Background & ethos of Cradley Town DC

Cradley Town DC is a community-led, voluntary football club, run by people who give their time, energy, and passion to grassroots sport. At its heart is the belief that football should be accessible to everyone, and that the foundations of great players, teams, and communities begin at the grassroots.
Our club is led by John Danks (Chairman) and Kerry Danks (Secretary / Welfare Officer), who play critical roles in steering the club’s direction, maintaining governance, ensuring we meet safeguarding standards, and guiding the club through both challenges and growth. John and Kerry share a strong commitment to community, youth development, and creating a positive environment for children to play, learn, and grow through football.

Cradley Town DC is a CIC (Community Interest Company), a non-profit, voluntary-run, FA England Football Accredited 3-Star club. We’re also proud to be part of the FA ‘Club 50’ Programme, an initiative by Birmingham County FA that supports grassroots clubs as part of the FA’s broader business strategy to improve facilities, promote equality and diversity, and support the volunteer network.
With over 40 teams ranging from U7s to Senior (male & female), Veterans, and Disability/Inclusion teams, we also run five Development Centres: Wildcats, Squad Girls, Mini Tekkers, 11+ Development, and Stay & Play (ages 4–14). Wildcats (ages 4–11), an FA initiative encouraging girls to get active and fall in love with football; Squad Girls (ages 12–14), which helps girls stay engaged through fun, social football; Mini Tekkers (ages 4–7), introducing younger children to the fundamentals of the game; 11+ Development, which supports players looking to build technical and tactical skills; and Stay & Play (ages 4–14), relaxed sessions for those who simply want to enjoy football in a friendly, inclusive environment.

Cradley DC originally only ran boys teams until the Wildcats Programme was introduced — an FA initiative designed to encourage more girls to get involved in football and get active. From those first Wildcats sessions, our girls section has grown from strength to strength, producing teams across various age groups. We’ve fully embraced the programme and were proud to receive awards earlier this year from both Birmingham FA and Team Fee Pay in recognition of our dedication to growing the female pathway.

The Under-12s girls team

Since the club was founded in 2018, our girls teams have always been part of our vision for inclusive football. Over the years, our U12s team that Wes and I coach, have grown and evolved; many of the girls have been playing together for many seasons, and that continuity has helped build not only great teamwork on the pitch but strong friendships off it too.

Why sponsorship matters

Sponsorship is more than just funding — it’s a vote of confidence. It’s a message to the players and the wider community that girls teams matter, and that their efforts are recognised and supported. For the girls, wearing a sponsored home kit gives them a real sense of pride and identity.
When a company backs a girls team, it sends a powerful message: women’s football belongs, it’s respected, and it’s worth investing in. Each season, securing sponsorship helps raise the profile of grassroots girls football, giving it legitimacy, visibility, and helping to cover the many hidden costs such as kits, training equipment, pitch fees etc.

When our girls play in their Cradley shirts, proudly sponsored by Euronics @ Chapmans, it’s a moment of pride for them, for the club, and for everyone connected to the team.

What we’ve achieved thanks to Chapmans Electrical’s sponsorship

The support from Chapmans Electrical has allowed us to:
• Provide a brand-new home kit for the girls — something that can be a real strain on club finances, especially as children grow so quickly.
• Reinforce team identity and unity — wearing the same colours, the same badge, backed by a respected local business.
• Support the wider club mission — not just the girls teams, but also our development centres for children new to football, our pan-disability training sessions, and our inclusive football opportunities under the Cradley Town DC umbrella.
• Assist with regular club costs such as pitch maintenance, training equipment, matchday organisation, travel, and referees.
• Boost morale and community perception — a visible, reputable sponsor adds credibility, helping us attract new players, volunteers, and future sponsors.
What Chapmans sponsorship has meant to the team
In short: everything. The sponsorship has brought together both the practical and emotional sides of what we do. It means the girls have a kit they’re proud to wear and the confidence of knowing they have real backing and support.

It’s also incredibly special to be representing the same sponsorship brand featured during the Women’s Euros, which connects our players to the wider women’s football movement and gives them something tangible to aspire to.

Many of our girls are passionate Lionesses supporters, and some hold season tickets for Aston Villa Women — which shows just how deeply football runs through our “football family.” Walking out in those sponsored shirts truly means something. It represents pride, belonging, and the belief that grassroots girls football deserves recognition, investment, and respect.