London-listed betting and gaming operator GVC Holdings has partnered with the Professional Players Federation (PPF), a body representing over 17,500 professional sports people in the United Kingdom.

The new partnership will see GVC contribute to sports betting integrity education initiatives undertaken by the PPF to help ensure that all players across all sports are educated about sports betting integrity.

GVC will help fund tutor training, team educational visits and e-learning programmes across a variety of sports targeting young players and senior professionals.

“British sport is amongst the most respected in the world and is intrinsically linked to our business,” said GVC head of regulatory affairs David Foster. “That is why we believe it is important that we play our part to guard against the dangers and temptations that young professional sportspeople may face.

“We are therefore delighted to partner with the Professional Players Federation and look forward to supporting the vital work they carry out. Sportsmen and women in the UK are watched throughout the world and GVC is delighted to support the PPF’s work protecting sporting integrity.”

PPF chairman Brendon Batson OBE said: “We are thrilled to welcome GVC to the partnership to promote sports betting integrity in the UK. Education is one of the best defences against the threat of match fixing and it’s great to see another leading betting company supporting this important work.

“GVC’s support will enable us to expand our education to include more sports and reach more athletes with a special emphasis on young players.

“The partnership is a great example of how sport and the betting industry are working together to protect British sport and its reputation for integrity.”