Chaising Sport has picked up Reading’s local prize in Sage’s national ‘Behind the Badge’ competition, marking a big moment for a small coaching group that’s quietly shaped young footballers across Berkshire. The recognition also highlights Sage’s push to shine a light on small businesses woven into everyday community life.
A Win Rooted in Local Effort
Sage’s partnership with the EFL has been building momentum, and this latest award sort of sums up what they’ve been trying to highlight. Fans across all 72 EFL clubs were asked to shout out small businesses that genuinely help their neighbours, whether that’s a corner barber or someone running a one-man plumbing operation.
For Reading, the nod went to Chaising Sport, a coaching organisation that’s grown from a tiny idea into something that, in the words of parents around town, “keeps half the kids busy every weekend.”
It’s a good reminder that some of the loudest impact comes from the quietest places.
How Chaising Sport Became a Community Fixture
Chaising Sport was founded by Will Chaisty, who jokes that he started the whole thing with “a ball, a cone, and maybe about £30 worth of courage.” Now it runs grassroots sessions, school programmes, holiday camps, after-school clubs, and even home PE lessons—yes, actual PE at home, which parents say is a lifesaver on rainy days.
Some days their sessions pull in dozens of children who bounce between drills and laughter.
Other days it’s just one child who needs confidence more than anything else.
And that’s the point—every child gets space.
Three sentences here, because sometimes you need a bit of rhythm: Will’s coaching style has become something local families rave about. He keeps things light but structured. And kids leave sessions feeling like they matter.
Sage Expands Its Spotlight on Grassroots Businesses
A Broader Push Across the EFL
As part of the competition, small business winners across the country walked away with EFL match tickets, some useful Sage tools for everyday operations, and a dose of marketing support across club channels.
In Reading’s case, the win gives Chaising Sport a platform they’ve never really had.
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Earlier this year, Sage called for nominations from fans who felt a local business had gone beyond just selling something. And, you know, a lot of people responded.
The Grand Prize Winners Across Divisions
Only three businesses nationwide received the bigger sponsorship packages tied directly to their respective clubs.
For reference, here’s how those top winners lined up:
| Business Name | Club | Division |
|---|---|---|
| Chris’s Fish & Chips | Leicester City | Sky Bet Championship |
| Prime Time Plumbing | Bradford City | Sky Bet League One |
| Monarch Mortgages | Gillingham | Sky Bet League Two |
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That table makes the whole competition feel a bit more real.
Voices Behind the Recognition
What the Founder Had to Say
Will Chaisty summed up his feelings with a line that stuck with readers: “For us, football isn’t just a sport – it’s a way to unite people, strengthen communities, and create memories that inspire future generations.”
It’s a simple thought but one a lot of locals nod along to.
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Chaising Sport’s team, which is small enough that they all know every child’s name, said the win felt like “someone noticing” after years of early mornings and muddy pitches.
It’s the sort of comment that hits home for anyone who’s volunteered at grassroots level.
Sage’s Take on Why Chaising Sport Stood Out
Sally Moore, Global Head of Sponsorship at Sage, put it plainly: Chaising Sport’s connection to Reading’s football heartbeat stood out.
She added that behind every EFL club sits a web of small businesses keeping things going, whether people realise it or not.
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Moore said Sage wanted to celebrate those groups—the ones who aren’t shouting about themselves but keep showing up.
It’s a sentiment that landed well with supporters.
A National Nod From the Small Business Commissioner
Emma Jones, the UK Small Business Commissioner, praised the competition for showcasing how essential local enterprises are to community strength.
Her comments echoed a theme officials have been stressing for years.
There’s something comforting about hearing national figures recognise the sort of businesses that usually operate in silence.
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The award may be symbolic, but it brings a bit of spotlight to people doing sincere, day-to-day work—something Reading’s local community seems genuinely happy about.
