Greene King hits £1m milestone for grassroots sports
Over the four weeks of the tournament alone, football fans raised £200,000 at Greene King pubs.
A leading pub operator has announced that it has raised £1m for its Proud To Pitch In programme, with the goal being hit as the final whistle blew on the UEFA European Football Championship 2024 on 14 July.
Over the last two years, Greene King has donated 10p from pints and 50p from selected can packs of Greene King IPA to the scheme, which aims to support grassroots sports. The pub retailer and brewer increased its offer throughout the Euros to cover all Greene King beers.
Over the four-week tournament alone, football fans helped to raise £200,000, with £25,000 raised during the weekend of the England vs Spain final, taking the campaign over the £1m mark.
Supporting grassroots sports
Funds raised throughout the tournament will help over 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, receive £4,000 from the programme to fund pitch hire and essential equipment, allowing them to extend their training sessions and expand their team.
Similarly, West Midlands football club, Boldmere St. Michaels FC, received £1,0000 to enhance their women's walking football team, the 'Walking Miles Women'. The money was partly used to offer free taster sessions to local women in the community, many of whom have never played football before.
Emma Hibbert, head of marketing for Greene King IPA, comments: "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.
"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 grassroots 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."
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