Continuing their strategic alliance, the University and football club came together at St Andrew’s @ Knighthead Park to launch the sports coaching framework.
The University of Birmingham and Birmingham City Football Club (BCFC) joined forces at the Educating Character Through Sport 2026 Conference, bringing together coaches, academics, and sporting leaders from across the country to explore how character-centred coaching can shape the next generation of athletes and young people.
Ranked second in the UK and eighth globally in the QS World University Rankings for sports-related subjects, the University of Birmingham continues to inspire the next generation of football talent through its ongoing partnership with BCFC.
Co-hosted by the University’s Jubilee Centre for Character and Virtues and Birmingham City Football Club Foundation, the event saw the launch of a new coaching framework - ‘Character Through Sport: Principles and Practices of a Virtues-Based Framework’.
Professor Deborah Longworth, Pro-Vice-Chancellor (Education), said: “At Birmingham, we have a long and proud history of sporting success and teaching excellence, alongside supporting ground-breaking research into rehabilitation, elite sport, physical activity and sports performance.
“The launch of the ‘Educating Character Through Sport Framework’ marks a transformative step in articulating the role of sport in encouraging the character and behaviours that shape young people into flourishing individuals and responsible citizens. This framework is a call to all stakeholders, including coaches, schools, parents, clubs, and organisations, to work together with intention and vision, ensuring that sport becomes a powerful force for positive character and community development.”
Created by academic researchers from the Jubilee Centre, the framework outlines the place of character in sport - including how coaches can intentionally and systematically support the development of qualities such as humility, resilience, integrity, courage and leadership in athletes.
While the connection between sports, character, and coaching is not new, the framework affords greater insight into how coaches can balance the technical, performance, and ethical development of players or athletes, from grassroots sports to elite levels.
This framework supports coaches in designing plans, activities, and strategies that embed character-centred coaching within their organisations and team cultures. In doing so, it positions sport as a setting for intentional character development, while recognising character as a key driver of success.
Following opening talks from Professor Deborah Longworth, Professor Tom Harrison and BCFC CEO Jeremey Dale, the conference also featured Hope Powell CBE - Director of Women's Football at BCFC - as a keynote speaker and guest. Powell, who was appointed as the first-ever full-time national coach of England’s Women’s squad in 1998, spoke about the importance of building character in professional sport and shared insights about her career to date.
Guest speakers included:
Jennifer Barrett - Head of Netball, University of Birmingham; Assistant Coach for Birmingham Panthers
David Colcough - Head of Coaching and Sports Science, Professional Golfers’ Association)
Hannah England - University of Birmingham Alumna and former GB Athlete
Craig McCulloch - Head of Coaching, Swim England
The Jubilee Centre for Character and Virtues offer world-class research on the importance of developing good character and virtues and the benefits this brings to individuals and society.
By equipping coaches to better understand the many benefits of person-centred coaching, the Jubilee Centre, University of Birmingham and Birmingham City Football Club are helping to ensure that sport continues to serve not only performance goals, but the long-term flourishing of individuals and communities.
Professor Tom Harrison, Jubilee Centre for Character and Virtues at the University of Birmingham, said: “A key challenge for coaches is how character-centred coaching can be applied in practice to enhance both technical development and performance outcomes, which remain fundamental to success in sport.
“This framework supports coaches in designing plans, activities, and strategies that embed character-centred coaching within their organisations and team cultures. In doing so, it positions sport as a setting for intentional character development, while recognising character as a key driver of success.”
Formed in 2025, the strategic alliance between the University of Birmingham and BCFC focuses on creating opportunities in research, education and health, raise aspirations across Birmingham, and enhance the city’s reputation on the global stage.
BCFC sits at the heart of the community in Birmingham through its activity on the pitch and the important work of the Birmingham City Foundation. The club is also investing in a £2-3 billion Sports Quarter in Birmingham, consolidating its influence as a key driver of economic growth in the West Midlands and a destination of choice for outstanding talent.
Ranked 76th in the 2026 QS World University Rankings and 93rd in the Times Higher Education World University Rankings, the University of Birmingham is one of the world’s leading universities and is proudly rooted in one of the UK’s most dynamic and diverse cities.
For media enquiries and more information please contact Holly Young, Press Office, University of Birmingham, tel: +44 (0)7815 607 157.
About the University of Birmingham
About Birmingham City Football Club (BCFC)
Professor of English Literature
Biographical and contact information for Professor Deborah Longworth in the Department of English at the University of Birmingham.
Professor of Education and Deputy Pro Vice Chancellor: Education Innovation
Professor Harrison is internationally recognised for his research on character education, virtue ethics, and the ethical challenges of digital life.
