Entain & #Pitchingin

A commitment to grassroots sport and our communities.

Commitment to the cause

Pitching In is an Entain initiative to support and develop grassroots sport in the UK.
Through Entain’s Ladbrokes brand, the Pitching In programme helps non-league clubs improve their facilities and provides a platform for aspiring athletes to chase their dreams.
The multi-million pound, multi-year investment programme works with Isthmian, Northern Premier and Southern League clubs, as well as over 50 SportsAid-supported athletes, to champion their achievements and tell their stories.
Sportsbeat have worked as Pitching In’s official content creation, syndication and social media agency since the partnership’s launch back in August 2020, generating a high-value, high-profile footprint of media coverage across a range of different content strands.
These have included the Trident Community Foundation, newly-launched Volunteer Hub, FA Cup and FA Trophy coverage, Pitching In’s recent sponsorship of Camden Town Women FC, in addition to a continued drumbeat of editorial and initiatives with the partnership’s supported cohort of SportsAid athletes.

Results off the pitch

Sportsbeat produced over 150 individual stories for syndication to UK media across the course of 2022, including over 100 specific non-league football pieces from across a wide variety of Northern Premier, Isthmian and Southern League clubs.

These have been bolstered by our 50-plus pieces of editorial with Pitching In’s SportsAid-supported athletes, using several editorial hooks in our content calendar to produce stories and video content with the next generation of talent.

With in excess of 25,000 pieces of coverage generated across a wide variety of UK media in 2022, Sportsbeat delivered on a number of Entain’s KPIs and metrics including readership, circulation and Advertising Value Equivalency (AVE).

Sportsbeat-generated coverage consistently appears in all corners of the United Kingdom, revolutionising the visibility and awareness of the Pitching In initiative and helping fire grassroots sporting fever to new heights.