'It's Not a Game' sponsors Hackney Wick FC youth team

North East London Cancer Alliance’s cancer awareness campaign ‘It’s Not A Game' has teamed up with non-league football side Hackney Wick FC as new kit sponsor for the youth 2024-25 season.

This will help spread awareness of cancer signs and symptoms to people living in north east London.

The ‘Its Not A Game’ campaign not only aims to raise awareness but also to address some of the inequalities with cancer diagnosis and treatment, and encourages people to speak to their GP with concerning symptoms, which will help to improve health outcomes.

Using sport as an aid, ‘It’s Not A Game’ helps to raise awareness of four main cancers (Prostate, Bowel, Lung and Stomach) and is aimed predominantly at White and Black men from areas of north east London affected by deprivation. The campaign is not just football focused, it includes other sports like snooker, rugby and darts, to widen the awareness.

Hackney Wick FC, East London’s community football club, was founded by transformed gang member Bobby Kasanga in 2015 with an aim to tackle youth violence. Since its formation, Hackney Wick FC has grown from a threadbare amateur side to the borough’s only semi-professional club that now boasts 20 teams across all age groups.

In addition, the team has received notable support from The Mayor of London and seen collaborations with Nike and Netflix. Touching on the collaboration with North East London Cancer Alliance, Kasanga said: “Cancer is an important issue which is often not spoken about until it is too late, particularly in the BAME community.

“It is important that local people are aware of cancer signs and symptoms – and take action! I recently had to urgently see my GP about a lump I ignored for years. Thankfully it was all clear, but it could have been worse”

Obi Onyiah, Programme Manager for Prevention Awareness and Screening, North East London Cancer Alliance, said: “Sport has a unique opportunity to bring communities together and we must not forget about the massive visibility and impact grassroots football has.

“At North East London Cancer Alliance, we are passionate about bringing awareness of important screening and cancer campaigns to the local community. We hope that this collaboration will not only bring more awareness to young people, but also act as subtle reminder to parents and spectators of these games across north east London.”

For more information about ‘Its Not A Game’, visit: https://www.nelcanceralliance.nhs.uk/its-not-a-game