Entain’s collaboration with SportsAid has been renewed, with the operator increasing its financial contribution to £500,000.
Aside from monetary support, Entain and SportsAid will collaborate to provide athletes with personal development chances and recognition, such as workshops that offer advise on areas like nutrition, mental health, and media relations.
2024 Olympic and Paralympic Games
The support will be given out ahead of the 2024 Olympic and Paralympic Games in Paris. The collaboration has been in place since 2018, with over 150 athletes receiving awards for sponsorship and event fundraising.
Entain’s group director of corporate relations, Grainne Hurst, said: “Following the incredible performance from British athletes at this year’s Olympic Games and the Paralympics getting under way in Tokyo, we are delighted to extend our SportsAid partnership for a further three years.
“Our collaboration with SportsAid is a huge source of pride for everyone at Entain and plays a pivotal role in supporting the next generation of British sporting heroes.”
50 young athletes
The collaboration now supports 50 young athletes from England, Scotland, Wales, and Northern Ireland each year with an annual funding package to help with training, competition, travel, and equipment costs.
Since Rio 2016, 48 of the team’s SportsAid alumni have received financial support from the organisation, and Team GB athletes have won 46 medals across 20 disciplines.
Meanwhile, SportsAid provided financial support to 165 of the 227 Paralympics Great Britain squad members at the most recent games.
Tim Lawler, SportsAid CEO said: “Entain’s extended commitment will take us all the way up to the Paris Olympic and Paralympic Games in 2024 and comes at a very important time for talented young athletes – particularly following a challenging period over the last 18 months.
“Our partnership with Entain has continued to evolve year-on-year and the well-rounded support provided to these aspiring young sports stars gives them added confidence and motivation to pursue their ambitions. We have also seen an increased awareness of SportsAid and a much wider audience is hearing the stories behind the next generation of sporting heroes.”
Help to achieve ambitions
Danny Crates, a gold and bronze medalist in the Paralympic Games and a SportsAid ambassador, added: “Talented young athletes need the right support, at the right time, to help them fulfil their potential and ultimately achieve their ambitions.
“SportsAid has maintained a crucial presence across British sport over the last 45 years – playing an important role in the country’s international success throughout that time.”
Entain’s sponsorship for the Pitching In grassroots football project, a multi-million pound partnership in which the corporation has been involved since December 2020, has been renewed.