British GVC Holdings PLC is launching an investment program to support grassroots sports in the UK. It will be helping the lower tiers of English football, more specifically the 7th and 8th divisions of the English Football league, the so-called ‘Trident Leagues’. The program will be named ‘Pitching In’, and former English football national Stuart Pierce, capped 78 times with the Three Lions, will be the initiative’s ambassador.
In his own words: “I am delighted to be taking up the role of ambassador for Pitching In, as I’m passionate about the importance of investing in grassroots sports and in developing young talent. I started out playing for Wealdstone FC before joining Coventry City so I understand how important funding is to the non-league game. Grassroots football is facing huge challenges at the moment and many clubs are struggling to stay afloat. GVC’s Pitching In investment will help make a big difference to hundreds of clubs and thousands of players across the country.”.
The leagues will receive financial support as a result of the 2020 revenue fall they suffered. This is not the first time that GVC, the operator of Bwin, has offered to sports and society. For instance, in 2019 it decided to make a donation to the ‘Bet Regret’ campaign, which was initiated by GambleAware.
“In a world where local and grassroots sports are under increasing financial pressure, we believe our Pitching In Investment Programme will play a pivotal role in supporting the next generation of British sporting heroes”, GVC Holdings CEO Shay Segev said, and added: “Today’s partnership announcement with The Trident Leagues is a hugely positive step in this direction and underlines our commitment to support both grassroots sport, and the communities in which we operate.”.
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