Flutter Cash4Clubs - 2027 Launch

A grant can fund equipment. What it gives people is much bigger.

JMP once again partnered with Flutter to launch the 2027 Cash4Clubs Applications Open campaign, the grassroots sports charity helping more people get involved, stay active and connect with their communities.

For this year’s campaign, the aim was simple: show the impact of the funding through the people and clubs experiencing it first-hand, and create content that would encourage more grassroots organisations to apply.

Rather than trying to tell one generic story about grassroots sport, we travelled across the UK and Ireland to four very different clubs: Power of Scotland Roller Derby in Dundee, Easthouses Lily Miners Welfare FC in Scotland, Newcastle Panthers in the North East and Kilkenny Mystics Volleyball in Ireland.

At the centre of each film are the people benefiting from Cash4Clubs grants. We wanted each film to feel like it belonged to the club it was telling the story of, rather than putting the same creative treatment over four versions of the same idea. Emotional interviews tell us what the funding has actually changed, while footage from the sessions captures the energy, personality and community around each club.

The films needed to feel authentic enough to show the real impact of the scheme, but polished enough to turn those genuine moments into engaging content that could reach a much wider audience.

We also had some unexpected moments along the way, with the reactions to high profile talent such as Graeme Souness, Alan Shearer and Chris Dobey included in a way that actually helps tell the story. 

The result is four films that feel distinctly different, but all tell the same bigger story: when you invest in grassroots sport, the impact goes well beyond equipment or facilities. It creates opportunities, builds confidence and brings people together.

And that was the purpose behind the campaign. Not just to tell people that Cash4Clubs is making a difference, but to show them what that difference actually looks and feels like and hopefully encourage the next round of clubs to get involved.