As the UK gears up for a huge summer of sporting events, Amazon UK has unveiled a new initiative designed to help young people access sport through donations of essential kit and equipment.
The campaign, launched in partnership with The Multibank, will see selected sports purchases trigger donations to families in need across the country.
Amazon Teams Up With The Multibank To Support Youth Sport
The initiative works through a simple mechanic: for every three eligible sports products purchased through Amazon, an equivalent item will be donated to The Multibank. Products included in the campaign range from footballs and shin pads to sportswear and footwear.
The campaign aims to tackle the growing issue of young people being priced out of sport due to rising equipment costs, while encouraging customers to support community donations through everyday shopping.
The Multibank, supported by Amazon as its principal partner, redistributes surplus goods to families through charities and community organisations nationwide. Alongside household essentials such as nappies, toiletries and home items, sports gear remains one of the most requested categories.
New Research Reveals Cost Barrier Facing Young Athletes
New data from YouGov highlights the financial pressures many families face when trying to keep children involved in sport.
Key findings from the research include:
- 1 in 6 parents said their children had to give up sporting ambitions because they could not afford the necessary equipment or kit.
- 72% of parents with children aged 4–18 believe limited access to sports equipment creates fewer opportunities for lower-income families.
- Among households earning under £30,000 annually, 40% of parents whose children stopped participating in sport cited football as the activity they could no longer afford.
The findings reinforce ongoing conversations around accessibility in grassroots sport and the impact rising living costs continue to have on participation levels.
Sir Gareth Southgate Backs The Campaign
Former Sir Gareth Southgate has voiced his support for the initiative, highlighting the importance sport can play in young people’s development.
Southgate said:
“Football gave me so much growing up, and I’ve seen first-hand the role it can play in young people’s lives – not just physically, but for confidence, belonging and mental wellbeing. Talent is everywhere, but opportunity isn’t always.”
He added that supporting organisations such as The Multibank can help ensure more young people feel included in sport regardless of financial background.
Brands Included In The ‘You Buy. We Donate.’ Campaign
A number of major sports and lifestyle brands are participating in the campaign, including:
Eligible product categories include football, rugby, swimming, cycling, outdoor wear, hiking equipment and footwear.
How To Support The Campaign
Customers can take part in the initiative from now until 4 June by purchasing eligible products through Amazon’s dedicated campaign page, please have a browse here.
