Entain To Continue SportsAid Collaboration

Entain has announced the continuation of its three-year collaboration with SportsAid, which will see the sports betting and gaming company sponsor 50 young British athletes.

The partnership is described as “a keystone” of the Entain Foundation’s Pitching In investment programme, which supports and promotes grassroots initiatives, according to the firm.

The athletes get a £1,000 annual award as part of the SportsAid and Entain agreement to help with training and competition costs such as travel, housing, equipment, and kit.

In 2021, Entain will fund participants from 24 different sports disciplines. They have been recommended to SportsAid by the national governing bodies of their particular sports, and are regarded as among the country’s greatest potential.

Supporting next generation of British sports-people

Entain’s CEO, Jette Nygaard-Andersen, stated: “We are proud to be supporting the next generation of British sports-people through our ongoing partnership with SportsAid. 

“The past year has been an especially challenging period for sports people who have had their ability to train and compete severely restricted, so we are pleased that the Entain Foundation’s funding of the programme is providing opportunities for the nation’s brightest sporting talent to realise their full potential.”

In addition to providing direct financial aid, Entain collaborates with SportAid to give athletes with recognition and possibilities for personal development.

The offering of workshops for the athletes, their parents, and guardians, where they receive expert advise on a variety of themes such as nutrition, mental wellbeing, and dealing with the media, is a crucial feature of the collaboration.

Adaption and evolution of partnership

SportsAid’s chief executive, Tim Lawler, added: “Many of us hope and feel that better days are coming. Some may feel that life has been on hold somewhat over the past year or so; young sports people certainly feel this. 

“Yet during such strange times, Entain and SportsAid haven’t stood still. Our partnership has adapted, evolved and innovated to be as next generation of British sports-people. 

“We’re delighted to be confirming this year’s cohort of athletes to be supported by the Entain Foundation and very proud to be a central pillar of the company’s Pitching In initiative championing the heroes of community sport across the country.”

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About Joe Kizlauskas

Joe is a seasoned iGaming copywriter and speaker who has been in the business since 2015. He's written more words on all elements of iGaming than he likes to remember, and he's contributed material to a number of well-known brands. Joe may be seen playing 5 a side, at the gym or playing games on his Playstation when he is not writing.