Sport participation in decline due to cost-of-living crisis

According to new national research, the 2022 UEFA Women’s Euros has inspired a surge in grassroots sports participation, however there is more work to be done when it comes to funding.

While the research revealed a third (30%) of people decided to take up a grassroots sport due to the success of the Women’s Euros tournament, many people feel clubs lack funding, and that barriers to participation still exist.

In total, only one in 20 (6%) believe their local sports club receive sufficient funding, and over a quarter of people (29%) revealed the cost-of-living crisis had impacted their decision to join a grassroots sports club, including almost half (42%) of 35–44-year-olds.

In addition to this, nearly two fifths (37%) of 18–24-year-olds said there are no grassroots sport opportunities in their local community and over half (59%) of women said that, as children, they were not encouraged to take part in sports.

The research comes from Greene King IPA to mark the one-year anniversary of its grassroots funding scheme, Proud To Pitch In.

Launched in 2021, the Greene King IPA Proud To Pitch In scheme allows grassroots sports clubs to apply for a funding grant of up to £3,000 – however to celebrate the one year anniversary, a one-off lump sum of £10,000 is being made available to clubs. To apply, or to nominate a club, simply go to greeneking-pubs.co.uk/proud-to-pitch-in/.

Will Hemmings, Greene King Brewing and Brands Marketing Director said: “We are delighted to celebrate one whole year of the Greene King IPA Proud To Pitch In scheme. For us, the scheme isn’t a one-off campaign, but a continuous pledge from Greene King to create a lasting impact for thousands of clubs across the UK.

“We want grassroots sports to flourish, however we’re aware of the challenges that many clubs face, which is why supporting clubs with additional funding is so important.

“With a cost-of-living crisis affecting households across the country, it is now, more than ever, so important that we keep clubs funded – in order to help maintain, and improve, the nation’s social, mental, and physical wellbeing.

“Pubs and grassroots sports both play a critical role in local communities. They are spaces people can socialise and meet new people, which is great for mental health and wellbeing. What’s better than bonding with a new friend about sport, over pint of IPA, in a cosy pub!

“So, whether you play football or hockey, are in a roller skating club, or organise a Zumba class, we want to support as many local clubs as possible – which will hopefully go a long way to keeping everyone in action.”

The scheme, which is available throughout the UK, sees Greene King donating 10p from every pint of Greene King IPA and 50p from every 4x500ml can pack sold* to support the scheme which sees grants awarded to clubs of up to £3,000, plus the recently announced one-off £10,000 pot.

To apply, or to nominate a grassroots sports club for the £10,000 funding lump sum, visit: https://www.greeneking-pubs.co.uk/proud-to-pitch-in/

Teams have from now until Sunday 11th December to apply, and the winner will be contacted in January.

Additionally, grants of up to £3,000 are still available to clubs and teams, and applications for these can be entered here: https://www.greeneking-pubs.co.uk/proud-to-pitch-in/