Aston Villa and Kaizen Foundation Launch Project in Birmingham
The Aston Villa Foundation has partnered with the Kaizen Foundation (the charitable arm of Kaizen Gaming, owner of the Betano and Stoiximan brands) to launch the “Play it Forward” project, aimed at creating sports facilities in underprivileged areas of Birmingham.
About the “Play it Forward” Project
The initiative’s main goal is to expand access to sports facilities and reduce inequalities in physical activity across the city.
The program will provide 350 additional hours of activity on small-sided pitches and support seven local organizations through a grant scheme.
The project was previously known as the “Playzones Programme.” It has now evolved with a stronger focus on community engagement and youth support.
Key Areas of Support
- Funding the construction of two multi-use game areas at Villa Park;
- Creating community spaces available on non-matchdays;
- Providing grants for seven organizations working in low-income neighborhoods;
- Supplying equipment and delivering training programs for staff and volunteers;
- Offering long-term support through workforce development and training.
Partners and Funding
The project brings together several organizations and institutions, providing both financial and organizational support.
| Organization | Role in the Project |
|---|---|
| Kaizen Foundation | Funding, staff training, grants |
| Football Foundation | Additional construction funding |
| Premier League | Support as part of its community initiatives |
| Birmingham City Council | Organizational and municipal support |
| Aston Villa Foundation | Grant management, training, strategy development |
The Role of Aston Villa Foundation
The Aston Villa Foundation will play a leading role in delivering the program, providing expertise in:
- Grants and fundraising;
- Marketing and communications;
- Monitoring and evaluation;
- Health and safety;
- Safeguarding children and young people;
- Risk management.
Infrastructure Development
In addition to community-based activities, new facilities will also be created within the stadium grounds. Two Multi Use Games Areas (MUGAs) will be built on the North Stand site at Villa Park, serving as community spaces on non-matchdays.
Statements from Representatives
Guy Rippon, Head of the Aston Villa Foundation, said:
We are proud to partner with an international organization of Kaizen Foundation’s scale. Working together will allow us to positively impact young people both around the stadium and across Birmingham.
Panos Konstantopoulos, President of the Kaizen Foundation, added:
‘Play it Forward’ is about creating real opportunities where they are needed most. We are investing not only in projects but in building sustainable communities.
Social Mission and Goals
The Kaizen Foundation is fully funded by Kaizen Gaming and operates as a social impact organization. Its work focuses on three core areas:
- Community – strengthening local communities through sport;
- Education – training young people and volunteers;
- Environment – ensuring long-term sustainability of infrastructure.
Ultimately, the “Play it Forward” project demonstrates how collaboration between football clubs, charitable foundations, and local authorities can create new opportunities for young people and promote the growth of sport in urban areas.