John Good Group’s Multi-Year Sponsorship of The WFA Cup

In this sit-down interview, Adam Walsh, CEO of the John Good Group, and Dean Williams, Chairperson of The Wheelchair Football Association (The WFA), discuss John Good Group’s new multi-year sponsorship of The WFA Cup for the 2024/25 and 2025/26 seasons, following their successful sponsorship in 2023/24. As the official sponsors of The WFA Cup, John Good Group’s continued support will play a key role in elevating the competition and furthering the growth of Powerchair Football. Both parties highlighted the shared values of inclusivity, community engagement, and support for athletes with disabilities as central to this partnership.

Adam Walsh spoke about his evolving journey with Powerchair Football, reflecting on how attending a live event in Nottingham made him realise the skill and athleticism of the players. For Walsh, the decision to continue John Good Group’s sponsorship was driven by a strong alignment of values between the company and The WFA, with a mutual focus on making a positive impact within the community.

Dean Williams stressed that the partnership is not solely about financial backing but about working together to help The WFA innovate and grow the sport. The sponsorship will allow The WFA to trial new ideas within The WFA Cup, laying the groundwork for future development across Powerchair Football. Both Walsh and Williams shared their excitement about creating a lasting legacy through this collaboration, using The WFA Cup as a platform for the sport’s advancement.

The conversation also explored future plans to enhance The WFA Cup, including the introduction of new trophies and expanding opportunities for fans and players to engage with the sport.

A notable highlight of the interview was Dean Williams’ introduction of “The Good Road to Derby” cycle challenge. Born out of a cunning plan by WFA friend and avid cyclist Nick Woodward, this circa 200-mile endurance ride, set to begin on May 9, aims to raise funds for a soon-to-be-launched benevolent fund to support Powerchair Football – including clubs and players in the future. The ride will include stops at sponsor and partner locations, starting at John Good Group headquarters and continuing to Optegra, UA92, and St George’s Park before concluding at Derby Arena on the day of The WFA Cup quarter-finals and semi-finals – May 11.

The cycle challenge aims to raise awareness of Powerchair Football and demonstrate the crucial role that sponsors and partners play in the sport’s growth. The funds raised will contribute to a benevolent fund that will first build, and, in time, provide support across Powerchair Football and to clubs and players, ensuring the sustainability of the sport where needed. By aligning this initiative with key sponsors/partners and engaging the wider community, The WFA hopes “The Good Road to Derby” will become a landmark fundraising event, further supporting the long-term growth of Powerchair Football.

We want to thank John Good Group for their continued support and INIT Creative, the video production company that hosted, produced, and facilitated this fantastic sit-down interview. The partnership between The WFA and John Good Group is set to leave a lasting legacy, with exciting plans in place for the next two seasons and beyond.

You can watch the full interview, “John Good Group’s Multi-Year Sponsorship of The WFA Cup: Adam Walsh & Dean Williams Interview”, below or on our YouTube channel. It’s also featured as an episode on our 2 on 1 – Powerchair Football Podcast, powered by MK Battery, available to stream on all major platforms, including Spotify, Amazon Music and Apple Podcasts.