Salisbury FC and Alabaré form ground-breaking partnership

Alabaré and Salisbury Football Club have announced a ground-breaking partnership, with the Whites supporting the charity’s vital work in the city and across the South West and Wales.

The club has agreed to donate revenue made through bar sales at the Raymond McEnhill Stadium over the 2025/26 season to Alabaré.

The partnership has been secured as the club begins its life under new owner Ali Alhamed and looks to offer its backing to a cause close to the hearts of the Salisbury FC community.

Alabaré says it is delighted to have been chosen to partner with the club and Sims Hospitality Bars, who’ll be operating the bars during the campaign.

Salisbury FC owner, Ali Alhamed, explained why he wanted to create the partnership, “The full revenue of the bars will be going to Alabaré, and that’s down to my Muslim faith where we shouldn’t have anything to do with alcohol. It’s something I strongly believe in, a good way to get around this, without affecting local customs, is through awareness and having more non-alcoholic options.

“We chose Alabaré as we then have a joint focus – all we want is to help people who’ve been negatively affected by alcoholism with education and prevention to support those who are down this pathway.

“We are not simply a football club; it is much more than that. I’m learning what this club means to everyone in and around Salisbury, so by donating the money from the bar to Alabaré, it adds so much value to our presence as a club, but also giving back to the local community in whatever way we can.”

CEO of Alabaré, Andrew Lord says the link-up is an exciting prospect, “It’s brilliant being here, I’m so excited about this new partnership between Alabaré and Salisbury Football Club. It’s a completely natural fit, for a football club, it is all about community, getting those fans along. For Alabaré, a charity that’s been going for more than 30 years, we’re all about the local community and how we provide more than just shelter, we heal broken hearts and empower minds. This partnership is an excellent opportunity.

“Some of the vulnerable people we support have in the past misused alcohol, and our innovative programmes are designed to support them to reduce their alcohol usage and live a fulfilling life.

“I hope the charity’s colleagues and clients will come to the football ground, enjoy some games and cheer along Salisbury Football Club!”

Damian Kuczera from Sims Hospitality Bars says they’re pleased to be in partnership with Salisbury FC and Alabaré. “The message that the club wanted to get across with the partnership with Alabaré sounded fantastic to us and really aligns with our values as a business. 

“One of our missions is to support responsible drinking, and the opportunity to promote non-alcoholic and soft drinks, along with alcoholic drinks, is a good one.

“We’ve had staff members supported by Alabaré in the past, we think it’s a fantastic charity, and as soon as we heard about it, we were really keen to get involved.”