Parker: “Football can change lives — and we’re using its power to open doors for thousands.”
A groundbreaking new agreement between West Midlands Mayor Richard Parker and the Premier League is set to transform opportunities for young people across the region, using the influence and reach of top-flight football to tackle unemployment, improve health, and strengthen community support networks.
The partnership — involving the West Midlands Combined Authority (WMCA) and the charitable foundations of Aston Villa and Wolverhampton Wanderers — aims to harness the power of sport to reduce inequalities and connect young people to real job prospects. With nearly 29,000 young people in the region currently out of work, leaders say the initiative could not come at a more critical time.
The programme will link young people with work experience, training, and jobs by tapping into their passion for football. Through the Premier League’s extensive network of more than 100 club charities, young people will gain access to mentoring, employability pathways, and health and wellbeing activities designed to prepare them for long-term success.
Mayor Parker said the partnership builds on the region’s proud football heritage. “In an ever-changing world, our football clubs have been a constant part of our culture for 150 years,” he said. “Whether top-flight or grassroots, they give back to the communities they’re rooted in. I’m looking forward to working with the Premier League through my West Midlands Works Plan to connect thousands more people to skills, training and jobs — helping them change their lives for the better.”
The scheme will support delivery of the West Midlands Works Plan, Parker’s response to the Government’s Get Britain Working initiative, which helps residents with health conditions or other barriers move into fulfilling careers.
The Premier League emphasised its long-standing community impact. “We support more than a million young people each year to lead healthier lives and reach their potential,” said Clare Sumner, the League’s chief policy and impact officer. “By working with the WMCA, we can create even more opportunities for young people across the region to progress and thrive.”
Foundations from Aston Villa and Wolves also welcomed the partnership. Guy Rippon, head of the Aston Villa Foundation, highlighted the clubs’ ability to raise aspirations and build skills, while Will Clowes, director of the Wolves Foundation, described football as a powerful connector. “We know football unites people like nothing else,” he said. “This partnership will give local people the best chance of developing skills and securing employment.”
The impact of such programmes is already evident. Cabdi Shakur, who first joined Premier League Kicks at age 12, now works as a programme coordinator at the Aston Villa Foundation. “Football isn’t just a game — it helped my physical and mental health and opened the door to a career I love,” he said. “Now I can give back and support the next generation.”
With more than £8.5 million invested in West Midlands community programmes since 2022, the Premier League’s commitment to social impact continues to grow. This new agreement signals a major step forward in using football to build stronger communities and brighter futures.
