Lallana and Williams named AITC ambassadors

Midfielder Adam Lallana and defender Victoria Williams have once again been selected as Albion in the Community’s ambassadors for the current season.

By Mark Barkaway • 26 October 2021

By Paul Hazlewood
Adam Lallana and Victoria Williams are delighted to be continuing as ambassadors for AITC

Albion in the Community (AITC), who recently won Best Community Football Scheme at the Football Business Awards for the fifth time in six years, is one of the leading football charities in the UK and works with tens of thousands of people each year. Using football as a tool to engage and inspire children and young people to get active, learn new skills and improve their wellbeing.

Lallana is looking forward to taking on the role. He said, “It is a real honour to be asked again to be one of Albion in the Community's official ambassadors and I'm delighted to be taking up the role and supporting the charity’s important work.”

By Paul Hazlewood
Victoria Williams

Williams is also delighted to be selected and added, “The past 18 months have been challenging for so many people in our community and I’ve seen first-hand how big a role AITC plays in people’s lives locally.

“Everyone at the club can be proud of what AITC has achieved and I am extremely proud be an ambassador for the charity again this season.”

AITC works with tens of thousands of children and young people each year.  This include providing opportunities for everyone to play football including people with a disability, working in schools to improve numeracy, literacy, and life skills, and delivering programmes to help people lose weight and get physically active.

By Paul Hazlewood
Adam Lallana

The charity’s Chief Executive Matt Dorn is looking forward to working with Adam and Victoria throughout the season. He said, “as we help our communities to recover from the pandemic and use the power of football to change people’s lives, the support of players like Victoria and Adam is fantastic for the charity.  Their engagement with our programmes and participants during the season will be a huge inspiration to everyone we work with on our programmes.”

To find out more about the work of Albion in the Community, visit: