The charity sector has been hit hard during the Covid-19 pandemic with the National Council for Voluntary Organisations estimating that a minimum of £4.3bn of income has been lost as a result of the outbreak. Much of this can be put down to social distancing, which has put a stop to crucial face-to-face fundraising events and activities. However, the demand for the services that charities provide is now greater than ever as vulnerable people need more help and support. This has required charities to find new ways of raising emergency funds. One of the strategies to emerge has been the formation of partnerships with major rights holders in sport, who have stepped in to help fill the shortfall in funding.
Last week, Formula E announced its partnership with UNICEF to support their global coronavirus appeal to protect vulnerable children and families who are most at risk during this time. With a shared vision to provide a brighter future for children and young people, Formula E is well placed to use its platforms to raise awareness of UNICEF’s work and ultimately raise funds to help the cause. The first stage of this long-term partnership came to fruition shortly after the announcement, as Formula E launched the ABB Formula E Race at Home Challenge. This will raise money for UNICEF’s comprehensive emergency projects around the world including personal protective equipment for healthcare workers and setting up home learning schemes for children who are out of school.
With strict government rules calling for people to stay at home to save lives, we have seen a dramatic rise in domestic abuse cases in the UK. Experts have warned that the onset of a ‘domestic abuse pandemic’ could be a direct consequence of COVID-19. With this in mind, Chelsea FC has teamed up with domestic abuse charity Refuge to provide support for people who are forced to isolate in vulnerable situations.Players and managers at the club will be involved in a digital campaign to raise awareness and funds for the charity, and the club has pledged to match any donations made by the public in the six-week period from the partnership commencing.
When it was announced that the Wimbledon Championships 2020 would be cancelled, the AELTC said it would explore ways in which it could help the community and country in the response to Covid-19. The Wimbledon Foundation this week announced increased support for local charities, alongside their five existing grant programmes. They will be donating to Age UK Merton, Age UK Wandsworth, Glass Door Homeless Charity, the Merton Winter Night Shelter, Wandsworth Foodbank and Wimbledon Foodbank who are providing vital supplies to the vulnerable during this crisis.
Across the pond we have seen the NFL announce their ‘Draft-a-Thon’ to raise money for six charities selected by the NFL foundation to raise money for Covid-19 relief. The 3-day fundraiser will pay tribute to key workers keeping the U.S. going during this devastating pandemic. This initiative comes in addition to the $43 million that has already been donated by the NFL family. Charities include the American Red Cross, Salvation Army, Meals on Wheels COVID Relief Fund, Feeding America’s COVID Relief Fund, CDC Foundation’s All of Us: Combat Coronavirus Campaign and United Way’s COVID-19 Community Response and Recovery Fund.
With our outdoor exercise time limited right now, home workouts have been soaring. Online global training platform, Zwift, have launched ‘Tour for all’, a four-week-long series of events running throughout May to raise money for Doctors Without Borders / Medecins Sans Frontieres (MSF) and its coronavirus Crisis Fund. This again, proves that sport can be an outlet for good during this time and challenges such as these can bring communities together during isolation. The tour
will give cyclists, runners and triathletes the chance to complete five stages and ultimately donate to the Zwift x MSF donations page.
As the destruction of coronavirus sweeps across the world at a rapid rate, those who were already vulnerable will be paying a higher price than most for their stolen liberty. The charity sector – and all those who depend on it – needs support but it is struggling to find a voice amongst the Covid-19 chaos, which is why these partnerships are more significant than ever before. And, although sports fans are not getting to see the live action they thrive off, they remain a captive audience for these rights holders using their platform for good. It’s a time for those involved in sport to pull together and support those who are most in need, during a time when we are all in need. No one should be left behind at a time like this. The increasing collaboration between the sport and charity sectors offers a much-needed lifeline for those most affected by this crisis, and a chance for rights holders to prove that they care about their communities.
Hannah Robertson is Senior Group Marketing Manager at ESA member CSM Sport & Entertainment