1966 Entertainment brought together its team of coaches, ex players, events and sport industry experts to create The EFF Academy to enable the players to work with hard to reach groups, schools, colleges and local authorities to provide coaching and education opportunities for disadvantaged youngsters across the country.

Thousands of young people have experienced some level of intervention and activity that has promoted football as a tool for community cohesion and tackled a variety of economic and social issues such as health, education, crime, racial and drug abuse.

In 2013, 1966 Entertainment and the players launched a new EFF Academy coaching course specifically set up to meet the needs of disadvantaged 16-24 year olds in deprived areas of London, Manchester and Merseyside.

Designed by 1966 Entertainment, funded by the players and supported by Sport Relief, the bespoke scheme has provided an initial cohort of 90 young people across the three venues with nationally recognised educational and coaching qualifications; as well as valuable work experience in the sport industry to help improve their chances of future education and employment.