A Solihull food outlet has been honoured with a prestigious award for its deep-rooted support of the local football community. Cleopatra's Kitchen, based in Shirley, has been named the Birmingham City local winner in the nationwide 'Behind the Badge' competition.
Celebrating Community Champions
The 'Behind the Badge' campaign is an initiative from Sage, the Official Partner of the EFL. It aims to shine a spotlight on the small and mid-sized businesses that form the backbone of their local communities. This recognition is a key part of Sage's recently announced partnership with the EFL, which focuses on championing these vital enterprises.
Earlier this year, Sage called on fans from all EFL clubs to nominate businesses that make a genuine difference in their areas. The response highlighted everything from local cafés and barbers to plumbers and printers, all contributing significantly beyond their commercial roles.
A Winner Serving More Than Food
Cleopatra's Kitchen, celebrated for serving vibrant Middle Eastern flavours, has long been recognised for its community work. The business has embedded itself in the local football scene by sponsoring youth teams, covering kit costs, hosting fundraisers, and supporting grassroots clubs with equipment, travel, and mentorship.
As a winner, Cleopatra's Kitchen has received match tickets and a suite of Sage products designed to help the business thrive. The prize also includes local marketing and promotion across Sage and EFL Club channels.
Owner Oday Alnayef expressed his pride, stating: "Our business was founded on a simple vision: to be more than just a shop on the high street, we strive to be a genuine part of our community. We aim to expand our workshops programme that delivers valuable life skills and creates opportunities for local talent to shine. Winning Sage’s competition would help us reach even more members of our community and make a greater positive impact."
National Recognition for Local Heroes
Cleopatra's Kitchen was not the only business celebrated. A long list of small businesses from across the country were also chosen as winners. Furthermore, three grand prize winners were awarded bespoke sponsorship packages with their local clubs. These are:
- Chris's Fish & Chips with Leicester City (Sky Bet Championship)
- Prime Time Plumbing with Bradford City (Sky Bet League One)
- Monarch Mortgages with Gillingham (Sky Bet League Two)
Sally Moore, Global Head of Sponsorship at Sage, commented: "Cleopatra’s Kitchen stood out for its unwavering support for the local football community. Behind every EFL Club is a dedicated network of small businesses working tirelessly to make a difference in their communities. Sage is proud to celebrate the businesses behind the badge who consistently support their communities and the Clubs they love."
The initiative also received praise from Emma Jones, UK Small Business Commissioner (CBE), who said: "The winners of Sage’s Behind the Badge competition exemplify the vital role small businesses play in strengthening our communities. These entrepreneurs are the backbone of local economies... We must continue to recognise and support their work."
All winning small businesses will be celebrated during the Sage Small Business Spotlight, which runs from 24th November across all three EFL Sky Bet leagues.
