Entain marks five years of Pitching In with continued support for Trident Leagues

Entain's grassroots sport investment programme Pitching In is celebrating its fifth anniversary. The initiative operates across the Trident Leagues through a combination of grant funding, volunteer coordination, and ambassador engagement.

The program supports clubs competing in steps three and four of the English non-League football pyramid.

Pitching In was introduced through a partnership with the Trident Leagues and has maintained that relationship over the past five years, focusing on financial assistance, community projects, and volunteer participation at club level.

Community grants and funding history

Central to the initiative is the Trident Community Fund (TCF), which provides grants ranging from £1,000 to £5,000 ($1,370 to $6,850) to support community-based projects delivered by non-League clubs. Since its establishment, the fund has allocated more than £650,000 ($890,500) to 178 initiatives across the UK.

The TCF was launched during the COVID-19 pandemic, a period when league competitions were postponed, and clubs required financial assistance. The grants have since been used to support projects aimed at serving local communities and engaging participants across different age groups.

Volunteer coordination

Alongside financial support, Pitching In operates the Pitching In Volunteer Hub, an online platform that allows clubs to post available volunteer roles. The portal has listed hundreds of opportunities and has been used by clubs to attract additional volunteers for operational and community activities.

In November 2025, Pitching In received the Grassroots Initiative of the Year award at the Global Football Industry Awards. Judges cited the “commitment Entain has shown to grassroots football over a prolonged period of time” when announcing the program as the recipient.

“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,” said Simon Zinger, Entain’s group general counsel and chief customer care officer.

Ambassador involvement

Former England international Stuart Pearce has served as an ambassador for Pitching In throughout its five-year history. Pearce began his playing career in non-League football with Wealdstone before progressing to the professional game.

"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," said Pearce.

His involvement has included attending a training session with Hornchurch ahead of the club’s 2021 FA Trophy victory and joining volunteer activities at Sporting Club Inkberrow earlier this season.