Flutter Forges £500k Alliance with IMAS

Flutter Entertainment has formalized a three-year, approximately £500,000 partnership with the UK-based non-profit, International Mixed Ability Sports (IMAS). This announcement follows the recent Rugby World Cup Final and aims to bolster IMAS’s global prominence in the igaming sector.

IMAS is renowned for advancing the Mixed Ability model, a groundbreaking initiative that emphasizes social inclusion via sports and education. This model advocates for inclusive participation, allowing individuals with physical and learning disabilities to engage in community sports alongside those without disabilities, ensuring no participant is isolated.

During this partnership, Flutter’s contribution is set to facilitate IMAS in accomplishing its strategic objectives. This involves augmenting their global presence to 30 countries, targeting a positive impact on 275,000 Mixed Ability participants, and elevating the number of Mixed Ability clubs to 225. In addition, Flutter’s support will be pivotal as IMAS transitions to a social franchise structure, enabling national affiliated bodies to operate under a unified global umbrella.

Since its establishment in Bradford, West Yorkshire, in 2014, IMAS has witnessed commendable growth. Originating from the ambition of a young individual with cerebral palsy and learning disabilities who aspired to engage in full-contact rugby, IMAS paved the way for others previously marginalized from mainstream sports. Presently, the movement encompasses over 5,000 players spanning 100 Mixed Ability rugby clubs globally, and has branched out to sports like rowing, boxing, squash, basketball, and more.

This collaboration aligns seamlessly with Flutter’s global sustainability strategy, the Positive Impact Plan. Under its community-centric ‘Do More’ segment, the strategy sets an aspirational goal of enhancing the lives of 10 million individuals by 2030, focusing predominantly on the realms of sports, technology, and health and wellbeing.

Kerry McNally, Group Head of Communities at Flutter Entertainment, said: “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.”

Martino Corazza, Co-founder and Director of IMAS, said: “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. We are at a crucial stage of our international growth with some incredible projects in South America, Canada and across Europe. The skills and experience of Flutter’s teams will be invaluable in enabling the sustainable growth of the Mixed Ability model.”

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