JD Sports and BBC Children in Need launch £1 million partnership to support 10,000 young people across the UK
- Partnership will support 10,000 young people across the UK with access to youth services, work experience and pathways into employment
- Scheme provides access to virtual work experience, with every young person who completes the scheme offered a guaranteed interview at JD Sports where vacancies are available
LONDON: Tuesday, 7th July 2026: – JD Sports and BBC Children in Need have today announced a new partnership that will create a £1 million fund to increase young people’s access to work experience, develop their skills and confidence, and connect them with opportunities for their future.
Through the partnership, 50 youth projects across the UK will receive funding to strengthen local youth provision, supporting up to 10,000 young people and funding approximately 90 youth workers in communities where support is needed most.
BBC Children in Need has identified target locations where funded youth projects are situated close to JD Sports stores, including Glasgow, Greater Manchester and London, helping connect local young people with both community support and future employment opportunities.
At a time when national debate is increasingly focused on the importance of real-world connection, the partnership will help ensure young people have somewhere to go, something to do and someone to talk to – a core priority for BBC Children in Need.
Alongside the financial investment, JD Sports will provide access to its virtual work experience programme, giving young people the chance to build practical skills and explore career pathways. Every young person who completes the scheme, which spans Retail, Merchandising, Buying, Marketing and Digital, will be offered a guaranteed interview at JD Sports where vacancies are available.
The partnership comes at a time of growing concern about the barriers many young people face in accessing employment opportunities, with increasing focus on the importance of skills, experience and connections in helping young people take their first steps into work.
Claire Hoyle, Chief Executive of BBC Children in Need, said:
“We are incredibly proud to be partnering with JD Sports to support youth projects and youth workers in communities across the UK. Giving young people somewhere to go, something to do and someone to talk to sits at the heart of everything we do, and this partnership will help make that a reality for thousands more young people.
“Young people are facing increasing challenges and we know how vital it is that they have access to trusted adults, safe spaces and opportunities for the future. By investing in both youth work and pathways into employment, we can help young people build brighter futures.”
Emma Chevreau, People, Culture, and Purpose Director at JD Group, said:
“For too many young people today, the path from education into employment feels increasingly uncertain. Many are missing out on the opportunities, experiences and support networks that can help build confidence and open doors.
As a proud employer of around 10,000 young people across the UK, we’re delighted to partner with BBC Children in Need to invest in both local youth services and pathways into work, helping more young people develop the skills, confidence and opportunities they need to take their next step.”
In addition, JD Sports will also take part in the BBC Bitesize Careers Tour. The 2026–27 tour will reach more than 110,000 students in schools across the UK, delivering interactive sessions led by BBC presenters and featuring professionals sharing insights into their careers. JD Sports will join selected tour locations, giving students the chance to hear first-hand from industry professionals, supporting its commitment to opening up pathways into the world of work.
