Interview with Steve Fleming, CEO of Kick4Life

Kick4Life logoJamie Tosh of Kick4Change was nice enough to put me in touch with a contact of his, Steve Fleming, from the organization Kick4Life.  I sent Steve, joint CEO of Kick4Life, the following 5 questions; below are his responses, some photos, and info on how to support Kick4Life’s work!

Thanks much Steve!

1. What is Kick4Life, in a nutshell?

Kick4Life is a charity which uses the power of football to change the lives of some of the most disadvantaged children in the world. Using football to engage and inspire we deliver HIV education and voluntary testing as well as supporting kids through school and onto a better future.

David Beckham and Kick4Life boys

David Beckham and Kick4Life boys

2. How did you start the organization?

Kick4Life was set up by my brother and I in 2005. Initially we did a charity challenge to kick a football across Malawi for 250 miles to raise money for an AIDS orphanage. It was meant as a one-off but turned out to be a life-changing experience and we were inspired to set up an organisation to do further work. We have initially focused our work in Lesotho for a number of reasons: the HIV crisis (Lesotho has the world’s third highest prevalence), a lack of similar programs operating in the country, some fantastic partners who supported our initiative and a real passion for football among the people.

3. How are you linking up with organizations like FIFA? Other corporate partners?

Our main funding partner is the Vodafone Foundation which has supported Kick4Life from the outset. Their support has enabled us to reach more than 20,000 young people with HIV education, and test more than 8,000 for HIV, referring those who are positive to life-saving treatment. We have since established partnerships with UNICEF, Sentebale (Prince Harry’s charity) and a number of other partners.

We are also part of a global network called Street Football World which is partnered with FIFA to deliver the Football for Hope program.

England manager Fabio Capello in Kick4Life tent in Lesotho

England manager Fabio Capello in Kick4Life tent in Lesotho

4. What sort of activities are you planning in the lead up to, during, and after the World Cup?

It promises to be a very exciting year. Through our relationship with streetfootballworld and FIFA we are taking a team of kids from Lesotho to Cape Town to take part in a festival as part of the World Cup draw. Then during the World Cup we will be taking another team to Festival 2010 to compete against 32 teams from around the world, and to celebrate the use of football as a tool for social development.

In Lesotho we are also planning a two-day football and HIV education/testing festival during the World Cup.

5. How could someone get involved?

Kick4Life in action!

Kick4Life in action!

I always say the best way for an individual to get involved is to sign up for one of our Kick4Life All Stars tours. These are two week trips to Lesotho that incorporate football matches against local teams with HIV education. Participants are trained to deliver some of our activities and get to work with hundreds of kids. It also provides a unique insight to a beautiful country. To find out more visit

For any companies that would like to get involved please get in touch to discuss how we can work together. We have a number of exciting opportunities around the World Cup.

Contact details:

Steve Fleming, Joint Chief Executive

+44 (0) 7710 999 169

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2 Responses

  1. […] The short term goals are to get established and gain a foothold in the market place. We will only do this through consumers accepting us as a new brand, one that they can trust and one that is very clear about its core values. If we are successful in portraying these, sales and acceptance should follow. In the medium term we will be launching a number of initiatives that will allow companies and individuals to help us send over 100,000 boots to underprivileged children in Africa. With this will come profits that will allow us to start impacting socially in a variety of ways. We want to encourage increased child participation in sport and help break down social inclusion barriers. Of course sending over 100,000 new boots to Africa will also help leave a lasting legacy from the World Cup. We are working with a number of charitable partners in Africa who use football as a way of creating social change. A great example is our partnership with Kick4Life. Kick4Life use football as a way of engaging with children and educating them in things like HIV prevention and living with the stigma of carrying Aids.  (click here for earlier interview with Steve Fleming, CEO of Kick4Life) […]

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