The Chris Charlton Charity Shield

The Chris Charlton Charity Shield is the name of a football competition that will run annually with the inaugural final held at Dartford Football Club's Princes' Park Stadium on 20 January 2010.

Originally set up as a "Matchday Experience" for all of the participants who would 'pay to play' the idea quickly evolved into a charity day with each year's match being played in aid of a different charity. The 2010 Final is in aid of Great Ormond Street Hospital and will be contested between Maidstone Titan's FC and Norfolk FC.

The Shield is named after Chris Charlton, the person who has donated the Shield and Medals. Chris Charlton is an Area Manager of Timpsons.

The Origins

The idea first hatched in May 2009 by Lee Jamison, Manager of Maidstone United Rangers U18's was to get a group of non, or amateur players together to experience what it would be like to be a professional football player at a proper stadium for the day, an experience they'd otherwise be very unlikely to get. Having played in a charity match similar to this (Maidstone United Coaching Staff vs Chatham Town Coaching Staff - Bourne Park, Red Nose Day 2009) Jamison thought that he could re-create the idea and improve upon it, with a view to making it a long-term business opportunity.

Having to start from scratch Jamison had to decide what the day was going to achieve. Initially it was an event only (An Authentic Matchday Experience), and just for friends and family. However, part of being a professional footballer is to play in front of a crowd, something which became quite a hurdle. Also, when and where would the game be played, and who would play in it?

In June 2009 Jamison went AbOUT contacting several football clubs including Dartford Football Club, Dulwich Hamlet Football Club and Woking Football Club to see if any of the clubs would entertain the idea. Dartford FC were happy to provide the facility to stage the match. The new £7m Princes' Park Stadium was chosen as the location for the match at the cost of £1000. After several meetings with management at Dartford Football Club Jamison had agreed a date for the match, 20/1/10.

After consulting with friends Jamison quickly realised that although many people were interested in playing not enough were willing to commit to paying £40 each for an untested event. Dartford FC also had a change in staff which delayed the progress of the planning. It was several months later and after trying almost every avenue to get the event on Jamison had to cancel the event. This was due to not having enough participants.

It was however just a day later that Jamison had the breakthrough. Whilst at work he got talking to Duty Manager Adam Keil who completely bought into the idea. Keil was able to get 25 of the 32 needed players. Combined with the players Jamison had interested they now had enough players. Dartford FC again said yes to the event on the condition that a deposit for 20% of the final fee was paid by the end of October, which was just 3 weeks away. Keil and Jamison managed to collect in enough money to pay Dartford FC the deposit thus secure the hiring of Princes' Park Stadium.

Planning

A meeting for the end of October was arranged between Keil, Jamison and the General Manager of Dartford Football Club. During the meeting it was discussed that the biggest problem would be getting people to attend a match with no real crowd draw. Having been in discussions previously Keil and Jamison decided to make the day about raising money for charity. Initially Sue Ryder Care who are the Gala Coral Group chosen charity for 2009 were the probable charity for the event but after the Gala Coral Group (who Jamison and Keil both work for) declined to be involved Great Ormond Street Hospital became the chosen charity. By involving a charity this meant that several businesses were happy to help with expenses and donations, thus allowing the event to raise more money for charity. It was also decided during the meeting that no admission fee would charged, hopefully encouraging a larger attendance. This would increase the authenticity for the players and everyone involved in the matchday experience, plus provide a larger opportunity to raise money through raffles and competitions.

Several businesses and organisations were happy to be involved. The Maidstone Minor Football League provided the officials for the match at no cost. Timpson's Area Manager Chris Charlton paid for the individual medals (winner's and runner's up) and the Winners Shield. Dartford Football Club also provided an advert in their Isthmian League Premier Division Match on the 9th January 2010 to increase awareness of the match. The Tiger Pub in Dartford were the official match sponsor.

Although much progress was being made, there were still several issues. A medical presence at the match was a must, with members of the public being in attendance, and the players themselves could pick up an injury. St.Johns Ambulance would provide medical assistance at the match. Jamison, still having reservations about the size of the crowd went about emailing several local primary schools inviting field trips for the young children to come and view the match. No schools replied.

Keil suggested getting programmes printed up for the match. This would serve two purposes. Firstly it would be a good souvenir for the players and officials participating in the match and secondly the remaining programmes would be sold to raise some extra cash for Great Ormond Street Hospital. A programme printer was found and 100 copies will be made at a cost of £60.

The Match

The Tiger Pub Sponsored Chris Charlton Charity Shield 2010 will be contested between Maidstone Titans FC and Norfolk FC. The players and officials will arrive at Princes' Park Stadium at 10.30am and be in the changing rooms and by 11am. The doors will open at 11am to the spectators. There will be a carefully selected array of music being played over the tannoy whilst the players and officials warm up. There will be several people collecting donations from those in attendance. At approximately 11.40am the players and officials will return to the changing rooms for the final instructions before meeting in the tunnel at 11.45am. The walkout will take place shortly after. The National Anthem will then be sung by Louise Skinner.

Players will then perform the fairplay handshakes and have the team photo taken. The coin toss will be next and the match will begin.

The half-time entertainment is still to be confirmed, but a penalty shootout for the mascots and/or other young children in attendance is a possible option.

The second half will be played before the medal and shield presentations are performed and the winning team's captain will be presented with The Chris Charlton Charity Shield.

After the match, and in accordance with the Matchday Experience the players will then go to the players lounge for a drink and food. The post-match festivities will then move on to the Tiger Pub who are the official sponsors, and then back on to Maidstone town centre for a meal and drink.

The Future of The Chris Charlton Charity Shield

The Chris Charlton Charity Shield will become an annual event with the inugral Final being played in the Winter of 2010. Keil and Jamison both wish to make the event more accessible to potential spectators and therefore are looking to make the 2011 Final in the Summer. They also believe that the next Final should be moved to an evening kick off.

As it stands Dartford Football Club are only going to provide the facility for the 2010 Final, however should it be a success Keil and Jamison would like to make Princes' Park Stadium the location for the Final going forwards for the next few years.

The competition could become larger in terms of teams. The 2010 Competition will consist of just one match. In 2011 it is hoped that there will be four teams playing two semi finals and the final all in one day at Princes' Park Stadium. In 2012 the competition could become a regional tournement with more entrants.