2020 was a challenging year for many industries, including the world of sport. With facilities closed and many sports not running, it’s been an uphill battle for athletes trying to maintain their fitness and skills. 

Although top-level sports, such as Premier League football, were able to make a limited return, it’s not been the case for every sport or every level. And those just starting out have been hit the hardest by the restrictions. 

Grassroots sponsorship for 2021 is more important than ever, especially with the year that’s just passed. Profits may have dropped for sponsors, but finding money in their budget to continue sponsorship deals could be critical for small clubs and athletes trying to develop.

A Squeeze on Finances

Top-level sport will have lost money due to the pandemic, but with TV revenue still streaming in, there’s less of a deficit. 

This isn’t the case for clubs at the grassroots level; the drastic turn of events meant an abrupt cessation of their primary income source: ticket sales. Many athletes and clubs were only just scraping by financially before the recent closures, and there are some which sadly won’t have survived. 

The ones that are still clinging on will need all the financial help they can get to avoid the same fate. And that means companies honouring sponsorship deals or setting up new agreements to support grassroots sport.

Without investment, there will be no new talent breaking through the ranks and a lack of participants from the UK in years to come. Grassroots sports are notoriously underfunded, and this will be amplified even further in 2021. 

SportsAid Supporting Grassroots

The opening up of grounds and centres will have come as a welcome relief to athletes from all sports. The ability to return to their training facilities will enable them to restart their career in earnest, making a bid to climb up the ladder. Tournaments will be taking place once again, too, albeit with some restrictions. The upcoming Olympics is the perfect example of this: it may not be grassroots level, but there will be many changes from the usual crowds and parades that are normally seen.

SportsAid has an outstanding record of supporting grassroots sports, and they have partnered with the global casino brand, Entain. The company has several high-profile names in the company, including leading online casino brand PartyCasino. They have recently signed a deal with McLaren, lending their support to the UK motoring team as they strengthen their ties with sports sponsorship at all levels. 

Their multi-million pound Pitching In initiative includes a partnership with SportsAid, which has enabled them to help 50 up-and-coming sports stars around the country already. This consists of a diverse range of sports such as hockey, athletics, rowing, boxing, skiing and rugby, plus support for wheelchair basketball and para-athletes. 

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