Partnerships are built on shared values, The Jason Robinson Foundation and Gilbert Rugby are aligned. A belief in the power of sport to change lives. The Jason Robinson Foundation exists to inspire, support and uplift young people facing disadvantage, using sport, mentoring and education to unlock potential and create opportunity. In this feature, we speak with the team behind the Foundation to explore its mission, the impact it continues to make within communities, and how this partnership with Gilbert Rugby helps extend that reach even further.
Can you tell us about your organisation and its core mission?
Founded by Jason Robinson OBE, we are a UK-based charity that uses sport as a tool for positive social change. Our core mission is to support children and young people from deprived communities by providing access to high-quality sports coaching, mentoring and development opportunities. We work alongside families, schools and communities to create safe networks where young people can belong, build confidence and feel supported. Every young person deserves to discover their potential, no matter where they start.
How did your partnership with Gilbert begin?
Our relationship with Gilbert began through Jason, who is an ambassador for the brand due to his rugby background and status within the sport. Jason has long been passionate about using rugby — and sport in general — as a force for good. Through his ambassador role, he introduced the charity to Gilbert. From those early conversations, it quickly became clear that there was a strong alignment in values and a shared belief in the power of sport to positively impact young people.
What shared values make this partnership a strong fit?
Both our organisation and Gilbert believe in the power of sport to inspire, unite and create opportunity. We share a commitment to inclusion, community impact and giving young people the chance to reach their potential, regardless of background. Gilbert’s long-standing connection to grassroots and professional rugby makes them a natural partner for a charity that puts participation, development and positive role models at the heart of its work.
Who does your work support, and how does it make a real difference?
Our work supports children and young people in some of the most deprived areas of the UK. Many face barriers caused by poverty, including poor nutrition, lack of kit, limited access to sport, low confidence and a lack of positive role models.
Year-round, we provide structured coaching, mentoring and safe environments, including during the holidays. We help young people develop physical skills alongside important life skills such as teamwork, discipline and self-belief.
Can you share a recent success story or a moment that captures the impact of this partnership?
Our coaches receive high-quality Gilbert sportswear to coach in throughout the year, and much of the equipment and kit they use is supplied through the Gilbert partnership.
In one of our Leeds-based primary schools, children benefit from our multi-sport programme, after-school rugby club and holiday camps — all provided free of charge for the most vulnerable children.
The area faces significant social challenges and has a higher proportion of children living in poverty. Our coach reported that the tag rugby team reached the tournament finals at Headingley Stadium for the first time ever. However, many of the children did not have rugby boots or matching kit. Through the partnership, we were able to kit the team out, giving them the confidence and support they needed and ensuring that access to kit was not a barrier to competing.
Why is this cause important today?
Now more than ever, young people need positive outlets, safe spaces and strong role models. With increasing pressures around mental health, the cost of living and reduced access to youth services, sport can play a crucial role in keeping young people engaged, active and supported. Our work helps address these challenges at a grassroots level, where early intervention can make a lasting difference.
How does support from partners like Gilbert help you achieve more?
Support from partners like Gilbert allows us to reach more young people and deliver higher-quality programmes. Whether through resources (such as gilbert rugby balls), visibility or shared advocacy, these partnerships strengthen our impact and sustainability. Having the backing of a respected brand in sport also helps open doors, build credibility and inspire the young people we work with.
How can people support your organisation or get involved?
There are many ways to get involved, from fundraising and volunteering to corporate partnerships and event participation. We encourage individuals and organisations to connect with us, support our campaigns and help spread awareness of the work we do. Every form of support helps us continue using sport to create positive change for young people.
