Flutter UKI Strengthens Support with £7M for Grassroots Sports

Grassroots sports are under real pressure, with new polling showing 43% of community clubs have had to cancel activities due to financial challenges. Now, former England stars Alan Shearer and Peter Crouch are encouraging clubs to take advantage of Flutter UKI’s Cash4Clubs 2026, a £500,000 funding programme designed to help clubs stay afloat and grow.

Good to know

• 250 clubs will each receive £2,000 grants through Cash4Clubs 2026.
• Funding can be used for equipment, coaching, training, or marketing.
• Since 2008, Flutter has invested nearly £7 million into community sports.

Clubs providing essential health, fitness, and social activities say they are struggling with rising insurance bills, energy costs, and staff shortages. Almost a quarter (22%) fear they won’t be financially sustainable within a year. Meanwhile, only 45% of clubs believe they can fully meet their members’ needs.

Cash4Clubs is stepping in with grants of £2,000 each for 250 clubs across the UK and Ireland. Applications are open until 8 December 2025, with a focus on supporting clubs that want to grow participation in their local communities.

Sporting Voices Back the Initiative

Peter Crouch, Paddy Power ambassador, explained the value of even small grants:

“An additional £2000 can make all the difference to local clubs – it can keep the lights on, keep facilities open and accessible and provide much needed funds to invest in equipment or training volunteers. These clubs aren’t just about sport – they’re giving people a place to belong, to build confidence and stay active. It’s why Cash4Clubs is so important, and I would urge people to apply.”

Alan Shearer, Betfair ambassador, echoed the sentiment:

“Throughout my career, on and off the field, I’ve witnessed the incredible power of sport to transform lives. Local grassroots clubs and organisations aren’t nice to have; they are essential community assets. These grants can provide a vital helping hand and the impact, particularly in deprived areas, can be profound.”

Impact Already Felt

The Cash4Clubs initiative, run by Flutter UKI and delivered with support from Sported, has already transformed thousands of local organisations. Earlier this year, nearly 32,000 people across 200 clubs benefited from funding. The majority of those clubs worked with lower socio-economic groups, and 86% reported growing their membership after receiving support.

Winners from 2025 included the Swindon Storm American Football Club, the Sunderland Deaf Darts Society, and Parkinson’s Ninja, a pioneering Wigan-based group using martial arts and boxing to support people living with Parkinson’s disease.

Paul Williams of Parkinson’s Ninja highlighted the direct impact:

“The grants from Cash4Clubs have allowed us to expand our offering to meet this need, including fulfilling the cost of additional coaching fees as well as maintaining the existing classes. As such we can continue helping people with Parkinson’s by giving them the physical and social activity they vitally need.”

Kevin Harrington, CEO of Flutter UKI, reinforced the company’s commitment:

“Grassroots sports clubs are the beating heart of communities, but rising costs mean too many are now fighting to survive. That’s why we’ve committed £500,000 through our Cash4Clubs programme this year – to give local organisations the support they need to keep doors open, inspire participation and provide opportunities for adults to stay active and engaged with sports and all of the additional benefits that brings with it.”

The programme also has political backing. Dame Caroline Dinenage, Chair of the Culture, Media and Sport Select Committee, praised Cash4Clubs, saying:

“I’ve seen first-hand the difference Cash4Clubs can make to the local community, and I would urge clubs to apply for the funding that Flutter is making available. Physical activity is vital for fitness and well-being and it’s always great to see the wide range of community organisations that benefit.”

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