Premier League club Aston Villa and the Kaizen Foundation announced a partnership to promote the "Play it Forward" project, aimed at addressing inequalities in sports facilities and participation opportunities in the Birmingham community. Formerly known as the "Playzones Program," the initiative now, with enhanced funding and resources, will create more sustainable sports spaces for residents in disadvantaged areas.
According to the plan, the project will provide 350 additional hours of activity funding for existing small football pitches in economically disadvantaged areas of Birmingham, and invest in more community-led public spaces. Aston Villa will also utilize the expertise of its internal staff to support grant allocation, fundraising, marketing communication, governance, and risk management to ensure the project's long-term operation and positive impact.
Guy Rippon, head of community at the Aston Villa Foundation, noted: "Birmingham's charity and community sectors are facing unprecedented challenges, with funding cuts and demand peaks coexisting. 'Play it Forward' will empower volunteers and community organizations, helping them grow into self-sufficient groups and narrowing the gap for young people in urban areas to access sports spaces."
For the club, the project not only focuses on the community around the football field but also extends to the entire Birmingham area, aiming to provide fairer participation opportunities for young people.
It is worth noting that the Kaizen Foundation is funded by Kaizen Gaming, whose brand Betano is also the main shirt sponsor of Aston Villa. Last year, during Villa's debut in the Champions League, Betano donated its stadium advertising spots to the children's hospice charity Acorns, demonstrating social responsibility.
As an international foundation committed to social, educational, and environmental improvements, Kaizen has previously partnered with UEFA to sponsor amputee football events, promoting sports inclusivity. Panos Konstantopoulos, chairman of the foundation, stated: "We are honored to combine our global perspective with the local experience of the Aston Villa Foundation to create tangible changes in Birmingham and where it is most needed."
