Flutter teams up with mixed ability sports non-profit IMAS to help accelerate its scale and impact

Gaming giant Flutter has announced a three-year partnership with International Mixed Ability Sports (IMAS), touted as the champion of Mixed Ability sports and the creator of the International Mixed Ability Rugby Tournament (IMART), to help accelerate its scale and impact. The partnership, worth £500,000, is part of Flutter’s 'Do More' pillar of its Positive Impact Plan.

Over the course of the partnership, Flutter says that its contribution will go toward achieving IMAS’ strategic targets, which involve growing its presence to within 30 countries worldwide; positively impacting 275,000 Mixed Ability participants; and increasing the amount of Mixed Ability clubs to 225. Flutter will also support IMAS’ transition toward a social franchise model, whereby national affiliated entities operate under a new global parent organization. 

IMAS is a UK-based, not-for-profit organization that has developed and champions the Mixed Ability model, pioneering social inclusion through sport and education, notes the company. The non-profit encourages those facing obstacles to participation – including people with physical and learning disabilities – to take part in community sports as equals alongside non-disabled participants, without being separated.

Kerry McNally, Group Head of Communities at Flutter Entertainment, said: “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, Co-founder and Director of IMAS said: “We are incredibly proud to partner with Flutter, an organization that 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 organizations 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."

IMAS has undergone considerable development since its inception in Bradford, West Yorkshire, in 2014. The non-profit was born out of the dream of a young man with cerebral palsy and learning disabilities to play full-contact rugby, aiming to create opportunities for other people excluded from mainstream sports activities. Now, the movement has grown to include over 5,000 players across 100 'Mixed Ability' rugby clubs worldwide, and across rowing, boxing, squash, basketball, and other sports.