Building on a strong period of delivery and growth, the strategy outlines how CITC will deepen its impact across Manchester, strengthen the organisation behind its work, and remained centred on its youth-led value.
The new strategy follows the successful completion of CITC’s previous three-year cycle, during which the charity delivered 60,712 hours of sessions, reaching over 35,000 unique individuals.
In 2024/25, City in the Community generated an estimated £43.7 million in social value — equating to £11.45 of social benefit for every £1 invested — highlighting the long-term value created through regular contact time, trusted relationships and inclusive provision.
These outcomes have shaped the charity’s priorities for the next three years.
Purpose delivered through three pillars
CITC’s purpose remains clear, to empower healthier lives with city youth through football.
This purpose is delivered through three outcome-led pillars:
- Healthy People – programmes support physical activity and mental wellbeing
- Healthy Futures – programmes create educational pathways and supporting employability
- Healthy Communities – programmes provide safe, inclusive spaces to play
Across all programmes, the charity’s approach focuses on tangible, meaningful impact through regular, sustained and high-quality contact time.
An updated ‘Theory of Change’ has also been released as part of the strategy, outlining long-term and short-term outcomes for each pillar, alongside key outputs and activities.
CITC’s Theory of Change 2025-28
CITC will also continue its work internationally, with coaches delivering ‘Young Leaders’ training on behalf of Manchester City. In the 2024/25 season, 16 CITC staff travelled to 13 different cities, supporting over 400 people.
Ambitions beyond programmes
Alongside programme delivery, the 2025–28 strategy sets out clear ambitions for how City in the Community will continue to grow as a charity and strengthen the foundations that enable its impact.
Priorities focus on building sustainability to support long-term growth and amplify impact, as well as connecting more stakeholders to CITC’s purpose.
The strategy also reinforces the charity’s commitment to being youth-led, inclusive and rooted in local communities. Young people will continue to play an active role in shaping programmes, informing decisions and influencing the future direction of the charity.
Commenting on the launch of the new strategy, CITC CEO, Mike Geary, said: “This strategy builds on what we know makes the greatest difference — sustained engagement, trusted relationships and putting young people at the centre of our work.
“Over the next three years, our focus is on deepening impact in our communities while strengthening the organisation behind it, so we can continue to empower healthier lives through football.
“As we enter a new chapter, the charity remains committed to working alongside Manchester City Football Club, partners, supporters and communities to create healthier lives through lasting, positive change across Manchester and around the world.”
Prize draw
Support CITC’s work through the City in the Community Prize Draw.
Entries start at £5 per ticket; supporters can enter on a one-off basis, or they can sign up to a direct debit, meaning they enter the draw monthly automatically.
Funds raised from the Prize Draw go towards sustaining the charity’s programmes, which all empower healthier lives through football.
City in the Community empowers healthier lives through football.
To find out more, visit www.mancity.com/citc or follow @citcmancity on social media.
