Entain marks five years of Pitching In grassroots programme

Entain Pitching In programme is now five years old. This is an initiative that supports grassroots football and local communities across the UK. It was launched in partnership with the Trident Leagues and has grown steadily since. Pitching In helps with delivering financial support, volunteer recruitment and national recognition. Over the past five years, Pitching In has become a central part of Entain’s community strategy. The funding and practical support helps non-League clubs be community hubs.

What Is the Pitching In Programme?

Pitching In is Entain’s grassroots sport investment programme launched with support from Trident Leagues. Trident leagues operate at steps three and four of the English non-League football pyramid. The idea behind Pitching In was to provide long-term, practical support to clubs.  

“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.” – Simon Zinger, Group General Counsel and Chief Customer Care Officer at Entain.

The programme focuses on three main areas:

• Direct financial funding.
• Volunteer recruitment.
• Wider community engagement.

Since its launch, Pitching In has expanded in scope and visibility. It has become one of the most established corporate-backed grassroots initiatives in UK football.

The Trident Community Fund

An important part of Pitching In is the Trident Community Fund (TCF):

• This provides grants of between £1,000 and £5,000 to non-League clubs.
• The grants help to start or expand community projects that benefit the community and people of all ages, both on and off the pitch.

So far, over £650,000 has granted to 178 initiatives across the UK.

Encouraging Volunteering at Grassroots Level

Pitching In also places a strong emphasis on volunteering. Through the Pitching In Volunteer Hub, clubs can advertise voluntary roles via an online platform. This helps them recruit support for matchdays, events and community activity.

Hundreds of volunteering opportunities have been listed through the hub and this has helped to address one of the biggest challenges non-League clubs face. The initiative has helped clubs expand their volunteer base while encouraging wider community participation in grassroots sport.

Ambassador Support and Industry Recognition

Stuart Pearce, the former England international player, has been an ambassador for Pitching In since it began during the COVID-19 pandemic. Pearce began his playing career in non-League football with Wealdstone.

"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." – Stuart Pearce, Pitching In Ambassador

In November 2025, Pitching In was named Grassroots Initiative of the Year at the Global Football Industry Awards. Judges cited Entain’s long-term commitment and the programme’s sustained impact across the grassroots game.

Looking Ahead

Entain’s Group General Counsel and Chief Customer Care Officer Simon Zinger said the company is committed to building on the programme’s progress. Entainintends to continue backing the communities and volunteers behind non-League football.