This weekend's Championship fixtures will see an unusual scheduling adjustment, with all matches kicking off at 3:01pm instead of the traditional 3:00pm. This deliberate one-minute delay forms part of a significant awareness campaign organised by the British Heart Foundation, highlighting the critical importance of cardiopulmonary resuscitation skills.
Birmingham City and West Bromwich Albion in Weekend Action
Two Midlands clubs feature prominently in this weekend's Championship schedule. Birmingham City welcome Leicester City to St Andrew's Stadium, aiming to maintain their recent positive momentum. The Blues secured a convincing 2-0 away victory against Oxford United in their previous outing, leaving them positioned in 13th place after thirty matches. They currently trail the play-off positions by just five points, keeping their promotion aspirations firmly alive.
Meanwhile, West Bromwich Albion face a crucial encounter against Stoke City at The Hawthorns. The Baggies suffered a disappointing 3-0 defeat to Portsmouth in their last fixture, a result that has seen them slip into the relegation zone alongside Sheffield Wednesday and Oxford United. Their position places them behind Blackburn Rovers in the standings, increasing the pressure for positive results in their battle for survival.
The Every Minute Matters Campaign
The one-minute delay across all EFL fixtures serves a vital purpose beyond mere scheduling. It supports the British Heart Foundation's Every Minute Matters initiative, which launched in May 2024 and has already inspired more than 400,000 people to begin learning CPR techniques. February marks Heart Month, making this timing particularly significant for raising awareness about cardiovascular health.
Football Community Unites for Heart Health
EFL Chief Executive Trevor Birch emphasised football's unique position to drive meaningful change within communities. "Our 72 Clubs sit at the heart of their communities, and they show time and again how football can drive real-world change," he stated. "The one-minute kick-off adjustment is a simple, powerful reminder that swift CPR can be the difference between life and death. Since the launch of the Every Minute Matters campaign in May 2024, over 400,000 supporters have already begun learning CPR - now we're calling on supporters everywhere to join them this February and help us pass the half-million mark."
British Heart Foundation ambassador Tom Lockyer, whose own life was saved by CPR following a cardiac arrest during a Premier League match, highlighted the campaign's importance. "What happened to me can happen to anyone, anywhere, at any time," he explained. "Every year, more than 40,000 people in the UK suffer an out-of-hospital cardiac arrest, and most of them never make it home. I'm here today because of the transformative power of CPR – as every minute matters when it comes to saving a life."
Midlands Clubs Face Divergent Challenges
Birmingham City approach their fixture with growing confidence under manager Chris Davies. Having gained promotion from League One alongside Wrexham and Charlton Athletic last season, the Blues are demonstrating increasing cohesion and will view their remaining matches as an opportunity to mount a late push for promotion contention.
West Bromwich Albion confront a more challenging situation, having failed to secure a victory under new head coach Eric Ramsay. The heavy defeat to Portsmouth has further diminished confidence within the squad, creating urgency for improved performances. The club parted ways with previous manager Ryan Mason last month following inconsistent results, appointing Ramsay who previously impressed during his tenure with Minnesota United in Major League Soccer. The Baggies must begin accumulating points consistently to avoid the prospect of relegation to League One.
This weekend's fixtures therefore carry significance beyond mere footballing results, with the delayed kick-off times serving as a poignant reminder of football's capacity to influence vital health initiatives within communities across the country.
