Beyond the critical acclaim and handy sales boost, the U.K.’s Mercury Prize comes with an added bonus: a £25,000 ($32,000) cash prize for the chosen artist. For some previous winners – like Alt-J (2012) and Antony and The Johnsons (2015) – the money has covered the expenses of being a touring act, while Badly Drawn Boy (2000) infamously threw the cheque away in the heat of the winning moment (his cash prize was ultimately honored).

Now Sam Fender has joined a number of past winners by making a statement and donating the entirety of the cash prize to charity. The Music Venue Trust, a charity that supports grassroots music spaces and the scene as a whole, will be the beneficiary of Fender’s generosity. Fender joins previous winners such as Ms. Dynamite (2002) and M People (1994) who have made public that they donated their cash winnings to causes close to their hearts.

Fender was awarded the Mercury Prize, an annual prize for an outstanding LP by a British or Irish artist, in his hometown Newcastle upon Tyne, England (Oct. 16). His third studio album People Watching saw off competition from Fontaines D.C., Pulp, FKA twigs, PinkPantheress and more at the ceremony which was held outside of London for the first time in its history.

People Watching remains the fastest-selling British album of 2025, and on Saturday (Nov. 15) a live concert film shot at his 80,000-capacity London Stadium show will be broadcast on YouTube. A deluxe edition of the album features collaborations with Olivia Dean and Elton John, and is set for release on Dec. 5.

The Music Venue Trust works to protect and secure the future of grassroots venues across the country. In 2024 a report by the charity shared that grassroots music venues operated on a profit margin of just 0.48%, with 43.8% of them reporting a loss. In 2024 alone, 25 music venues closed in the U.K. due to rising costs for venues and changing consumer habits.

“I wouldn’t be doing what I am doing today if it wasn’t for all the gigs I played around the North East, and beyond, when I was starting out,” Fender said about the reasons for the donation. “These venues are legendary, but they are struggling.”

Fender has worked previously with the MVT, most recently donating £100,000 from his 2024 U.K. arena tour via a voluntary £1 ticket levy. He joins acts such as Katy Perry, The Last Dinner Party and Enter Shikari in making the commitment; Coldplay pledged 10% of all revenue from the U.K. leg of the Music of The Spheres tour to the MVT.

Mark Davyd, chief executive and founder of the Music Venue Trust, said, “This is an incredible gesture by Sam, demonstrating once again that artists absolutely understand how vital grassroots music venues are to their careers and to their communities. We are honored to accept this donation and will ensure every penny of it makes a direct difference to the campaign to keep live music at the heart of our towns and cities.”