Participants from the Aston Villa Foundation’s Everybody’s Game programme had a once-in-a-lifetime opportunity to play on the pitch at Villa Park, thanks to official club partner JD.
Over 150 participants from 15 local grassroots football clubs took to the turf, taking part in training exercises and small-sided games. The clubs in attendance have been impacted by the Foundation’s Everybody’s Game programme, funded by the Premier League Charitable Fund, the Professional Footballers' Association and Islamic Relief.
The programme is designed to bring more inclusive opportunities for British South Asian communities and Women and Girls to get involved across mainstream football, either as players, volunteers, coaches or referees.
Since the inception of the programme, over 45 coaches have received one-to-one mentoring from dedicated coordinators, building positive relationships with grassroots clubs in Aston and the surrounding areas.
Sarju Mistry, coach at Birmingham Pragati Mandal Sports (BPM Sports), has received six to eight weeks of mentoring through the programme.
He said: “What a fantastic occasion that BPM Sports and other local grassroots clubs have been invited to play at a fantastic ground, thanks to JD Sports and the Aston Villa Foundation.
“The kids are thoroughly enjoying the experience. Our role as coaches outside of training and playing is all about inspiring young people and players from the local community to aspire to play in venues like Villa Park one day.”
The experience was donated to the Foundation by club official partner, JD.
Declan Walsh, JD Sports Partnerships Manager, added: “JD are delighted to offer the Aston Villa Foundation our play on the pitch right to use as part of a local community activation. Community is at the heart of JD as a brand and a key element of our Forever Forward campaign is propelling youth culture forward.”
The following weekend saw over 750 participants from a further five Foundation programmes have the opportunity to play at Villa Park.
Whilst football was the focus for most, a fitness dance session delivered through Premier League Fans Fund also took place in front of the North Stand, for women who find it difficult to engage with regular exercise.
The weekly session is organised by local organisation Dave Community Well-Being, who - through funding and guidance provided by the Premier League Fans Fund and the Foundation - have successfully engaged with 50 individuals.
James Lowbridge, Senior Manager for Community Relations at the Foundation, shared: “The opportunity to play on the pitch at Villa Park has been a perfect highlight for programmes across the Foundation to celebrate the end of the season.
“The main aim of Premier League Fans Fund is to bridge the gap between our local community and the club, opening the doors of Villa Park to welcome residents that are the most impacted by matchday activations.
“This has allowed Aston Villa to be seen as a ‘good neighbour’ to residents, many of whom have begun to take more of an interest in the success of the team since their involvement with our programmes.”
The Aston Villa Foundation
