William Hill has announced it will donate 100% of profits made from the Eurovision market to Support Ukraine, a charity that helps Ukrainian refugees in London.
The funds will be used to provide meals and humanitarian aid to Ukrainians who fled to the UK, including children's toys and books.
Support Ukraine also sends food and provisions to families who remain in Ukraine.
William Hill spokesperson Lee Phelps said: “We will be pledging 100% of our profits made on the Eurovision market to the brilliant Support Ukraine charity.
“If you place a bet on the Eurovision market this weekend, Ukraine will win regardless of if customer bet slips are successful.”
The final figure from William Hill will be announced on Monday following the Grand Final event at the weekend.
Phelps continued: “It has been over a year since millions of Ukrainians had their worlds turned upside down, and on the weekend of a Eurovision that should be being held in Kyiv, it is a stark reminder that the fight is ever-present – but so too are the relief efforts, and the resilience shown by a nation with a heart of steel.
“We must not forget the disasters Ukrainians are still battling through, and the continued support Ukrainians require both in their home country and for those who have sought refuge here in the UK.”
The Eurovision markets are already proving to look formidable, with the latest figures from Entain showing a 23% increase in bets this year.
A spokesperson for Support Ukraine said: “We are immensely grateful for all the support Ukrainians have received from the UK and British people, and for their grand offer to host Eurovision on behalf of Ukraine.
“We are especially thankful to William Hill for their fantastic gesture to donate all profits from betting on the event to our cause. We are deeply touched.
“The money will help provide necessities to those affected on or near to the front line and de-occupied territories, including medical aid such as medicine and much needed medical evacuation vehicles.”
