My initiative is designed for and delivered in London
Yes
I am 18 years of age or above, by the application deadline.
Yes
My organisation is a registered legal entity
Yes
My organisation is a non-profit (e.g. school, university, or local authority) — not a for-profit, which can only join as a partner.
Yes
If there is a for-profit organisation as a partner in my initiative, they work on a cost-recovery basis only.
Yes
My solution is implemented at scale, or if not, I have a clear business plan, a minimum viable solution (prototype, pilot, or proof of concept), evidence of access to a lease for the space you are leveraging, and evidence of work or impact in London within your coalition.
Yes
I am aware that, if I am submitting more than one application to a Challenge run by Ashoka and Go! London, only one of them is able to progress through the stages.
Yes
Are you an employee (and their children and grandchildren) of Ashoka or any of its respective affiliates and participating advertising and promotion agencies?
No
I have read and accepted the Challenge Terms & Conditions.
Yes
First Name
Paul
Last Name
Dunphy
Pronouns
He/Him
Email address
I would like to receive notifications and updates about Go London!, Ashoka, Ashoka Changemakers, and other Ashoka opportunities.
1
Are you an Ashoka Fellow?
No
Are you applying from an organization founded by an Ashoka Fellow?
No
If you are applying from an organization founded by an Ashoka Fellow, please specify the name and organisation of the fellow below.
Lead Organisation Name
SEND Football Academy LTD
Year that you started/ registered your organisation
2025
Initiative Title
SEND Football Academy
My initiative is designed for and delivered in London
1
Website URL(s) or Social Media Handles
www.sendfootbalacademy.com
Initiative Stage
Growth (You’ve moved past the very first activities; working towards the next level of expansion.)
Sectors/Themes: What topic does your project most directly relate to?
Development & Prosperity
Initiative Summary: Describe your initiative in one sentence
SEND Football Academy is a non‑profit organisation that empowers adults with Special Educational Needs and Disabilities through inclusive football, building confidence, community, and opportunity
The Problem: What problem are you helping to solve and who will benefit the most from your solution? How close are you to the problem and/or community impacted?
The Problem SEND Football Academy is Solving - Exclusion in grassroots sport: Too many adults with Special Educational Needs and Disabilities (SEND) are excluded from mainstream football opportunities. Traditional clubs often lack the training, resources, or inclusive structures to welcome them fully. - Limited access to safe, empowering environments: SEND individuals often face barriers to participation — from inaccessible facilities to a lack of tailored coaching — leaving them without a safe space to play, grow, and belong. - Social isolation and inequality: Without inclusive programmes, many SEND participants miss out on the confidence, friendships, and community that football naturally provides. This deepens feelings of isolation and reinforces inequality in sport and society. - Missed potential: Football is a powerful tool for building resilience, teamwork, and wellbeing. When SEND individuals are excluded, their talents, energy, and potential contributions to the game and community are lost.
Your approach: How are you/ will you addressing the problem outlined above? How does your solution unlock or reimagine access to spaces for sport and physical activity? What role do landowners, local authorities, or other decision-making stakeholders play in your approach? We'd love to know about the origin of your idea, and what was your "aha" moment" that led you to take action?
Our Solution - Inclusive Coaching & Training We design football sessions tailored to SEND participants, focusing on accessibility, confidence‑building, and enjoyment rather than competition alone. - Safe & Supportive Environment Every player is welcomed into a team where they feel valued, respected, and celebrated for their unique abilities. - Community Partnerships We collaborate with SEND centres, schools, and colleges across London to reach those who might otherwise be excluded, ensuring football is available to all. - Awareness & Advocacy Through campaigns, merchandise, and storytelling, we raise awareness about inclusivity in sport and challenge stereotypes that limit SEND participation. - Pathways for Growth We provide opportunities for SEND players to develop skills, build friendships, and explore future roles in football — whether as athletes, coaches, or leaders. - Volunteer & Coach Development By training volunteers and coaches in inclusive practices, we ensure sustainability and quality in every programme we deliver.
Collaboration with young people and the community: In what ways does your initiative engage young people and community members closest to the problem? What role do they play in building the solution you deliver?
The Role of Young People in the Solution - Active Participation Young people with SEND are at the heart of the Academy. By joining sessions, matches, and community events, they directly shape the culture of inclusivity and demonstrate the transformative power of football. - Voices of Experience Their feedback, stories, and lived experiences guide how programmes are designed. They help us adapt coaching methods, facilities, and outreach to ensure the Academy truly meets their needs. - Peer Leadership Young participants can grow into mentors, captains, or youth ambassadors, showing others what’s possible and inspiring confidence in new players. - Community Builders By forming friendships and networks through football, young people help break down barriers of isolation and build stronger, more connected communities. - Future Pathways Some will go on to become coaches, volunteers, or advocates, ensuring the Academy’s mission continues to thrive and expand.
Potential for/Evidence of Impact: How do you imagine your initiative will make a difference in unlocking spaces for and access to physical activity and sport so far? If you have already implemented it, what difference have you made so far? What is the impact your initiative has had , and or what impact do you envision having in the future?
Unlocking Spaces for Physical Activities - Partnerships with Schools & Colleges Work with SEND centres, mainstream schools, and colleges to secure access to pitches, gyms, and halls during off‑peak hours. This not only provides safe spaces but also strengthens community ties. - Collaboration with Local Councils & Community Centres Approach councils and community hubs to open up public facilities for inclusive football sessions. Many venues are underused and can be activated through structured programmes. - Club & Professional Team Alliances Partner with established football clubs (like Arsenal FC and others) to gain occasional access to training grounds or community pitches, giving SEND players inspiring environments to play in. - Shared Use Agreements Negotiate with sports centres and private facilities for reduced‑cost or shared‑use agreements, ensuring affordability while expanding reach. - Pop‑Up & Mobile Sessions Use parks, community fields, and temporary spaces to host pop‑up football activities, making participation flexible and visible across different neighbourhoods. - Advocacy & Awareness Campaigns By raising awareness of the need for inclusive spaces, the Academy can encourage stakeholders to prioritise accessibility in planning and resource allocation.
Innovation: What is different about your initiative compared to other solutions that are already out there? How is your approach original and innovative?
What’s Different About SEND Football Academy - Mission‑First Approach Unlike mainstream clubs that may offer occasional inclusive sessions, SEND Football Academy exists solely to serve children, young people, and adults with Special Educational Needs and Disabilities. Inclusion isn’t a side programme — it’s the foundation. - Tailored Coaching Sessions are designed specifically for SEND participants, with adapted drills, flexible pacing, and coaches trained to meet diverse needs. This ensures every player feels safe, supported, and celebrated. - Community‑Driven The Academy partners directly with SEND centres, schools, and colleges, embedding itself in the community rather than operating at a distance. It’s grassroots, authentic, and built around real local needs. - Empowerment Beyond the Pitch Football is used as a tool for confidence, social connection, and wellbeing. The Academy focuses on life skills as much as football skills, helping participants thrive in everyday life. - Youth Leadership Young people aren’t just players — they’re co‑creators. They shape programmes with their feedback, take on ambassador roles, and inspire others by showing what’s possible. - Authenticity & Warmth Every campaign, hoodie, and outreach effort is designed to feel human, raw, and emotionally resonant — not corporate or artificial. Supporters join a movement, not just a club.
Viability and Scalability: How are you setting your initiative up for success, and what is your plan to ensure operational sustainability of your solution and its impact? What are your ideas for scaling your initiative to the next level?
Planning Operational Stability 1. Financial Sustainability - Diversify income streams: grants, crowdfunding, merchandise (hoodies), and corporate partnerships. - Build recurring revenue through membership fees or subscription‑style supporter models. - Maintain transparent financial reporting to build trust with donors and partners. 2. Partnerships & Facilities - Secure long‑term agreements with schools, colleges, councils, and clubs for consistent access to pitches and training spaces. - Develop strategic partnerships with professional clubs (like Arsenal FC) to strengthen credibility and resources. 3. Programme Delivery - Standardise inclusive coaching frameworks so sessions can be replicated across multiple sites. - Train volunteers and coaches in SEND‑specific methods to ensure quality and continuity. - Create clear safeguarding and wellbeing policies to protect participants and staff. 4. Community Engagement - Build strong relationships with SEND families, carers, and local organisations to ensure ongoing demand and support. - Use campaigns and storytelling to keep supporters emotionally invested in the mission. - Encourage youth leadership roles to sustain energy and authenticity from within. 5. Governance & Leadership - Establish a board or advisory group with expertise in sport, SEND inclusion, and fundraising. - Document processes and responsibilities to reduce reliance on any single individual. - Regularly review impact metrics to adapt strategy and prove effectiveness. 6. Scalability & Growth - Pilot programmes in new areas before scaling, ensuring resources match demand. - Leverage digital tools (social media, online training) to expand reach without heavy overheads. - Plan phased growth to avoid overextension.
Roles and Responsibilities: Describe how responsibilities are shared among your team or partners.
Roles & Responsibilities SEND Football Academy Staff - Founder / Strategic Lead (Paul) - Define vision, mission, and long‑term strategy. - Lead fundraising, partnerships, and advocacy. - Ensure authenticity and emotional resonance in campaigns and outreach. - Coaches & Session Leaders - Deliver inclusive football training tailored to SEND participants. - Adapt drills and activities to individual needs. - Safeguard wellbeing and promote confidence, teamwork, and enjoyment. - Programme Coordinators - Organise schedules, venues, and logistics for sessions and events. - Liaise with schools, SEND centres, and families. - Monitor participation and collect feedback for continuous improvement. - Volunteers - Support coaching staff during sessions. - Provide one‑to‑one encouragement for players. - Assist with event setup, merchandise sales, and community engagement. - Communications & Fundraising Team - Manage campaigns (Crowdfunder, social media, LinkedIn). - Create shareable, emotionally resonant content. - Build supporter networks and maintain transparency with donors.
Upcoming Milestones: Please provide an overview of the milestones that are required for your initiative to come to fruition/to grow.
Next Milestones Short‑Term (0–6 months) - Finalise and launch Crowdfunder campaign with emotionally resonant messaging and shareable content. - Secure partnership meetings with key clubs (e.g., Arsenal FC) and SEND centres across London. - Roll out first batch of hoodie sales, linking merchandise directly to fundraising and awareness. - Deliver consistent weekly inclusive sessions in at least 2–3 London locations. - Establish a volunteer training framework for inclusive coaching and safeguarding. Medium‑Term (6–18 months) - Expand outreach to 10+ SEND schools/colleges across London. - Host a flagship inclusive football event/tournament with partner support. - Develop a youth ambassador programme, empowering SEND participants to lead and inspire. - Secure multi‑year funding agreements or grants to stabilise operations. - Strengthen governance with an advisory board of experts in sport, SEND inclusion, and fundraising. Long‑Term (18 months–3 years) - Establish SEND Football Academy as a recognised hub for inclusive football in London. - Scale programmes to multiple regions beyond London. - Build a sustainable revenue model combining grants, partnerships, merchandise, and supporter memberships. - Create pathways for SEND players into coaching, leadership, or semi‑professional opportunities. - Position the Academy as a national advocate for inclusivity in grassroots sport, influencing policy and inspiring replication.
Capacity-Building Participation and Support Funding: If you were to make it as a finalist, you will be required to participate in an 8-week capacity building programme. If funding/ cost is a barrier to your participation, we may be able to offer up to 10,000 GBP of grant money available to support you. Please break down below, if it is the case, what costs you would incur and you would need covered. (Please note that there are restrictions on how the grant money may be used; please refer to the T&Cs for further details.
I would just need my salary covered and expenses.
