**Pub Pints Are Pouring Vital Funding Into Grassroots Sports Clubs Nationwide**
Across the UK, the simple act of buying a pint at the pub is providing a lifeline to grassroots sports clubs, enabling them to thrive despite mounting financial difficulties. Greene King, a well-established brewery and pub chain, has marked a major milestone with its Proud to Pitch In initiative, which has now channelled more than £1 million into community sport since being launched in 2021.
The Proud to Pitch In scheme allows sports clubs to apply for grants reaching up to £4,000, funding which is directly linked to sales of Greene King IPA in venues around the country. This long-running effort has thus far supported over 370 local teams, demonstrating how the pub sector can play a meaningful part in fostering healthier, more connected communities.
The current economic climate has placed immense pressure on grassroots organisations. According to research from Sport England, as many as one in four community sports clubs are in jeopardy of closure due to financial struggles. This is particularly concerning when considering that 42 percent of adults from lower-income backgrounds are classed as inactive. The wide-ranging benefits of participation in local sport go far beyond fitness—they boost mental health, nurture social bonds, and give individuals a sense of belonging that extends far beyond the pitch.
Gemma Woolnough-Smith, Marketing Manager for Greene King IPA, highlighted the scheme’s wider significance, describing grassroots venues as “the cradle of community spirit and the starting ground for future champions.” She explained that the clubs benefiting from Proud to Pitch In aren’t just playing matches; they’re breaking down walls, nurturing local talent, and creating memories that last a lifetime. Woolnough-Smith also stated, “Reaching the £1 million fundraising milestone underscores our ongoing commitment, especially as communities come together in this summer of sport. Every pint poured truly does help to raise the bar for everyone involved.”
The impact of this funding initiative has been felt most keenly in Greater London, which has seen the highest number of supported projects with 35 clubs receiving more than £93,000 in total. The West Midlands closely follows, with 17 initiatives gaining nearly £47,000 between them. Elsewhere, Devon and West Yorkshire each had 13 clubs backed, illustrating that the scheme’s impact is being felt right across England, from city suburbs to rural counties.
Phil Owen, who runs Surf Therapy—a club that uses surfing as a way to improve mental wellbeing and community cohesion—is one of many to have received crucial support through the campaign. His club, supported by the scheme, exemplifies the inventive ways in which grassroots organisations are making real change, providing opportunities that may have otherwise been lost to funding gaps.
Commenting on the positive outcomes witnessed across the country, Mark Shearer, Founder and CEO of ActionFunder, said: “This milestone isn’t just a number—it’s surfboards in the sea and footballs on the park. We’ve seen for ourselves how transformative Proud to Pitch In can be, turning grant support into real-life opportunities for people to participate, connect, and flourish.”
Shearer also emphasised how the collaboration with Greene King has enabled ActionFunder to make a tangible difference: “When businesses get involved in this way, they’re not just giving money—they’re helping to change lives and nurture vibrant communities for the long term.”
The overall reach of the Proud to Pitch In scheme is reflected in its nationwide distribution of funds. In addition to the regions leading the funding tables, other areas such as Greater Manchester, Nottinghamshire, Lancashire, and Essex have each seen between £20,000-£30,000 invested into a variety of sports, from tug-of-war clubs to youth football teams.
As the scheme heads into its fourth year, its legacy is evident: investing in grassroots sport sustains local heroes, strengthens community ties, and ensures playing fields and clubhouses remain accessible for all. For sports lovers and publicans alike, it’s a reminder that every pint really can make a difference to someone’s story.