Our Vision
To change the culture of the football agency business from one of dependency and control to one of partnership and facilitation through genuine care and support
To be trustworthy, honest and ethical in all our dealings, whilst totally respecting the confidentiality and privacy of all partners
To acknowledge that the spiritual, emotional and psychological well-being of players is as important as their physical fitness and material wealth
To support the players within their local and family networks to achieve a full and balanced life while away from their home countries
To work towards the greater good by encouraging players to put back into their communities through sustainable development projects in line with their values and beliefs
The Ayuda Foundation
In line with our principle of putting back some of the wealth created by our football talent into the communities from which they originate, Ayuda has established a strong Charitable dimension to our activities. The Ayuda Foundation is a registered charity (previously known as Portland International Charitable Trust Reg No 1039325, established in 1994) which has provided aid for the past few years in East Africa, especially Uganda.
Some of the photographs from project work can be seen here.
Work continues within local schools, impoverished villages, church communities and in high security prisons to reach some of the poorest, both materially and in spirit, to give them hope and improve living conditions. A strong spiritual dimension underpins our work; our Directors come from a Christian as well as a Muslim faith perspective and this allows us to provide spiritual direction to players, an element of their lives which sometimes becomes neglected in the more materialistic culture of the developed world.
Financially successful players are encouraged to invest some of their earnings wisely in sustainable development projects back in their home communities under the guidance of our experienced charity directors.