GVC ignites multi-million-pound grassroots sport investment programme

GVC has launched a new ‘Pitching In’ campaign to support and promote grassroots sport across the UK through a multi-million-pound investment scheme. The campaign includes a flagship partnership with non-league football trident, the Isthmian, Northern Premier and Southern Football Leagues. Each of the leagues will assume the ‘Pitching In’ title as the campaign provides them with financial support to deal with the consequences of the coronavirus pandemic, which saw many lower leagues voided. In addition, GVC has recruited English football cult hero Stuart Pearce to serve as a brand ambassador for the new campaign. Ex-footballer Stuart Pearce at the ground of Thame United FC Picture credit: Doug Peters/PA Wire   A key focus of the partnership will include the encouragement of community volunteers at local football clubs, as the operator has pledged to link UK-based GVC staff with their local football clubs to strengthen community ties. The non-league trident, which forms the seventh and eighth tiers of English football, includes 226 clubs and more than 15,000 footballers. The ‘Pitching In’ partnership will not promote any GVC brands following the firm’s decision to withdraw all gambling sponsorship from football in 2019. GVC has said it will work to deliver educational programmes on responsible gambling and sports integrity to all trident league clubs, through its own efforts or via independent consultants. The operator’s existing multi-year partnership with SportsAid will be integrated into the new campaign. GVC CEO Shay Segev hailed the partnership, insisting it would play a “pivotal role” in supporting future British sporting talent at a grassroots level. “Today’s partnership announcement with The Trident Leagues is a hugely positive step in this direction and underlines our commitment to support both grassroots sports, and the communities in which we operate,” said Segev. In a joint statement, the non-league football trident welcomed the new partnership for providing them with much needed funding and investment following the challenges presented by the coronavirus pandemic. “Community is at the heart of non-league football, so the ‘Pitching In’ partnership is a perfect fit for us,” said the leagues. “GVC’s commitment to grassroots sport is clear from their previous work, and this investment shows huge belief in the importance of grassroots sport.”