For many young people across the UK, pulling on a pair of football boots or kicking a ball around with friends is a rite of passage. But for families struggling with the cost of sports kit and equipment, that simple joy can feel out of reach.
New YouGov data reveals that around one in six parents (15%) in the UK say their children have had to give up sporting ambitions because they can’t afford the kit or equipment to take part. And for families with a gross household income under £30,000, football is the activity most commonly given up.
That’s why Sir Gareth Southgate, former England men’s football manager, is voicing his support for The Multibank charity, highlighting the vital role it plays in helping families across the UK access essential items—including sports equipment that enables young people to take part in sport. The Multibank, supported by principal partner Amazon, distributes surplus goods to families in need through a nationwide network of charities and community organisations.
How ‘You Buy, We Donate’ works
Ahead of a major summer of sport, Amazon is launching a new 'You Buy, We Donate' initiative where every third purchase of selected sports products will be matched with a donation to The Multibank at no extra cost to the customer. Thousands of items will be donated across categories including football, rugby, hiking, swimming, and cycling.
The initiative runs from 7 May to 4 June and spans brands including Mitre, Speedo, Berghaus, Canterbury, Endura, Kickers, and Vans.
Why access to sport matters
Around three in four parents (72%) of children aged 4-18 believe a lack of access to sports equipment leads to fewer opportunities for those from lower-income families. Meanwhile, some of the most commonly requested items from The Multibank after everyday essentials are football boots, sports kit, and toys.
Sir Gareth 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. Over the years, I’ve worked with so many players whose journeys started in difficult circumstances. Talent is everywhere, but opportunity isn’t always."
Photo by Photographer: Mike Buck"That’s why I am supporting The Multibank, and its work with Amazon to ensure essential items are available to those in need, helping give more young people the chance to take part and feel included in sport.”
Sir Gareth Southgate
Amazon’s commitment to UK communities
Amazon and The Multibank network of donation hubs have distributed more than 16 million surplus essentials, supporting over two million families across the UK—with 9 million items donated directly via Amazon since the charity was founded. The Multibank works by distributing surplus goods donated by businesses to families in need through trusted local organisations. In London, for example, the Multibank operates in partnership with The Felix Project, helping ensure donations reach communities quickly and effectively.
This year, Amazon will donate over 5.5 million items to families in need, up from 4 million in 2025, including 150,000 sports products.
John Boumphrey, UK Country Manager, Amazon, said: “Through our work with The Multibank, we've seen first-hand the difference that items like sports kit and football boots can make to families. Whether it's a dad working three jobs to help his daughter afford a new pair of boots, or two brothers sharing a single pair so they can play alternate matches – these are real stories heard at Multibanks, and they show how everyday items that many of us take for granted can be the difference between a child taking part or missing out. I’m incredibly proud of the role our teams and partners play in supporting The Multibank, helping to get essential items to families in need across the UK.”
Read more about Amazon’s commitment to UK communities
