5 ways AFC Bournemouth gives back to the community

Home to the Vitality Stadium, Bournemouth has plenty to offer.

Aside from idyllic beaches fit for the family and an award-winning pier, its local football team’s track record in the Premier League has also put this English seaside town firmly on the map in recent years.

But it’s not just its footballing credentials that sets this club apart. At the heart of its performances on the pitch is an unwavering dedication to the community it represents off it too. 

AFC Bournemouth’s Community Sports Trust, of which Vitality is lead partner, has over 50 staff members and runs a range of initiatives to address issues such as health, mental health and social inclusion within the local community.

As its Official Wellness Partner since 2015, Vitality has also played an active role in encouraging The Cherries’ fans to get active, while sponsoring both the men’s and women’s teams.

For our next Changing the Game episode, we sat down with AFC Bournemouth’s Head of Community Trust, Steve Cuss, midfielder Marcus Tavernier and goalkeeper Katie Scadding to hear some of the ways the club is giving back – from the fans all the way to the first team.

Read more and watch the video below.

Support in schools

According to Steve Cuss, the Community Sports Trust visits around 20 schools a day. During the 2022/2023 season alone, 135,000 children in Bournemouth took part in sessions led by the club.

As well 60 mental health and respect workshops for schools and community groups, the Trust is also playing a role supporting teachers and focuses on topics like internet safety.

“That’s our role in the community; to deliver lots of different projects to get people involved and make them feel part of the football club,” he says.

Player appearances

To really make an impact, the club harnesses its top players to inspire and positively influence young people in the local area.

In the 2022/2023 season, AFC Bournemouth arranged around 200 player appearances within the community, with more than 60 coming from the women’s team.

Marcus Tavernier

“For us it takes just 10 or 15 minutes out of our day to help them, so it’s nothing for us,” reflects Marcus Tavernier. “They [the fans] travel up and down the country to see us play, they show us love in the community, so it’s good for us to show our love back to them as well.”

Grassroots football

Premier League Kicks sees the club doing what it does best. The free-of-charge football sessions, which bring together eight-to-14-year-olds in the local area, are designed to ensure everyone gets to play.

“I specifically work on the Disability Programme,” adds Katie Scadding. “On a Monday night, we run our pan-disability session for anyone who has a physical or learning disability, they come down and they play as AFC Bournemouth.

“To be able to see them and help them achieve their dream is something special.” 

Kickstart campaign

The Cherries’ Kickstart Campaign, led in partnership with Vitality, is a six-week health and wellbeing programme which encourages AFC Bournemouth fans of all fitness levels over the age of 25 to get involved.

Utilising the Vitality stadium to get locals active, as well as offering guidance on nutrition and mental wellbeing, its end-goal is to encourage participants to a 5km parkrun in the area.

“We’ve benefitted a lot of people in terms of kickstarting their fitness,” explains Cuss. “For us as a football club, it’s a way for us to engage with our community.”

More accessible pathways 

Following the club’s first promotion to the Premier League in 2015, AFC Bournemouth decided to bring its women’s team in-house, with Cuss appointed Head Coach.

“Over the course of that time, we’ve introduced a number of different pathways for females to get involved,” he explains. 

“[We’re] trying to break down some of those barriers where the girls feel confident enough to come along to sessions, again utilising the Vitality Stadium.”

Katie Scadding

Katie Scadding, who – with the help of Cuss – has worked her way up the ranks as a youngster-with-a-dream to first-team goalkeeper, is one example. “I don’t think I ever considered playing professional football when I was under 11,” she reflects.

“But I’ve always been obsessed with AFC Bournemouth, it’s my home club, and I’ve always had that aspiration to be part of something here. As soon as those doors open, you’ve just got to take the opportunity with both hands.”

At Vitality, we love sport and its power to bring people together and inspire healthier lives. Our purpose is to make people healthier.

That’s why we partner with a wide range of leading sports figures, teams and events, to inspire people to live more active and rewarding lives.

We believe in the power of sport and physical activity to help create a healthier, happier society.

Learn more at our Sponsorship page.