Flutter Entertainment PLC has teamed up with Made by Sport to launch a ‘Clubs In Crisis’ campaign for 2021 to provide funding for community sports clubs hit hard by the novel Coronavirus Pandemic.
Flutter is the holding company behind Betfair, Paddy Power, Pokerstars, FanDuel, Sky Bet, and FOX Bet and other famed sports betting brands. Made by Sport on the other hand is a charity organization that was founded in 2019 to raise awareness of the power of sports to drive change in people’s lives especially the younger generation in the UK. The charity organization’s main objective is to identify sports clubs that are in dire need of funding and to offer them appropriate financial support so that they can thrive.
The gaming holding company, Flutter, is pushing the agenda under its Cash4Clubs project, a charity initiative that it founded in 2008 to support grassroots sports clubs in different parts of the world. In 2020, Flutter distributed over £165K in grants and since 2008, the gaming big shot has donated about £800K to different sports clubs.
For 2021’s Clubs in Crisis project, Flutter has launched the campaign with a massive donation of a whopping £4.79 million donation, the largest amount it has given since the Cash4Clubs campaigned was launched 12 years ago.
Community Sports in the UK to Receive £2021 in Unrestricted Support
Flutter, via its Cash 4 Clubs foundation, decided to join forces with Made by Sport so that it can get into direct contact with clubs through community foundations to offer them the much-needed support particularly with the drastic impact of the pandemic.
According to the findings of research conducted by Newton on behalf of Made by Sport in 2020, more than 40% of the UK’s local community sports clubs were either suffering through cash shortfalls or were barely breaking even right before the pandemic hit. The research also disclosed that most of the community sports clubs were making ends meet with less than £10,000 each year, with 50% of the funding coming from well-wishers.
Additionally, per the survey, the hard-hitting novel coronavirus could lead to the shutdown of about 25% of the community clubs because of a deteriorated economic environment. Towards the end of 2020, Made By Sport moved to start the ‘Clubs In Crisis’ competition where affected clubs shared their stories of how they have been affected by the pandemic to a point of hanging on a thread. Flutter’s Cash4Clubs was inspired by the stories and decided to play ball by providing funding through joining forces with Made By Sport so that the clubs can get back on their feet.
The group CEO of Flutter Entertainment Peter Jackson voiced his support for the initiative saying that;
“Lack of funding is not a new issue for community clubs which is why we originally set up our Cash4Clubs programme. But now help is needed more than ever and working with Made by Sport to provide a fund for ‘Clubs In Crisis’ is a great way for us to pass the benefit of business rates relief straight into the communities where that funding is most needed.”
Justin King, the Chairperson of Made by Sport also expressed his delight after came on board to support its mission in the following statement.
“With a quarter of all sports clubs in the UK facing permanent closure, community sport is facing a crisis. As we look to the future and rebuilding our communities, the role of grassroots sports in helping to tackle some of the key social issues exacerbated by the pandemic will be ever more important.
This fund will reach some of the smallest and hardest hit clubs, and for many this will be the difference between permanent closure and the chance to continue the great work they do to address the social inequalities that exist in our communities.”
The funding will be rolled out towards the end of this month right when the UK government will be lifting COVID-19 restrictions on grassroots sports. Community sports clubs and organizations across the United Kingdom will be receiving £2021 in unrestricted support via the funding provided by Flutter-backed ‘Clubs In Crisis’ program, which in turn is powered by the Made by Sport charity organization.