GVC Holdings, one of the world’s largest gaming and sports betting companies, has launched ‘Pitching In’, a multi-million pound investment program to promote and support grassroots sports across the UK.

‘Pitching In’ will be rolled out via a flagship partnership with the Isthmian, Northern Premier and Southern Leagues which, together known as the Trident Leagues, form the seventh and eighth tiers of the English football league pyramid.

Following the Covid-19 outbreak, the 2019-2020 Season of the Trident Leagues was declared null and void, resulting in considerable revenue loss.  In addition, GVC will promote and motivate volunteers in the community to support the leagues.

Stuart Pearce, former England international footballer who will be the official ‘Pitching In’ ambassador, commented that Grassroots football is facing huge challenges at the moment and many clubs are struggling to stay afloat.  He added that GVC’s ‘Pitching In’ investment will help make a big difference to hundreds of clubs and thousands of players across the country.

Shay Segev, Chief Executive Officer at GVC, said that in a world where local and grassroots sports are under increasing financial pressure, they believe their ‘Pitching In’ Investment Program will play a pivotal role in supporting the next generation of British sporting heroes.

Segev also said that the partnership announcement with the Trident Leagues is a hugely positive step in this direction and underlines their commitment to support both grassroots sport, and the communities in which they operate.

Isthmian Chairman Nick Robinson, Northern Premier Chairman Mark Harris and Southern League Vice Chairman Anthony Hughes agreed that Community is at the heart of non-league football, so the ‘Pitching In’ partnership is a perfect fit for them.