A new partnership with fan engagement platform Own the Pitch will allow Norwich City supporters to own a digital plot of the Carrow Road pitch, while boosting the number of AEDs (Automated External Defibrillators) in Norfolk.
As well as supporting the installation of these vital lifesaving devices, supporters will win cash prizes for a real-life match event, such as a goal or crucial tackle, that occurs on their digitally-owned plot.
With an average of over 60 events per match, Norwich City and Own the Pitch expect to raise over £6,000 per game and over £100,000 during the course of this season to support the East of England Ambulance Service NHS Trust to address the shortage of defibrillators in Norfolk.
The UK witnesses around 30,000 out-of-hospital Sudden Cardiac Arrests (SCA) every year and, shockingly, only one in 10 survive. There are around 270 deaths in schools alone each year, resulting from SCA. There are over 3,500 per year in the East of England.
An AED can increase the chance of survival by 50% to 70% if deployed within 5 minutes of a cardiac arrest.
How Own the Pitch works
- Plots on the virtual Carrow Road pitch start at £12 for the remainder of the 2023/24 season
- Each plot comes with a digital certificate of ownership
- There are five different events that trigger cash prizes, from £500 for first goal, to £5 for a tackle
- Plots are on sale now, here: https://norwichcity.ownthepitch.com
Own the Pitch
Own the Pitch have the aim of uniting clubs and supporters to leverage the power of football to bring about positive and tangible change and support for local communities.
“The overall mission for Own the Pitch is to partner with at least one football club in each of the ambulance regions within England, Scotland and Wales to help make a huge difference on a national level,” said Nick Townend, Own the Pitch chief executive officer.
Townend continued: “We’re delighted that a club with the history and prestige of Norwich City has agreed to partner with us to help us on our mission.”
Operated by York-based Ideas Projects Limited, Own the Pitch is regulated by the UK Gambling Commission.
Ed Turnham, head of sales and acquisition at Norwich City said: “From the first conversations with Michael from Elite Sports Marketing and subsequently Nick and Shaun from Own the Pitch, it was clear to see and feel the passion that they have for the product.
"What the guys have developed is unique and exciting, and when you also consider its strong community focus that will mean the donation of AEDs into the East of England Ambulance Service Trust (EEAST), directly impacting communities across the east of England, it’s something we’re keen to support."