GVC launches programme to support grassroots sports

The gambling giant has launched a  multi-million pound programme to support sports across the UK.

UK.- GVC Holdings has announced it will launch a multi-million pound programme to support grassroots sports in the UK.

Named “Pitching In”, the programme will begin with support for the Trident Leagues in the seventh and eighth tiers of English football.

The Trident leagues comprise the Isthmian, Northern Premier and Southern Leagues, which are seeking to secure their futures after losing revenue through the cancellation of the 2019-20 season due to the Covid-19 pandemic.

Each league will each adopt the Pitching In name in exchange for financial support.

GVC has signed up former England international Stuart Pearce as official Pitching In ambassador to promote the initiative.

The teams involved will not display branding for GVC or any of its brands on their clothing or at grounds. The operator took a decision last year to halt its sponsorship of football teams in the UK. 

GVC says the programme will also encourage community volunteers to support the leagues through a volunteer scheme that will link GVC staff with local clubs.

It will also provide clubs with educational material on responsible gambling and sports integrity.

GVC chief executive Shay Segev said: “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. 

“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.”

The news comes as the European Union announced this week that it would begin an investigation into GVC’s Ladbrokes over its exclusive rights to virtual betting kiosks in Belgium.