LFC Foundation plans to further increase its fundraising efforts and support 500,000 people a season by 2030. Now, Liverpool FC’s official betting partner Ladbrokes has announced its support for the foundation’s fundraising drive.

Ladbrokes, owned by Entain, will place a £100 accumulator charity bet for every remaining Premier League round of fixtures in 2024-25 – with a view to continue next season – starting with the Merseyside derby at Anfield on April 2.

All winnings from Ladbrokes’ charity bets will be donated to LFC Foundation at the end of the season, helping fund important programmes across several areas of impact, including health, learning and employability. On the occasions that the accumulator bets are unsuccessful, LFC Foundation will receive the value of the £100 stake as a donation.

In 2023-24, the Reds’ official charity supported more than 127,000 people and generated £92 million of social value to the Liverpool City Region, taking the total over the last four years to an impressive £284.48 million, including just under £30 million directly into the local economy. Last season for every £1 invested, LFC Foundation was able to generate a return of £13.70 back into the community.

Earlier this year, LFC Foundation launched its new long-term strategy, with the target of doubling funding and supporting more than half a million people across the Liverpool City Region and beyond by 2030.

Matt Parish, chief executive of LFC Foundation, said: “We are grateful to Ladbrokes for their support. These proceeds will go towards supporting vital programmes that help hundreds of thousands across the Liverpool City Region.

“The foundation recently launched an ambitious new strategy with the aim of supporting 500,000 people by 2030. The support of our partners is integral to the work we do and in achieving these ambitious targets, and every contribution will help us make a meaningful difference.

“With Ladbrokes’ support, we can continue to tackle social inequalities facing our communities and deliver measurable, life-changing programmes in our local communities and beyond.”

Gemma Bell, head of sponsorship at Ladbrokes, said: “We’re really happy to support LFC Foundation’s drive to double their donations. By placing these charity bets on our own behalf, we’re combining our passion for football with a meaningful commitment to give back and contributing to the foundation’s efforts to increase its impact and support more people.”

Gordon Moody, a leading charity providing support for individuals affected by gambling addiction, has partnered with No Trace to produce the upcoming short film “Terminal,” which tells the story of a young British South-Asian man grappling with addiction to fixed odds betting terminals (FOBTs). This collaboration aims to raise awareness of the devastating impact of gambling addiction and provide support to those in need.

Terminal follows the journey of a young man called Rav, played by Jaz Singh Deol as he becomes increasingly consumed by his addiction to FOBTs. The film explores the psychological and emotional toll it takes on his relationships, his mental health and his future whilst highlighting the often-overlooked experiences of individuals from minority communities with its raw, empathetic portrayal of the struggles faced by those battling gambling addiction.

Gordon Moody CEO Monica Shafaq said: “We are thrilled to partner with Terminal to help shine a light on the challenges faced by individuals living with gambling harm, particularly within the British South-Asian community. This powerful film provides a much-needed narrative that speaks to the heart of the issue, allowing us to reach new audiences and foster a deeper understanding of the realities of gambling related harm and the stigma faced by many which prevents them from reaching out for help. At Gordon Moody, we are dedicated to offering life-changing support, and we hope this film will spark meaningful conversations for those that the film resonates with.”

Writer/Director of Terminal, Sunny Bahia, said: “Terminal is not just a film, it’s a conversation starter. Gambling addiction is a hidden struggle that often goes undiscussed, especially in communities where stigma and silence prevail. My goal with this film was to create a piece that is both artistically compelling and also socially relevant whilst remaining true to my own experiences with gambling harm. Having the support of Gordon Moody on this project has been an incredibly rewarding experience, and I hope the film opens doors for more awareness, more support, and ultimately, more lives saved.”

Lead Actor, Jaz Singh Deol who plays Rav, said: “Portraying a character who develops and struggles with gambling addiction was both challenging and deeply meaningful. Preparing for the role has opened my eyes to an issue that affects millions, yet remains largely invisible. I hope this film helps break the stigma around addiction and encourages more people to seek help. It’s been an honour to bring this important story to life and to collaborate with Gordon Moody.”

Gordon Moody is hosting an exclusive private media screening and panel discussion on Thursday 10 April. The screening will take place at the Birmingham Odeon Cinema from 2 pm.