Walsall FC has been shortlisted as a finalist in two categories at the 2026 Football Business Awards: Best Fan Engagement by a Club – Non‑Premier League or Championship Clubs and the Equality, Diversity & Inclusion Award.Both nominations celebrate the impact of Saddlers United, the Club’s fan‑led engagement and inclusion programme launched in Summer 2025.
Developed in partnership with supporters, community representatives and faith groups, the initiative has reshaped how the Club listens, collaborates and creates meaningful experiences for a diverse range of fans across the borough.
The programme has been delivered jointly by Walsall FC and Walsall FC Foundation, with significant leadership from Foundation Director Adam Davy, whose work has strengthened community relationships and helped embed Saddlers United across the Club.
Through co‑designed celebration matchdays, new culturally inclusive facilities and strengthened partnerships with local faith groups, Saddlers United has helped make the Pallet‑Track Bescot Stadium a more welcoming and representative home for everyone. Community Iftars, Diwali celebrations,
Christmas and International Women’s Day activities, Remembrance Day commemorations, and cross‑community football and food events have further deepened trust and connection.
Speaking via the club's official website, Adam Davy said: "Saddlers United is a concept that has grown from the initial engagement we made with the local South Asian community over the last three years.
"The Foundation was asked to help the Club connect more deeply with the communities on its doorstep, and it has since expanded into a genuine outreach project involving women’s groups, the Black community, disability partners, Armed Forces groups, Afghan and Eastern European communities, LGBTQ+ supporters and many others.
"All of these groups help us engage under‑represented supporters and those facing financial barriers, ensuring everyone feels part of Walsall FC."
The Club has seen increased representation across multiple ethnic minority groups, with attendances continuing to grow across the 2025/26 season.
Experience & Engagement Director James Gibbins said: "These nominations reflect the work of our supporters, community partners and colleagues across the Club and Foundation.
"Saddlers United is a shared effort, and we’re incredibly proud of what has been achieved together."
The winners will be announced in May.