Shaping the future of community sport
In a sunlit room overlooking the River Thames at the House of Commons, more than 60 sports leaders, project creators, funding providers, and policymakers came together to celebrate a movement that is redefining how grassroots sport is funded across the UK. This event was more than a showcase of impact, it was a powerful declaration that the future of community sport lies in the hands of those who live it, breathe it, and shape it.
At the heart of it all? A game-changing partnership between Sport England and Crowdfunder, a collaboration that’s more than just giving. It’s about unlocking the potential of every community through match funding, storytelling, and a spirit of participation that goes well beyond pounds and pence.
A new funding era for community sport
Opening the event, Crowdfunder Co-CEO Dawn Bebe set the tone with a message of optimism and empowerment. “This event is a real celebration of two things: the power of sport and the power of community to transform lives,” Dawn said. “What we’ve done with Sport England is a testament to what happens when those two things come together.”
That message was echoed across party lines and sectors. MP Noah Law, praised Crowdfunder as a homegrown UK success story that has enabled people across the country to bring meaningful change to their communities. “In Parliament, we have a huge priority for our constituents in terms of helping the communities we serve build different projects,” he said. “Sometimes we need to lend a little bit of help along the way. Crowdfunder has helped grow so many more community projects, businesses, and social enterprises across the country.”
Tim Hollingsworth, CEO of Sport England addresses how the current financial climate is having an impact on money available for grants and match funding
This growing movement is as much about adaptation as it is about ambition, especially in today’s financial climate. Tim Hollingsworth, CEO of Sport England, acknowledged the shifting funding landscape. “Lottery ticket sales are not on the increase,” he pointed out. “As a result, every penny counts even more than it perhaps ever has before. And we're really conscious at Sport England, that our obligation as an arm's length body of government in this environment is to make every penny count as much as it can. That’s why community-driven, match-funded initiatives are vital for the future of sport in this country.”
Joining the call to action was Stephanie Peacock MP, Minister for Sport, who underscored the value of the partnership of Sport England with Crowdfunder. “We really welcome this partnership,” she said. “I understand there have been over 1,000 successful campaigns and more than £18 million raised since 2018. Those are phenomenal statistics. We know we’re in a tough economic environment, and we know the benefits sport can have by improving health, life chances and community connections. This partnership plays a vital role in making that access a reality.”
Instead of viewing reduced central funding as a barrier, this collaboration sees it as a spark for innovation. As Tim Hollingsworth affirmed, “It’s not just about raising money, it’s about raising skills, resilience and ambition.” The combined model of community-led crowdfunding and matched contributions from national and local partners is enabling clubs to not just survive, but thrive.
“When you give communities the tools and belief,” Tim said, “remarkable things can happen.”
MP Stephanie Peacock - Minister for Sport, Media, Civil Society and Youth - introduced the importance of finding solutions for funding community sport and thanks Sport England and Crowdfunder.
Tackling inequality in sport: A community-first approach
While the event celebrated success, it also squarely confronted the inequalities that persist in sport and physical activity across the UK. Despite positive trends in participation, not everyone is benefitting equally, and it’s this gap that Crowdfunder and Sport England are determined to close.
Tim Hollingsworth, CEO of Sport England, drew attention to the findings of their latest Active Together match funding programme. “At a top level, it looks like good news, 30 million adults now do at least 150 minutes of activity per week,” he said. “But look closer, and the data reveals something more troubling. Too many people still feel they lack access, opportunity, or capability to be active in their communities.”
He highlighted that these inequalities are often deeply rooted. “There are communities who have been historically underserved, who now need our attention even more. We have to target the resources we do have towards those most in need. That’s why our partnership with Crowdfunder is so vital. It represents the truest nature of local-led, relationship-based funding.”
For Dawn Bebe, the solution lies in shifting power and ownership back to communities. “We believe that community-led is best. Crowdfunding isn’t just about the club members, it’s about their mums, dads, grandparents, and neighbours. It’s a tool for equity and inclusion.”
This focus on local insight and participation is central to Sport England’s uniting the movement strategy. As Lisa Dodd-Mayne, Director of places for Sport England explained, “We know where you live affects your ability to be active. And that’s not fair. Your bank balance also shapes your life opportunities, and that’s not fair either. So we’re changing how we work. We're going to the places and people that need it most.”
Lisa Dodd-Mayne, Director of places for Sport England, stresses how distribution of funding need to be as fair as possible and not based on being just filling in forms.
Lisa referenced the success of Sport England’s place-based pilots, which showed that community ownership and trust lead to meaningful impact. “We’ve now committed £250 million over five years to deepen this approach, but that’s not enough on its own. That’s why our work with Crowdfunder is so powerful. It brings in additional funding, engages more voices, and centres community sport as a vehicle for social change.”
Together, Crowdfunder and Sport England are proving that targeted, inclusive, and collaborative funding isn’t just a better model, - it’s an essential one for building a fairer, healthier, and more active society.
Crowdfunding as a tool for inclusion, impact and innovation
The partnership between Crowdfunder and Sport England has already helped over 1,000 local projects raise nearly £19 million, and it’s just getting started. As Tim Hollingsworth highlighted, “For every £1 of public money invested, £2.13 has been unlocked in communities. That’s real value.”
But beyond the metrics lies the magic: a deeply human, community-led model that’s transforming not just how projects are funded, but how they’re owned and sustained.
“Crowdfunding is about participation, not panels,” said Dawn Bebe. “It’s not just the sports club, it’s the mums, dads, grandmothers, and local businesses coming together to make things happen.”
Real stories of powerful impact from the front line:
Perhaps some of the most powerful moments of the morning came when the microphone was handed to the people making grassroots sport happen on the ground. From refurbished basketball courts to stables saved from closure, the stories told by project creators embodied the spirit of what crowdfunding can achieve, with a little help from the crowd, match funding, and a lot of heart.
Black Prince Trust – Rebounding with community power
Richard Joyce, CEO of the Black Prince Trust, detailed how match funding had made a huge difference to their community basketball court creation.
Richard Joyce, CEO of the Black Prince Trust, shared how the team transformed their failing basketball court in Vauxhall into one of the most-used community facilities in London. “When I joined, the floor was damaged beyond repair,” he recalled. “The ball would literally die on the spot. We had to do something.”
Their crowdfunding campaign, backed by Sport England and Lambeth Council, raised over £24,000 from 163 supporters. “We hadn’t done anything like this before,” he admitted. “But we had such strong community buy-in, and the match funding gave us a massive boost. The real magic happened when local businesses joined in. Pubs and cafés we’d never worked with before suddenly became champions of the project.”
He added, “Honestly, it’s one of the most fulfilling things I’ve done professionally. It’s changed the way we think about fundraising and engagement.”
Bloomsbury Football Foundation – Building skills on and off the pitch
Charlie Hyman, founder of the Bloomsbury Football Foundation, detailed how crowdfunding engaged the local community into action.
Charlie Hyman, founder of the Bloomsbury Football Foundation, reflected on how their crowdfunding journey during COVID laid the groundwork for long-term success. “It wasn’t just about raising money. It activated our whole community,” he said. “People were running bake sales, emailing friends, reaching out to corporates. One £50 donation even led to a major corporate partnership that’s now a cornerstone of our funding.”
He shared a very human moment too: “One of our refugee youth leaders raised just £50 for a weekend trip. But their social worker told us it was the first time they’d seen this young person smile in six months. That’s what this is about.”
Salford Red Devils – A new model for professional sport
Paul Traynor of Salford Red Devils talked through how community shares and community ownership has been a real success for the club.
Paul Traynor of Salford Red Devils spoke about their ambitious move to community ownership through a share issue that raised over £363,000 from 1,290 investors. “We didn’t want a benefactor, we wanted to prove there’s a different way to run an elite sports club,” he said. “These aren’t just investors. They’re a workforce. They’re part of the club’s DNA now.”
He shared how the crowdfunding experience deepened their community ties. “We had people from across the world investing, not just fans of the club but people who believed in the story. That connection has allowed us to build stronger partnerships and expand our foundation's work.”
Their thank-you? Every investor's name is now printed on the club’s third kit, “a tough design job,” Paul laughed, “but totally worth it.”
The Stables – One million pounds, one community
Natalie O’Rourke, founder of Park Lane Stables, retold the story of raising £1.3 million to save the stables and the amazing impact and community built following the success.
The most jaw-dropping story came from Natalie O’Rourke, founder of Park Lane Stables, who raised £1.3 million from 32,000 supporters to save her riding centre. “I had no background in digital,” she admitted. “But Crowdfunder made it easy, and honestly, some mornings I still can’t believe we did it.”
With the future of the stables on the line, the community rallied. One of the most powerful outcomes? “We offered bricks with supporters’ names as rewards. It was chaos doing 1,200 bricks, but those names are there forever. People come from across the country just to see their name on the wall. They feel like they own a piece of it.”
Natalie summed up the emotional core of the campaign: “We are the last hope for many families. And now, we’re not just a stables, we’re a community hub.”
It’s more than the money
Crowdfunder Co-CEO Simon Deverell was joined by Anna Gelderd, MP for South East Cornwall, who attended the event to show her support for UK businesses helping community projects.
Simon Deverell, Co-CEO Crowdfunder, reflected on the diversity of these stories and what unites them.
“We hear a lot from projects that crowdfunding is more than just the money. It’s about aggregating communities. It’s about moments of validation, when someone supports your campaign, it’s a powerful recognition that what you’re doing matters,” he said.
He also touched on the creative power behind these campaigns: “What stood out in Paul’s story, and Natalie’s, was how they gave value back to supporters. Shirts, bricks, experiences. Without breaking the bank, they created meaning. That’s the sweet spot.”
And in a nod to the wider vision, he added: “Every time someone says ‘Support my Crowdfunder’ and it’s actually on another platform with a capital C and has no additional funding, it’s a sort of bugbear, as they could be missing out on a fantastic partnership with our partners. But we’re getting there. These stories that we’ve heard today, along with many others will help to promote the potential of these partnerships with our sporting communities.”
Why businesses and funders should get involved
Throughout the event, one message rang out loud and clear: businesses, funders, and local authorities all have a vital role to play in shaping the future of grassroots sport. This isn’t just a feel-good initiative. It’s a high-impact way to invest in stronger, healthier communities.
“This isn’t just a good story, it’s a smart investment,” said Jason Nuttall, Head of the Crowdfunder Foundation. “In a world of increasing grant competition, match crowdfunding offers tangible ROI, greater transparency, and community ownership. It’s a funding model that brings together people, projects and partners in a way that traditional grants rarely can.”
Jason Nuttall spoke about the unique ripple effects that come from campaigns funded through this model. “The money is just the beginning. What we see time and again is that crowdfunding unlocks new volunteers, builds digital skills, and strengthens local partnerships. These are outcomes that last long after the campaign ends.”
Lisa Dodd-Mayne of Sport England provided compelling evidence to support this. “We’re seeing real change on the ground,” she said. “In Essex, every £1 we invested brought back £14 from other funders. That’s the kind of multiplier effect we need to see more of. It’s why we’ve committed £250 million over five years to support place-based initiatives. It’s why partnerships like this are so important.”
Discussions on how community projects and funding partners could work closer together were held across the room
She added, “The community sports club is more than just a venue. It’s home. It’s a place where people come together, where identity and opportunity meet. That’s what we’re investing in.”
Businesses are also beginning to embrace the potential of matched crowdfunding as a meaningful way to deliver on their social impact goals. James Corcoran, Head of Brand Partnerships at Centrica (British Gas), shared how their Energy for Tomorrow programme is evolving to support sporting communities.
“We're probably on a similar journey, to where Sport England were with Crowdfunder, but just sort of six years on. So we're really excited about what this year holds” James explained. “It's not just about grant funding. It's about the guidance, expert expertise and support along the way. It is a very complex space for many, and our team has done a brilliant job. As to date, we've supported over 40 organizations and invested over 4.5 million pounds into the space.”
Simon Deverell, sees this trend accelerating. “More companies are looking for authentic ways to engage with communities. With crowdfunding, they don’t just fund projects - they become part of the story. The emotional connection and the visibility that comes with it? That’s incredibly valuable.”
Sports Minister Stephanie Peacock MP reinforced just how crucial this approach is in today’s climate: “We’re in a tough economic environment, but we know the benefits sport can have on our health, on opportunities, on life chances. This partnership with Crowdfunder is making a real difference. Thank you for all the work you’ve done, and for the massive contribution you’re making up and down the country.”
From corporates to councils, the takeaway was simple: if you want to back something that delivers real, measurable, community-led impact - this is the model to get behind.
60 representatives were in attendance from sporting NGBs, organisations providing sport funding & who fund community projects, as well as key figures such as Olympic swimmer Sharon Davies.
Let’s fund positivity together
As the morning wrapped up, the mood was electric. Empowered. Hopeful.
“We’re building a funding model for the future,” Dawn Bebe said. “It’s community-led, partner-powered, and equity-focused. It’s about more than just raising money, it’s about raising communities.”
So whether you're a funder, policymaker, business leader or grassroots project owner, the invitation is clear. It’s time to make a real difference to grant funding.
Crowdfunder Co-CEOs Dawn Bebe and Simon Deverell, alongside their Crowdfunder team
Find out more about event at our dedicated hub:
The future of Community Sports Funding
If you wish to find out more about becoming a Crowdfunder Connect Partner just like Sport England, get in contact to have your own demonstration of the Connect Platform - book here.
