Internal - Football Foundation Attribution and Awareness Survey 2025 Results

FOOTBALL FOUNDTION ATTRIBUTION & AWARENESS SURVEY 2025

BACKGROUND

Objectives & Research Overview

• Key Objective

Strengthen recognition of our funding partners' (the Premier League, The FA, and the Government) investment and impact through the Football Foundation.

• Research Purpose

Annual tracking study measuring:

• Awareness of the Football Foundation

• Recognition of funding partners’ financial support of Football Foundation

• Recognition of funding partners’ wider support of Grassroots facilities

• Understanding of the Foundation’s ambition and impact

• Study Overview

• Two key audiences:

• Grassroots: FA-registered organisations and clubs

• LA & MP: Local Authority CEOs, Directors, Councillors, and MPs

• Respondent Summary:

• 2,196 Grassroots respondents (vs 980 2024 +124% YoY)

• 156 LA & MP respondents (vs 61 2024 +155% YoY)

Overall Awareness % and Overall Attribution % are each calculated as the average of the Grassroots and LA & MP results, with both groups weighted equally (50% each).

The table below shows the 2025 attribution percentages and the overall average across all funding partners, across both Grassroots and LA & MP survey audiences, with YoY changes.

*Overall Attribution % is calculated as the average of the Grassroots and LA & MP results, with both groups weighted equally (50% each).

AWARENESS OVER TIME

• Overall awareness of the Football Foundation fell to 76% from 92% in 2025. Whilst on the face of it this drop of -16% is disappointing to see, it should be viewed within the context that 76% is still a strong score.

• The FA (who send the grassroots survey on our behalf) sent the survey to 12% more people than in 2024. They also implemented a new CRM system and carried out significant data cleansing work in the last year.

• They’ve also been working on more personalised communications and engaging a new audience of grassroots volunteers. We believe that this refreshed and broader audience, as well as improvements made to the LA & MP survey communications, has triggered increased survey participation and engagement (+124% respondents YoY for grassroots, +155% respondents YoY for MP and LAs).

• This has influenced the decline in awareness but also provided us with a new, broader and in turn ever more accurate benchmark to move forward with.

of Football Foundation over time

Note: Overall awareness represents the average of Grassroots and LA & MP attribution, with each group weighted equally at 50%.

*Awareness is based on the proportion who selected the Football Foundation to the following question: Before today, which of the following had you heard of?

OVERALL ATTRIBUTION OVER TIME

Overall attribution has remained stable at 63%, which is impressive given the wider survey participation and engagement.

Overall attribution of financial support to Football Foundation over time

Premier League​ The FA​ Government​ Sport England​ All​ Funding Partners

*Overall attribution represents the average of Grassroots and LA & MP attribution, with each group weighted equally at 50%.

• Question: How much do you think that each of the organisations below supports and invests in grassroots football?

• Respondents are increasingly positive about our funding partners’ contribution. The share who believe our they support and invest in grassroots football has increased across all by an average 11% since 2024.

• This is a strong set of results that we’re looking forward to improving on through increased collaboration with funding partners.

How much do you think that each of the organisations below supports and invests in grassroots football? (Perceived to be Fair Amount or Great Deal)

GRASSROOTS SURVEY –KEY LEARNINGS

• Age: Since 2023, the proportion of respondents aged over 55 has steadily declined, while those aged 25–54 has increased from 46% to nearly 61% in 2025. This trend suggests that the grassroots sports workforce is becoming progressively younger, and has likely influenced the reduced awareness of the of the Football Foundation, presenting an opportunity to engage this younger audience.

• Role: Around nine in ten survey respondents volunteer their time to support football clubs or leagues, a figure that has remained consistent YoY.

• The share of volunteers managing club finances has decreased from 51% in 2024 to 42% in 2025. This may be linked to the survey’s expanded reach, which has captured responses from a broader variety of grassroots roles, with a large portion of responders choosing ‘Other’ (29%) to describe their voluntary role.

Which of the following things apply to you?

I help out/volunteer at a football club/league

I have previously attended a football match

I support a professional team

I am a parent, guardian or other family member of a youth player (any form of football, from formal organised football through to a kick about in the park)

I follow a local amateur football club

I am an Adult player (over 18 – any form of football, from formal organised football through to a kick about in the park)

I referee football matches

None of these options

In what capacity do you volunteer in football?

I help coach the players

I help by managing the club’s finances

I help organise the matches

I help by applying for grants or other fundraising

I help with maintenance of the pitches or am a groundskeeper _Other

I help with maintenance of the buildings

I help run a local league

DO YOU BELIEVE THE FOOTBALL FOUNDATION PROVIDES

AND ACTIVITIES FOR EACH OF THE FOLLOWING GROUPS?

• Priority groups: Women and Girls, People with Disabilities, Culturally Diverse Communities, Low Socio-Economic Groups.

• There was a positive response to this question across the board, with the majority of respondents believing the Football Foundation provides access across all priority groups.

• Strongest recognition for Women and Girls (71%, +7% YoY) demonstrates success of HERe to Play campaign, Lioness facility naming events, promotion of Lionesses Futures Fund and launch of Lionesses HERe to Play fund.

Do you believe the Football Foundation provides access to facilities and activities for each of the following groups?

Yes No Don't Know

THAT SUPPORT BOTH FOOTBALL AND ADDITIONAL SPORTS SUCH AS RUGBY, CRICKET, NETBALL AND BASKETBALL?

Just over 6 in 10 people (61%) respondents know that the Football Foundation funds multi-sport projects.

Yes, I am aware.

I’ve heard about it, but I’m not very familiar with the details.

No, I was not aware.

HOW WOULD YOU RATE THE FOLLOWING ORGANISATIONS' INVESTMENT IN IMPROVING GRASSROOTS FOOTBALL FACILITIES, SUCH AS 3G PITCHES, CHANGING ROOMS AND GOALPOSTS?

The Football Foundation is still perceived as the top contributor, and whilst Premier League recognition is rising and other funding partners remain consistent, we believe increased alignment with Football Foundation would work to strengthen perception of their investment.

THE QUALITY OF GRASS PITCHES?

• Positive perception of investment for all funding partners has increased year on year, demonstrating success of Get Your Pitch Match Fit campaign and reflecting a record year for PitchPower, with 37% more inspections submitted than in the previous period.

• The Football Foundation is seen as the most impactful contributor, and whilst the Premier League and The FA’s perceived investment in quality grass pitches has improved notably, we believe greater recognition of this investment can be achieved through closer collaboration with the Foundation.

WHAT DO YOU BELIEVE THE FOOTBALL FOUNDATION

Strong awareness of core facility funding:

• Majority believe the Football Foundation funds goalposts (62%), grass pitch maintenance (62%), and 3G pitches (60%). Indicates strong recognition of support for essential playing infrastructure.

• Around half associate funding with changing rooms (57%) and portable floodlights (51%), suggesting an understanding that the Foundation supports player matchday and training experience improvements.

Lower awareness of operational or peripheral support:

• Fewer respondents identified storage containers (46%), maintenance machinery (46%), or fencing (40%), highlighting opportunity for greater promotion of these funds through Let’s Go 2026! campaign and case studies.

• Lower awareness of Catering Unit Fund (launched May 2025) presents exciting opportunity for promotion of fund through first catering unit grant awarded in the new year.

HOW DID YOU HEAR ABOUT THE FOOTBALL FOUNDATION?

• Awareness mainly comes through grassroots football and County FAs and engagement largely within existing football networks.

• Opportunity to broaden visibility and engage through alternative touchpoints.

Through grassroots football

I have previously or am currently applying for funding County FA

Don’t know/can't remember

Social media

From a current or previous job

National media

Their website

From friends or family

Advertising or signage

Training course / conference

INVESTING £400 MILLION INTO GRASSROOTS SPORT FACILITIES?

• Awareness is fairly low with only 18% knowing about the Government’s £400m investment.

• This suggests a communication gap between Government announcements and the grassroots community and provides an opportunity for increased collaboration with the Football Foundation to strengthen awareness of their investment.

PROVIDING GRANTS TO CREATE WELCOMING, SAFE AND ACCESSIBLE FACILITIES FOR WOMEN AND GIRLS AT EXISTING GRASSROOTS SPORTS SITES?

• The Lionesses HERe to Play Fund was launched two days before the survey was sent, which is important to remember when viewing the awareness percentage, which is limited at 15%.

• 22% have heard of it but lack detailed knowledge, a positive number to build upon that indicates the strength and impact of the Fund’s launch.

Yes, I am aware

I've heard about it, but I'm not very familiar with the details

No, I was not aware

HAVE YOU HEARD OF THE LOCAL FOOTBALL FACILITIES PLAN (LFFP) INITIATIVE?

• Only 20% of respondents have heard of the LFFP initiative, showing relatively low overall recognition.

• Awareness increases with age, peaking among those 65+ (5.14%), suggesting older demographics are more familiar with the initiative, potentially due to seniority of role in club or involvement off-pitch.

• The 35–54 age range (especially 35–44 at 4.14% and 45–54 at 4.69%) represents the core group most aware of LFFP among working-age adults.

• With 80% unaware, there’s a significant opportunity for targeted communication, especially toward younger and middleaged demographics to improve engagement.

HAVE

IS THE FOOTBALL FOUNDATION'S FREE, AWARD-WINNING WEB APP FOR INSPECTING AND IMPROVING GRASS PITCHES. YOU CAN FIND OUT MORE DETAILS ON OUR WEBSITE

GET YOUR GRASS PITCH MATCH FIT?

48% are aware of the Grass Pitch Maintenance Fund, with relatively balanced weighting between those who have and haven’t received funding, showing opportunity to engage those already aware to use the PitchPower app and unlock funding.

sure

Yes – our club has received grass pitch maintenance funding before

Yes – our club has NOT received grass pitch maintenance funding before No

(OUR GROUNDSKEEPING COMMUNITY ON FACEBOOK)?

8% being unsure shows potential confusion following closure of previous community, and opportunity to engage these respondents.

ARE

ORGANISATIONS TO INSTALL A CATERING UNIT (CALLED THE HUDDLE) AT THEIR

SITE?

• The scheme is still in its early stages, yet awareness among 1 in 5 respondents is relatively strong. A further 17% having heard of it but lacking familiarity shows opportunity to further educate through our promotion of the fund, especially once the first Huddle opens.

• Awareness that the Football Foundation funds ‘Catering Units’ is 26% (from the broader facilities question), suggesting some respondents know of the scheme without fully connecting it to the specific Huddle name, and an opportunity to strengthen the connection between the Fund name and purpose.

I've heard about it, but I'm not very familiar with the details Yes, I am aware

No, I was not aware

EQUAL ACCESS AS MEN AND BOYS, THROUGH RESERVED PEAK-TIME SLOTS AND WELCOMING CHANGING FACILITIES. WERE YOU AWARE OF THIS?

57% were not aware of this policy, presenting an opportunity to reinforce this commitment throughout our communications surrounding the HERe to Play campaign as well as more general messaging around our funding.

Yes, I am aware

I've heard about it, but I'm not very familiar with the details

No, I was not aware

Do you follow us on any of the following social media platforms?

Yes No

I do not follow the Football Foundation on any social media platforms

The only way to hear about the latest funding opportunities and exciting developments from the grassroots game is by signing up to Football Foundation emails. Sound good?

No thank you

Yes I'm happy to be contacted

LA & MP SURVEY –KEY LEARNINGS

WHAT DO YOU BELIEVE FOOTBALL FOUNDATION GRANTS CAN BE USED FOR? PLEASE

SELECT ALL THAT APPLY.

Strong results show solid awareness of purpose of Foundation funding across the board, with developing facilities and improving grass pitches top of mind.

To build or redevelop community sports facilities

To improve and maintain grass pitches

To support grassroots organisations to become more accessible and inclusive

Supporting grassroots organisations to become financially sustainable

Training grassroots referees

Community-participation revenue schemes

Running costs of grassroots football leagues

No idea

• Supporting grassroots organisations to become financially sustainable

• To support grassroots organisations to become more accessible and inclusive.

IN THE AREA/REGION OF THE COUNTRY YOU HAVE RESPONSIBILITY FOR, ARE YOU AWARE OF FOOTBALL FACILITIES THAT HAVE BEEN FUNDED BY THE FOOTBALL FOUNDATION?

Awareness of local facilities increased YoY to 87%, a 12% increase on 2024 and 22% increase on 2023, highlighting the success of the Foundation Public Affairs team in sharing impact stats, and engaging MPs through drop-in sessions and meetings at Foundation-funded sites.

TO WHAT EXTENT DO YOU THINK THAT GOOD QUALITY COMMUNITY FOOTBALL

THAT GIVE EVERYONE A GREAT PLACE TO PLAY CONTRIBUTE TO EACH OF THE FOLLOWING

• Strong results show widespread positive perception of impact.

• Gains seen in wellbeing and inclusion of older people and better community cohesion, demonstrating success of Foundation Public Affairs team’s work demonstrating Social Return on Investment and paid social campaign.

• Health impacts remain incredibly high (both mental and physical health at 97%), cementing these as key perceived drivers of wellbeing.

TO WHAT EXTENT DO YOU THINK THAT GOOD QUALITY COMMUNITY FOOTBALL FACILITIES

THAT GIVE EVERYONE A GREAT PLACE TO PLAY CONTRIBUTE TO EACH OF THE FOLLOWING

The chart below shows the proportion of respondents who Agree or Strongly Agree that football facilities contribute to each outcome, ranked by highest agreement in 2024 vs 2025.

community cohesion

and inclusion of older people

in antisocial activity

WHAT IMPACT, IF ANY, DO YOU FEEL GOOD QUALITY

HAVE HAD ON PEOPLE IN YOUR CONSTITUENCY

OR LOCAL AUTHORITY?

This was a free text response, with common themes including:

• Health & Wellbeing:

Strongly linked to improved physical and mental health, reduced inactivity, and support for healthy lifestyles across all ages.

• Community Cohesion & Pride:

Seen as powerful community hubs that bring people together, build belonging and local pride, and reduce antisocial behavior.

• Participation & Inclusion:

Facilities drive growth in participation – especially among women and girls, and disabled people – by offering accessible, safe, and inclusive spaces.

• Skills, Development & Opportunity:

Provide pathways for youth development, coaching, and life skills, helping players gain confidence and qualifications.

• Economic & Sustainability Benefits:

Generate local economic activity, support volunteering, and strengthen club sustainability, though several note the need for ongoing maintenance funding.

• Evidence of Real Growth:

Examples referenced such as Darlington’s 50% increase in teams since 2021 illustrate how investment fuels measurable expansion in grassroots football.

HAD ON PEOPLE IN YOUR CONSTITUENCY OR LOCAL AUTHORITY?

• “Significantimpactnotonlyonthegameandphysicalactivityparticipationbutinthedevelopmentofcommunityhubscreatingboththesocialand physicalenvironmentforsupportmorecohesiveandactivecommunities.”

• “ThefundedfacilitiesaligntoanumberoftheCouncil'sobjectives;tacklinginequality,communityconnection,andcontributingtohealthimprovementby engagingpeopletobeandtostayphysicallyactive.”

• “InvestmentinCamdenfacilitiessuchasCantelowesSportsPitchandFleetRoadPrimarySchoolhasincreasedaccesstoqualityfacilitiesforlocal residentsandschoolaccess-especiallychildrenandyoungpeople,womenandgirls,residentsfromdiverseethniccommunities,lowincomeandSEND residents.ProgrammesdeliveredincludetheHolidayActivityFundprogrammewhichincludesaccesstofoodandphysicalactivityforchildrenonFree SchoolMeals.”

• “Thestandardandaccessibilityoflocalfacilities(includingthevolumeofgamestheycanaccommodate)iskeytoencouraging,developingand maintaininglocalparticipation.Italsosupportslocalclubstothrive,supportingandprotectingimportantcommunitytiesandsustainingordeveloping prideinplace.”

• “StaffordRangersissuchagoodresourceformyconstituents.Cheersthemupandgivesthemenrichmentoutsideofeducation,it'slovelytosee.”

• “Providesexcellentqualitysportsfacilitiesforpeopleofallagesandabilitiesresultinginmorepeopleenjoyingallthemanybenefitsinlifeassociatedwith beingactiveandplayingsport.”

• “FootballparticipationinTestValleyhasgrownby82%since2020,whichIbelieveisduetotheinclusivespacesandsupportfortheclubsviatheFA. Fundingisregularlypromoted,notkeptasecretwhichmakesahugedifferenceandit'salwaysclear,whothefundingisaimingtotarget.Goodquality facilitiesdrawspeoplein,butalsoincreasesthecapacityformorepeopletoplay!”

• “Increasecommunitycohesion,reducesocialisolation,giveasenseofpurposeandbelonging,increasedprideinplace,reductioninantisocialbehaviour, improvedphysicalandmentalhealth.”

INTERNAL

HAVE

YOU HEARD OF OR ATTENDED A

I have heard of them but not attended No

Yes I have attended

DO YOU FOLLOW US TO RECEIVE THE

UPDATES ON FUNDING AND STORIES FROM THE GRASSROOTS GAME ON ANY OF THE FOLLOWING SOCIAL MEDIA PLATFORMS? PLEASE SELECT ALL THAT APPLY.

I do not follow the Football Foundation on any social media platforms

X (formerly known as Twitter)

MILLION INTO GRASSROOTS SPORT FACILITIES?

Don't know No Yes

• Overall awareness is strong with 70% respondents saying they had heard of the initiative.

• Strong awareness among “Place” roles with almost all in planning/infrastructure functions aware.

• Opportunity exists to continue strong work and to use launch of refreshed LFFPs to further grow awareness within this audience.

DEVELOP COMMUNITY FOOTBALL FACILITIES?

Over 70% (Very Likely + Likely) of respondents intend to apply for funding to develop community football facilities in the next 12 months.

Very Unlikely

Unlikely

Neither likely nor unlikely

Likely

Very Likely

INVESTMENT IN COMMUNITY FOOTBALL FACILITIES?

62% of respondents are “Likely” or “Very Likely” to increase investment, a strong indication of intention for local facility investment that we should ensure we capitalise upon.

Very Unlikely

Unlikely

Neither liekely nor unlikely

Likely

Very Likely

OPPORTUNITIES

OBSERVATIONS AND OPPORTUNITIES MOVING FORWARD

• When we compare the Football Foundation to our funding partners, the Foundation consistently is viewed with greater positive sentiment and as doing more to fund grassroots sport and support grassroots facilities.

• If the connection between funding partners and the Football Foundation can be strengthened even further, funding partner attribution will improve also.

• The reduced awareness of the Foundation should be viewed in the context of the refreshed and broader survey audience and improved communications and also be recognised as still being a strong score, that provides us with a new and accurate awareness benchmark for the future.

• If we continue but also ramp up collaborative social media posts, social media interactions, funding partner presence at events and funding partner amplification of Football Foundation projects, attribution and awareness of funding partners will improve further as they are aligned closer with the Foundation.

• Amongst MPs and Local Authorities, awareness of local Foundation-funded facilities and understanding of the importance and impact of community sport facilities has improved YoY, demonstrating the success of the Football Foundation in engaging this audience, through two well attended drop-in sessions and 71 meetings with MPs at Foundation-funded sites.

• Examples of positive work in 2025 we’d look to continue and build upon include:

• Activations marking 25th Anniversary of the Foundation, including Burgess Park event with CEOs of funding partners and resulting content, have been instrumental in reinforcing our partnership and funding partner commitment, and we’ll look to build upon these successes as we continue to mark our Anniversary in 2026.

• Strong Premier League presence at Silksworth PlayZone x EA SPORTS opening event in Sunderland. Collaborative meetings in the lead up to the event and Premier League securing footballing talent for the opening helped make the event and its promotion a success.

• Strong collaboration with Premier League throughout ‘More Than a Game’ campaign was successful in strengthening alignment with Foundation and we’re excited to continue this work in 2026.

• Continued and consistent involvement of funding partners at site openings including PlayZones and Hubs in 2026 will not only improve partner attribution, but also awareness of the Foundation’s multi-sport offering.

• Successful launch of Lionesses HERe to Play Fund through collaborative Instagram post with funding partners, followed by further collaborative content has helped strengthen recognition of Foundation and funding partners’ support of women and girls.