The Vertu Motors Primary Schools Cup has gained recognition in the Equality, Diversity and Inclusion Award at the 2025 Global Football Awards acknowledging its role in making grassroots football more inclusive and accessible.
The tournament, a collaboration between Vertu Motors and Birmingham City FC, aimed to ensure children from ethnically diverse communities, low-income families, and those with special educational needs had the opportunity to enjoy football.
Robert Forrester, Chief Executive of Vertu, said: “We’re incredibly proud of the Vertu Motors Primary Schools Cup and the joy it brings to children across Birmingham.
“Seeing hundreds of young players from all walks of life come together on the pitch – some for the very first time – is genuinely moving. This initiative is about confidence, community, and creating memories that last a lifetime.
“To be recognised on a global stage for something so close to our hearts is both humbling and energising. It shows that when business and sport unite with purpose, we can make a real difference.”
The programme culminated in a finals day at St. Andrew’s @ Knighthead Park, offering young players a professional matchday experience.
Birmingham City FC and Vertu are using football as a platform for social change, helping to break down barriers and open doors for the next generation
Jeremy Dale, Chief Executive Officer at Birmingham City FC, added: “A key element of our partnership with Vertu is about creating meaningful opportunities for young people and communities across Birmingham and the West Midlands.
“Together, we’re demonstrating how football can inspire, open doors, and make a lasting difference far beyond what happens on the football pitch.
“Over 100 school teams participated during the 2024/25 season, and this number will only increase further in the years ahead.”
