In partnership with Goldman Sachs, the West Ham United Foundation hosted another community support day for people experiencing homelessness and those who are vulnerably housed at its Beckton hub, The Foundry.
Building on previous activations, the first of which was hosted at London Stadium in 2022, the event welcomed members of the local community for a day centred around support, connection and engagement.
Funded through Goldman Sachs’ Community Teamworks initiative, volunteers from the firm joined Foundation staff and delivery partners to provide a wide range of support throughout the day. Alongside them, the NHS, Well BnB Hub, Haircuts 4 Homeless and Beyond Food delivered key services designed to remove some of the barriers people can face when accessing everyday support.
Health professionals from the NHS carried out general check-ups, including blood pressure, weight and diet assessments, while also offering guidance on accessing wider healthcare. For many people without a fixed address, registering with a GP can be a challenge, so support was available on the day to help bridge that gap.
Communication support was also on hand for those who may face additional language barriers, while the informal setting helped encourage more open conversations around both physical and mental health, especially among men who are less likely to come forward with health issues.
Haircuts 4 Homeless, a familiar presence at previous events, returned to offer free haircuts. While simple on the surface, the service has a meaningful impact beyond the haircut. While helping to boost guests’ confidence and self-esteem, it also provides an opportunity for friendly conversation and connection.
Throughout the day, the Foundation delivered football sessions alongside interactive employability workshops, designed to build confidence and develop communication skills. Guests were also provided with a free, nutritious meal courtesy of The Foundry’s E6 Kitchen partner, Beyond Food, creating space for people to come together and connect between activities.
With many in attendance being West Ham supporters, the day was made even more meaningful by the presence of former striker Carlton Cole, now a Foundation Ambassador, alongside current players Adama Traoré, Jean-Clair Todibo and Mohamadou Kanté. The players spent time speaking with guests, taking part in activities and helping to create a relaxed, inclusive atmosphere.
Goldman Sachs Vice President Karan, who has volunteered at each of the Foundation’s homelessness initiatives since the partnership began in 2022, spoke about the impact of the programme and the importance of building lasting connections.
“Having this relationship with West Ham Foundation is very eye-opening,” he said. “Helping people who really need that support and engaging with them on a continuous basis is so important.
“After doing this in November, there were certain individuals who came back today and recognised the volunteers straight away. They reconnected instantly. They were so happy to see them. They’ve had a difficult few months, but seeing familiar faces again, they said, ‘I know you, you’ve made my day’. Moments like that really show how much it matters.
“Not everyone is as fortunate, but being able to engage with people on a personal level and give something back; it makes a big difference.”
Among those attending was John, a lifelong West Ham fan who volunteers at the Bonny Downs Community Association homeless shelter and food bank. Referred to the event through the organisation, he welcomed the opportunity to take part in the workshops and meet players past and present.
He said: “When I first connected with Bonny Downs, they had faith in me. I’d made mistakes in my life, but they gave me a chance and never judged me. Since then, things have changed for me. My life’s got better.
“I’ve met some good people today. Community events like these are really important. They give you so much, not just for young people, but for older people as well.
“It was great to meet the players. I’ve always been a big fan of Carlton Cole, so seeing him walk into the room and then teaming up with him during the session was special.”
Reflecting on the impact of the day, West Ham United Foundation CEO Joseph Lyons said: “It’s an absolute privilege to have days like today, bringing together different sectors and really emphasising the power of collaboration.
“We’ve really come together to create opportunities and experiences which will have a profound impact on all of the guests who joined us, lasting more than just a day.
“A sincere thank you goes to Goldman Sachs who share our passion for responding to local needs, and helped to create a meaningful experience for people across our community who are experiencing vulnerable housing.
“We’re also grateful to all the local services, players and our Ambassador Carlton Cole, who gave their time to come and support the day.”
