Welcome to Belief,

Firstly, thank you for taking the time to read more about Belief — why we exist, what we stand for, and what we are trying to build. While we are ambitious about the impact Belief can have, we are very aware that meaningful change only happens through partnership, trust and shared belief. So, genuinely, thank you.

By now, you should have a clear sense of our mission: to support young people to become confident, creative and resilient — on and off the pitch. But I’ve always believed it’s important to understand the person behind an organisation, particularly when that organisation is values-led. This page exists to provide that context.

Belief didn’t begin as a business idea. It began as a response.

Where Belief Comes From

Belief originated after an unsuccessful interview with another organisation, shortly after I returned from coaching abroad. At the time, I wasn’t simply looking for a role in football — I was searching for work that felt purposeful. Something that recognised football’s power, but didn’t stop at football.

The organisation I interviewed with impressed me. It had a strong vision around supporting young people from disadvantaged communities through sport, education and mentoring. I left thinking: why doesn’t something like this exist in Nottingham — and particularly for girls?

That question stayed with me.

Why Girls, Why Now

Having worked for years as both an English teacher and football coach in Nottingham, I’ve seen how girls are routinely denied opportunity — subtly and overtly.

From playgrounds where boys dominate space, to schools where girls’ teams are an afterthought. From limited pathways in grassroots football, to the reality that Nottingham — a city with deep football heritage — has very few accessible city-wide teams for girls. Attitudes towards women’s sport, from both boys and men, still quietly tell girls: this isn’t really for you.

That reality became even more stark while coaching in Malawi — one of the poorest countries in the world. There, I witnessed the compounded barriers faced by women and girls: limited access to education, restricted freedom, and sport often seen as inappropriate or irrelevant. It reinforced something I already knew — gender inequality in sport is not a minor issue; it’s systemic.

Belief is a direct response to this.

The Reality Facing Young People

Nottingham is a city with huge potential — and communities that feel forgotten.

Over the past four years, I’ve watched the widening poverty gap erode young people’s confidence and aspiration. COVID accelerated this. Social media amplified it. Mental health concerns, disengagement from education, and exposure to crime have become part of everyday conversations in schools.

I’ve listened to countless stories that point to a deeper issue:

• an education system under-resourced to meet modern challenges

• a lack of visible pathways beyond survival

• young girls whose ambitions shrink too early

• young boys drawn to distorted ideas of masculinity

At the centre of it all is a loss of belief — in self, in opportunity, in the future.

Why Belief Is Different

There are organisations in Nottingham offering football. That alone is not enough.

I’ve worked in professional academies in the UK and abroad with exceptionally talented young people. I’ve also seen the harm caused by selling the dream of professional football without preparing young people for life beyond it.

Belief is clear: football is a tool, not the destination.

We deliver high-quality football experiences, but they are underpinned by:

• Personal Development programmes

• Career Development pathways

• Peer mentoring and leadership opportunities

• Partnerships with inspiring women and community leaders

Our aim is not to produce footballers alone — but confident, creative and resilient young people who can succeed in sport and in life.

A Final Thought

Belief exists because girls deserve more space, more opportunity and more trust.
Because communities deserve investment, not neglect.
Because sport, when values-led, can change how young people see themselves.

This tournament is just the beginning.

Thank you for being part of it.

All the best,
Joe