Pubs across the east midlands central to grassroots sport
New research reveals two-thirds now support local teams
From funding kits and facilities to hosting matches and fundraisers, pubs across the east Midlands are now central to the grassroots sporting scene.
These venues have always been more than just places to drink but they are now setting themselves up as one of the biggest supporters of grassroots sport in the country.
After a regular suggested the idea, The Gate Inn in Coalville launched a community darts academy that has become a local success story.
The pub provided free use of its function room, raised funds and found sponsors for top-quality equipment and covered the cost of coaching accreditation.
The academy now runs weekly sessions, tournaments and training evenings and is recognised locally for helping young players develop their skills and confidence.
New research from PubAid shows they're helping millions stay active and connected through everything from five-a-side football and walking clubs to darts, cricket and women’s rugby.
Together, pubs across the UK raise around £40 million every year for local and community sport, creating an estimated £160 million in wider social value. Around 62 per cent of publicans now back teams or activities in their area, whether by sponsoring kits, donating prizes or offering up space for training and tournaments. On average, each pub raises around £1,300 annually, with four per cent generating more than £5,000.
That support reaches deep into communities. Pubs help deliver more than 6.7 million local sport sessions every year, benefiting 1.7 million people. It’s not just about competition but confidence, friendship and belonging. Each pub now facilitates around 240 hours of physical activity annually, showing how vital they’ve become to keeping people moving.
Inclusivity is central to this work. More than seven in ten pubs that support sport are backing under-represented groups, including women, older adults and people with disabilities or mental health conditions. Football remains the most supported activity at 76 per cent, followed by darts, pool, rugby and cricket, while walking groups, bowls and tennis are also growing in popularity.
Support comes in many forms. Sixty per cent of pubs sponsor local teams, 43 per cent offer free space for clubs to meet, and 40 per cent provide raffle prizes, food or drink for fundraising. Others donate directly to local causes, supply kit and equipment or upgrade facilities to help teams thrive.
Landlords say the motivation goes well beyond sport itself. Three-quarters say supporting local teams strengthens community bonds, almost half say it creates a more welcoming and inclusive atmosphere, and four in ten believe it builds local pride. Many also see the health benefits first-hand, helping residents stay active and connected at a time when isolation and inactivity are growing concerns.
While rising costs remain a challenge, with 68 per cent saying budgets limit what they can do, most are pushing ahead regardless. Two in three pubs say they now do more for sport than they did five years ago, even as they face tighter margins. For many, it’s about giving back and ensuring that local teams, clubs and participants can keep playing.
The benefits flow both ways. Nine in ten publicans say supporting sport strengthens their reputation, boosts midweek footfall and builds loyalty among regulars. The connection between the bar and the pitch has never been stronger, showing that investing in sport is good for business as well as community wellbeing.
Across the country, every sponsored shirt, charity tournament and post-match round tells the same story. Pubs are not just places where sport is watched; they are where it’s made possible, helping to power the people, pride and passion behind Britain’s sporting life.