The incredible drama that unfolds under the Wembley Arch each May for the EFL Play-Offs is well documented. But the agony, ecstasy, and all round thrill of a final played at the Home of Football isn’t solely reserved to the pros.
With our work with the EFL, we’ve been shining a media spotlight on the Utilita Kids & Girls Cup, showcasing how “every kids’ dream” of playing at Wembley doesn’t necessarily have to wait.
The Utilita Kids & Girls Cup sees area school football competitions take place at the start of each school year, as six-a-side U11 teams compete to represent their local EFL team - one school side for each of the 72 clubs. Regional finals between victorious school teams representing each EFL club then determines who makes the big day(s) at Wembley, with finals played in front of thousands ahead of the major EFL finals.
It’s one of the largest national football tournaments, involving 15,000 primary school children, and culminates in one Girls Cup Final (ahead of the EFL Trophy Final in April) and three Kids Cup finals across the EFL Play-Off Final weekend in May.
At MatchFit, we’ve been part of the 2024/25 journey every step of the way, ensuring media have got in on the act by sharing the excitement to regional and national audiences.
Via local storytelling of school successes, talent ambassador interview placements, and competition alumni spotlighting, we’ve been proud to achieve a range of excellent coverage hits celebrating the Kids & Girls Cup this season.
Coverage lands include BBC News, ITV, Sky Sports News, Daily Star, and FourFourTwo. We’ve worked with football superstars such as Izzy Christiansen, Courtney Sweetman-Kirk, and Adebayo Akinfenwa to inspire the kids involved to keep active, enjoy their football, and chase their dreams.
Those involved could well one day add their names to the impressive competition alumni list to make it pro. This list includes none other than Jamal Musiala of Bayern Munich, England’s Adam Wharton and, as of this season, Man Utd first-teamer Harry Amass.
It’s an inspiring competition that continues to go from strength-to-strength each year, and at MatchFit we’re delighted to be part of the journey.
