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, the brand’s title sponsorship of the English Football League (EFL) and marketing expertise to amplify BHF’s vital work, fostering a powerful connection between football fans and the lifesaving skill of CPR.
There are 30,000 out of hospital cardiac arrests in the UK each year, and currently fewer than 1 in 10 survive. Furthermore, for every minute that passes without CPR, chances of survival reduce by 10%.
Through it’s ‘Every Minute Matters’ campaign, Sky Bet and British Heart Foundation have established a gold standard for sponsorship collaboration, creating a positive impact on CPR awareness and training, whilst also driving significant growth in core business metrics for Sky Bet, such as brand trust and consideration.
Sky Bet and BHF used the topical and relevant issue of cardiac arrest amongst football players and fans alike as the catalyst to leverage the passion of football fans to amplify BHF’s life-saving mission. By focusing on raising awareness and teaching football fans CPR, the partnership has empowered fans to become lifesavers, while forging a meaningful connection to the cause by using footballing icons, and hard-hitting case studies.
This submission highlights how the partnership’s innovative use of talent, key calendar moments and access to EFL football club fan bases make it a standout candidate for the ‘Sponsorship with a Social Purpose’ award.
