According to a poll by UNICEF Australia, over 50% of families are forced to make cuts to their household finances to cover the expenses of their children's sports or physical activities, with the alternative being cessation of such activities altogether.

Alarmingly, at least 40% of households reported either withdrawing their children from sports or physical activities or contemplating such action due to financial constraints.

The national Aussie Athlete Fund $1 Million Challenge, powered by Ampol is the brainchild of five-time Olympian Natalie Cook who is calling on 100 Australian businesses to team up with 100 athletes to each raise $10,000 per emerging elite athlete.

Gold Coast-based founder of Clubfunders, Blake Lawrence, has first-hand experience of this challenge, having watched his single mother struggle to afford sports for all her five sons.

Lawrence is participating in the national Aussie Athlete Fund $1 Million Challengeand notes "every child, regardless of their family's financial situation, should have access to playing sports.

"Growing up with four brothers in a single-parent household, the cost of participating in sports was a significant burden for my mum. She did everything possible to reduce expenses, from volunteering at the local sports club to scraping together funds for registration, equipment, and travel. Despite her efforts, the financial strain was immense."

“Now as a father myself, I don’t want to see a world where my child or their friends aren’t able to play sport. I’m excited for Clubfunders to play our part, linking up with four athletes from Judo, Para Football, Sailing and Volleyball, to give them the chance I never had to try to compete on a global stage."

Aussie Athlete Fund has already provided funding to 35 athletes in 2023, all of whom have been selected to represent Australia in their chosen sport or are well on the path to national selection, with 10 of the funded athletes either subsequently selected for the Paris 2024 Games or in a squad to qualify for selection.

Cook added "countless gifted athletes are robbed of the chance to chase their dreams of representing Australia because they or their families simply can't shoulder the mounting costs of living, training, and competition fees.

“It’s the final sprint to the finish line, and Aussie businesses are being called upon to play their part in our green and gold champions achieving financial victory.

“Our goal is to pair 100 sets of athletes with backing from businesses or individuals, aiming to raise a collective $1 million by the end of 2024. Beyond this, our broader ambition is to build confidence in athletes to cultivate a thriving localised athlete economy through their own capabilities."

The challenge will include access to an online on-demand fundraising academy platform powered by etrainu, inspiration and mentoring from Cook and other Aussie Athlete Greats – Olympians and Paralympians – and ongoing support. It will also have a gamified element with various funds matching, acknowledgments and prizes when milestones are achieved. The challenge spans six months from May – October and culminates in an award dinner where additional funds and prizes will be awarded.

Athletes and businesses/organisations can apply to be part of the $1 Million Challenge today at aussieathletefund.com.

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