The Atlas Foundation Americas is delighted to join and support the British American Business Council Northern California.

The Atlas Foundation Americas is the US-based affiliate of Atlas Foundation, a global charity founded by Jason Leonard OBE in 2015.  Jason, a former England and British & Irish Lions Rugby Player and later Chairman of the British & Irish Lions, is passionate about helping deprived children find a better future through the community of Rugby.

Atlas Foundation, has provided funding for programs that reach tens of thousands of children in 19 countries around the world. Regularly working in partnership with local inner-city school systems in economically depressed areas, Atlas-funded programs have contributed to material improvements in nutrition, school graduation rates, health, skills development and further education opportunities through the game of rugby.

So why Rugby, and why is Atlas reaching out in the US?

Rugby, for those of you who haven’t played it, is regarded by those who have as being the ultimate in team sports. It is a hard, extremely physical and uncompromising game with a powerful foundation of integrity, where playing as a team is essential. Coordination of effort and constant support for your team-mates builds strong bonds and the energy expended creates fit individuals who realize they can strive, and succeed.

Inner-city public school systems in the US suffer from a lack of financial and human resources and sometimes produce a population of teenage graduates, if they make it that far, who have little to show for their years at school. But in some parts of America, supported financially by organizations such as Atlas, USA Rugby, Major League Rugby and the US Rugby Foundation, among others, dedicated individuals have created programs that are helping hundreds, soon to be thousands of teenage boys and girls.

For example, in early March 2024, Urban Rugby America, an organization of High School coaches and fantastic, dedicated volunteers brought almost 300 kids from 9 cities to Washington DC for a seven-a-side rugby tournament. The rugby tournament was the grand finale to a week in which these kids, many of whom had never left their hometown before, were able to visit many of the delights that the nation’s capital can offer, including the Washington Monument, the National Museum of African-American History & Culture, Howard University and Georgetown U. The practice on the Mall between the Capitol and the Smithsonian was a thrill for everyone involved.

The event and all transportation, food and lodging was provided by the sponsors. The participants paid nothing, and gained a lot.

Atlas is seeking donations so it can continue the good work that’s being created in these inner-cities. What is being offered to these High School kids is an opportunity to see what is outside their environment (both social and physical) while playing a sport that builds fitness, relationships and community. What is being offered to financial supporters of these efforts is the reward of seeing the impossible become possible. For example, an increasing number of universities are offering rugby scholarships, a vital lifeline for people who cannot contemplate the high cost of tuition without them.

Great Britain has the richest history in the game of rugby union (which celebrated its 200th anniversary last year) and perhaps the need to explain the value of the sport is less important than it might be with other nations, or other sports.

So, if your organization would like to:

• Do some good for the under-priveliged of the US inner-cities while
• Raising your profile to local audiences through the medium of sport

Please call or contact Jon Passmore (based in the San Francisco Bay Area, at jon@atlasfrc.org

Atlas is raising funds to provide:

• Basic equipment for the growing ranks of keen young players (jerseys, cleats, balls, etc.)
• Transportation and lodging to events, including 7-a-side tournaments such as DC, practice sessions for America’s major professional clubs and international teams who are coming to the US this year
• Opportunities to meet top-flight American and international role models who, like so many in this game, want to give back.

Why now?

This is an ideal time for companies doing, or looking to do business in the US from the perspective of rugby. In 2031 the US will host the Men’s Rugby World Cup for the first time and 2 years later, the Women’s Rugby World Cup. There will be a lot of focus on the sport, from organizers, sponsors and fans alike in the years to come.

Jon Passmore would be delighted to talk on the phone or come and visit with you and talk more about the good that is being done by this sport, in some very challenged areas.

Jon Passmore

jon@atlasfrc.org

203-258-2880