I Am Greater: Matchroom stars back Manchester’s fight against youth violence

The historic Salford Lads Club played host to the launch of the latest phase of Greater Manchester’s I Am Greater campaign, bringing together young people, civic leaders and community organisations for an afternoon of activities and discussion focused on tackling youth violence.

Among those supporting the event were Matchroom stars Pat Brown and William Crolla, alongside Mayor of Greater Manchester Bev Craig OBE, Deputy Mayor of Greater Manchester for Safer and Stronger Communities Kate Green and representatives from organisations working to prevent youth violence across the region.

Led by the Greater Manchester Violence Reduction Unit, the campaign uses communications, positive role models and real-life experiences to challenge attitudes towards violence and connect young people with opportunities in their communities.

Developed with young people from across Greater Manchester, I Am Greater highlights positive alternatives through sport, music, arts and youth provision, using targeted communications and digital content to encourage young people to make positive choices.

Supporting the UK Government’s ambition to halve knife crime nationally by 2030, the latest phase will explore how effective communications can influence attitudes and increase engagement with positive activities, with the potential to inform similar campaigns through Violence Reduction Units elsewhere in the country.

Friday’s launch brought the campaign’s message to life through a photography exhibition, music from Unity Radio, a screening of its hero film and a panel discussion exploring the importance of youth clubs and community spaces in providing young people with somewhere to belong.

Alongside the exhibition and discussion, attendees were invited to take part in practical activities showcasing some of the positive opportunities available across the region.

Newly crowned British and Commonwealth Cruiserweight Champion Pat Brown was joined by fellow Matchroom fighter William Crolla, who challenges for the English Super-Welterweight Title in Wolverhampton on Saturday 5th December.

Both fighters spent time meeting young people and supporting a non-contact boxing session delivered by Boxing for Better, sharing their experiences of the positive influence sport and community organisations can have on young people’s lives.

For Manchester-born Brown, the event carried particular significance, having attended Salford Lads Club himself as a youngster.

“I’m Manchester born and bred and I used to come here myself as a kid. Places like this bring communities together and give young people the guidance and opportunities they might not otherwise have,” said Brown.

“Boxing gave me a pathway to achieving my dreams, but for another kid, that dream might be going to university, doing well at school or pursuing a different sport. It’s so important that places like this continue to provide those opportunities,” he continued.

“I see it firsthand through my dad, who runs an amateur boxing club. He’s constantly helping kids off the streets and becoming a father figure to young people who might not have that support at home.”

For Crolla, the campaign’s message was particularly poignant, having lost one of his closest friends to knife crime six years ago.

“Knife crime is something very close to me. I lost one of my best friends six years ago when he was stabbed to death, so I think campaigns and events like this are really important,” explained Crolla.

“You don’t have to join a boxing gym to become a fighter. You can go along, meet people and become part of something. It doesn’t matter where you’re from or what your background is, everyone’s equal,” he added.

“You learn so much without even realising it, whether that’s respect, discipline or how to carry yourself. Places like that teach you the foundations of life.”

Among the organisations delivering activities was Boxing for Better, a Leigh-based community boxing club and member of the Empire Fighting Chance Boxing for Good network, supported by Matchroom Boxing.

Founded by Dave Morris in 2021, the club works with young people, families and communities, using boxing to develop confidence, discipline and a sense of purpose. Its activities support people from a wide range of backgrounds, including disadvantaged young people, young offenders and individuals with special educational needs and disabilities.

As Morris explains, the club’s philosophy extends far beyond sporting achievement:

“We’re not just in the business of making great boxers, we’re here to make great people through boxing.”

That philosophy is reflected in the experiences of young people such as Bailey, who was referred to the club aged 18 after concerns about how his anger was affecting his life. Having developed greater confidence and self-control through boxing, he now helps welcome new members, demonstrating the difference that positive support and opportunities can make.

Boxing for Better has made significant progress since joining the national Boxing for Good network, which helps community boxing organisations strengthen their delivery, improve sustainability and increase their impact.

Having recently secured its first dedicated premises in Leigh, the club is preparing to establish a permanent home for its work, creating a valuable new facility for young people and the wider community.

Speaking after the event, Alex Le Guével, Head of Community Development at Matchroom Boxing, emphasised the importance of using the organisation’s global platform to support initiatives addressing challenges faced by local communities.

“We’re fortunate to have a platform that reaches millions of people through some of the biggest boxing events in the world – and with that comes a responsibility to give something back to the communities we touch,” said Le Guével.

“Campaigns like I Am Greater show how powerful communications can be in challenging perceptions and connecting young people with positive opportunities. By using our channels to amplify that message, we can help it reach further and shine a light on the fantastic organisations making a difference on the ground,” he continued.

“Alongside our partners at StreetGames, we’re delighted to be supporting Greater Manchester’s Violence Reduction Unit in this important work, combining the reach of professional boxing with the experience and expertise of those working directly with young people.”

As I Am Greater continues to develop, the ambition is to reach more young people across Greater Manchester and demonstrate how effective communications, combined with accessible community opportunities, can contribute towards preventing youth violence.

To find out more about the campaign, explore local activities or access resources, visit I Am Greater.