"Revenue from the gate receipts and match programme sales is distributed to the 124 clubs who competed in the FA Cup from the first round onwards, for onward distribution to charities and projects of their choice, while the remainder is distributed to the FA's national charity partners."

https://en.m.wikipedia.org/wiki/FA_Community_Shield#:~:text=Revenue%20from%20the%20gate%20receipts,the%20FA's%20national%20charity%20partners.