey where I started to become more comfortable in being myself. I didn't know what I wanted to do but I was able to see there's more that I can make of my life rather than just going along with the crowd.

But the backlash of not going on along with the crowd was what I struggled with. PL Kicks helped me with that.

What did that mean to you to have that support from the coaches?

It told me that they cared about me, they cared about my development.

Was there a temptation that you would have got with the wrong friends at that point?

I would say no because PL Kicks wasn't the only strand of support that I had. I had a teacher that I was close to and a supportive Mother, so there were different factors that played a role. Although the Kicks coaches of course played a key part too.

What were the challenges in your local community?

You've got the absence, which was big for me, of black role models. At the time, I was fortunate to have my school teacher and the Kicks coaches who provided this support.

The community had quite a high crime rate at the time, as well as social deprivation and a lack of opportunity. I saw a lot of events that I didn't want to see.

At the time the local community simply wasn't great, there's a lot of temptation to take the wrong path.

How much did you change while you were at Kicks?

I started work experience at Kicks and progressed to taking sessions, volunteering or doing bits after school.

It changed my thinking patterns about where I was going in life what I could potentially achieve. I wasn't always thinking of going into coaching. I didn't know what I wanted to do but this opened that door.

I wanted to be a footballer but PL Kicks showed me that there are different roles in football, I can do other things and there's different qualities which I can use in the working world.

When you were 16 you started coaching at Ferry Lane, what was that like?

It was fun. It's nice talking to the participants, seeing them laugh and joke in certain ways that I understand because I've come from a similar background.

I was also in a position to implement what I would have wanted when I was in their position.

Was university always a goal for you? 

No, not really. I was encouraged by my coaches at Kicks. I kept a strong relationship with them even during uni.

This all started from participating, talking and volunteering.

There was a downside, although I went to university I dropped out in the first year, it just wasn't for me.

Again, Kicks was there for me. I was able to go back to my Kicks coaches and they provided alternative pathways, which included funding my Level One coaching badge and other CPD Courses.

They also suggested about me looking at a different university which I did and I came out with a first-class degree.

So had they not encouraged me, had they not helped me through that process, helped me apply, would I be where I am now? Probably not.

That second attempt wouldn't have happened without Spurs. I was ready to drop out and take a different route.

And then you went on the Premier League Placement Programme?

When I was finishing my degree, an organisation I was linked with through the university sent me details of the programme. I was one of over 600 applicants and after the assessment and interview process, I managed to get accepted.

I got the confirmation message on my birthday. It couldn't have been any better.

Essentially, it's 18 months on an internship, where you have three rotations in different departments of your interest.

One of those rotations was with Premier League Productions, which has been amazing. I produced content for the Premier League worldwide. I conducted interviews, produced voiceovers and achieved things that I didn't think I would have.

I'm now a Leadership and Workforce Development Executive, focusing on event operations and ensuring a quality learning experience for delegates, in turn influencing their development as leaders in the game. It encapsulates my passion for supporting others.

What goes through your mind when you think about how far you've come? 

I think about the journey where I've come from, the highs and lows. I know other people that have taken different pathways and where they are. Had I not had the support networrk I did, this could have easily been me.

I also look at the journey I've been through, I look at the people I've met, I look at the good work that the Premier League is doing and the opportunities I've been able to grasp. And of course, the amazing achievements along the way. Furthermore, really branching out of my comfort zone and finding out more of who I am and what really matters to me.

You can be who you want to be, with the right ambition, desire and support network around.

What does PL Kicks mean to you?

Kicks has a special place in my heart. It means a sense of realness, a sense of home. It's a lot deeper than football.

I could have participated in Kicks and got that short term enjoyment but the involvement in Kicks gave me long-term career development. I wouldn't be where I am now if it wasn't for Kicks. I'm really grateful.

Premier League Kicks uses the power of football and sport to inspire young people to reach their potential, in some of the most high-need areas in England and Wales. 

Samuel is one of more than half a million people who have benefitted from their involvement in the programme since its launch in 2006.

To date, the Premier League has invested more than £81million in Premier League Kicks through the Premier League Charitable Fund.

More than a game

The "More than a game" campaign showcases the support the Premier League provides for communities and the wider game.

The Premier League has provided world-leading levels of investment into communities and football at all levels in England and Wales, with a £1.6billion contribution over three years, equating to 16 per cent of the League's total revenue.