The British Heart Foundation (BHF) has recently come under scrutiny for its partnership with gambling operator Sky Bet. However, the foundation has defended this collaboration, stating that the primary goal is to promote its cardiac arrest campaign rather than highlight the gambling operator.
The campaign aims to educate soccer fans about CPR so they can assist during emergencies at stadiums. Sky Bet is currently the title sponsor for the English Football League (EFL), which is why the two parties have joined forces. The ultimate objective is to raise £3 million ($4 million) to support education efforts.
In response to criticism from some individuals and organizations, the BHF explained that the partnership with Sky Bet was established in May with the intention of raising funds for their educational initiatives. Despite concerns raised by critics such as Coalition to End Gambling Ads Director Will Prochaska and researcher Alex May, BHF Corporate Fundraising Director Teresa Hicks remains confident in the positive impact of the campaign.
While Prochaska believes that the partnership is detrimental to the charity sector in Great Britain, Hicks emphasizes the positive outcomes being achieved through the collaboration. She maintains that the campaign is making a difference and will ultimately lead to beneficial changes in CPR education and awareness.
Overall, the BHF’s partnership with Sky Bet aims to raise awareness about CPR training among soccer fans and empower them to respond effectively in emergency situations. Despite the controversy surrounding the collaboration, the foundation remains committed to its mission of promoting heart health and saving lives through education and advocacy.