SBC News Voice of the Sports Betting Industry
Flutter Entertainment has revealed that its #ClubsinCrisis fund has generated £24 million in social/community benefits according to independent research conducted by Newton for a charity partner Made by Sport.
The FTSE100 betting group launched its #ClubsinCrisis fund in March 2021, forming its Cash4Clubs partnership with Made by Sport – a UK charity that champions local sports development as a vital community element in improving social mobility, circumstances and people’s wellbeing.
Upon the launch of the campaign, Flutter donated £4.8 million to Made by Sport to support grassroots sports organisations across the UK struggling to survive the impact of the COVID-19 pandemic.
Findings from the #ClubsinCrisis report, cited 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.
A breakdown of spending saw the fund grant more than £4 million to over 1,800 community clubs, with 63% of grants going to the smallest and most difficult to reach clubs, who on average have a turnover of less than £25,000 per annum to run their facilities.
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.
“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
#ClubsinCrisis also played a significant role in helping young people and communities to rebuild following COVID-19 restrictions, tackling social issues that reflected the changing needs of young people during the pandemic.
40% of grants were provided to clubs whose primary social outcomes are developing life skills and youth employability, 35% focused on community building, reducing crime and anti-social behaviour, and the remaining 25% on improving mental health across local communities.
Flutter highlighted that its £4.8 million donation reflected the full amount of business rates relief it had benefited from during March 2020 and March 2021, in which it kept 349 Paddy Power shops across the UK under lockdown.
Made by Sport has branded the fund as a first of its kind success, that has focused on supporting clubs that use sport for social outcomes, rather than sporting excellence.
Working with the UKCF as a grant distributor, the #ClubsinCrisis fund represents a new approach to developing new fundraising networks and providing fresh perspectives on 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.”
