In collaboration with Goldman Sachs, the West Ham United Foundation has delivered another dedicated community support initiative for individuals experiencing homelessness and those in
vulnerable housing situations at its Beckton-based hub, The Foundry.
Building on a series of earlier programmes—beginning with a flagship event at London Stadium in 2022—the latest initiative brought together members of the local community for a day focused on practical support, social connection and meaningful engagement.
The event was funded through Goldman Sachs’ Community Teamworks programme, with volunteers from the firm working alongside Foundation staff and partner organisations to deliver a comprehensive range of services. Key contributors included healthcare professionals from the NHS, as well as teams from Well BnB Hub, Haircuts 4 Homeless and Beyond Food, each offering targeted support to address common barriers faced by vulnerable groups.
Medical staff conducted general health assessments, including blood pressure, weight and dietary checks, while also providing guidance on accessing longer-term healthcare services. Recognising the challenges many individuals without a fixed address face when registering with a GP, on-site assistance was made available to help facilitate access to primary care.
Additional support included communication services for those facing language barriers, with the informal and welcoming environment encouraging open dialogue around both physical and mental health. This approach proved particularly important in engaging men, who are statistically less likely to seek support for health concerns.
Haircuts 4 Homeless returned as a valued partner, offering complimentary haircuts throughout the day. Beyond personal grooming, the service played a significant role in boosting confidence and self-esteem, while also fostering moments of connection and conversation.
The Foundation complemented these services with football sessions and interactive employability workshops, aimed at enhancing confidence, teamwork and communication skills. Attendees were also provided with nutritious meals prepared by Beyond Food through The Foundry’s E6 Kitchen, creating opportunities for social interaction between activities.
The presence of familiar football figures added further significance to the event. Former striker Carlton Cole, now serving as a Foundation Ambassador, attended alongside current players Adama Traoré, Jean-Clair Todibo and Mohamadou Kanté. Their involvement—ranging from informal conversations to participation in activities—helped cultivate an inclusive and relaxed atmosphere.
Speaking at the event, Goldman Sachs Vice President Karan, who has supported each of the Foundation’s homelessness initiatives since the partnership’s inception, highlighted the importance of sustained engagement and the value of building lasting relationships within the community.
“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.
Through initiatives such as this, the West Ham United Foundation and its partners continue to demonstrate how collaborative, community-driven approaches can provide tangible support while strengthening social connections for those most in need.
