British pubs are quietly powering the nation’s grassroots and community sports clubs having served up £40 million in financial support over the past year, a new report has revealed.
Pubs Power Sport from PubAid has shone a light on the huge value pubs are providing to the nation’s physical and mental wellbeing through financial and in-kind support of local sports teams and initiatives.
The research shows that more than 6.7 million sport and activity sessions are powered by pubs every year across the UK. Around six in every ten pubs support a sport related initiative, and those who do, facilitate an average of 20 hours of physical activity per month within their communities.
From financial donations to fundraising and providing facilities, more than 1.67 million people have benefited as a result of the support from pubs.
By raising £40 million annually for sports clubs, it is estimated that pubs generate £160 million in social value based on the Government’s social value ratio of £1 invested in sport equals £4 returned.
Des O’Flanagan, co-founder of PubAid, the positive voice for UK pubs, said: “Pubs are an essential but often unseen force behind grassroots and community sport.
“Over two thirds of pubs are even supporting sport more now than in 2019 despite the challenges of the last six years for the sector.
“Behind every statistic is a publican giving time, space and care to keep local teams alive. From funding kits to hosting yoga in the function rooms and teaching darts teams, pubs are playing a crucial part in improving the physical and mental health of the nation.
“The findings of Pubs Power Sport 2025 confirm what the industry has long known, pubs are a vital part of the nation’s social infrastructure.
“The alignment between pub-led activity and national priorities is strong, from supporting the Government’s Levelling Up agenda to playing a vital role in combating loneliness across communities.”
Case Studies: The real pubs powering movement across the UK
The Pig & Whistle in Wandsworth provides sponsorship and financial backing to local clubs, including the Wilddog rugby squads, Earlsfield FC, a women’s netball team, and a player from the Streatham RedHawks ice hockey team. The pub donates a percentage of its food sales to youth teams, helping cover equipment, uniforms, and training costs.
Its running team encourages staff and locals to take part in fitness and community events. Beyond funding, the pub serves as a social hub for clubs, hosting meetings, gatherings, and celebrations. Through financial support, active involvement, and a welcoming venue, The Pig & Whistle strengthens local sports through its shared passion for physical activity.
Since opening in 2011, The Malt Shovel in Selby, North Yorkshire has built one of the most impressive grassroots sporting legacies of any UK pub. What began with two football teams has grown into a 20-team football club with over 300 registered players, spanning under-6s to veterans.
The pub supports football, darts, pool, dominoes, netball, cricket, and golf. It provides free hot meals after matches, funds coaching qualifications, and even maintains local pitches through a volunteer group of regulars. Its annual football gala now attracts hundreds of residents and local businesses, raising funds for charities.
Publican Paul Dixon says the pub’s role is simple: “We started with football, but what we’ve really built is belonging.”
The Victoria Inn in Haddington, East Lothian has become synonymous with sport in Scotland.
It supports multiple teams, including Haddington Women’s Hockey Club and Haddington Athletic Football Club, providing both sponsorship and social space. Publican, Craig Douglas, personally coaches junior sides and coordinates charity tournaments for the community.
Paul McLennan, Scottish National Party, MSP for East Lothian , said: “The Victoria Inn is a great example of the incredible community spirit that you find in East Lothian. It is good to recognise those who help to make sport accessible to all.”
Pubs Power Sport report: expanding and diverse support
From mainstream sports teams to providing support for under-represented groups, Britain’s pubs continue to be the beating heart of communities with their unwavering support.
The report, backed by Guinness and Sky Business, compares data from a previous study carried out in 2019 which shows that despite the declining numbers of pubs across the UK the £40m matches the levels in 2019.
Football is the biggest beneficiary with 76 percent of pubs supporting a football team or club. This has seen a huge increase from 40% in 2019.
The staple pub sports of darts (26%) and pool (20%) also get strong backing, while rugby is the fourth most popular sport supported at 19% – up from 14% six years ago. Cricket comes in fifth at 13%, a three percent drop from 2019.
The report also highlighted under-represented groups are also feeling the benefit. Youth teams are the most commonly supported group (43%), while people with disabilities and/or mental health conditions (20%), female groups (19%) and the over 55s (15%) are also being backed.
A breakdown into the amounts given, revealed that, of those pubs supporting sports clubs, nearly one third (31%) raise more than £1,000 and four percent of pubs raise more than £5,000 a year.
The main area of support from pubs is sponsorship (60%). This is followed by providing free space for events (43%), raffle prizes (40%), free food and drink (40%), and financial donations (36%).
As for the primary motive for supporting the grassroots sports, the top reason is to ‘strengthen ties with the local community’, with three quarters citing this. Just under half (46%) see it as pride in supporting the area, while the top five reasons are completed with creating a community focussed atmosphere (41%), building loyalty (37%) and reputation (36%).
There are also tangible benefits according to 90 per cent of pubs. More than half (51%) saw increased footfall, 42% have an enhanced reputation, while 40% have seen increased sales.
As part of its 2030 Vision, PubAid is targeting an extra 25% of community sports clubs to have a pub partner.
The Pub Powers Sport Report can be accessed here.
