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GVC Holdings, one of the largest gaming and sports betting companies in the world, has announced the launch of ‘Pitching In’, a multi-million pound investment programme, in association with Trident Leagues to support and promote grassroots sports across the UK in view of the damage caused by Covid-19 outbreak.

Trident Leagues comprises Isthmian, Northern Premier and Southern Leagues, which form the seventh and eighth tiers of the English football league system.

The 2019-2020 season of the Trident Leagues was declared null and void following the Covid-19 outbreak, resulting in sizeable revenue loss. GVC will also facilitate and encourage community volunteers to support the leagues.

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

GVC’s chief executive Shay Segev said: “In a world where local and grassroots sports are under increasing financial pressure, we believe our Pitching In Investment Programme will play a pivotal role in supporting the next generation of British sporting heroes”.

“Today’s partnership announcement with the Trident Leagues is a hugely positive step in this direction and underlines our commitment to support both grassroots sport, and the communities in which we operate.”

Isthmian chairman Nick Robinson, Northern Premier chairman Mark Harris, and Southern League vice chairman Anthony Hughes also welcomed the move.

They said: “Community is at the heart of non-league football, so the Pitching In partnership is a perfect fit for us; GVC’s commitment to grassroots sport is clear from their previous work, and this investment shows huge belief in the importance of grassroots sport”.

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