Never miss a beat

The last nine months have been truly enthralling across the English Football League (EFL), with another memorable season set to draw to a close with the Sky Bet Championship Playoff final at Wembley this Sunday. Will it be Leeds United or Southampton that wins 'the richest game in football' and promotion to the Premier League? Given its long-standing heritage and presence in Yorkshire, it'll come as no surprise as to which team all those at Sky Betting and Gaming will be cheering on.

However, it's not just Leeds United that is getting the brand's full support - Sky Bet and the British Heart Foundation (BHF) have been making a real impact together since the launch of their 'Every Minute Matters' campaign earlier this month.

Over the next 12 months, the landmark partnership will see Sky Bet provide up to £3 million in funding to the vital work of the BHF, with £10,000 donated for every goal during this month's Sky Bet Play-Offs. After a riveting set of games in both League 1 and 2 playoffs, with Oxford United and Crawley Town promoted respectively, this total currently sits at £370,000 going into this weekend. What's more, the 'Every Minute Matters' campaign also aims to recruit 270,000 people to learn CPR through the BHF's RevivR training course, raising the chances of someone being able to save someone's life when the unthinkable happens.

These incredible efforts contribute to Flutter's global sustainability strategy, the Positive Impact Plan, which has four key pillars: helping our customers Play Well, empowering our colleagues to Work Better, working with our communities to Do More, and reducing our environmental impact with our Go Zero plan.

As a result, the partnership is a source of great pride for not just those within Sky Betting and Gaming, but all Flutter colleagues working within its UK and Irish division. This is particularly true for Steve Birch, the Chief Commercial Officer at Sky Betting and Gaming who has worked with the brand since it first began its sponsorship of the EFL back in 2013. According to Steve, it's been "amazing to take our involvement even further and work with the British Heart Foundation to create the 'Every Minute Matters' campaign."