University of Sunderland students are preparing to put their entrepreneurial skills to the test as the Take £25 Challenge returns for 2026, with Direct Global announced as this year's official sponsor.
The annual challenge, delivered in partnership with The Children’s Foundation, gives first-year Business students just £25 per team and asks them to turn it into as much money as possible for charity.
With a £2,000 sponsorship from Direct Global, this year's students will be hoping to build on the success of 2025, when 24 teams raised a record-breaking £12,743.30 for The Children’s Foundation in just four weeks.
The challenge forms part of the University of Sunderland's first-year business programme, giving students the opportunity to develop practical skills in entrepreneurship, marketing, financial management, teamwork and problem-solving while making a difference to children and young people across the North East.
Previous challenges have seen students develop a wide range of creative fundraising ideas, from raffles and bake sales to food stalls, games and other entrepreneurial ventures, culminating in a fundraising event at the University's Reg Vardy Centre.
This year, Direct Global will be taking an active role in the challenge, with representatives visiting the University to meet students, share their business experience and offer insights into the skills employers look for in future graduates.
Reece Jensen, Group ESG & Growth Manager at Direct Global, said "The Take £25 Challenge really stood out to us because it brings together so many things we believe businesses should be supporting - entrepreneurship, education, collaboration and positive social impact.
"Giving students £25 and asking them to create something from it is a simple concept, but behind that are some incredibly valuable business skills. They have to think commercially, work as a team, understand their customers, market an idea and ultimately deliver a result.
"Those are skills that will stay with them long after the challenge has finished.
"At Direct Global, we believe businesses have an important role to play within the communities in which they operate. Sponsorship should be about more than putting a logo on something; it should create opportunities, support people and leave a positive impact.
"The fact that the challenge also raises money for The Children’s Foundation makes it even more worthwhile, and we’re really looking forward to seeing what this year’s students achieve."
Dr. Yvonne Dixon-Todd CMBE, Head of Sunderland Business School at University of Sunderland said,
“It is wonderful to see this partnership continue to develop and deliver. It provides opportunities for our students to work innovatively, collaboratively, and strategically to raise funds for a very important cause. Business theories are put into practice and every year we are amazed at what our students achieve.”
The Children’s Foundation works to improve the health and wellbeing of children and young people across the North East, particularly those facing disadvantage and health inequalities.
Funds raised through the challenge will support the charity's work, helping to create opportunities and improve outcomes for children, young people and families across the region.
Sean Soulsby, Chief Executive of The Children’s Foundation, said:
"One of the things that makes the Take £25 Challenge so special is that everyone benefits. Students get the chance to put their ideas into practice, develop skills and build confidence, while the money they raise makes a real difference to children and young people in our region.
"Last year's students achieved something extraordinary, raising more than £12,700 from a starting point of just £25 per team. We're excited to see what this year's groups come up with.
"Having Direct Global involved brings another valuable dimension to the challenge. Their commitment goes beyond financial sponsorship, with the team giving their time and sharing their experience to help students understand what it takes to succeed in business.
"We're incredibly grateful for their support and look forward to working together to make this another successful year."
The Take £25 Challenge is led by Iraa Wimpenny, CMBE FHEA, Lecturer in Business and Marketing at the University of Sunderland, and is designed to give students real-world experience of developing and delivering a business idea.
As well as raising money for charity, the challenge encourages students to explore their professional strengths, develop commercial awareness and gain practical experience that will support them throughout their studies and future careers.
The 2026 challenge is now underway, with students preparing their fundraising ideas ahead of the final fundraising event later this year. Watch their progress at https://rgbdev.co.uk/take25/