Chase UK

Chase and the Home Nations Football Associations team-up to support aspiring coaches from low-income backgrounds

5 min | 21 May 2024

  • Chase and the Home Nations Football Associations are seeking to support aspiring coaches from low-income backgrounds by funding 2,900 introductory coaching qualifications and 85 professional coaching bursaries across England, Northern Ireland, Scotland, and Wales
  • New research shows that the cost of qualifications and a fear of not being accepted are the biggest barriers to coaching for individuals from low-income backgrounds
  • Almost half of those surveyed said that extra financial support would make them more likely to pursue their coaching qualifications
  • Existing coaches believe coaching can be the gateway to transferable skills that can lead to future employment, with 3 in 4 saying their qualification has helped them gain new life skills and 62% believing it has made them more employable

London, May 21, 2024 – Digital bank Chase has launched a new Home Nations football coaching programme that will provide fully funded access to 2,900 introductory coaching qualifications and 85 professional coaching bursaries to support individuals from low-income backgrounds.

The new funding has been announced after YouGov research revealed that the cost of qualifications is the main barrier to coaching for under resourced communities in the UK, with 45% saying that financial support would make them more likely to continue through the coaching pathway.

In providing more access to fully funded coaching qualifications at all levels of the game, Chase is hoping to help more people from under resourced communities across the UK unlock their potential, by fostering life skills both on and off the pitch, building pathways towards future employment and increasing representation to inspire future generations.

As well as revealing the barriers to coaching for communities, the research showed the benefits felt by those who do coach, with active coaches citing teaching & mentoring (58%), motivation & self-awareness (55%), organisation (53%) and analytical thinking (45%) as transferable skills they’ve been able to develop. 62% also believe coaching has made them more employable.

The research also reveals the power of role models amongst people from low-income backgrounds, with more than half of those surveyed saying they’d be more likely to progress their coaching qualifications if they had role models available from more diverse backgrounds. The funding seeks to address this directly by increasing representation of under resourced communities in coaching, a priority area for all of the Home Nation Associations.

Chase announced multi-year partnerships with the FA, IFA, SFA and FAW in February 2024, to become the Official Banking Partner of all four Men’s and Women’s, Youth and Para national teams. At the heart of the partnerships is a commitment to help individuals in under resourced communities unlock their potential by improving access to resources, tools, and facilities that can support their pathway to future employment.

Alongside funding 2,900 introductory coaching qualifications and 85 professional coaching bursaries, the programme will provide free-learning tools for volunteer coaches that will be easily accessible via the FA, IFA, SFA and FAW websites.

The new coaching initiative builds on Chase’s ongoing investment in community-based programmes including a long-standing partnership with the National Literacy Trust and extends JPMorgan Chase’s decade-long support for local communities in the UK, where it employs over 22,000 people.

Deborah Keay, UK Chief Marketing Officer at Chase, said: "We’re committed to making a difference in the communities that we serve, and research has demonstrated that participating in football coaching can have a transformative impact on individuals, from improving key life skills to boosting employability. We’re proud to work with the Home Nation Football Associations to help remove key barriers to entry for people from low-income backgrounds through the Chase football coaching programme by giving them access to the right resources they need to succeed, making the game more accessible and representative throughout the UK."

Coaches from the four Home Nations football teams have shown their support for the new programme, each having first-hand experience of the positive impact it can have on people’s lives.

Anita Asante, England Women’s U23s Coach said: “I’m really proud to be part of this announcement and hope that the financial support that’s being offered will support thousands of people from low-income backgrounds to pursue their coaching dream. I know there’s a lot of hard work going on to increase opportunities from the grassroots to the pro game and hope this can be another key step in ensuring coaching is for anyone regardless of their financial status or background. I know from my own coaching journey, and being privileged to be part of an all-female coaching staff with the England WU23s, that opportunity is key. It’s important we open doors to ensure those coaching within the game are truly representative of society.”

Tanya Oxtoby, Northern Ireland Women’s Head Coach, said: "This is a fantastic initiative. At the Irish FA we truly believe that football is for all and it’s amazing to see Chase providing this support for aspiring coaches from low-income backgrounds.”

John Carver, Scotland Men’s Assistant Manager, said: "I fully support Chase’s campaign to open up coaching opportunities to those who might have otherwise been discouraged. Football is for everyone and you can never have enough good, qualified coaches to help bring on the next generation of players. Whether they’re just looking to enjoy the sport or see it as a potential career. It’s given me so much over the years and I hope it’s the start of something special for everyone on the programme."

Rob Page, Wales Men’s Head Coach, said: "It’s great to see the partnership between Chase and the FAW help fund coaching qualifications and bursaries for people from low-income backgrounds in Wales. Finance should never be a barrier for those looking to pursue a career that they are passionate about, and the resources on offer will allow people from across the country to develop their skills and take their careers to the next level."

For more information on the Chase Football Coaching Programme, visit

About YouGov research

Research was conducted by YouGov between 6 and 12 March 2024. The survey was completed by 4,201 respondents including a Nat Rep sample of 18+ adults in the UK, a sample of 18+ adults from low socio-economic backgrounds, and a sample of 18+ adults in the UK who are active coaches. Respondents were based across England, Northern Ireland, Scotland and Wales.

About Chase in the U.K.

Chase is the consumer banking business of JPMorgan Chase & Co (NYSE: JPM), a leading global financial services firm with assets of $4.1 trillion and operations worldwide.

The U.K. bank is designed specifically to meet the needs of customers in the country, providing a range of banking products and features. Launched in September 2021, Chase serves over two million U.K. customers and was recently named Best British Bank and Best Current Account Provider for the second consecutive year at the 2024 British Bank Awards. It was also named Banking App of the Year, App-only Savings Provider of the Year, and Consumers' Choice at the Moneyfacts Consumer Awards 2024.

In the U.K., Chase is a trading name of J.P. Morgan Europe Limited. J.P. Morgan Europe Limited is authorised by the Prudential Regulation Authority and regulated by the Financial Conduct Authority and the Prudential Regulation Authority. For more information, go to

All information correct at time of publication

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