Greene King has announced that it has raised £1 million for its Proud To Pitch In programme, with the goal being hit as the final whistle blew on the Euros 2024.
Members of the Boldmere St Michaels women’s walking football team
Over the last two years, the pub retailer and brewer has donated 10p from pints, and 50p from selected can packs, of Greene King IPA to the scheme aimed at supporting grassroots sports. Throughout the Euros, Greene King increased its offer to cover all of its beers.
Over the four weeks of the tournament, football fans helped to raise £200,000 alone, with £25,000 raised during the weekend of the England v Spain final, taking Greene King over the £1m mark.
The funds raised through the tournament will be used to help more than 50 grassroots sports organisations across the country, supplying them with everything from rugby balls to rowing oars. These organisations will join the 250 clubs across the UK that Greene King has already supported through the programme.
One South London-based women’s football team, Lush Lyfe FC, received £4,000 from the programme to fund pitch hire and essential equipment. This allowed them to extend their training sessions and expand their team.
Similarly, West Midlands football club, Boldmere St Michaels FC, received £1,000 to enhance their women’s walking football team, the Walking Mikes Women. The funds were in part used to offer free taster sessions to local women in the community, many of whom have never played football before.
“Over recent years, Greene King’s Proud To Pitch In funding has supported some incredible clubs and been able to increase grassroots participation for people all over the country, from football, rugby and cricket to roller hockey, bowls, and wheelchair sports,” said Emma Hibbert, head of marketing for Greene King IPA.
“These clubs, like pubs, are at the heart of local communities everywhere, so we are delighted to hit our goal of raising £1m to be able to fund projects with grassroot sports clubs across the UK.
“We hope that this summer of sport will encourage more people to join a local group in whatever sport they love and enjoy the benefits that this can bring mentally, socially and physically.”
• Co-founder of PubAid, Des O’Flanagan is calling for pubs to receive widespread acknowledgement for the support they give to grassroots football and sports clubs in their communities, following the prime minister’s announcement that he wants to break down barriers in football.
Sir Keir Starmer said, following the recent run in the men’s Euros 2024 tournament and the Lioness’s victory in 2022, that he wants to break down the barriers of opportunity in the sport. This, he states, includes “celebrating those who keep the beautiful game alive in our communities and clubs”.
“Pubs provide over £40m worth of support to grassroots sports, and around 40% of pubs we researched for our ‘Pubs and Sport: The Perfect Match Report’ specifically helped a local football team,” said Des.
“Football’s laws were drawn up by the nascent FA in the Freemason’s Tavern in Covent Garden, London, in 1863; and The Sandon in Anfield, Liverpool, was the birthplace of both Everton and Liverpool football clubs.
“These instances are not unusual. Many of our country’s most cherished sporting institutions have similar stories to tell and the relationship continues today at grassroots level.
“Many pubs sponsor a local kit, provide free food after matches, act as a meeting place, and even provide free accommodation for visiting players.
“Whilst the details of exactly how the new government plan to break down barriers are still to be announced, we’d encourage all pubs that play a role in their local grassroots football club to contact their local MP and let them know what they do to support grassroots sports clubs in their communities.”
