Admiral’s partnership with the British Heart Foundation demonstrates the power of community-driven charitable giving.
Admiral, the UK’s leading adult gaming centre operator, today announced it has raised over £500,000 for the British Heart Foundation (BHF) through its innovative spare change donation programme and employee fundraising initiatives.
The milestone achievement has been primarily driven by Admiral venue customers kindly donating their spare change. This simple yet effective mechanism has engaged thousands of customers across Admiral’s 290 venues nationwide in supporting vital research into cardiovascular disease, the world’s biggest killer.
Beyond direct donations, the partnership has helped train over 5,500 Admiral team members in lifesaving CPR skills through RevivR, the BHF’s digital CPR training course, as well as providing heart healthy information to Admiral staff.
The company has also installed 57 public access defibrillators in towns and cities such as Colchester and Slough, with all new openings automatically receiving these lifesaving devices.
In addition to this, Admiral are in the process of registering all these devices on The Circuit – the national defibrillator network – ensuring they are visible to the UK’s ambulance services if a cardiac arrest were to occur nearby.
James Sturgess, Regional Operations Director at Luxury Leisure who operate Admiral in the UK said: “This £500,000 milestone reflects the incredible generosity of our customers and the dedication of our teams across the country.
“Our partnership with British Heart Foundation goes beyond fundraising – it’s about making a tangible difference in the communities where we operate. Every rounded-up transaction, every defibrillator installed, and every person trained in CPR contributes to saving lives. We’re immensely proud of what we’ve achieved together and remain committed to supporting BHF’s vital work in fighting cardiovascular diseases.”
The partnership has also seen strong employee engagement, from staff participating in marathons to venue-based fundraising activities. This grassroots involvement has helped BHF reach audiences that might otherwise be difficult to engage with heart health messaging.
Hayley Gunn-Bruce, Head of Corporate Partnerships at the British Heart Foundation, said: “Thanks to the generosity of Admiral customers and colleagues the partnership has raised an incredible £500,000 for the British Heart Foundation, providing essential support for thousands of people in local communities across the country.
“It’s fantastic to see Admiral’s commitment to saving lives in local communities, training staff in lifesaving CPR and placing defibrillators in communities of need cross the UK. There are over 40,000 out-of-hospital cardiac arrests each year in the UK, but less than one in 10 people survive. Quick CPR and defibrillation can more than double the chance that lives will be saved. Together, thanks to partnerships like this one, we can keep more hearts beating across the UK for longer.”
The British Heart Foundation is the UK’s largest independent funder of cardiovascular research, funding at least £100 million of research each year to find new ways to prevent, diagnose and treat cardiovascular disease, which currently affects over 7.6 million people in the UK.
