John Shiels, former chief executive of the Manchester United Foundation, has embarked on a lengthy cycling journey across England to support a football charity established by legendary 1966 World Cup winner Sir Bobby Charlton. The 67-year-old’s effort aims to promote youth participation in football by raising funds to ensure young players are not excluded due to financial barriers.

Shiels is part of a group of five cyclists covering the country’s 92 League clubs, having already logged 1,316 miles and visited 70 teams. His campaign is driven by a desire to counter what he describes as “greed” within the sport’s governing bodies, particularly referencing FIFA’s recent commercial maneuvers.

Having known Sir Bobby Charlton closely, Shiels spoke at the football icon’s funeral in 2023 and emphasized the late player’s lifelong dedication to preserving football’s accessibility. “The Beautiful Game mattered to Sir Bobby,” Shiels said, expressing concern over current trends that risk placing the sport out of reach for many young people. He noted that tens of thousands of children in England still struggle to afford the monthly fees—around £35 to £40—required to play in affiliated teams.

Sir Bobby Charlton founded soccer schools in 1978 with the mission of expanding opportunities to young players, reflecting both his personal privilege and his commitment to sharing football’s benefits widely. Shiels reinforced this legacy, warning that without active efforts to maintain inclusivity, football could lose the “magic” that Charlton believed made it the “best toy ever invented.”

Through the charity ride, Shiels hopes to highlight the importance of grassroots involvement amid commercial pressures on the sport and inspire continued support for youth football programs across England.