Raheem Sterling joins GOALS as new ambassador for the Holiday Activities and Food (HAF) programme
GOALS, the UK’s leading small-sided football centre operator, has announced today that England international and Chelsea forward Raheem Sterling has been appointed as the new ambassador for the Holiday Activities and Food (HAF) programme, a nationwide initiative providing free access to sport, fun and nutritious meals for children during school holidays.
The partnership was celebrated with a special media day at GOALS Wembley, where Sterling met local children and families who benefit from HAF. The event captured the energy and joy the programme brings to communities with football at the heart of it.
HAF, funded by the Department for Education, supports children who are eligible for free school meals, ensuring they have access to hot food and activities when school is out. For many families, it’s a vital service that not only tackles food insecurity but also provides a safe, inspiring space for children to play, learn and grow.
For Raheem Sterling, the cause is deeply personal. Growing up in London, he experienced firsthand the importance of community support and the role football can play in shaping young lives. His involvement aims to shine a light on the power of local initiatives like HAF to change outcomes for the next generation.
Martin Cassidy, GOALS, said:
“We’re thrilled to welcome Raheem as our new HAF ambassador. His story from playing grassroots football in London to representing England, embodies the very spirit of what the HAF programme stands for. Raheem’s commitment to giving back and inspiring young people is a perfect fit for GOALS and for this initiative. Together,
we want to ensure every child has a chance to be active, eat well, and dream big no matter their circumstances.”
Raheem Sterling added:
“I know what it’s like to grow up with limited opportunities and how much of a difference programmes like this can make, especially to young impressionable kids. Football gave me structure, purpose, and belief and that’s what I want to help give back. HAF is about more than food or sport; it’s about community, support, and showing young people that their future can be bright.”
The partnership marks a key milestone in GOALS’ commitment to community impact and youth wellbeing, building on years of work making football accessible for all.
