JD Sports has today launched a new package of career support, including online ‘work experience’, backed by MOBO-winning rapper and former youth club member DC3, with a campaign video.
It forms part of JD’s £1 million partnership with BBC Children in Need. The ‘My Home’ music video, shot in a youth club and directed by Oscar-winning filmmaker Andrea Arnold, highlights the “vital role of youth clubs in connecting with young people and creating pathways into employment”.
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New research conducted by Censuswide on behalf of JD, surveying a sample of 2,000 children aged 11-16 in the UK and collected between 24-29 September 2026, revealed that 80% of young people believe their peers would have nowhere else to go if their local youth club ceased to exist, while nearly three-quarters (72%) say youth workers can talk to them about problems they face in ways other adults cannot.
Beyond funding youth services, JD and BBC Children in Need have launched The Youth Club Dictionary, with contributions from Oxford University Press.
Featuring alternative definitions of words and phrases used within youth clubs, the dictionary highlights how each youth club closure risks cutting off a vital line of communication and support for young people.
JD’s package also includes employability workshops and recruitment support to help young people “build work skills, build confidence and take their first steps into employment”.
The retailer’s commitment aims to support up to 10,000 young people by funding 50 youth projects and around 90 youth workers across the UK.
Paul Orange, People Managing Director of JD EMEA, said: “Too many young people face barriers when taking their first steps into work, whether that’s a lack of experience, confidence or access to opportunities. As a major employer of young people, we believe we have an important role to play in helping to change that.
“Our partnership with BBC Children in Need is part of a much broader commitment to tackling youth unemployment. By combining support for youth services with practical experience, skills development and greater exposure to the world of work, we want to help more young people see a pathway into work and take that next step towards a career.”
Claire Hoyle, Chief Executive of BBC Children in Need, added: “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.”
The online ‘work experience’ programme aims to introduce young people to skills across retail, merchandising, buying, supply chain operations, marketing and digital know-how.
There will also be interview and CV workshops, as well as ‘Meet the Team’ sessions, which connect young unemployed people with JD staff who talk about their day-to-day roles and career journeys. The aim is to showcase the breadth of career opportunities available in retail and make them more accessible.
Young people who complete any of the programme’s employability activities will be offered dedicated support to explore career opportunities at JD, including job interviews where suitable vacancies are available.
The commitment from JD comes amid growing concerns over youth unemployment and declining youth services, with 1,200 youth clubs closing since 2010 and the number of young people not in education, employment or training (NEET) reaching 981,000 in June this year.
Ahead of the Government’s ‘Milburn Review’ into barriers to opportunity for young people, the partnership aims to strengthen youth services and improve employment outcomes for today’s young people.