Entain ups social responsibility efforts to fund Gordon Moody alumni programme

Gordon Moody has secured funding from the Entain Foundation, which will be the only financial backer of its two-year Alumni Project, a nationwide gambling support network.

Entain’s support for the nationwide programme marks a continuation of its partnership with problem gambling treatment organisation Gordon Moody, with the duo having worked together for over six years.

The FTSE100 gambling group’s cooperation so far has seen financial donations and resource allocation, contributing to development of Gordon Moody’s Gambling Therapy app, a women’s residential programme and COVID-19 pandemic services, as well as signposting.

Barry Gibson, Chairman of Entain, said: “We have been proud and active supporters of Gordon Moody for a number of years now, and are delighted to continue that support with the funding of the charity’s Alumni Project. 

“This is in addition to the more than £40m we have voluntarily donated to GambleAware, who commission treatments for gambling addiction across England, Scotland and Wales, free at the point of delivery.

“Gordon Moody’s Alumni Project will be the first time that those who have completed their treatment will be able to support those seeking treatment. It will provide people who are most at risk from gambling harm with direct support from those who have been in their position and recovered.”

Moving forward, Gordon Moody’s Alumni Project will begin in April and cost around £740,000 over its initial two years, with the entire figure provided by the Entain Foundation.

The charity’s Head of Service Development, Clinical Director and the members of its Clinical Governance Committee will oversee the programme, which functions as a network of recovering problem gamblers who have undergone Gordon Moody treatment.

Participants will work to support others who are seeking or have recently finished treatment, with elements including a peer mentor programme with training and supervision capabilities offered both before and after treatment.

Lastly, the alumni members will have the option of taking on ‘flexible’ part-time and full-time paid positions, with plans to create a steering group to share experience and help inform and improve existing treatment programmes.

Matthew Hickey, CEO of Gordon Moody, added: “The Alumni Project will help Gordon Moody reach more people who need our support by putting the voice of lived experience at the heart of both our engagement and residential services. 

“Support from the Entain Foundation is crucial to help Gordon Moody grow its services and meet the demands of those needing treatment and support. We are delighted to continue our work with Entain and for their ongoing support and financial donations.”

For the Entain Foundation, the expansion of its Gordon Moody partnership marks the first major development for the organisation since some sports-focused deals signed last year with the Trident Leagues grassroots football tournaments. 

However, the social responsibility organisation has found itself taking on an enhanced role within Entain’s wider operations, with the group stating that the launch of its bwin brand in Zambia last year would build on the Foundation’s successes in safer gambling and societal impact.