Results at a Glance

  • 2026 launch of £500,000 funding for grassroots clubs across the UK and Ireland, supporting adult-focused sports clubs
  • Created a new fund launch video showcasing how clubs can access grants for facilities, equipment, and coaching
  • Supported with in-store activation at Paddy Power locations with signage and digital messaging
  • Talent-led social content featuring Alan Shearer, Peter Crouch, Rachael Blackmore and UGC from supported clubs
  • Multi-platform content designed to drive awareness, engagement, and ultimately applications
  • Foundation laid for future case study videos showing the impact of the fund on grassroots clubs

Listen

Flutter wanted to raise awareness of the Cash4Clubs initiative and encourage as many grassroots clubs as possible to apply for funding:

  • Communicate the fund’s scope and value: £500,000 available to support 250 clubs
  • Ensure messaging resonates with adult sports clubs, highlighting barriers the grants could remove
  • Use well-known sports talent to build trust, excitement, and authenticity and encourage applications
  • Build ongoing content assets to showcase the fund’s impact

Create

JMP developed a multi-channel content strategy to support the Cash4Clubs launch:

  • Launch video: Clear and concise explaining the application process and fund benefits (view here)
  • In-store activation: Signage and digital messaging at Paddy Power to reach a wide offline audience
  • Talent-led social content: Voiceovers and social reels featuring Alan Shearer, Peter Crouch, and Rachael Blackmore
  • UGC content from supported clubs: Real-world examples of grant beneficiaries, reinforcing relevance and community impact
  • Content crafted to be fun, engaging, and shareable, while clearly outlining how clubs could access funding

Deliver

JMP’s work helped Flutter:

  • Maximise awareness and applications for the 2026 Cash4Clubs funding window
  • Showcase the human impact of the fund through club stories and talent engagement
  • Provide a scalable content framework for ongoing campaigns, including case studies, social shorts, and in-store activation
  • Demonstrate Flutter’s commitment to grassroots sport, helping adult sports clubs break down barriers and grow participation
  • Establish a multi-channel launch package that can be used across social, digital, and in-store channels

The result is a fully integrated campaign that not only informs and engages clubs but also celebrates the power of community sport, driving meaningful participation and social impact.

Services Used

Video Branded Content Social Media Creative Sport Sponsorship Activation

Related Projects

We’re really pleased with not only the end product but the entire process. The team clearly understand our industry and demonstrated why they are regarded as industry leaders throughout the journey. The final videos have gone down really well with clubs and fans alike, and deliver on all of our initial objectives and beyond.

Ben Rigby, Marketing Manager

EFL iFollow

JMP are an agency I can trust to 100% deliver against any brief I have given them. Their communication is quick and efficient and they are always on hand to help, whatever the time frame!

Jess Wade, Content Marketing Manager

Sky Bet

They took genuine time to embed themselves into our company values and our business as a whole to understand how and where they could help us achieve our objectives. We are truly proud of the content they produce which is invaluable for us.

Jon Bland, Director

Verde

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