West Ham United are proud to be named the first ever football club to partner with Project ADDER – an initiative focused on tackling drug-related harm, exploitation, and associated criminality.

The club’s groundbreaking Foundation will receive match funding support from Project ADDER to deliver targeted activities directly within Pupil Referral Units (PRUs) and Alternative Provision Schools (AP), schools and academies geared towards supporting learners who are experiencing difficulties with or have been excluded from mainstream education. The activities delivered are designed to encourage attendance, foster a safe and secure environment, and support positive outcomes for the young people taking part. The impact of the Foundation initiative will be further enhanced by match funding secured via the Police Partnership’s Pilot Fund, enabling them to reach additional young people who are at risk.

The official announcement will take place at the North East ADDER Expo – ‘Reducing Drug Harm Together’ at the London Stadium, West Ham United’s home ground on Wednesday 19 March. The Expo will offer a chance to review and reflect on the achievements of North East Project ADDER over the past year, a programme established as part of a New Met for London’s commitment to supporting neighbourhoods affected by crime. The event will be a platform for West Ham United and other Met Police partners to showcase the fantastic work they do in the community. The expo will be opened by the Assistant Deputy Commissioner of Specialist Crime, Matthew Ward.

Project ADDER – standing for Addiction, Diversion, Disruption, Enforcement, and Recovery – brings together local policing, Specialist Crime units, and community partners to tackle drug supply and associated violence. The initiative works holistically to disrupt criminal networks while supporting individuals at risk of exploitation.

West Ham United understands the power of sport as a force for positive change. By leveraging the influence of the Club and its strong community ties, it’s Foundation works to reduce violence and drug-related harm, particularly among vulnerable young people in Newham and the surrounding areas.

Newham has a large, young, and ethnically diverse population but faces high levels of deprivation, poverty, and youth violence. The project will work closely with PRUs and APs across the borough. Studies show that pupils excluded from mainstream education often face multiple disadvantages and are overrepresented in the criminal justice system, making them more susceptible to exploitation and criminal behaviour.

Vice-Chair of West Ham United, Baroness Karren Brady CBE said:

“We are proud to be the first football club to deliver a Project ADDER initiative. At West Ham United, we believe in the power of football to inspire and protect young people. This initiative will allow us to work hand-in-hand with our community partners to address the root causes of drug-related harm and create a brighter future for the next generation.”

The collaboration will adopt a data-driven approach, working alongside Local Authority partners and the Metropolitan Police Service Child Exploitation Teams. The focus will be on identifying at-risk individuals – including those involved in county lines, grooming, and gang activity – and providing them with opportunities for diversion and personal development.

The North East ADDER Expo will be a vital platform to showcase the collective efforts made over the past year and set a vision for the future, with West Ham United playing a pivotal role in the next chapter of this critical initiative.