Charity/Good Causes Policy

Scope

This policy applies to all staff, players, volunteers, and anyone representing Norwich City Football Club, including fans, sponsors, and partners. It covers donations, sponsorships, community outreach programs, fundraising events, and other forms of charitable engagement.

Norwich City is committed to supporting charitable initiatives that align with our values, foster community engagement, and create a positive impact on society. This Charity Policy outlines the principles and guidelines for the club’s involvement in charitable activities, donations, and partnerships, ensuring that all actions are conducted with integrity and transparency.

We believe that together we are stronger; we celebrate diversity and will proactively work with our community to ensure everyone has a fair opportunity to participate. This way Norwich City Football Club will build a culture to be proud of – we will build ‘A Home for Everyone’.

This policy supersedes any previous policies prior to its issue date.

Purpose

The purpose of this policy is to provide a clear framework for the club to effectively and responsibly support charitable causes. The key objectives are:

  • To contribute to the wellbeing of our community;
  • To support causes that reflect the club's values, including mental and physical health, inclusivity, sustainability, youth development and social welfare;
  • To create opportunities for players, staff and fans to actively participate in charitable initiatives; and
  • To ensure transparency and accountability in all charitable activities undertaken by the club.

Norwich City Community Sports Foundation

The club's official charity partner is the Norwich City Community Sports Foundation, which is a registered charity based at Carrow Road.

The Foundation’s charitable objectives are:

  • Driving inclusion for people with disabilities;
  • Boosting mental health and wellbeing; and
  • Inspiring disadvantaged people to raise their aspirations.

In addition, the Foundation offers numerous services that provide widespread community engagement and positive impact. Surplus created from these activities is reinvested to help the Foundation to achieve its charitable objectives.

Types of charitable activities

The club engages in a variety of charitable activities, including but not limited to:

  • In-kind donations: The club donates items such as signed merchandise, match tickets and other memorabilia to be used in charitable auctions or events by our official charity. We also occasionally donate match tickets to other local charitable organisations for them to distribute to their service users.
  • Volunteering and community engagement: The club encourages players, staff and supporters to volunteer their time and skills for community projects and charitable events.
  • Awareness campaigns: The club uses its platform to raise awareness of important social causes and encourages fans to get involved.

Charity requests

The club typically receives over 1,000 requests for donations to good causes each year. Whilst unable to fulfil all requests, the club is committed to delivering assistance where possible and practical, adhering to the below guidelines:

  • The focus of our support will be with local charities and initiatives that address challenges arising from social isolation and social deprivation.
  • We recognise the positive impact on mental health that football can bring and are keen to work with organisations that provide support in this regard.
  • We would welcome opportunities to work with organisations on projects that seek to address and help local issues, allowing us to use the club and Foundation’s knowledge and reach to the benefit of our community. If you would like to make an enquiry on behalf of an organisation that you represent, please email csf.fundraising@norwichcitycsf.org.uk.
  • We do not sponsor or make monetary donations to individuals.

Awareness campaigns

The club’s calendar of awareness-raising campaigns is a busy one.

The focus of our work is on campaigns that help us to embed an inclusive culture at the club and create a welcoming environment free of discriminatory behaviours both on and off the pitch.

Likewise, we look to promote initiatives that support our safeguarding commitment to creating a place where children and adults at risk feel safe, valued and respected. Other activities will promote mental health awareness and initiatives that address issues arising from social isolation and social deprivation. There are some national campaigns, such as the Poppy Appeal, that we will support each season.

Nominated matchday charities

Each season, local charities will be chosen and recognised for their work in the community through matchday activations, with the focus to help each organisation raise awareness of their work.

The chosen charities will each be allocated one home match during that season and in the build up to their fixture will receive club media support to help promote the organisation. They will also receive a signed shirt and ball for the charity to use in fundraising activities.

The club aims to support charities that align with its ethos and community based objectives. The following criteria will guide the selection of Nominated Matchday Charities:

  • Alignment with the club’s values: Charities must promote mental or physical health, social mobility, inclusivity, sustainability or other causes in line with the club’s mission.
  • Community impact: Priority will be given to causes that benefit local communities or groups in need, especially those directly impacted by issues relevant to the football community.
  • Transparency and accountability: Nominated charities must demonstrate a commitment to transparency in their operations and use of funds, ensuring that donations are used effectively for their intended purpose.
  • Non-discriminatory practices: Charities supported by the Club must adhere to policies of non-discrimination and equality.

The nomination process and details of how to apply will be announced at the start of each season, with all charities, whether successful or otherwise, being contacted once the selection has taken place to let them know the outcome.

Signed item requests

Throughout the course of each season the club will make available 250 items signed by our first-team squad to be used by fundraisers to generate donations.

Owing to the large number of applications received, the club cannot accommodate requests from organisations or groups outside Norfolk and Suffolk. Also, due to demand we are unable to help with prizes of match tickets, signed shirts or balls. However, the club may make special provisions for exceptional cases and some national campaigns.

The club will also consider any applications for help from armed forces or emergency services groups.

We have closed applications for pennants. We will re-open at the start of next season.

Fans dealing with difficult circumstances

The Foundation hosts special ‘wish days’ for children and adults with serious or life-threatening illnesses, disabilities, or those that may have suffered a traumatic experience.

Please visit the Foundation’s website here for further information.

Volunteering

We encourage club colleagues and players to volunteer their time to support our local community. Many of the Foundation’s fundraising events are reliant on the goodwill of volunteers and we encourage supporters and colleagues to sign up to MyClub, the Foundation’s volunteering programme. Please click here for further information.

Community Heroes

At one home match each month, the club invites a deserving community-minded individual to be the game’s ‘Community Hero’ and place the match ball onto a special plinth prior to kick-off. Whether the individual works in the emergency services or the Armed Forces, is a carer or charity champion, a super fan or a regional sporting hero, the initiative celebrates their contribution to the local community.

Nominations to recognise an individual or group of people for their community efforts or personal achievements in this way can be made via communityhero@canaries.co.uk.

Funding and resources

All charitable donations and activities will be funded through the club’s designated charity fund, which will be allocated as part of the annual budget. The amount of funding available will be determined by the club’s financial capacity and performance each year. The club will maintain clear records of all charitable spending, ensuring full transparency and accountability.[JH1]

Ethical considerations

In all charitable endeavours, the club will ensure that its actions are ethically sound and in the best interest of the community. This includes:

  • Avoiding conflicts of interest: The club will take steps to ensure that no personal or financial interests interfere with charitable decision making.
  • Promoting inclusivity and equality: The club will support causes that promote diversity, inclusivity, and equality, avoiding organisations or initiatives that may promote hate, discrimination, or exclusion.

Monitoring and evaluation

The club will regularly evaluate its charitable programs to ensure that they are achieving the desired social impact. Feedback from charity beneficiaries, players, staff and supporters will be collected to improve future initiatives.

Conclusion

By adhering to this Charity Policy, the club will continue to be a responsible and engaged member of the community, contributing to positive change and social wellbeing. The club is committed to making a difference both on and off the field, and we encourage all members of the football community to join us in our efforts to support those in need.

Responsibility and Key Contacts

James Hill, Director of Legal and Governance

Lauren Blyth, Head of CSR

Policy Issue Date                  August 2025

Date of Next Update            August 2026

This policy is next due for a general review on the above date. It may however be reviewed and updated earlier, in the event of a change in club requirements, or relevant legislation.