Entain’s award winning and groundbreaking grassroots sport investment programme, Pitching In, is celebrating five years of making a difference across the nation.
Pitching In launched its partnership with the Trident Leagues – comprising of steps three and four of the English non-League pyramid – and the initiative has gone from strength to strength in the time since.
The significance of the programme was recognised in November 2025, when Pitching In was named Grassroots Initiative of the Year at the Global Football Industry Awards. Judges recognised the “commitment Entain has shown to grassroots football over a prolonged period of time”, which has taken various forms.
The Trident Community Fund (TCF), which offers grants of between £1,000-5,000 to start or expand community projects at non-League clubs, has awarded more than £650,000 to support 178 initiatives which have made a tangible difference to people of all ages across the UK.
The TCF started during the Covid-19 pandemic, when leagues were postponed and clubs were in need of support, and the subsequent grants have helped clubs further embed themselves as pillars of their local communities.
In addition, Pitching In continues to play a key role in encouraging people to give up their time to help others. The Pitching In Volunteer Hub, which allows clubs to post voluntary roles on an online portal, has listed hundreds of opportunities and helped clubs expand their numbers with vital support.
Throughout Pitching In’s five years, England legend Stuart Pearce has played a key role as an ambassador to the programme.
Having started his career in non-League with Wealdstone before scaling the heights of the top level, Pearce is keenly aware of the difference financial support makes to clubs in the Trident Leagues.
From surprising eventual 2021 FA Trophy winners Hornchurch at a special training session prior to their memorable triumph, to forming part of the volunteer team at Sporting Club Inkberrow earlier this season, Pearce has consistently supported Pitching In’s various initiatives.
"It has been fantastic to witness first-hand the impact Pitching In has had over the past five years.
"I have really enjoyed seeing the difference the funding is making across the country, as well as meeting the volunteers who keep everything going behind the scenes.
"I know how vital non-League clubs are to their communities and I am proud to be part of a programme which celebrates and acknowledges this. I look forward to seeing how the initiative continues to grow."
Pitching In ambassador, Stuart Pearce
Entain’s Group General Counsel and Chief Customer Care Officer, Simon Zinger said:
“Pitching In was created to strengthen grassroots sport, and five years on we’re proud of the real impact it’s delivering. The funding, the volunteering support, and the energy from clubs across the Trident Leagues have turned this into a programme that genuinely matters. We’re committed to building on that momentum and continuing to back the communities and volunteers who keep non-League football thriving.”
About Entain plc
Entain plc (LSE: ENT) is a FTSE100 company and is one of the world’s largest sports betting and gaming groups, operating both online and in the retail sector. The Group owns a comprehensive portfolio of established brands; Sports brands include BetCity, bwin, Coral, Crystalbet, Eurobet, Ladbrokes, Neds, Sportingbet, Sports Interaction, STS and SuperSport; Gaming brands include Foxy Bingo, Gala, GiocoDigitale, Ninja Casino, Optibet, Partypoker and PartyCasino. The group operates the TAB NZ brand as part of a long-term strategic partnership with TAB New Zealand. The Group owns proprietary technology across all its core product verticals and in addition to its B2C operations provides services to a number of third-party customers on a B2B basis.
The Group has a 50/50 joint venture, BetMGM, a leader in sports betting and iGaming in the US. Entain provides the technology and capabilities which power BetMGM as well as exclusive games and products, specially developed at its in-house gaming studios. The Group is tax resident in the UK and is the only global operator to exclusively operate in domestically regulated or regulating markets operating in over 30 territories.
Entain is a leader in ESG, a member of FTSE4Good, the DJSI and is AA rated by MSCI. For more information see the Group’s website: www.entaingroup.com.