Zellar Launches Groundbreaking Grassroots Sports Sustainability Programme
Yesterday, Zellar hosted a prestigious event at the House of Lords to unveil Get Fit For Funding, a game-changing programme for grassroots sport sustainability.
Lord Gary Porter welcomes our guests
The Critical Role of Grassroots Sport
The evening featured fascinating insights from our panel of experts, including Baroness Tanni Grey Thompson, Laureus Academy Member and Dr Denise Ludlam, Environmental Strategic Sustainability Lead from Sport England.
Both our experts emphasised the vital contribution of grassroots sport to UK society. Participation in sports, recreation, and physical activity contributes a staggering £85 billion annually to improved health, community cohesion, and economic growth.
An expert panel from Laureus and Sport England discussed the importance of sustaining grassroots sport
Facing Down The Storm
Despite its immense value, grassroots sport faces a pressing sustainability crisis. Climate change poses a significant threat to participation, with 60% of Brits reporting weather-related restrictions and 40% of grassroots clubs experiencing event disruptions.
The financial challenges are equally daunting, with soaring running costs and the cost-of-living crisis making it difficult to retain members.
Rain Stops Play
Dr. Ludlam highlighted the compounding impact of climate change on those from poorer backgrounds. She emphasised that weather events disproportionately restrict access to sports participation for disadvantaged communities.
Baroness Thompson agreed that addressing environmental challenges at the grassroots level is not just about sustainability but also about survival. The climate threat to participation and membership levels exacerbates the financial pressures already bearing down on clubs but also provides a tactical reason to act - as sustainability also reduce costs.
A Smart Move For Businesses
Sport England called for brands that already use sport as a platform to get more involved, by funding initiatives that help grassroots clubs become more sustainability. And with lack of time and sustainability knowledge being two critical barriers – action-based programmes that help to make sustainability quick and simple are key.
Baroness Thompson concurred, stating that brands acting early can position themselves as leaders in ESG and benefit from increased brand loyalty and ROI.
Learning from Music Venues
Our final guest, Chris Sherrington from the Music Venue Trust shared insights from the music industry, highlighting the similarities between music venues and sports clubs.
He revealed how Coca-Cola Europacific Partners’ successful programme of donating Zellar licenses to UK music venues is helped them reduce their environmental impact. And at the same delivering tangible outcomes for Coca-Cola Europacific Partners, by aligning their sponsorship with live, community impact data that tracks how they’re improving sustainability in grassroots music.
MVT's Chris Sherrington shared how the music industry is tackling sustainability at scale through funding from Coca-Cola Europacific Partners
The Power of Get Fit For Funding
Zellar's COO, Adam Wright, explained how Get Fit For Funding gives brands the opportunity to become a part of the solution, by working together with sports membership organisations to get Zellar’s digital sustainability coaching platform into the hands of grassroots clubs at scale.
The programme offers benefits for all parties:
Clubs: Increased funding, reduced costs, improved sustainability, enhanced facilities, and boosted participation.
Brands: A strong ESG profile, deeper consumer connections, new market opportunities, and access to authentic community impact data.
Sports governing bodies: Demonstrated leadership in sustainability, informed decision-making, and elevated reputation
Get Fit For Funding: A win for all.
Call to Action
Gary Styles, Founder and CEO of Zellar, commented on the potential impact of this initiative:
"If a mere 2% of the annual sponsorship investment in the UK was focused on environmental issues, it could match Sport England's environmental commitment, galvanize the power of our community clubs, and deliver greater brand impact for businesses willing to make a stand.
Get Fit For Funding is a crucial step towards a more sustainable and thriving future for grassroots sports. By investing in this programme, brands can help ensure that our communities continue to benefit from the countless advantages that sports offer.”
If Not Now, When?
Zellar is seeking 5 pioneering brands to join the inaugural wave of our Get Fit For Funding programme.
Are you ready to make a lasting impact on grassroots sport and sustainability?
Let's talk
Zellar looking for five pioneering brands to sponsor for our first wave