The Aston Villa Play it Forward project started with one clear goal: give young people more chances to stay active and enjoy football. Together with the Kaizen Foundation, the club is creating new community-led spaces and adding 350 hours of football activity on small-sided pitches across Birmingham.
This initiative builds on the former Playzones Programme. However, the new project goes further because it directly addresses the lack of opportunities and safe environments in lower-income areas.
Stronger opportunities for the community
Aston Villa is not only funding the project; it is also sharing expertise. Staff members will guide communities with grants, fundraising, marketing, and safety standards. That way, local groups can become stronger and more sustainable over time.
Guy Rippon, Head of Foundation and Community at Aston Villa, pointed out that community groups face their toughest period in years. Funding cuts continue, while demand from families grows each day. With Play it Forward, the club wants to reduce the gap in access and give young people the confidence to join positive activities.
Kaizen Foundation’s vision for change
Meanwhile, the Kaizen Foundation is looking at global impact. Its President, Panos Konstantopoulos, explained that the project combines the foundation’s international outlook with Aston Villa’s local knowledge. As a result, Birmingham will benefit from both global expertise and local community insight.
Earlier this year, Kaizen Foundation partnered with UEFA for an amputee football match that promoted inclusion through sport. This shows its strong commitment to equality and opportunity worldwide.
Football partnerships creating real value
The link between Kaizen Gaming and Aston Villa continues to grow. Betano, a Kaizen Gaming brand, sponsors the club. Yet, during Aston Villa’s Champions League debut, Betano gave up its shirt space to support Acorns Children’s Hospice. That act, along with Play it Forward, proves how partnerships in football can make a lasting difference in society.
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