Flutter Entertainment plc has teamed up with Missing People to help support their important work with missing adults and their families. The partnership will involve utilising the collective reach of the Group’s UK brands, including Paddy Power, Betfair, Sky Bet and PokerStars UK to raise awareness and to boost the charity’s campaigns.
It launches today with a message from Paddy Power ambassador, Peter Crouch:
A Father’s Day activation will follow from PokerStars later this month.
The #TogetherforMissing partnership will be seeded by a £150,000 donation from Flutter to support Missing People over the next 12 months, as well as opportunities for Flutter colleagues to get involved and support the charity’s work themselves.
This partnership follows a successful activation by Paddy Power in August 2020. The Brand partnered with Motherwell FC, filling the south stand at Fir Park with more than 1000 cardboard silhouettes to represent fans that were missing from football but also missing in real life, as well as placing missing people posters in Paddy Power shop windows across the UK near the location of where they were last seen to raise further awareness.
Every ninety seconds someone is reported missing in the UK with men accounting for over 63% of missing adults. The scale and demographic of Flutter’s brands and audiences provides an opportunity for Missing People to reach and help more people than ever before. This comes at a crucial moment as the charity reports that the number of vulnerable adults contacting their Helpline has risen by almost 20% over the last year.
Peter Jackson, Flutter Entertainment CEO said: “We are delighted to build on our partnership with Missing People and come #TogetherforMissing following a year that has seen such extraordinary challenges. The statistics around missing people in the UK are stark with 1 in 500 adults going missing every year and over one million people affected by a disappearance. The issue of people going missing is one which will sadly affect some of Flutter’s customers and colleagues at some point, so we hope our partnership can help continue the brilliant efforts of Missing People.”
Jo Youle, CEO of Missing People said: “After our successful campaign with Paddy Power last year we are really looking forward to working with Flutter over the next year to build awareness of our services for people in crisis. Flutter’s target audience means they are in a unique position to ensure that together we can engage with a large group of men aged 18-39 who are at the highest risk of going missing. Through our partnership we want to raise awareness of the issue, let more people know where to turn, and ask for the public’s help in the search for missing adults – something families we support have told us is especially important right now.”