Footy legends Alan Shearer and Peter Crouch are backing Flutter UKI’s Cash4Clubs, urging local clubs to grab one of the 250 £2,000 grants.
- Research reveals many of the UKs grassroots sports clubs are struggling to stay afloat in the face of rising costs
- Footy legends Alan Shearer and Peter Crouch are backing Flutter UKI’s Cash4Clubs, urging local clubs to grab one of the 250 £2,000 grants
- Flutter UKI funded Cash4Clubs – which has provided £7 million to grassroots sport since 2008 – is stepping up support for community clubs with the launch of a £500,000 fund to help local clubs survive and thrive
Former England heroes Alan Shearer and Peter Crouch are urging community sports clubs to take advantage of a £500,000 funding lifeline – as polling shows more than 40% (43%) of grassroots organisations are having to cancel services because of a lack of funding.
Clubs offering vital sports and fitness activities blame rising day-to-day costs, insurance bills and a difficulty in finding staff and other volunteers – with almost a quarter (22%) fearing they will be financially unsustainable within the next year.
The warning comes as we launch Cash4Clubs 2026 – offering £500,000 to sports clubs across the UK and Ireland. Two hundred and fifty clubs will be able to bid for grants of £2,000 a time to help buy new equipment, hire coaches, run training programmes or simply boost their marketing to bring in new members.
The polling, commissioned to coincide with the launch of Cash4Clubs 2026, shows grassroots sports funding has never been so important. Only 45% of clubs believe they can fully meet their members’ needs.
This year’s Cash4Clubs programme is backed by a host of sporting celebrities who are calling on clubs to apply for the money from Flutter UKI.
Paddy Power ambassador and former England and Liverpool striker, Peter Crouch, said: “An additional £2,000 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, 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.”
Acting on its commitment to Do More for Communities, Flutter UKI has invested nearly £7 million into community sports since Cash4Clubs launched in 2008. Earlier this year, almost 32,000 people from 200 different clubs benefited from this fund. Seventy-six per cent worked with lower socio-economic groups, and 86% per cent of clubs polled by leading UK charity Sported, who deliver the Cash4Clubs programme, reported they had grown their membership in the months since receiving funding.
Winners in 2025 included the Swindon Storm American Football Club, the Sunderland Deaf Darts Society and Wigan-based Parkinson’s Ninja – a pioneering club using the power of taekwondo, rock-steady boxing and mixed martial arts to tackle Parkinson’s disease.
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.”
Community clubs have until 8 December to apply for a grant through the Cash4Clubs website. This year’s programme is putting a particular emphasis on clubs that want to increase participation in sport in their local community, with the most recent round of grants attracting over 2,500 new adults to recipient clubs in 2025.
For more information, please contact corporatemedia@flutter.com.
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