Sky Bet and the British Heart Foundation (BHF) have joined together to launch ‘Every Minute Matters’ in an effort to urge more people to learn life-saving CPR. 

The campaign will aim to recruit 270,000 people to learn lifesaving CPR over the course of the next 12 months and includes a ‘Re-Starting 11’ of former and current footballers, including Graeme Souness, Glenn Hoddle, David Ginola, Tom Lockyer, Fabrice Muamba, Megan Tinsley and Charlie Wyke, as well as football fans who have either survived a cardiac arrest or saved someone’s life. 

Sky Bet will be pledging to donate up to £3m ($3.75m) to support the BHF over the next year, starting with £10,000 for every goal scored during normal and extra-time of the Sky Bet Play-Offs. 

‘Every Minute Matters’ will urge people to take just 15 minutes, the same length as a half-time period, to learn CPR via the BHF’s free and easy to use digital tool called RevivR. 

The ‘Re-Starting 11’ will raise awareness, provide insight into their own experience and deliver practical support to help the public learn CPR during the course of the Sky Bet Play-Offs. 

BHF Chief Executive Dr Charmaine Griffiths said: “Millions have watched as players and fans have suffered devastating cardiac arrests in football stadiums – cardiac arrests really can happen to anyone, anywhere and at any time. 

“Every Minute Matters will equip thousands of fans with lifesaving CPR skills, giving them the confidence to step in during the ultimate medical emergency. It will also improve access to defibrillators in communities across England, and fund millions of pounds of groundbreaking research into new treatments and cures for heart conditions. 

“With the support of legends from the world of football who have been affected by devastating heart conditions, this ambitious partnership will undoubtedly save lives.”  

Sky Bet CCO Steve Birch added: “We’re incredibly proud of our title sponsorship of the Sky Bet Play-Offs and it’s amazing to take our involvement even further and work with the British Heart Foundation to create the ‘Every Minute Matters’ campaign. 

“It’s extraordinary to think that in just 15 minutes we can learn such a valuable skill and the real-life stories from the ‘Re-Starting 11’ are truly powerful. We’re confident the £3m we hope to raise will make a big difference for the BHF and that we can achieve the goal of seeing 270,000 people learn lifesaving CPR through the RevivR training course. 

In other CSR news, the UK’s National Lottery operator Allwyn last week showed its support for the 2024 Wings for Life World Run charity event.