Every Minute Matters

Client: British Heart Foundation

The Sky Bet and British Heart Foundation (BHF) partnership exemplifies the power of brands uniting to create lifesaving impact. Launched in May 2024, the partnership centres on the message “Every Minute Matters” reflecting the urgency of football’s biggest moments and the reality that every minute without CPR reduces survival chances by 10%.

Through storytelling, multi‑channel activations and the support of English Football League (EFL) clubs, the partnership exceeded expectations, engaging over 300,000 in CPR training in its first year, surpassing the 270,000 target. Now the campaign is hurtling towards nearly half a million people engaged in CPR.

Sky Bet used its reach, EFL sponsorship and marketing expertise to amplify BHF’s mission, forging a powerful connection between football communities andCPR. A standout moment came at the EFL Play‑Offs in May 2025, marking the partnership’s first anniversary. Sky Bet and BHF delivered live CPR training on Wembley’s pitch to 90,000 fans, with Vinnie Jones and cardiac arrest survivor Tom Lockyer. Across the weekend, 1 minute kick‑off delays drove national media attention and reinforced the campaign message of ‘Every Minute Matters’.

This submission demonstrates how education through football, shared values and strong results make the partnership a strong contender for this award