Flutter Uk&i

Charity Number: CUSTOM_0B969344

Annual Expenditure: £8.0M

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Quick Stats

  • Annual Giving: £8,000,000+ (2023)
  • Success Rate: 15.6% (Cash4Clubs 2024)
  • Decision Time: 8-12 weeks
  • Grant Range: £2,000 - £100,000
  • Geographic Focus: UK and Ireland

Contact Details

Cash4Clubs Programme (via Sported)

Sky Bet Building Foundations Fund (via EFL)

Flutter UK&I

Overview

Flutter UK&I is the UK and Ireland division of Flutter Entertainment plc, a publicly-traded international sports betting and gaming company that owns brands including Paddy Power, Sky Betting & Gaming, Betfair, PokerStars, and Tombola. While not a registered charity itself, Flutter UK&I operates substantial grant-making programmes as part of its corporate social responsibility strategy and Positive Impact Plan, which aims to help 10 million people by 2030.

Established in 2008 with the launch of Cash4Clubs by Betfair, Flutter UK&I has grown into one of the gaming industry's most significant charitable funders. In 2023, the division committed approximately £8 million to charitable causes across the UK and Ireland. The company focuses its community investment across three main areas: Sport & Play, Health and Wellbeing, and Tech4Good, with a particular emphasis on supporting grassroots sports clubs in underserved communities. Flutter UK&I's grant programmes are delivered in partnership with established charities including Sported and the EFL Trust, ensuring professional administration and impact measurement.

Funding Priorities

Grant Programmes

Cash4Clubs Programme (in partnership with Sported)

  • £2,000 grants (€2,000 in Ireland)
  • Total annual fund: £500,000 (2025)
  • 250 grants available
  • Rolling annual programme with fixed application windows
  • Since 2008: Nearly £7 million invested into grassroots community sport

Sky Bet Building Foundations Fund (in partnership with EFL)

  • £5,000 - £100,000 grants
  • Total fund: £6 million over 6 years (£1 million per year)
  • Available only to the 72 EFL Club Community Organisations
  • Two competitive application windows per season

Special Crisis Funds (launched as needed)

  • Previous example: £4 million Clubs in Crisis Fund (COVID-19)
  • Awarded to 1,822 community clubs
  • Delivered 6:1 social value return (£24 million in social impacts)

Priority Areas

Cash4Clubs focuses on:

  • Grassroots sports clubs supporting adults (18+)
  • Clubs working in areas of high deprivation
  • Organisations engaging under-represented groups, particularly:
  • Women and girls
  • People from racially-diverse communities
  • People with disabilities
  • LGBTQ+ communities
  • Lower socio-economic groups
  • Sport for social purpose (tackling crime, anti-social behaviour, health inequalities)
  • Small community clubs across 50+ different sports

Building Foundations Fund focuses on:

  • EFL community projects engaging adults (18+)
  • Physical and mental health programmes
  • Crime prevention initiatives
  • Education and employability
  • Improving local sporting facilities
  • Promoting physical and social benefits of sport

What They Don't Fund

Cash4Clubs exclusions:

  • Organisations that work with children or have junior members
  • Schools, colleges, or universities
  • Profit-making organisations
  • Clubs without structured governance
  • Capital building projects (e.g., new clubhouses)
  • Clubs that previously received funding in 2023 and 2024 (though eligible to re-apply if space available)

General exclusions:

  • Individual applications
  • Organisations outside UK and Ireland
  • Projects without clear sports or community focus
  • Retrospective funding
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Governance and Leadership

Flutter UK&I Leadership:

  • Kevin Harrington: CEO of Flutter UK&I (from January 2025), previously CEO of PokerStars and Chief Commercial Officer International at Flutter. Harrington has stated he wants to “maintain the high standards we have set – with responsible gambling at the core of all our work.”
  • Ian Brown: Former CEO of Flutter UK&I (2022-2024), oversaw the expansion of Cash4Clubs. Brown said: "Community clubs are the bedrock of sport in the UK and we are committed to doing everything we can to help small clubs make a real difference to people's lives."
  • Conor Galloway: Inclusion, Wellbeing & Community Lead at Flutter UK&I

Delivery Partners:

  • Sported: UK community sports charity that administers Cash4Clubs, managing applications, assessment, and monitoring
  • EFL Trust: Works with EFL to administer the Building Foundations Fund
  • Advisory Panel for Building Foundations: Includes Sky Bet ambassador Jeff Stelling and industry experts from EFL and Sky Bet

Flutter UK&I operates within the framework of Flutter Entertainment's Positive Impact Plan, which is overseen by the Group's sustainability and corporate responsibility teams. The company emphasizes impact measurement, transparency, and partnership with established charitable organizations to ensure professional grant administration.

Application Process and Timeline

How to Apply

Cash4Clubs Programme:

Applications are submitted online through Sported's application portal at https://thehub.sported.org.uk/

Application Requirements:

  • Governing document (constitution, rules, or articles of association)
  • Recent bank statement (within last 3 months)
  • Safeguarding policy (if working with vulnerable adults)
  • Self-declaration of health and safety policy
  • Relevant insurance documentation

Application Window:

  • Opens: Early September (8 September 2025)
  • Closes: Early December (8 December 2025)
  • Annual cycle with fixed deadlines

Accessibility Support:

Sported can arrange phone conversations for applicants who need clarity on questions or processes, and provide information in accessible formats.

Sky Bet Building Foundations Fund:

Available only to the 72 EFL Club Community Organisations (CCOs). Not open to general public applications.

CCOs apply through two competitive application windows per season. Proposals are submitted directly to the EFL/Sky Bet partnership. Each CCO can bid for grants between £5,000 and £100,000.

Decision Timeline

Cash4Clubs:

  • Application period: September - December
  • Assessment period: December - January
  • Notifications: End of January (approximately 8-12 weeks after deadline)
  • Funding distributed: February onwards

Building Foundations Fund:

  • Two application windows per season
  • Panel assessment: 4-8 weeks after deadline
  • Notifications: Typically within 2-3 months of application

Success Rates

Cash4Clubs 2023/24:

  • Applications received: 1,282
  • Grants awarded: 200
  • Success rate: 15.6%

The programme was originally planned to award £200,000 (100 grants) but Flutter UK&I doubled the fund to £400,000 due to exceptional demand.

Cash4Clubs 2024/25:

  • Applications received: Over 700
  • Grants awarded: 200
  • Success rate: Approximately 28.6%

Building Foundations Fund:

  • Success rate varies by season
  • All 72 EFL CCOs are eligible to apply
  • Highly competitive process with expert panel assessment
  • First season (2023/24): £600,000+ awarded across multiple CCOs

Reapplication Policy

Cash4Clubs:

  • Organizations that received funding in 2023 and 2024 are eligible to re-apply
  • However, if the programme is oversubscribed, new groups that haven't received funding before will be prioritized
  • No mandatory waiting period between applications
  • Only one grant per club per cycle (cannot apply for multiple teams within same organization)

Building Foundations Fund:

  • EFL CCOs can apply in every funding round
  • Previous recipients can reapply without restriction
  • Each application assessed on its own merit

Application Success Factors

Based on Flutter UK&I's programme documentation and funded projects, the following factors increase application success:

Priority Alignment:

  • Deprivation focus: Applications from organizations working in areas of high deprivation are explicitly prioritized. Use Index of Multiple Deprivation (IMD) data to demonstrate your geographic focus.
  • Under-represented groups: Strong applications clearly demonstrate engagement with women, people from racially-diverse communities, people with disabilities, LGBTQ+ communities, or lower socio-economic groups. Provide specific numbers and percentages.

Evidence of Impact:

  • Cash4Clubs funded organizations reported that 85% saw increased activities after funding
  • 86% reported membership growth
  • Applications should include clear, measurable outcomes (e.g., “increase adult female participation by 30%”)
  • Social impact matters: demonstrate how sport addresses wider issues like mental health, social isolation, crime reduction

Organizational Readiness:

  • Strong governance structures are essential
  • Complete, accurate documentation (missing or incorrect documents cause delays)
  • Clear safeguarding policies demonstrate professionalism
  • Evidence of sustainability beyond the grant period

Application Quality:

  • Be specific about how the £2,000 will be used
  • Budget should be realistic and detailed
  • Explain why this funding is needed now
  • Demonstrate you understand your community's needs
  • Previous year's funded clubs used grants for: equipment (32%), venue hire (24%), coaching qualifications (18%), marketing (15%), insurance (11%)

Quotes from Flutter on What They Look For:

Ian Brown (former CEO): "Community clubs are the bedrock of sport in the UK and we are committed to doing everything we can to help small clubs make a real difference to people's lives." This emphasizes Flutter's focus on small, grassroots organizations with genuine community roots.

Common Reasons for Rejection:

  • Organization works with children/juniors (automatic disqualification for Cash4Clubs)
  • Incomplete documentation
  • Lack of clear governance structure
  • Application doesn't demonstrate engagement with priority groups
  • Budget unclear or unrealistic
  • Organization not demonstrating “sport for social purpose”

Funded Project Examples (2023-24):

  • Manchester-based Cycling Speedway club received funding described as “game-changing”
  • 401 community groups funded across 50+ different sports
  • Sports funded included traditional (football, rugby, cricket) and non-traditional (wheelchair rugby, surfing, cycling speedway)
  • 61,220 people reached, with 11,507 new adults engaged in sport

Key Takeaways for Grant Writers

  • Focus on adults only: Cash4Clubs will automatically reject applications from organizations that work with anyone under 18. This is non-negotiable.
  • Demonstrate deprivation and diversity: Applications from areas of high deprivation and organizations serving under-represented groups are explicitly prioritized. Use data to prove both.
  • Apply early but not rushed: The September-December window is fixed, but applications are not first-come-first-served. Quality matters more than speed.
  • Be realistic about success rates: With a 15-28% success rate, Cash4Clubs is competitive. Don't rely on this as your only funding source. However, the success rate is higher than many traditional grant programmes.
  • Complete documentation is critical: Sported reports that incomplete applications are a common reason for delays. Gather all required documents before starting the online form.
  • Small grants, big impact: £2,000 may seem modest, but Flutter's data shows 86% of funded clubs grew their membership. Articulate how this relatively small sum will create significant impact in your context.
  • Social value matters: Flutter measures social impact (their Clubs in Crisis fund delivered £6 in social value for every £1 invested). Show how your club creates value beyond sport—mental health, community cohesion, employability, etc.
  • Partnership approach: Flutter works through established charity partners (Sported, EFL Trust). This means professional administration but also high standards. Treat the application as seriously as you would a major trust application.

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