Kicking off a better future for young people in the region

Richard Parker, Mayor of the West Midlands, has signed a pioneering agreement with the Premier League that will improve health and job opportunities for young people across the region.

The Premier League and West Midlands Combined Authority (WMCA), with the charitable foundations of Aston Villa and Wolverhampton Wanderers football clubs, are aiming to tackle unemployment and reduce inequalities by harnessing the immense power of sport in local communities.

Young people across the region are facing significant challenges, with nearly 29,000 currently out of work.

The new partnership will offer them opportunities to get onto the career ladder and achieve their full potential by drawing on their passion for sport and connecting them to work experience roles and jobs.

More than 104,000 full-time jobs are supported through the Premier League, highlighting the significant economic contribution of the competition on the country. The newly-announced partnership is expected to generate further opportunities for young people in the West Midlands, adding to the League’s positive impact within regions nationwide.

The Premier League will work with the WMCA to support the delivery of the West Midlands Works Plan – the Mayor’s own response to the government’s Get Britain Working initiative which looks to support people who have health conditions and other barriers but want to work into good jobs and fulfilling careers.

The Mayor said: “In an ever-changing world, our football clubs have been a constant part of our local culture for the last 150 years, while making a huge contribution to our regional economy.

“Whether top-flight or grassroots, our football clubs work hard to give back to the communities they sit at the heart of and offer a range of opportunities for all residents, particularly young people looking for new skills and careers.

“I’m looking forward to working with the Premier League as part of my West Midlands Works plan, to connect thousands more people to work experience, training and jobs, helping them to change their lives for the better.”

Clare Sumner, Premier League chief policy and impact officer, said: “The Premier League supports more than a million young people each year to lead healthier lives and reach their potential through our network of over 100 professional club charities. Clubs supported by the Premier League are already deeply embedded in their local communities and, by working in partnership with the West Midlands Combined Authority, we want to create more opportunities to enable the region’s young people to progress and thrive.”

Guy Rippon, head of the Aston Villa Foundation, said: “We are delighted to work alongside colleagues at the West Midlands Combined Authority and the Premier League to support the transition of young people into employment across Birmingham, as part of the West Midlands Works Plan.

“We have a wide range of projects for children and young people from inner city areas. These projects help to raise aspirations and attainment, providing mentoring and support whilst offering educational programmes, training, skills and qualifications.

“Young people want to engage with football clubs, and we have a unique role we can play in upskilling and connecting young people with employment opportunities in sport and wider industries connected with our game.”

Will Clowes, director of the Wolves Foundation, said: “Thanks to the hard work over the last 12 months of the representative staff from the Premier League, WMCA, Aston Villa Foundation and the team here at Wolves Foundation, we are delighted to be making real progress.

“We hope that this new local approach, supported by Richard Parker, will provide access to greater opportunities for young people and adults in our region through accessible opportunities provided by both our club’s charities. We know that football unites people like nothing else in society - it’s powerful, it’s engaging and it’s our common connector.

“We are all aligned with the strategic priority to give local people the best chance of training, developing skills and employment and we look forward to working together as part of this exciting new partnership.”

Cabdi Shakur, who grew up in Handsworth, Birmingham, has benefitted from getting involved in football which has kickstarted his career in coaching.

Cabdi joined the Premier League Kicks programme at the Aston Villa Foundation at the age of 12 following encouragement from a friend.

Cabdi enjoyed it so much that when he turned 18, he took an opportunity to join the Foundation as a Youth and Community Officer. His hard work, determination and passion for the role led to a promotion to become a Play it Forward Programme Coordinator.

Cabdi, aged 25, said: “It’s every young boy’s dream growing up to become a footballer. Although that didn’t work out for me, I’m now able to help young aspiring footballers to reach their goals.

“When I first came along 13 years ago I never thought I would end up working here. But football isn’t just about the game. The few hours I attended Premier League Kicks helped me to focus on my physical health, which in turn had a positive impact on my mental wellbeing.

“I enjoy meeting new people and it’s rewarding to see youngsters get more and more confident after each session. It’s a way that I can give back to the community I grew up in and to become a role model for other young people.”

Watch a video of Cabdi talking about his experience here: Cabdi's story

The Premier League invests in the community work of 164 football clubs, supporting more than 7,400 staff involved in club charities. Between 2022 and 2025 it invested £8.5 million in the West Midlands for community programmes, benefitting over 20,000 participants. 

By investing in social impact programmes delivered by professional football club charities, the Premier League is supporting individuals to improve wellbeing and skills, building stronger communities and inspiring young people reach their potential.

Projects such as Premier League Inspires and Premier League Kicks help hundreds of thousands of young people each year to build confidence, gain qualifications and find work. 

The League also supports the Department for Work and Pensions’ Youth Guarantee, helping young people with training and employment through employability projects delivered locally by clubs and supported by the Premier League and the PFA Players’ Fund.