Business

Greene King pledges £250k to women’s sport following Lionesses’ World Cup success

Brilliant stuff.

Danny Jones - 29th August 2023

UK pub chain and brewery, Greene King, have pledged at least £250,000 to women's sport following the success of the Lionesses at the 2023 Women's World Cup and as part of their continued efforts to back grassroots sports.

Greene King has been helping support women's football specifically for some time now, having committed to airing as many Women's Super League (WSL) games as they can since last year and holding talks with inspirational female sporting figures.

Now, though, as part of their Proud to Pitch In scheme — an initiative that directly impacts grassroots sports including 10p from every pint of Greene King IPA sold going towards local clubs, sports centres, equipment and so on — the chain is doubling down on their support. Quite literally.

After already providing over £126,000 in funds to women's sports groups across the UK since the scheme launched nearly two years ago, CEO Nick Mackenzie has now pledged to double that amount in an effort to continue the growth of women's sport and grassroots support across the nation.

According to research carried out as part of Proud to Pitch In, Greene King found that the average age women stop taking part in group sports is around 16, with a lack of female clubs in communities sadly playing a big part in that statistics.

As per The Manc, the study which polled 2,000 UK women revealed that other key reasons for ditching group sports include the poor quality of local facilities, as well as a lack of interest from friends.

However, the inspiring success of the Lionesses at the Euros and, most recently the World Cup, has led to a massive boost when it comes to interest in women’s sports, with over a quarter surveyed (26%) saying they felt the success of the team had inspired them to take part in more sporting activity. 

As Mackenzie himself put it: "The England team over the last year has changed women’s sport for good. We’ve seen a massive increase in support from our customers right across the UK as pubgoers flocked to their local to cheer on the team, and we’ve also seen a major uplift in women’s clubs applying for fundraising grants. It is vital we continue to build on that momentum.

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Greene King IPA's Head of Marketing, Emma Hibbert, also detailed how "Proud to Pitch In provides grassroots clubs with grants of up to £4,000 to help with whatever their club needs to succeed, and the best thing is it’s open to any over-18 clubs, regardless of the sport...

"To date we’ve provided funding for some incredible projects so far, from rowing clubs to cricket teams and football clubs, and so far, we’ve given over £500,000 in grants to over 200 clubs, including men’s sport, women’s sport, and mixed clubs."

Quality stuff. If you know a local women's club or sports facility that could do with some extra support, you can apply for funding Proud to Pitch In funding HERE.

As for the Lionesses, the legacy they are leaving behind is truly huge and while they may not have lifted the World Cup this year, their influence secured another big win for women's football and female representation across sport in general last week:

Featured Image — Jason Bye/The Manc Group/Lionesses