Flutter Entertainment has formed a partnership with Missing People in a strengthening of its Corporate Social Responsibility (CSR) initiatives, pledging to support the charity’s efforts to locate missing adults.

The agreement, branded as the #TogetherforMissing partnership’ will see the FTSE100 gambling group leverage its range of brands and products in its backing of the organisation.

This will include the utilisation of Paddy Power, Betfair, Sky Bet, and PokerStars UK to raise awareness of the charity’s operations and campaigns, as well as contributing a £150,000 donation.

Sue Hammett, Group Head of CSR at the Flutter, said: “It was a real delight to gather at the Hippodrome with the incredible attendees from Missing People, who work endlessly to help reunite loved ones.

“We were honoured to have the Stammers family with us who were brave enough to share their story. This had an impact on everyone in the room and highlighted even further the importance of supporting Missing People. 

“This is another important step in our relationship with Missing People and we hope that our support will continue to help reunite families across the UK.”

To mark the commencement of the campaign, the partners conducted a video launch at a media event at London’s Hippodrome Casino, with the co-developed film demonstrating the charity’s efforts to find and reunite loved ones with their families.

Additionally, PokerStars UK has launched a new deck of cards which are ‘missing’ their Kings, Queens and Jacks, and display the Missing People helpline number for anyone who needs support.

Jo Youle, CEO at Missing People, remarked: “Missing People is pleased to have the opportunity to work with Flutter to help reach an adult audience at high risk of going missing – men aged 18-39. Our support exists for any missing person, every day of the year. 

“Through this partnership we will also be able to highlight adults who are missing. We know opportunities like this to get the message out means so much for families of missing people that the charity supports.”

The charity currently estimates that 170,000 people across the UK go missing annually, of which 63% are male and the highest risk age group is between 18 and 39. Missing People was able to successfully locate 700 adults in 2020.

For Flutter, the partnership represents a strengthening of its CSR policies and operations, building on its decision to join the European Gaming and Betting Association (EGBA) earlier this year, in the process reiterating its commitment to industry responsibility and safer gambling across the continent.