Grass Roots Sports Benefit From Gaming Success

Grass Roots Sports Benefit From Gaming Success

An increasing number of betting firms have signed sponsorship deals in sport recently, prompted by the relaxation in the gambling laws in the US. This brings considerable benefits for both the sport and the betting firm, bringing together two things that are a natural fit.

However, Entain is one betting company that has been investing in sports for some time. One of the global leaders in the world of gambling, their success has enabled them to offer significant support to sports at the grassroots level.

Here’s a closer look at the work being done to support up-and-coming athletes and grassroots sports of all kinds.

Hot Target For Takeover Bids


Entain’s rapid growth and success has made it a target for other betting firms who are keen to piggyback on the work they’ve carried out. Known for their innovative approach and expertise in the latest gambling tech, Entain has been the subject of two giant bids in the past year.

MGM already has a partnership with Entain, BetMGM. This initiative has proven to be a big hit since it was launched, prompting MGM to make a bid to buy Entain outright. A proposal for $8 billion was refused by the Entain board, with executives unenthusiastic about the idea of joining forces. The failure to acquire Entain came as a massive blow to MGM, who were banking on the deal to help them secure a more significant share of the lucrative US market.

But MGM weren’t the only ones looking to get a share of the Entain pie, with DraftKings putting in their own bid nine months later. In September 2021, DraftKings made an indicative offer of £16.2 billion, but this also failed, with Entain pointing to their sustained record of momentum and growth.

Entains track record over the past 12-18 months and presence in the competitive US market, plus other English-speaking countries, means that its one of the hottest betting firms around. This has enabled it to pursue its community interests, including its charitable initiative, Pitching In.

Sponsorship Deals and Support

Entain has many brands under its umbrella, including the award-winning casino PartyCasino, a brand that has been enjoying impressive growth and success over recent years. This casino service is a perfect example of high-profile sponsorship campaigns, such as the partnership with McLaren Racing.

However, what really makes Entain stand out from the crowd is its enthusiasm for grassroots sports.

In September 2019, they launched the Entain Foundation, an initiative designed to support their good causes and projects more effectively. Their commercial success has meant that they have been able to increase their contributions, providing invaluable support to grassroots athletes and clubs.

The Pitching In project went live in September 2020, and as a multi-year, multi-million initiative, it was created to provide support to clubs in the seventh and eighth tiers of English football, the Isthmian, Northern Premier and Southern Leagues.

They have also partnered with SportsAId to provide promising British athletes with funding, plus offering personal development opportunities to facilitate success. Every athlete supported receives an annual package of financial support plus access to workshops and other expertise.

SportsAid and Pitching In are two of the biggest and most successful community projects which support grassroots sports, but they’re not the only initiatives Entain is involved in. Others include the partnership with the Professional Players Federation, the German Sports Integrity Forum and inter Milan to promote female participation in football.

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