As the landscape of institutional funding undergoes seismic shifts, organisations working in the Sport for Good sector must rethink their fundraising approaches to remain sustainable. Over the past month, we've explored the key themes shaping the future of fundraising in the Sport for Good sector through our inaugural Sports Fundraising Summit. Our first blog examined the shifting trends in grant-making, highlighting how funders are prioritising flexibility and long-term impact. Our second blog explored the evolution of corporate partnerships, demonstrating the move towards more authentic, purpose-driven collaborations. Now, in our final instalment, we turn our focus to institutional funding, an area that remains both vital and volatile for many organisations.

Our closing panel brought together leading voices in the sector to explore how changing public budgets, evolving donor expectations and innovative financing models are reshaping the way organisations secure funding. Marisa Schlenker from the adidas Foundation expertly moderated the panel, which featured Ana-Marija Garcevic, Head of Activities, Olympism 365 Innovation & Engagement at the International Olympic Committee; Axel Caldas, Head of Project, Sport for Development at GIZ; Teodora Pletosu, EU Public Projects Specialist at UEFA; and Lama Hattab, CEO of Generations For Peace. Their discussion illuminated key challenges and opportunities in institutional fundraising.

The Institutional Funding Landscape: A Shift in Priorities

Marisa opened the discussion by asking the panel about the key trends shaping institutional funding today, with the understanding that across multiple markets, institutional funding is tightening. Axel from GIZ pointed to significant cuts in aid budgets across France, the Netherlands, the US, and the UK. He explained that these changes reflect a broader shift in how governments allocate public funds, with increased scrutiny on funding decisions based on political priorities and economic constraints.

"Aid budgets in France, the Netherlands, the US, and the UK have all been cut... This shifting institutional landscape will have profound effects on the whole sector." – Axel Caldas, GIZ

Teodora Pletosu from UEFA built on this insight into the European Union's funding landscape, highlighting how global crises, such as the war in Ukraine and shifting political leadership, are placing added strain on public budgets. As a result, funding allocations may shift away from traditional areas of investment, requiring Sport for Good organisations to align more closely with government priorities.

"There are so many crises in the world right now... These have a very important weight on how public budgets will shift." – Teodora Pletosu, UEFA

Interestingly, Ana-Marija mentioned that the International Olympic Committee is attempting to provide stability and support for the sport-for-good ecosystem while these institutional funding challenges persist. The Olympism 365 Strategy and recent IOC partnerships with Laureus Sport for Good, Beyond Sport, and Women Win will see the IOC distribute more funding over time to sport-for-good initiatives that align with the UN Sustainable Development Goals.

Building Stronger Relationships with Funders

Building strong relationships with institutional donors is more crucial than ever. Marisa turned the discussion to relationship-building, asking how organisations can build trust and credibility with institutional donors. Ana-Marija stressed that funders are no longer just looking for service providers; they seek long-term partners aligned with their mission.

"It's really about creating partnerships... We used to work primarily through contracts, but we've turned towards a model that invites more collaboration into our agreements." – Ana-Marija, IOC

Lama echoed this sentiment, underscoring the importance of proactive engagement with donors. She urged organisations to not only understand donor priorities but to actively co-create solutions with them, fostering trust through transparency and adaptability.

"Be proactive in the way we engage with donors and partners. Understanding gaps is extremely important, but also working with donors to fill those gaps together." – Lama, Generations for Peace

This collaborative approach requires fundraisers to go beyond simply applying for grants. Engaging funders in discussions about shared priorities, adapting proposals based on their evolving needs, and providing transparent reporting will all strengthen relationships and improve long-term funding prospects.

Expanding Beyond Traditional Grants: New Funding Mechanisms

Marisa then steered the conversation toward alternative funding mechanisms, asking the panel how organisations can move beyond traditional grants. Teodora highlighted that public institutions are increasingly seeking private partnerships to share financial risk and foster long-term investment. This shift means that Sport for Good initiatives must be prepared to engage in complex funding arrangements that go beyond one-off grants.

"Granting is becoming more and more scarce... These big public institutions are looking increasingly for private organisations to invest, seeking new types of public-private financial mixes." – Teodora Pletosu, UEFA

Lama from Generations for Peace emphasised that social impact investing is gaining traction, with funders expecting measurable outcomes rather than simply donating to programmes. The panel discussed how governments and public institutions are prioritising projects that deliver tangible returns, such as improved health outcomes or reduced youth crime rates.

An emerging approach positions sport as a preventative public health investment, demonstrating economic value through research-backed benefits. Ana-Marija again highlighted how the IOC is supporting this shift by funding initiatives that align sport with broader social impact goals, with a particular focus on the UN SDGs. For example, increased physical activity reduces the risk of heart disease and other health complications, making sport a cost-saving strategy for healthcare systems.

Adapting to Political Realities

Political dynamics play a significant role in shaping institutional funding. Axel emphasised that organisations must stay informed and strategic in their funding applications, noting that while some governments may reduce commitments to social programmes, others may step in to fill the gap.

"We must be very politically aware in how we analyse shifts in political discourse... The battle is not lost yet. Now more than ever, we have a chance to unite and deliver a strong message." – Axel Caldas, GIZ

In practical terms, this means identifying which governments or institutions remain committed to funding Sport for Good initiatives and aligning funding applications accordingly. As Lama pointed out, innovation in funding strategies is not just about developing new programme models, it is also about adapting to the political realities that shape the funding landscape.

Finding Opportunity in Challenge

Despite funding challenges, the panel remained optimistic. Ana-Marija encouraged organisations to design programmes that focus on preventative health measures, leveraging growing research on sport's impact on mental and physical well-being.

"I would use my imagination and create programmes focusing on prevention—mental health, cardiovascular diseases... There are a lot of opportunities to promote sport in the current climate." – Ana-Marija, IOC

By framing sport as a long-term cost-saving investment, organisations can appeal to funders seeking measurable social impact. This perspective requires a fundamental shift in how organisations present their funding cases. Rather than positioning sport as an optional extracurricular activity, they must showcase its role in preventative health care, social cohesion, and community resilience. Governments and institutions are not just looking for 'nice-to-have' projects; they are seeking solutions that help address systemic challenges. The panel concluded that while institutional fundraising is becoming more competitive, those willing to innovate and align with evolving priorities will find growth opportunities.

Looking Ahead

The institutional funding landscape is undoubtedly shifting, but organisations that embrace innovation, collaboration, and evidence-based impact will be best positioned for success. Moving forward, Sport for Good initiatives must:

• Diversify income streams beyond traditional grants, including public-private financial models and social impact investments.

• Clearly articulate the broader societal impact of sport, particularly in areas like health, education, and social inclusion.

• Strengthen relationships with institutional funders through proactive engagement and alignment with donor priorities.

• Stay politically informed to navigate shifts in public funding and identify emerging opportunities.

For those in the Sport for Good sector, the future of institutional funding presents both challenges and possibilities. By adapting to this evolving landscape, organisations can build more resilient, impactful, and sustainable funding strategies for years to come.

As we wrap up our coverage of the Sports Fundraising Summit, we want to extend our deepest thanks to all our panellists and attendees. From trust and foundation grant-making to corporate partnerships, and now institutional funding, these discussions have provided invaluable insights into the sector's future. Let's carry this momentum forward and continue building a stronger, more sustainable Sport for Good movement.

What's Next?

• Download our2025 Benchmark Report for a deeper dive into the current fundraising landscape

• Assess your organisation's readiness with our freeFundraising Readiness Tool to identify strengths and areas for improvement

Written by Jess Smith.