ABSTRACT
This chapter contemplates the active role of Business in the Community Yorkshire and Humber (BITCYH), a regional branch of the national organisation 'Business in the Community'. BITCYH is a regional department of the nationally operating Business in the Community (BITC). Step by step BITC tries to enthuse companies in a more strategic approach to corporate community involvement, forging partnerships between companies and with other stakeholders in the region. The projects in the framework of Community United address specific target groups. There are three zones of attention: Football in the Community; Education; and Corporate Affairs. The chapter is concerned with the social activities of football club Leeds United, in particular its catalysing role in that respect. It discusses the Leeds Initiative, a joint initiative of government, non-profit organisations and organised private enterprise. The key to success of the Vision for Leeds rests in the translation of the vision into strategies and action plans.
