Flutter UKI has expanded its Cash4Clubs initiative with a new £500,000 fund aimed at supporting grassroots sports clubs across the UK and Ireland. The scheme, which offers 250 grants of £2,000 each, comes as research highlights the financial pressures facing community clubs, with 43% cancelling services due to lack of funding and 22% fearing they may not remain sustainable over the next year.
Since its launch in 2008, Cash4Clubs has invested nearly £7 million into community sport, benefitting almost 32,000 people from 200 clubs earlier this year alone. Delivered by the charity Sported, the fund has seen 76% of recipient clubs work with lower socio-economic groups and 86% report membership growth after receiving support.
Applications for the 2026 programme are open until 8 December, with this year’s round placing particular emphasis on boosting participation in local communities. Recent beneficiaries include Swindon Storm American Football Club, Sunderland Deaf Darts Society, and Parkinson’s Ninja, a Wigan-based club using martial arts and boxing to support people living with Parkinson’s disease.
The programme is backed by sporting figures including Alan Shearer and Peter Crouch, who are encouraging clubs to apply for funding to buy equipment, hire coaches, run training sessions or invest in marketing to attract new members.
Alan Shearer, Betfair ambassador, said: “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.”
Paul Williams, Parkinson’s Ninja says: “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 Parkinsons by giving them the physical and social activity they vitally need.”
Sport England earlier this year showed significant growth in the number of adults and disabled people playing sport but said more work was needed in the most deprived areas. The UK Government has vowed to put tackling inactivity at the heart of its preventative health agenda.
Dame Caroline Dinenage, the Conservative Chair of the Culture, Media and Sport Select Committee added: “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 from Cash4Clubs. I hope this year’s programme is a huge success.”
Flutter UKI chief executive Kevin Harrington said: “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.”
