Beyond the Pitch - The ‘Godmother’ of Grassroots Football: Viv Jeffers’ Unstoppable Legacy

From developing as a player to becoming the ‘Godmother of Grassroots Football’, Viv Jeffers talks about her journey into football and her impact as a coach.

East London Ladies FC and MOLO collaborated to highlight and demonstrate the inspirational influence that Viv Jeffers, the Co-founder and Manager of East London Ladies, has had within the grassroots football community throughout their latest documentary ‘The New Gaffer’.

Since 2014, Viv Jeffers has been dedicated to growing the game, coaching 150+ girls and women weekly, ranging from young children to adults. In the 10-minute documentary, Viv shares her inspiring journey from being a school goalkeeper in an era when girls’ football was less accessible, to becoming a key figure in women’s grassroots football. The film highlights her legacy, the challenges of being a WOC coach, and her contributions to the community, including four players who are now playing professionally.

About East London Ladies FC:

East London Ladies FC, founded by Viv Jeffers, is a community football club for women of all abilities. The club includes a senior ladies team, a development team, and the East London Little Ladies for girls aged 2-14. Their mission is to promote a healthy, active lifestyle, build confidence, and develop life skills like discipline and teamwork.

Being a coach goes beyond the responsibilities listed in a job description—it’s about supporting players on and off the field, ensuring they feel valued not just as athletes, but as individuals. Viv Jeffers embodies this philosophy, earning high praise from her players. In the documentary, Jess B, a member of the ladies’ team, shared that she had “never felt so welcomed before” after joining the team with no prior football experience. Another teammate highlighted Viv’s ability to:

“create such laughter and a supportive environment that puts smiles on everybody’s faces.”

Celebrating her 10th year with the club in 2024, Viv’s dedication was honoured with the London FA’s Grassroots Club of the Year award. By 2025, she is proudly recognised as the ‘Godmother of Grassroots Football,’ a testament to her lasting impact on the sport and her players.

In an era when women’s football is gaining more visibility and recognition, stories like Viv’s allow us to highlight the challenges, triumphs, and perseverance of those leading the charge at a community level. Documentaries like this not only celebrate achievements but also inspire others to get involved, whether as players, coaches, or supporters. By telling these stories, we’re showcasing the role of coaches as mentors and role models, helping to break down barriers and foster inclusive spaces where everyone can thrive.

This is the inspiration behind MOLO, founded in 2023 by creative duo Martha Omasoro and Jade Keshia Gordon. They came together during the 2023 FIFA Women’s World Cup to capture the joy, excitement, and anticipation surrounding the tournament. Their work continues to celebrate the women’s game, highlighting the need for greater representation to inspire the next generation of female athletes.

The New Gaffer trailer is now live on the COPA90 Instagram and Twitter pages, and the full documentary has officially dropped on MOLO and YouTube at 12 PM today. The campaign will run until Friday, February 14th, 2025.