The Aston Villa Foundation, in partnership with the Kaizen Foundation, has announced the successful progress of the Play it Forward programme, a community-focused initiative designed to tackle inequalities in physical activity and access to sports facilities in neighborhoods surrounding Villa Park.
Supported by the Premier League, the Professional Footballers’ Association (PFA), and Birmingham City Council, the programme is investing in the long-term sustainability of community-led sports spaces. As part of its delivery, Play it Forward will fund an additional 350 hours of physical activity on mini outdoor pitches across Birmingham, helping to create safer, more accessible environments for young people to engage in sport.
Expanding Community Sports Access Across Birmingham
Since its launch, the initiative has successfully established four community sports sites across the City of Birmingham. Working in collaboration with local partners Birmingham United, Spark Active, and Our Community Foundation, the programme is using football as a powerful tool to engage, inspire, and support young people in areas facing social and economic challenges.
The programme officially launched in October with two high-profile community events. Aston Villa midfielder Youri Tielemans made a surprise visit to the Concord Youth Centre in Sparkbrook, while Aston Villa Women players Sabrina D’Angelo and Maya Hijikata visited the Birmingham Settlement Sports & Community Centre in Kingstanding. During these events, young participants took part in football activities, Q&A sessions, and discussions about the players’ journeys into professional sport.
Long-Term Support Beyond the Pitch
In addition to funding facilities and activity hours, the Aston Villa Foundation is providing extensive professional expertise to strengthen partner organisations. This support spans grants and fundraising, marketing and communications, governance, monitoring and evaluation, health and safety, safeguarding, and risk management, ensuring the programme delivers sustainable, measurable impact.
Siraj Hussain, Founder of Birmingham United Foundation, highlighted the importance of safe community spaces: “Sparkbrook is one of the most deprived areas in Birmingham, with young people struggling to access provisions and safe spaces to take part in sport. Bringing young people to a place like Concord Youth Centre, supported by trusted youth mentors, gives them the chance to be off the streets and engaged in something positive. Sport is an incredible engagement tool.”
Sport as a Catalyst for Youth Development
Panos Konstantopoulos, President of the Kaizen Foundation, emphasized the broader social value of the programme: “Access to sport is not a luxury; it is essential for youth development. It supports physical and mental wellbeing while fostering teamwork, respect, and healthy competition. Play it Forward creates opportunities for young people to channel their energy in ways that can be life-changing.”
Alison Mapp, CEO of Spark Active, also praised the initiative’s impact on grassroots football:
“We are committed to developing girls’ football and offering affordable, accessible sports provision in deprived areas. Many girls prefer community-based football over formal settings. Play it Forward has helped us strengthen our relationship with the Aston Villa Foundation and elevate our work. Their funding, equipment, coach mentoring, and player visits have taken our girls’ football programme to the next level.”
Building Sustainable Impact Through Football
The Play it Forward programme demonstrates how strategic partnerships between football foundations, charities, and local organisations can drive meaningful change. By improving access to facilities, investing in long-term community infrastructure, and using sport as a vehicle for inclusion, the initiative continues to make a lasting difference for young people across Birmingham.
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