John Shiels brings Beautiful Game Tour to Fleetwood as Community Trust work takes centre stage

Former Manchester United Foundation CEO visits Fleetwood Town Community Trust as part of 1,500-mile challenge to celebrate the power of football in communities

Fleetwood Town Community Trust were proud to welcome John Shiels MBE, former Chief Executive of Manchester United Foundation and Trustee of the Sir Bobby Charlton Foundation, as part of an extraordinary 1,500-mile cycling challenge visiting all 92 professional football clubs across England and Wales.

The Sir Bobby Charlton Beautiful Game Tour is shining a light on the incredible work being delivered by football clubs and their community organisations, celebrating the difference they make to the lives of children, young people and communities every day.

As John makes his way around the country by bike, he is meeting community foundations, staff, volunteers and young people to hear first-hand about the impact of their work—and Fleetwood Town Community Trust is delighted to be one of the organisations featured on the tour.

The challenge has been inspired by Sir Bobby Charlton’s lifelong belief in the power of football to change lives. John is using the journey to raise awareness of the vital role football clubs play within their communities, while also raising funds for the Sir Bobby Charlton Foundation.

John’s tour comes after a career spanning more than four decades of using football as a force for positive change, including his time as Chief Executive of Manchester United Foundation. The tour provides an opportunity to showcase the breadth of community work taking place across the football pyramid, much of which takes place away from the spotlight.

Celebrating Fleetwood’s community impact

During his visit to Fleetwood, John will learn more about the work of Fleetwood Town Community Trust and the wide range of programmes delivered across the local area.

From supporting children and young people through sport, education and employability, to improving health and wellbeing and creating opportunities for people of all ages, the Trust uses the power of Fleetwood Town Football Club to make a positive difference in the community.

The visit provided an opportunity to celebrate the people behind that work—including Trust staff, volunteers, partners and participants—and demonstrate how football can be a catalyst for positive change far beyond the pitch.

[Quote – Tom Hutton CEO, Fleetwood Town Community Trust]

“It is a real privilege to welcome John Shiels to Fleetwood as part of the Beautiful Game Tour. What makes this challenge so special is that it is shining a light on the work that happens within communities every single day through football.

Football clubs and their community trusts have an incredible ability to reach people, build relationships and create opportunities, and we are proud to showcase the difference Fleetwood Town Community Trust is making across our community.

John has dedicated so much of his career to demonstrating the power of football to change lives, so having him visit Fleetwood and take the time to learn about our work is a fantastic recognition of the contribution our staff, volunteers and partners make.”

A tour with a bigger purpose

The Beautiful Game Tour is more than a physical challenge.

Across the 92 clubs, John is gathering insight into the work being delivered in communities and the challenges faced by children and young people. The information gathered during the tour will help inform conversations with Government and decision-makers across football about the importance of providing children with access to free, safe places to play and trusted adults who can support them.

The tour is also raising funds for the Sir Bobby Charlton Foundation, helping provide opportunities for children in challenging circumstances to access football and safe spaces.

That mission reflects Sir Bobby’s own belief in the importance of giving children the opportunity to play, develop life skills and grow through sport.

The Sir Bobby Charlton Foundation continues Sir Bobby’s legacy by supporting communities affected by conflict, while also working with Manchester United Foundation through Sir Bobby’s Street Reds in Moss Side, providing young people with opportunities to play football and develop confidence, teamwork and leadership skills.

John’s visit to Fleetwood is therefore an opportunity not only to celebrate the work being delivered locally, but also to connect Fleetwood Town Community Trust with a national conversation about the role football can play in creating stronger, healthier and more connected communities.

[Quote – John Shiels MBE]

“The Beautiful Game Tour is about celebrating the extraordinary work football clubs and their community organisations do every day. Every club has a story to tell, and every community has different needs.

Coming to Fleetwood has given us the opportunity to see first-hand the difference the Trust is making and to hear from the people involved in that work. It is exactly why this tour matters—to make sure the incredible contribution of football to our communities is recognised and understood.

Sir Bobby always believed passionately in the power of football to help young people develop, grow and reach their potential. I hope this tour can help keep that belief at the heart of the game.”

The Sir Bobby Charlton Beautiful Game Tour will continue its journey around the country, visiting all 92 professional football clubs across England and Wales and celebrating the people and organisations using the beautiful game to make a difference.

For Fleetwood Town Community Trust, John’s visit was a proud opportunity to showcase the impact being made across the local community and to demonstrate once again that football is about so much more than what happens on the pitch.