The British Heart Foundation doesn’t believe it is promoting gambling after partnering with Sky Bet to raise awareness for CPR training among soccer fans. [Image: Shutterstock.com]

The British Heart Foundation (BHF) has defended its partnership with gambling operator Sky Bet, saying the aim of the relationship is to help promote its cardiac arrest campaign rather than highlight the operator in any way.

The campaign aims to get soccer fans to educate themselves about CPR so they can help when emergencies arise at stadiums during games. Sky Bet is the current title sponsor for the English Football League (EFL), which is why the two parties came together.

goal of raising as much as £3m ($4m) to drive the education efforts

The BHF was responding to inquiries from Civil Society after some people questioned the arrangement. The foundation partnered with Sky Bet in May and it has a goal of raising as much as £3m ($4m) to drive the education efforts.

Speaking to Civil Society, Coalition to End Gambling Ads Director Will Prochaska criticized the partnership, saying it is “another low for the charity sector in Great Britain” and that these organizations shouldn’t “wash the reputations of harmful industries.”

Researcher Alex May expressed similar concerns and said that because the BHF’s branding is next to Sky Bet’s during the campaign, it is still publicizing the operator.

BHF Corporate Fundraising Director Teresa Hicks emphasized the results the campaign is generating so far and believes the relationship will lead to positive change.