The programme, Pitching In, has been launched via a flagship partnership with the Isthmian, Northern Premier and Southern Leagues, which form levels seven and eight of the English football league pyramid.
The partnership will continue for multiple years with the leagues, collectively known as the Trident Leagues, each adopting Pitching In as its title sponsor.
The aim is to deliver essential funds to the three leagues which try to cope with the consequences of the coronavirus lockdown, that saw the entire non-league system below the National League, null and void the 2019/20 season.
Additionally, a key focus will be to facilitate community volunteering and help link local GVC colleagues with their local clubs, as well as delivering educational programmes on responsible gambling and sports integrity to all the league’s clubs.
Former England international Stuart Pearce, who won 78 caps for his country, has signed up as the official Pitching In Ambassador.
GVC CEO 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.”
The operator added that in keeping to its decision taken in 2019 to pull-out of UK football sponsorship, the partnership won’t promote any of the group’s betting brands.
