Eleven-year-old Midlands Air Ambulance Charity fundraiser William Archer, from Aldridge, enjoyed a special matchday on Saturday 19th September when he walked out with the Walsall FC players as the club’s mascot.
William’s mascot experience formed part of Midlands Air Ambulance Charity’s first official takeover day at the Pallet-Track Bescot Stadium, marking the start of its new partnership with Walsall FC.
Just days before the match, William was surprised at school when Saddlers defender, Mason Hancock, arrived to present him with his team kit and reveal that he would be the club’s matchday mascot.
William first became involved with Midlands Air Ambulance Charity after the critical care team attended to his grandfather, and has since made a full recovery. Inspired by the charity’s work, William worked with West Midlands fundraising executive, Kay Starkey, to arrange a visit from the charity and an awareness day at his school. He then organised his own fundraising activities, including a fun run, fete and selling charity merchandise, raising an impressive £1,400 for the charity.
The partnership with Walsall FC has been facilitated by longstanding corporate partner Pallet-Track, bringing the charity and club together to raise awareness, engage supporters and generate vital support for the charity’s lifesaving service throughout the 2026/27 season.
On Saturday, Midlands Air Ambulance Charity’s critical care car, critical care paramedics, volunteers and popular mascot Maac the Pup joined supporters at the stadium. Fans had the opportunity to meet the charity’s team, learn more about its advanced pre-hospital emergency care and support its work through a dedicated stand, merchandise and fundraising activities.
More than £1,600 was raised for the charity, and the Saddlers rounded off the afternoon with a 2-0 win.
Jon Cottrell, senior partnership executive at Midlands Air Ambulance Charity, said: “This partnership gives us a fantastic opportunity to introduce our service to Walsall FC’s supporters and build new relationships within the community. We’re hugely grateful to Pallet-Track for bringing us together and to the club for embracing what we do. We’re excited to see where the partnership takes us throughout the season.”
Stuart Godman, CEO at Pallet-Track, said: “Our ethos is ‘Stronger Together’, and this partnership is a great example of that in action. We’ve known the value of Midlands Air Ambulance Charity for many years, so introducing the charity to Walsall FC felt like a natural next step. It’s fantastic to now see all three organisations working together.”
Keira Webb, partnerships manager at Walsall Football Club, said: “We know how important the charity is to the communities around us, so we’re really pleased to give it a platform at the stadium and help more of our supporters understand the work it does. We’re looking forward to building the relationship throughout the season and finding new ways to involve our fans.”
With no Government funding for its daily operations, Midlands Air Ambulance Charity relies on public and corporate support to keep its three air ambulances, fleet of critical care cars and advanced pre-hospital emergency service operational across the six counties it serves.
The charity will return to the Pallet-Track Bescot Stadium later in the season for its second official takeover day.
To find out more about Midlands Air Ambulance Charity’s vital, lifesaving work, visit midlandsairambulance.com and follow the organisation on social media.
