Our story
Our journey began with a simple yet powerful mission: to create a safer, more supportive environment for children in sports. Here’s how our story unfolded, shaped by the pressing need to protect young athletes and empower their voices.
A Timeline of Our Journey
August 2023 The idea for Ask for SAM was born, inspired by a vision to safeguard children in sports.
September 2023 The project was formally proposed, setting the stage for a transformative initiative.
October 2023 Development of Ask for SAM began. Fueled by countless meetings, brainstorming sessions, and collaboration, our team worked tirelessly to bring the vision to life.
August 2024 Ask for SAM entered its BETA phase, allowing us to test our tools and resources with real users and refine them based on feedback.
January 2025 Ask for SAM is ready to launch, marking the beginning of a new era for safer sports.
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Why We Exist
In the 2023-2024 football season, over 6 million children participated in FA-affiliated football across the UK. While this engagement celebrates the joy and unity sports bring, it also uncovers a sobering reality: the prevalence of abuse in sports. The Child Abuse in Sport: European Statistics (CASES) study highlights the severity of this issue:
- 65% of adults aged 18-30 reported experiencing psychological violence as children.
- 44% faced physical violence.
- 37% suffered neglect.
- 35% encountered non-contact sexual violence.
- 20% endured contact sexual violence.
These numbers represent real lives affected by abuse, underscoring the urgent need for change.
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Our Mission
Ask for SAM exists to break the culture of silence surrounding abuse in sports. Too often, children do not report abuse due to fear, disbelief, or a lack of knowledge about how to seek help. When they do speak up, inadequate responses from adults can leave them feeling unsupported and vulnerable. Our initiative is dedicated to empowering children by providing:
- Education and Tools to recognize and report abuse safely.
- Safe Spaces where their voices are heard and valued.
- Support Systems that prioritize their well-being.
By fostering a culture of safety, respect, and accountability, we aim to ensure every child can enjoy sports without fear of harm.
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Together, We Make a Difference
Our journey is far from over. With the support of our community, we’re committed to creating a future where sports are a safe and joyful experience for every child. Let’s work together to protect young athletes and champion their right to play without fear.
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Learn More:
Our organisations
Learn about the different organisations and partners we work with. See how collaboration strengthens our impact.
What we do
Discover the diverse programs and services we offer and see how we’re making a meaningful impact in the community. Learn how our online resources and initiatives are shaping a positive environment and driving positive change both locally and beyond.
Where to find us
Discover our presence and find out how you can connect with us. While we don't have physical offices, our SAMs are available at various sporting events where our logo is displayed. Look out for them and reach out for support and information wherever you see our brand.