Sports betting and gaming company Entain has renewed its partnership with charity SportsAid, maintaining its support for British Olympic and Paralympic athletes.
The partnership extension will see Entain double its financial backing of SportsAid to £500,000 in preparation for the Paris 2024 Olympic and Paralympic Games.
First partnering with the FTSE 100 company in 2018, SportsAid has financially supported 165 of the 227 Paralympics GB team members at the latest games during their careers, whilst Entain has handed out 150 athlete awards for sponsorship and event fundraising.
Meanwhile, 48 of the SportsAid alumni representing the team have received financial support from the charity since Rio 2016 and its Team GB athletes won 46 medals across 20 sports, with notable beneficiaries including BMX gold medalist and 2021 Supercross world champion Bethany Shriever.
Tim Lawler, CEO of SportsAid, added: “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.”
Entain currently supports 50 aspiring athletes a year from England, Scotland, Wales and Northern Ireland with an annual financial support package contributing towards training, competition, travel and equipment costs.
The partners currently work to supply personal development opportunities and recognition to athletes, such as workshops providing advice on topics such as nutrition, mental wellbeing and media relations.
The announcement follows Entain’s renewal of its support for the Pitching In grassroots football initiative, a multi-million pound partnership which the company has been involved in since December 2020.
“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,” remarked Grainne Hurst, Group Director of Corporate Affairs at Entain.
“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.”
Danny Crates, a Paralympic gold and bronze medallist and 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.”