Flutter to aid IMAS’ strategic targets in £500k deal

Flutter Entertainment has linked with International Mixed Ability Sports (IMAS) in a three-year partnership worth £500,000.

The gambling company’s partnership with IAMS – described as the champion of Mixed Ability sports and the creator of the International Mixed Ability Rugby Tournament (IMART) – aims to help accelerate its ‘scale and impact’ around the world.

Kerry McNally, Group Head of Communities at Flutter Entertainment, stated: “The IMAS model represents a radical approach to societal transformation through sport and much like our own workplace culture, aims to create a safe, welcoming, and non-judgmental environment for people to achieve their full potential. 

“This strong alignment underpinned our decision to deepen our partnership with IMAS, and we look forward to our colleagues working with them to deliver real global impact.”

In detail, Flutter’s contribution will go toward achieving IMAS’ strategic targets, which have been outlined as: Growing its presence to within 30 countries globally, positively impacting 275,000 Mixed Ability participants and increasing the amount of Mixed Ability clubs to 225. 

Flutter will also support IMAS’ transition toward a social franchise model, whereby national affiliated entities operate under a new global parent organisation.

“We are incredibly proud to partner with Flutter, an organisation who shares our commitment to make a positive, long-lasting difference in the communities we serve,” added Martino Corazza, Co-founder and Director of IMAS.

From the idea of a young man with cerebral palsy and learning disabilities to play full-contact rugby, IMAS began to create opportunities for other people excluded from mainstream sports activities. 

Now, the movement has grown to include over 5,000 players across 100 Mixed Ability rugby clubs worldwide, and across rowing, boxing, squash, basketball and other sports.

“This partnership is based on people, the best asset both of our organisations have. We are at a crucial stage of our international growth with some incredible projects in South America, Canada and across Europe,” Corazza continued.

“The skills and experience of Flutter’s teams will be invaluable in enabling the sustainable growth of the Mixed Ability model.”

This partnership is the latest initiative linked to Flutter’s global sustainability strategy – the Positive Impact Plan.