Boozy Brits help brewer raise £1m to help fund grassroots sports

Boozy Brits have helped a leading cask brewer hit a £1million donation milestone to fund grassroots sports across the UK.

Greene King IPA's Proud To Pitch In campaign has been powered by the sale of Greene King IPA in participating pubs and retail stores. While revellers get to enjoy a cold pint, sports clubs across the UK have had the opportunity to apply for grants of up to £4,000.

Such funding has been used to get kit and equipment, for venue hire and to make accessibility improvements. Since the launch in 2021, more than 370 teams across the country have been supported by Proud to Pitch In. This has all been made possible by Greene King IPA and supporters backing the initiative with every pint.

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Surf Therapy CIC in Swansea is one of the groups that have benefitted from the scheme. They provide inclusive surf sessions for over-50s, veterans and people facing mental health challenges. It's not just about riding waves - it's about finding strength, connection, and purpose through the power of the sea.

Felton Eccles Tug of War Club in rural Somerset have also benefitted. They've swapped a leaky shed for a kitted-out strength-training hub to keep their internationally recognised sport and tradition alive and bring a fresh generation into the sport.

Capoeira Communities in Norwich has also received funding. They blend Afro-Brazilian martial arts, music and magic. They're breaking barriers for refugees and those from low-income backgrounds, turning dance and rhythm into confidence and connection.

The stakes are high for grassroots sports clubs as one in four are at risk of closure due to financial pressure, while two-fifths (42 per cent) of adults from lower socio-economic groups are inactive. For many, especially in low-income communities, cost remains one of the biggest barriers to getting involved in sports.

Grassroots clubs offer more than a place to play, they boost physical and mental health, reduce loneliness and create stronger, more connected communities. Gemma Woolnough-Smith, Marketing Manager for Greene King IPA, said: "Grassroots sport is where champions start out.

"More importantly it's where communities come together, barriers break down and lifelong memories are made. For the clubs receiving this support, it's a lifeline.

"From park pitches at parks to paddling out at dawn, these vital teams are doing more than playing sport - they're actively strengthening their communities and changing lives. Reaching this £1million milestone is a proud moment and, as we are now firmly in this year's summer of sport, we want to celebrate all of the sport clubs out there making a difference in their communities.

"The clubs supported by Proud to Pitch In are proof that when you invest in grassroots, you help raise the bar for everyone." Mark Shearer, Founder and CEO of ActionFunder, said: "This milestone shows what real community support looks like.

"£1million isn't just a big number. It's surfboards in the sea, ropes ready for international competitions and vital sessions that give people the chance to belong, train and thrive. We've seen firsthand how Greene King IPA's Proud to Pitch In scheme transforms community projects on the ActionFunder platform.

"It has funded clubs focused on bringing people together, breaking down barriers and encouraging groups to stay active. Whether it's a veteran learning to surf or a teen stepping onto a pitch for the first time, this is grant giving at its most powerful.

"Through ActionFunder, businesses like Greene King are transforming local communities. We're proud of our partnership to deliver vital funds to community groups in the UK.”

TOP 10 REGIONS INVESTING IN THEIR COMMUNITY SPORTS TEAMS WITH SUPPORT FROM PROUD TO PITCH IN

Greater London - 35 projects, £93,254.79 total funding

West Midlands - 17 projects, £46,932.00 total funding

Devon - 13 projects, £40,906.00 total funding

West Yorkshire - 13 projects, £37,623.31 total funding

Great Manchester - 12 projects, £31,185.00 total funding

Nottinghamshire - 10 projects, £29,045.00 total funding

London (central) - nine projects, £23,931.39 total funding

Lancashire - eight projects, £22,985.00 total funding

Essex - eight projects, £22,881.00 total funding

Tyne and Wear - six projects, £19,500.00 total funding