37 clubs ‘transformed’ by Greene King’s Proud to Pitch In scheme

By Amelie Maurice-Jones contact

- Last updated on GMT

Supporting grassroots sport: Greene King funds clubs through Proud to Pitch In scheme (Getty/ Geber86)
Supporting grassroots sport: Greene King funds clubs through Proud to Pitch In scheme (Getty/ Geber86)

Related tags: Greene king, Sport, Football, Funding, Pubco

Greene King has pledged to donate up to £500,000 in funding to support grassroots sports across the UK as part of its Proud to Pitch In funding scheme.

This comes after a new survey, commissioned by the pubco, revealed 84% of Brits believed grassroots sports beneficial to local communities, with 75% of respondents agreeing that its top benefits were meeting new people and getting people out of their homes.  

Greene King brewing and brands marketing director Will Hemmings said: “Here at Greene King, we know just how important local sport is to our communities, and how our pubs are so often the meeting place of choice for a post-match pint.  

“We’re committed to doing everything we can to ensure grass roots sports can flourish not just for the physical benefits, but for the community spirit it delivers.” 

Since its launch in November, Greene King has already pledged £100,000 worth of funds to the Proud to Pitch In, and to date, 37 clubs have benefited from a £3,000 grant. 

Sporting stars back scheme

To support the scheme, Greene King has teamed up with a series of sporting stars known for their dedication to grassroots sports. Former rugby union player James Haskell joined the scheme in 2021, and former professional footballer Robbie Savage signed up to the scheme earlier in the year.  

In the new survey, 73% of respondents claimed grassroots sports improved wellbeing, with a similar amount (72%) believing they garnered a sense of community spirit. 

What’s more, Greene King discovered 4 in 5 (81%) of people believed grassroots sports to be one of the best ways to meet new people, with more than a third (35%) of the UK having made six to 10 friends at a local sports club. On top of this, just under half (48%) of the nation said they would raise funds for their local club if they could. 

Putting health first

Aside from benefits within the community, the research also revealed nine in 10 people (90%) believed grassroots sports had a positive impact on their physical health, with just 1% stating it had been negative.  

Hemmings continued to say the Proud to Pitch In scheme was not a “one off campaign”, but was a continuous pledge from the pubco to the thousands of clubs across the UK. 

“We’re here to support you, right through 2022 and beyond to make sure community sport gets the backing it sorely needs, especially if your local team has struggled to secure funds in recent months,” he concluded.  

When questioned, just 5% of respondents claimed grassroots clubs sports had no effect on high level sports, and 71% of people believed grassroots sports are important for younger talent.  

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