by Mateusz Mazur

Flutter Entertainment Boosts Inclusion in Sports with IMAS Alliance

Flutter Entertainment, hot on the heels of the thrilling Rugby World Cup Final, has unveiled a significant new partnership with International Mixed Ability Sports (IMAS).

They have committed approximately £500,000 over three years to propel the Mixed Ability sports movement onto a global stage. This collaboration will amplify IMAS’s efforts to promote social inclusion through sports, widening its reach and potentially transforming communities on an international scale.

Driving Inclusion Through Mixed Ability Sports

IMAS’s innovative model integrates individuals with physical and learning disabilities into mainstream sports, erasing the lines between disabled and non-disabled athletes. Their work in advocating for and executing the Mixed Ability framework has paved the way for transformative experiences in community sports.

This fresh influx of support from Flutter is set to expand Mixed Ability sports into 30 countries, directly benefitting 275,000 participants, and significantly increasing the number of clubs. Furthermore, Flutter’s support is a cornerstone for IMAS’s strategic move towards a social franchise model, enabling a sustainable global expansion.

Leadership Voices: Commitment to Societal Change

Kerry McNally of Flutter Entertainment applauds IMAS’s radical social transformation through sports, drawing parallels to Flutter’s own company ethos of creating inclusive spaces. “The IMAS model represents a radical approach to societal transformation through sport and much like our own workplace culture, aims to create a safe, welcoming, and non-judgmental environment for people to achieve their full potential. This strong alignment underpinned our decision to deepen our partnership with IMAS, and we look forward to our colleagues working with them to deliver real global impact.”

Martino Corazza from IMAS echoed this sentiment and said “We are incredibly proud to partner with Flutter, an organisation who shares our commitment to make a positive, long-lasting difference in the communities we serve. This partnership is based on people, the best asset both of our organisations have. We are at a crucial stage of our international growth with some incredible projects in South America, Canada and across Europe. The skills and experience of Flutter’s teams will be invaluable in enabling the sustainable growth of the Mixed Ability model.”

Since its inception in 2014, IMAS has seen significant evolution, growing from the aspirations of one individual to a movement encompassing over 5,000 players and expanding into diverse sports disciplines. Their progressive approach and proven success set the stage for a more inclusive sporting future.

Our Comment on the Article

This partnership between Flutter Entertainment and IMAS marks an inspiring commitment to diversity and inclusion in sports. By investing in an organization that’s making such a tangible difference in the lives of those often sidelined, Flutter is setting a commendable standard for corporate responsibility.

This move not only broadens the scope of opportunity for countless individuals but also aligns with their Positive Impact Plan’s vision. It’s partnerships like these that can genuinely shift societal perspectives on ability and open up a world of potential for inclusivity in sports and beyond.

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