Sports Interactive extends community connections with BADU partnership

Sports Interactive is proud to deepen its roots in the local community with a new multi-year partnership with BADU, championing grassroots sport and creating opportunities for the next generation.

Formed in 2008 and based out of Here East, BADU is a social enterprise driving deep social impact and ensuring the legacy of the 2012 Olympic Games benefits all.

Through the partnership, the Football Manager logo now adorns the front of shirt for their grassroots women’s football team. That support is furthered by the studio’s investment into coaching development opportunities for women and girls, as well as fresh kit, equipment and DBS courses.

In 2024–25 alone, BADU supported over 15,890 Black and Global Majority individuals across East London, helping them unlock their potential through equitable access to opportunities. BADU works to bridge the “dream deficit”, ensuring young people from underrepresented communities can see, pursue, and achieve their ambitions. BADU creates safe and empowering spaces that enable individuals to thrive, grow, and succeed through programmes in sport, health, mentoring, and workforce development.

Looking ahead, SI will provide structured work experience opportunities for 6 members of the BADU community and collaborate on BADU community events and initiatives. 

Miles Jacobson, Sports Interactive Studio Director, said: “Partnerships are part of our DNA at SI and that’s why I’m enormously proud to be announcing our new relationship with BADU. 

“We’ve been aware of BADU’s great work since moving to Here East in 2018. Our close proximity has led directly to the hiring of 2 team members and enables us to support BADU with various events, studio tours and community outreach in the past. 

“A formal partnership allows us to expand our mentoring and work experience programmes and give back to the community directly.”

Kevin Badu, Head of Sport at BADU, added: “Partnering with Sports Interactive is a huge step forward for us at BADU. 

“Their support will help us maintain and grow our women’s and girls’ grassroots football programmes, creating more opportunities for young players and coaches to thrive. 

“With this partnership, we can also open doors to opportunities in sport beyond the physical side, inspiring future careers across the industry. We’re equally excited to see our teams wearing the new kits — it’s a real statement of pride and progress.”