Sky Bet and British Heart Foundation Launch 'Every Minute Matters' Campaign!

This ambitious initiative seeks to enlist 270,000 individuals to undergo CPR training over the next 12 months, leveraging the collective efforts of a distinguished 'Re-Starting 11' lineup comprising esteemed former and current footballers impacted by life-threatening heart conditions, alongside resilient football fans who have either survived cardiac incidents or intervened heroically to save lives.

The heart of the campaign lies in its mission to empower individuals with the knowledge and confidence to respond effectively to cardiac emergencies, thereby significantly enhancing survival rates and minimizing the impact of such incidents. Sky Bet has pledged unwavering support for this noble cause, committing to donate up to £3 million ($3.75 million) to bolster the BHF's initiatives over the next year. This commitment kicks off with a generous contribution of £10,000 for every goal scored during normal and extra time in the Sky Bet Play-Offs, underscoring the company's steadfast dedication to making a tangible difference in the lives of individuals and communities.

The 'Every Minute Matters' campaign adopts a multifaceted approach to CPR education, urging people to invest just 15 minutes, equivalent to a halftime period, in learning CPR through the BHF's user-friendly digital tool, RevivR. This innovative platform ensures accessibility and convenience, enabling individuals to acquire life-saving skills from the comfort of their homes. Additionally, the campaign leverages the influential platform of the 'Re-Starting 11' to raise awareness, share personal experiences, and provide practical guidance on CPR training throughout the duration of the Sky Bet Play-Offs.

Dr. Charmaine Griffiths, Chief Executive of the BHF, emphasizes the critical importance of equipping individuals with life-saving skills in response to the alarming incidence of cardiac arrests in football stadiums and beyond. She highlights the campaign's broader impact in improving access to defibrillators and funding groundbreaking research aimed at advancing treatments and cures for heart conditions, thereby safeguarding countless lives in the process.

Steve Birch, Chief Commercial Officer of Sky Bet, expresses immense pride in the company's expanded involvement in the 'Every Minute Matters' campaign, recognizing the transformative potential of empowering individuals with life-saving CPR skills. He underscores the profound impact of real-life stories shared by the 'Re-Starting 11', affirming Sky Bet's commitment to raising £3 million to support the BHF's life-saving initiatives and ensuring widespread adoption of CPR training nationwide.

In parallel with its philanthropic endeavors, the UK's National Lottery operator, Allwyn, extends its support for charitable causes through its endorsement of the 2024 Wings for Life World Run charity event, further exemplifying the collective efforts of organizations to drive positive change and make a meaningful difference in society.