Flutter’s Cash4Clubs and Made By Sport Partnership #ClubsinCrisis Good for £24 M in Social Impact
The #ClubsinCrisis fund, a partnership created between Flutter’s Cash4Clubs and Made By Sport to support community sports clubs across the UK, has generated £24 million in social impacts according to research conducted by Newton for a new report commissioned by Made by Sport.
Findings from the #ClubsinCrisis report, published in full today, evidence that for every £1 invested in sport for good, an average of £6 is returned in social value, meaning that the fund generated more than £24 million in social impacts.
The fund granted awards totalling more than £4million to over 1,800 community clubs, with 63% of grants going to the smallest and most difficult to reach clubs, with an average turnover of less than £25,000 per annum each and predominantly run entirely by volunteers.
Whilst the grants helped to secure the financial futures of many clubs, the fund also played a significant role in helping young people and communities to re-build following Covid-19 restrictions, tackling social issues that reflected the changing needs of young people during the pandemic. As a result, 40% of grants have been provided to clubs whose primary social outcomes are developing life skills and youth employability, 35% have focused on community building, reducing crime and anti-social behaviour, and the remaining 25% on improving mental health.
Peter Jackson, CEO of Flutter said:
“We partnered with Made By Sport through our grassroots fund, Cash4Clubs, to create a fund that would make a real difference for local communities during the pandemic. I truly believe that access to sport can be life-changing for young people, both mentally and physically, and contribute towards better life outcomes. The army of volunteers who dedicate their time and passion to community-based sports are a true inspiration, and I am delighted that this funding has been able to positively impact so many in such a short space of time.
This report demonstrates the power of sport to alleviate social inequalities and build community cohesion, and I hope it inspires others to get behind the funding of sport for social good.”
Launched in April 2021, the #ClubsinCrisis fund has been wholly funded by a £4.79 million donation by Flutter through its Cash4Clubs programme and is administered by Made By Sport in partnership with UKCF.
By focusing on supporting clubs that use sport for social outcomes, rather than sporting excellence, the fund is the first of its kind on a national scale. Through its partnership with UKCF as a grant distributor, the #ClubsinCrisis fund has represented a new approach that has created networks and gained fresh perspectives into supporting what has been a traditionally hard to reach sector.
Justin King, Chairman of Made By Sport added:
“We are incredibly proud of what has been achieved through the #ClubsinCrisis campaign. We truly believe that sport has the power to change the course of young lives, so it’s been heart-warming to see just how many young people’s lives have been enriched by the sports clubs and communities saved by the #ClubsinCrisis fund.”
In 2020, Flutter Entertainment had 349 Paddy Power shops across the UK, which were closed for large periods of time in 2020 and 2021 due to lockdowns. The £4.79 million donation represents the full amount of business rates relief it has benefitted from between March 2020 and March 2021.
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Source: igaming
