Sport 4 Life UK Charity Ambassadors

Sport 4 Life UK’s ambassadors play a vital role in supporting our sports-themed personal development programmes to enhance the life prospects of people aged between 11 and 29.

Our ambassadors work closely with the team to help promote our work and encourage more people to support us. They are committed to our cause and helping us make a difference in young people’s lives.


Casey Bailey

Writer, educator, performer

Birmingham’s Poet Laureate, Casey Bailey, was born and raised in Nechells, Birmingham. His work across teaching, poetry and music is unified by his deep commitment to reducing inequality, and his drive to ensure young people from disadvantaged backgrounds have the opportunity to discover their own rich potential.

In 2018, Casey’s contributions to writing, education and the community were recognised by the Birmingham Mail’s ‘Birmingham Live’, leading to him being named as one of Birmingham’s ’30 under 30’. Casey was also recognised in 2019 when he was made a Fellow of the University of Worcester.

Casey Bailey, Sport 4 Life Ambassador
Photo credit: Paul Stringer

Emily Kay

Women’s international cycling

Emily grew up in Bromsgrove and represents Ireland in international track cycling events. Emily is a strong believer in how sport has the power to change people’s lives and help equip young people with tools that will enable them to navigate the real world with strength and self-belief.

Emily is a Bronze medallist in the Omnium event at the UCI Track Cycling World Cup in Canada, Bronze medallist in the 10km scratch race at 2018 Gold Coast Commonwealth Games and a Bronze medallist in the Team Pursuit event at the 2021 European Track Cycling Championships.

Women’s cycling star Emily Kay becomes Sport 4 Life UK Ambassador

Professor Paul Cadman

Entrepreneur and corporate networker

Professor Paul Cadman, Honorary Fellow of University College Birmingham and renowned Birmingham entrepreneur and corporate networker, is well known as a champion of young people in business.

As a Business Ambassador, Paul aims to use his profile and connections around the region to help disadvantaged youngsters from across the West Midlands secure better life chances.

Professor Paul Cadman Sport 4 Life UK Business Ambassador