Olympic Dreams Realised: Grassroots Funding Fuels Team GB Success

Five athletes who received support from Entain’s Pitching In initiative with SportsAid proudly flew the Team GB flag at the Paris Olympic Games this summer.

Among them were archery star Alex Wise (24), BMX racer Beth Shriever (25), gymnast Luke Whitehouse (22), and 400m sprinters Charlie Dobson (24) and Hannah Kelly (23). These five are just a handful of athletes who have benefitted from Entain’s significant investment in grassroots sport, with the company having donated over £500,000 to over 251 athletes through a six-year partnership with SportsAid.

Shriever, who took home gold at the Tokyo Olympics, received support from the Entain-SportsAid partnership in 2019. Other notable beneficiaries include 400m runner Hannah Williams (Tokyo 2020), short-track speed skater Niall Treacy (Beijing 2022 Winter Olympics), discus thrower Chukwuemeka Osammor, pole vaulter Sophie Ashurst, cyclist Georgia Holt, and frame runner Rafi Solaiman, all of whom have achieved significant success in their respective fields.

Since 2019, the partnership has provided these athletes with financial awards to aid their training, equipment, competition costs, and personal development. Dobson, who powered Team GB to victory in the men’s 4x400m relay final and also reached the semi-final of the individual event, praised the support he received. “The Pitching In programme really helped me a lot and was pretty cool to be a part of,” he said. “SportsAid have helped a lot of quality athletes, and they help with the transition from juniors to seniors really well.”

Whitehouse, who finished sixth in the men’s floor final and competed alongside Max Whitlock in the men’s Team Gymnastics, where they placed fourth, echoed Dobson’s sentiments. “The funding from Pitching In and SportsAid helped me a lot,” he said. “It was a confidence boost for me and the workshops that were put on helped contribute to my success.”

Entain’s commitment to supporting diverse athletes is evident in its beneficiary cohort, with 48% of the supported athletes having a disability and 16% coming from ethnically diverse communities. To date, seven athletes have achieved Olympic success after receiving Entain-SportsAid funding, bringing home one gold and two bronze medals. The gold medal was won by Shriever in Tokyo, while Dobson and Kelly each secured bronze in the men’s and women’s 4x400m relays respectively.

The Pitching In programme is Entain’s multi-million-pound investment in grassroots sport, which extends beyond financial aid. SportsAid, a charity dedicated to supporting aspiring young athletes, provides financial awards and guidance to over 1,000 athletes each year, helping them navigate the challenges of pursuing a career in professional sport.

The impact of this collaboration is undeniable. In Paris, a remarkable 64% of the athletes representing Team GB (224 out of 351, including travelling reserves) previously received financial support from SportsAid. These alumni, fuelled by the charity’s support, secured a remarkable haul of 12 gold, 16 silver, and 25 bronze medals, exceeding the total of 47 medals from Tokyo 2020.

Tim Lawler MBE, CEO of SportsAid, commented on the positive impact of the partnership. “Our partnership with Entain has continued to evolve year-on-year,” he said. “The well-rounded support provided to these aspiring young sports stars gives them added confidence and motivation to pursue their ambitions. We have also seen an increased awareness of SportsAid and a much wider audience is hearing the stories behind the next generation of sporting heroes.”

The success of these athletes is a testament to the transformative power of grassroots funding and the vital role that initiatives like Pitching In play in nurturing future sporting talent. As these young athletes continue to climb the ranks of their respective sports, the influence of this investment will continue to be felt, inspiring future generations to pursue their Olympic dreams.