New Partnership Aims to Combat Gambling Harm Through Football Engagement
Redditch United Football Club has announced a formal partnership with Gordon Moody, appointing the UK-based gambling addiction charity as its official charity partner for the 2025/26 season. The collaboration is a continuation of Gordon Moody’s mission to engage with local communities through sport, following the recent opening of its flagship residential treatment centre in Redditch.
As part of the agreement, Gordon Moody’s branding will appear on the back of players’ shirts and be prominently displayed at The Valley Stadium, the club’s home ground. The charity will also hold a physical presence at matches and events, helping to drive conversations around gambling-related harm and connect individuals with vital support resources.
A Local Partnership with National Purpose
The partnership is deeply rooted in locality and purpose. Gordon Moody, which has long provided residential and online treatment for individuals facing severe gambling-related harm, opened its flagship treatment centre in Redditch late last year. The centre offers specialised programmes, including gender-specific care, for some of the most complex addiction cases in the country.
Monica Shafaq, CEO of Gordon Moody, emphasized the strategic and emotional significance of the partnership:
“This partnership with Redditch United is more than just branding – it’s about building a united front to tackle gambling-related harm head-on. Football has the power to bring people together, and by working with Redditch United, we hope to raise awareness, reduce stigma, and ensure that no one feels that they have to face addiction alone.”
Football as a Platform for Awareness
The announcement comes as part of a broader initiative by Gordon Moody to leverage the influence of sport in public health messaging. Recently, the charity enlisted former professional footballers Dean Sturridge and John Hartson as official ambassadors, using their platforms to champion responsible gambling and mental well-being.
Adding to this momentum, former Premier League footballer and mental health advocate Clarke Carlisle was appointed in May as the charity’s Business Development Manager, aiming to forge deeper connections between sports organisations and the gambling treatment community.
Club and Charity Aligned in Community Impact
Redditch United Chairman David Faulkner welcomed the partnership, stating:
“We are thrilled to welcome Gordon Moody as our official charity partner. Their dedication to addressing gambling-related harms aligns perfectly with our commitment to supporting the well-being of our community. Together, we can make a meaningful difference in the lives of those affected.”
As part of the initiative, community outreach events and educational campaigns are expected to run throughout the season, reinforcing the message that help is available and accessible for those impacted by gambling harm.
About Gordon Moody
Founded in 1971, Gordon Moody is a UK charity offering therapeutic treatment and support services for people experiencing gambling addiction. It operates residential centres, digital programmes, and outreach support and remains one of the few organisations in the UK dedicated solely to severe gambling harm.
