Every Minute Matters Campaign

Client: British Heart Foundation

The Sky Bet and British Heart Foundation (BHF) partnership epitomizes the power of purpose-driven collaboration between two great brands. This past year, the partnership has leveraged Sky Bet’s audience, sponsorship of the English Football League (EFL) and marketing expertise to amplify BHF’s life-saving work, fostering a powerful connection between football fans and the lifesaving skill of CPR.

The partnership not only promises to donate £3 million for cardiovascular research and community defibrillators, but also has a target of engaging 270,000 people with the BHF’s CPR training tool RevivR by June 2025.

Through multi-channel storytelling and support from EFL clubs, the collaboration inspired action; the partnership has already engaged 190,953 football fans in CPR.

A standout feature was the launch at Wembley Stadium during the play offs in May 2024. After joining the ‘Restarting 11’ cardiac arrest survivors Glenn Hoddle, David Ginola, and Tom Lockyer joined people with their own stories to lace up their boots and kick off our partnership with a bang- engaging over 35,000 individuals in CPR through Sky Bet’s platforms. This submission highlights how the partnership’s innovative approach to education, alignment of values, and exceptional results make it a standout candidate for Marketing Partnership of the Year.