More than a game

Ami's story: My emotional bond to Swansea City

By Mark Orlovac 22 Feb 2024
Premier League Kicks, Youth Summit, Ami, Swansea City

Premier League Kicks coach on how the memory of her late dad and grandad has made working for the Swans extra special

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Ami's connection with Swansea City runs deep. 

Her love for the Swans started as a three-year-old, when she watched matches with her dad and grandad.

But when she was six, Ami's dad and grandad passed away in the space of three months. 

Ami's passion for the club has never dimmed and now she is a mentor to other young people in her local community as a Premier League Kicks coach with the Swansea City AFC Foundation.

This is her story.

"My bampa was obsessed with the Swans and when my dad moved to Swansea from London, he found out why everyone loves my football team!

"When they died it was just me, my mam and my little brother, who was two at the time. He's football mad and we changed the place where we sit at Swansea so he could come with us.

"When he was about nine, he started at Swansea's Premier League Kicks and through dropping him off with my mum, I started to find out more about the programme.

"I could see the impact PL Kicks had on my brother. He really enjoyed going and it improved his confidence. I was thinking that I could get involved and I asked questions about what the job entails.  I started volunteering two years ago and that progressed into a paid job.

"Turning up at my first session and seeing the different children was exciting. They've all developed and built a rapport with me; some can't wait to see you.

"I feel like I've done something well, like I've achieved, because if you didn't have that bond, you might not get through or make that change in their lives.

"I am lucky. I've got an amazing family, with amazing support, and it’s the same with the Swansea Foundation, they're a really strong team to work for. Maybe some children don't have that and being that for the children is nice.

Premier League Kicks, Youth Summit, Amy, Swansea City

"Young people can be misjudged. It's important to be there because they are lovely kids.

"Without the Premier League and the support it gives, my local community wouldn't be what it is. Funding allows us to have extra sessions in the vulnerable areas, allows us to target the young people who need it.

"The Swansea Foundation are always thinking of how to improve. The children are always the main purpose, that's what I like about it.

"Premier League Kicks means a lot to me because when I first joined, I didn't have this much confidence. I was incredibly shy.

"I waited for people to talk to me first but now, two years later, I'm the same person but also completely different at the same time. My confidence has grown through the opportunities Premier League Kicks gives you, even if you're not a participant, through the job.

"Wearing the Swansea badge is exciting, the pride that you get when you put the tracksuit on and it all links back.

"It's one of the best jobs I think you could have because of the impact it has. There's not a shift that you come home from thinking you haven't enjoyed.

"To work in this field, and to be at Swansea, I know my dad and my bampa will be looking down on me and feeling very proud. Every time I get the Swansea kit on, I know this is what they'd be wanting me to do."

Premier League Kicks uses the power of football and sport to inspire young people to reach their potential, in some of the most high-need areas in England and Wales. 

Ami is one of more than half a million people who have benefitted from their involvement in the programme since its launch in 2006.

To date, the Premier League has invested more than £81million in Premier League Kicks through the Premier League Charitable Fund.

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