LONDON, UK – A record number of grassroots sports clubs are seeking financial aid as operational costs soar, with over 1,000 organisations applying for Flutter’s £500,000 Cash4Clubs fund ahead of its December 8th deadline.
The funding programme, run by Paddy Power and Sky Bet owner Flutter in partnership with the charity Sported, was launched in October with support from football legends Alan Shearer and Peter Crouch.
It offers 250 grants of £2,000 each to non-profit organisations to help drive adult participation in physical activities, cover equipment costs, and fund training.
According to Flutter, the 1,082 applications received so far underscore a stark reality for local clubs. Recent studies indicate that 40% of adult grassroots clubs are cancelling services due to financial strain, with a quarter believing they will not be sustainable beyond the next year without external funding.
Mark Woods, Head of Marketing at Sported, revealed that the need is particularly acute among groups supporting vulnerable populations. “More than half of the applicants come from groups providing access to sports activities for people experiencing poverty or mental health challenges, whilst a significant number cater for older people and cite combating loneliness as a key issue,” Woods stated.
The overwhelming response prompted Kevin Harrington, CEO of Flutter UKI, to acknowledge the scale of the challenge. “We already have more applications than we can fund, which really shows the level of need for initiatives like Flutter’s Cash4Clubs in supporting the health and wellbeing of adults,” Harrington said.
Among last year’s recipients was Village Manchester Football Club (VMFC), an inclusive club for LGBTQ+ players. Steve Joyce, chair of VMFC, explained the grant was a “fabulous contribution” that helped keep player fees affordable. “Nobody should have a barrier to participation because of cost,” Joyce added.
Non-profit organisations providing physical activities to adults are encouraged to apply before the December 8th deadline. Successful clubs will be notified in the New Year.