Local kids’ charity hoping to win $100K for programing in contest

Free Play for Kids' soccer program on Thursday, Nov. 20, 2025. (Sean McClune/CTV News Edmonton)

An Edmonton charity is hoping to win $100,000, which would go towards helping kids in the capital region.

Free Play for Kids is one of 12 finalists in the iA Financial Group Philanthropic Contest.

The organization began in Edmonton in 2007 as Free Footie, providing free soccer one day a week for more than 5,000 kids a year.

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The group expanded to other sports – hockey, basketball, football and flag football, and eventually adding food classes, food hampers and the Food to Play program.

“Food to Play is so important because it’s part of the holistic development of a child,” said Adriana Martinez, the director of marketing and sponsorship with Free Play for Kids.

“We do the sports part, which is the physical aspect, and then we do the social, emotional learning, the mental aspect. But then food is really, really important to just tie all these things together, as we know food is important for our mind and our body.”

In 2020, the organization gained charitable status and is expanding beyond Edmonton, including into Maskwacis next week.

Within the city, Free Play works with around 600 kids from 27 schools. The kids are chosen based on a social vulnerability index.

Sports and physical activity can be an important part of healthy development for kids, including helping with physical growth, cognitive development, motor skills, and overall mental wellbeing, according to Save the Children, a Canadian charity organization.

If Free Play for Kids wins the $100,000 prize, that would cover half its yearly budget. It’s also launching a holiday food campaign to help cover the rest of the budget.

“We’re asking folks to just donate at least $25 a month,” said Martinez.

“That provides one child with free daily snacks, the weekly food classes and then they get to take home a food hamper every month.”

People can vote for which charity will win the $100,000 online until Nov. 26.