Entain has pledged another £150,000 to the Trident Community Foundation (TCF) after an initial donation of the same amount. The funding is being provided through Entain’s multi-million-pound Pitching In Programme, endorsed by footballing legend Stuart Pearce. After a tough period, the money will be used to support lower-tier semi-professional football clubs, and the money will trickle down into grassroots sports participation.
Who are Entain?
Entain is a gaming group and owner of some of the biggest bookmakers and online casinos in the world, such as Ladbrokes, Coral, BWin and PartyCasino. They recently rebranded from GVC Holdings as part of a new business strategy, which included forming the new Entain Foundation designed to give back to communities.
They’ve recently made the news for investment into grassroots sport, as well as financially supporting promising young athletes that have the potential to turn professional in the future. This huge commitment to sports has been made possible by the company’s successes in 2021 derived from their leading UK casino site and various other investments in the gaming world.
The Pitching In Programme
The Pitching In Programme has created a new partnership with the Trident Leagues (Isthmian, Northern premier and the Southern league) aimed at supporting grassroots and non-league elite football through a single venture. The money provided to lower levels of elite football that desperate for financial backing is appropriately fed down into community sporting events.
This programme was launched in 2020, a time when both of these areas of sport were struggling financially more than usual due to worldwide events and playing restrictions. An initial donation of £150,000 was used to give grants to 27 clubs that helped fund community coaching, some of which focused on increasing participation among girls and improving mental health.
Pitching In will not be used as a vehicle for the group to advertise any gambling activities within football. Entain has decided not to promote within the sport off the back of concerns from many corners that gambling sponsorship is too prevalent in the game.
Former England footballer and captain Stuart Pearce, who is also the ambassador for the project, was thrilled at the programme’s success and stated how these sorts of investments couldn’t have come at a more needed time.
Another donation from Entain
Entain has not sat on their initial donation to the project. And has now pledged another £150,000 to the Trident Community Foundation. This money will also be awarded to clubs within the three aforementioned leagues to create community sporting events at a grassroots level.
Funding provided through the TCF is awarded on a grant application basis. Any of the 245 football clubs within the Pitching In Programme from these leagues can apply for the funds and detail how they plan to use the funds to elevate grassroots sports.
Not just about football
Entain has not just been pledging money to help aspiring footballers and elite clubs. They’ve also been active in helping young athletes access funding in their early careers in other sports. For example, financing from Entain has been used to assist promising cyclers to access training facilities while still within education.