Flutter Entertainment has signed off on a three-year partnership with International Mixed Ability Sports (IMAS), investing around £500,000 to foster societal change through sports. This collaboration aligns with Flutter’s Positive Impact Plan, particularly within the ‘Do More’ pillar, targeting the enhancement of lives through community, sports, technology, and health and wellbeing.
IMAS, an innovative UK-based non-profit, actively promotes social inclusion in sports and education. It specifically encourages those hindered by physical and learning disabilities to engage in community sports as equals with non-disabled individuals. This approach defies traditional segregation in sports, allowing all participants to play side by side.
Kerry McNally, Flutter Entertainment’s Group Head of Communities, remarked, “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.” Flutter’s support reflects a shared commitment to creating inclusive, empowering environments in both sport and society.
Through this partnership, Flutter’s funding will help IMAS meet significant objectives, such as expanding its global reach to 30 countries, positively affecting 275,000 Mixed Ability participants, and growing the number of Mixed Ability clubs to 225. Additionally, Flutter will aid IMAS in shifting towards a social franchise model.
Martino Corazza, Co-founder and Director of IMAS, stated, “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. This partnership is based on people, the best asset both of our organisations have.” He highlighted the critical stage of IMAS’s international growth, with key projects in South America, Canada, and Europe. Corazza acknowledged the significance of Flutter’s expertise in fostering the sustainable expansion of the Mixed Ability model.
Since its foundation in Bradford, West Yorkshire, in 2014, IMAS has seen remarkable growth. It originated from the aspiration of a young man with cerebral palsy and learning disabilities to play full-contact rugby. Today, IMAS encompasses over 5,000 players across 100 Mixed Ability rugby clubs worldwide, extending into rowing, boxing, squash, basketball, and more.
Flutter’s latest initiative links to its broader sustainability strategy, aiming to improve the lives of 10 million people by 2030. This effort highlights the growing intersection between corporate responsibility and sports, emphasizing the power of inclusive activities in driving social change.