Football's role beyond the pitch: how Manchester United fans are helping tackle food poverty

Football has always been about more than 90 minutes on a Saturday afternoon.

Across the country, supporters raise money, volunteer their time and rally behind causes that strengthen the communities their clubs call home. In Manchester, one partnership is proving just how important that support can be.

Money Wellness spoke to Heidi Exell, operations manager at Manchester South Central Foodbank, about rising food poverty, the growing pressures facing families, and why support from Manchester United Supporters Trust (MUST) has become more important than ever.

From short-term crises to sustained need

Manchester South Central Foodbank was established in 2014 to provide emergency food and support to people facing financial hardship. Back then, most people who came through the doors needed short-term help.

Today, the picture is very different.

The pandemic brought an unprecedented wave of people needing support. Before communities had a chance to recover, the cost of living crisis pushed even more households into hardship.

"The level has been sustained now for the last four years. And our demand now is about 153% higher than it was before the pandemic," says Heidi.

The reasons people seek help have also changed.

Families are making impossible choices between heating and eating. People living with health conditions are waiting longer to return to work, private renters are trapped by soaring housing costs, and even people in employment are finding their wages no longer cover everyday essentials.

"The cost of living crisis has affected us in a couple of ways. First of all, the number of people need our help... A lot of people now are having to make really difficult decisions about paying for either food or heating."

At the same time, rising costs have hit food banks too.

"It's also affected us as a food bank because we rely on donations, so we've seen quite a big drop in donations."

A food bank that's about much more than food

While emergency food parcels remain at the heart of Manchester South Central Foodbank’s work, Heidi is keen to stress that they're only one part of the support available.

Over the past three years, the charity has expanded, helping people tackle the root causes of financial hardship rather than simply responding to immediate hunger.

Its biggest development has been placing trained advisers in every food bank session, offering free, confidential support alongside emergency food.

"So when people come to us in crisis, we can provide them with a food parcel, but we can also provide them with free confidential support to move them back into financial stability."

That approach is already changing lives.

Heidi recalls one parent who, after receiving benefits advice, discovered they were entitled to significantly more financial support than they realised.

"They are in a financial position now [where] they don't need to use a food bank. And they've also been able to buy their child a bike, which they didn't think they were able to do."

The charity also runs holiday hunger projects for families, school uniform schemes and a free community café where visitors can enjoy a hot meal, a drink and a welcoming environment while collecting their food parcel.

"People can come and have a free hot meal whilst they get their parcel."

Football fans making a real difference

One of Manchester South Central Foodbank’s longest-standing supporters is Manchester United Supporters Trust.

What began with food collections at matches has grown into fundraising events, raffles and regular collections that provide vital income throughout the year.

Between December 2025 and March 2026 alone, supporters raised more than £3,300.

For Heidi, the partnership goes far beyond the money.

"I can't even put into words how important and amazing it is to have an organisation like MUST and its members supporting the work that we do."

She adds:

"Their continued support allows us to provide a consistent service for the community."

The generosity of supporters continues to surprise the team every year.

"We're blown away every year by the support of the fans. It's incredible."

Even as the cost of living has gone up, Heidi says fans have continued giving despite facing financial pressures themselves.

"It's been unwavering that their support is there year after year."

Should football do more?

Heidi believes football clubs have both the influence and the responsibility to support the communities around them.

"I think 100% football clubs have a massive responsibility to help the community around them in whatever capacity they feel is appropriate."

She points to the valuable community programmes already delivered by many clubs but believes football's influence can stretch even further.

"I think the message that Manchester United Supporters Trust, and any supporters' trusts that are supporting food banks, gives to football at large is that they have a platform to speak about the inequalities of society."

"The more that can be done with these platforms, the better."

Looking ahead

Despite the dedication of volunteers, charities and supporters, Heidi doesn't expect demand to ease any time soon.

"I think the biggest challenge for food banks in the next year or so is being able to continue to support the levels of demand that we're seeing."

While donations remain essential, she believes lasting change will only come through wider reform.

"Food banks should not exist. Everybody in this country should have enough money to afford the essentials."

For now, partnerships like the one between Manchester South Central Foodbank and Manchester United Supporters Trust show what football can achieve when its community spirit extends far beyond the final whistle.

In a city where football means everything to so many people, it's supporters who are proving that the game's greatest impact isn't always measured on the scoreboard.

How you can help

As Heidi points out, food banks rely on the generosity of individuals, businesses and community groups to keep supporting people facing hardship. To find out how you can make a difference, visit the Manchester South Central Foodbank give help page.

And you can learn more about Manchester United Supporters Trust.