Flutter UKI is stepping up support for grassroots sports clubs through its Cash4Clubs programme, launching a £500,000 fund aimed at helping local organisations survive and thrive amid rising costs. Since 2008, Cash4Clubs has invested nearly £7 million in community sports across the UK and Ireland, and this year 250 clubs will have the chance to receive £2,000 each to fund equipment, coaching, training programmes, or marketing initiatives to attract new members. Research shows that many grassroots clubs are struggling, with 43% having to cancel activities due to financial pressures and 22% fearing they may become unsustainable within the next year.
Football legends Alan Shearer and Peter Crouch are backing the initiative, highlighting the vital role grassroots clubs play in building community, boosting confidence, and keeping people active. Both ambassadors emphasised how even a small grant can help keep facilities open, fund coaching, and support clubs serving deprived areas.
Previous Cash4Clubs funding has benefited tens of thousands of participants, with 76% of funded clubs working with lower socio-economic groups and 86% reporting increased membership after receiving grants. Examples of past recipients include the Swindon Storm American Football Club, Sunderland Deaf Darts Society, and Parkinson’s Ninja in Wigan, which provides specialised sports programmes for people with Parkinson’s disease. Paul Williams of Parkinson’s Ninja noted that the grants enabled them to expand coaching and maintain classes critical for physical and social wellbeing.
The programme aligns with government priorities to increase physical activity, particularly in deprived areas, and is supported by public figures like Dame Caroline Dinenage, who praised its impact on community health and wellbeing. Kevin Harrington, CEO of Flutter UKI, emphasised the importance of sustaining grassroots clubs as essential community assets, urging organisations to apply for funding by 8 December 2025 to support participation and engagement in local sports.
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