Happy Feetball has been crowned Luton Town’s local winner of the ‘Behind the Badge’ competition– a nationwide campaign from Official Partner of the EFL, Sage, that shines a spotlight on the small businesses that serve their local communities.
The recognition is a key moment in Sage’s recently announced partnership with the EFL, which is focused on championing the small and mid-sized businesses that keep their communities thriving.
Earlier this year Sage, the leader in accounting, financial, HR, and payroll technology for small and mid-sized businesses and Official Accounting Software Partner of the EFL, called on fans across all EFL clubs to nominate businesses who make a real difference within their local communities, from barbers and cafés to plumbers and printers.
Happy Feetball has been chosen alongside a long list of fellow small businesses from across the country who have won EFL match tickets and a suite of Sage products to help them thrive, as well as local marketing and promotion across Sage and EFL Club channels.
Happy Feetball is a grassroots football organisation built on the belief that every child deserves a chance to play, connect, and feel part of the game. From the very beginning, the team has worked with schools, families, and local clubs to make football more inclusive – hosting community matchday events that bring people together and celebrate the joy of the sport. Their tailored sessions for young people with SEN have created safe, fun environments where confidence grows and friendships flourish.
Chico Ramos, Owner of Happy Feetball, said, “Our organisation’s mission is for our members to feel inspired and confident – and that they have a space to truly shine. Winning Sage’s competition will help us to continue on our mission and to reach more young people in our community with our work”
Within the 72 small businesses, three grand prize winners have also won bespoke sponsorship packages with their local Club in each EFL Division. These businesses are Chris’s Fish & Chips (Leicester City, Sky Bet Championship), Prime Time Plumbing (Bradford City, Sky Bet League One), and Monarch Mortgages (Gillingham, Sky Bet League Two).
Sally Moore, Global Head of Sponsorship at Sage, comments, “Happy Feetball stood out for its unwavering support of football and youth sport in the Luton area and its deep-rooted passion for the club. Behind every EFL Club is a dedicated network of small businesses working tirelessly to make a difference in their communities. Sage is proud to celebrate the businesses behind the badge who consistently support their communities and the Clubs they love.”
Emma Jones, UK Small Business Commissioner (CBE), complemented the initiative, stating “The winners of Sage’s Behind the Badge competition exemplify the vital role small businesses play in strengthening our communities. These entrepreneurs are the backbone of local economies, driving growth and creating opportunities for people in towns and cities across the country every weekend. We must continue to recognise and support their work to ensure their continued prosperity in the communities they serve.”
The small business will be celebrated during the Sage Small Business Spotlight, which runs from 24th November across all three EFL Sky Bet leagues. Find out more about the businesses behind the badge and how Sage can support you for free at: www.sage.com/en-gb/blog/heroes-of-the-efl/
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