Vinnie Jones signs for Sky Bet and British Heart Foundation’s ‘Every Minute Matters’ campaign ahead of transfer deadline day… as he urges fans to save lives by learning CPR

Football legend and now Hollywood actor Vinnie Jones has signed with Sky Bet and the British Heart Foundation by joining their ‘Every Minute Matters’ campaign ahead of the transfer deadline.

With less than 48 hours to go until the summer transfer window, Sky Bet – in partnership with the cardiovascular research charity – have pulled off a stunning move by luring former Wimbledon, Leeds United and Chelsea player Jones as part of their all-star ‘Re-Starting 11’ team, which includes Graeme Souness and Luton captain Tom Lockyer.

As part of the ‘Every Minute Matters’ campaign, which aims to educate people about potentially life-saving CPR training, Sky Bet and the British Heart Foundation have set a target of 270,000 people being started on CPR by the end of the 2024-25 campaign, which launched less than two weeks ago.

Jones posed for a series of photographs in his ‘Every Minute Matters’ number 4 shirt to confirm his move.

The 59-year-old actor has a long-standing relationship with the British Heart Foundation and starred in their 2012 TV advert Hands-Only.

The Every Minute Matters campaign aims to inform people about life-saving CPR training

On signing his new deal, Jones said: “Of all my roles on and off the pitch, working with Sky Bet and the BHF could be one of my most important. It could literally be a life-saver.

A survey of football fans conducted by Sky Bet has revealed that fans are slow to take action due to a lack of awareness and confidence. In reality, fans have nothing to fear as learning CPR is simple and easy and takes just 15 minutes using the BHF’s online RevivR tool.

‘That’s why I’m calling on football fans this season to support the Every Minute Matters campaign and ask themselves one simple question: will they stay there or will they learn CPR themselves and potentially save someone’s life?’

Souness, co-manager of Re-Starting XI, added: ‘We all know Vinnie’s personality on the pitch but this man cares.

‘He did some incredible work with the British Heart Foundation in 2012 and we just felt he was the right man to bring in at this time to help us achieve the incredible goal of teaching 270,000 people CPR. Everyone who takes the time to do this can make a real difference by literally saving a life. Every minute counts.’

Former Wimbledon footballer Jones said the partnership with Sky Bet and the British Heart Foundation could be “one of my most important roles” as it could “literally be a life-saver”

Luton captain Lockyer, who suffered a cardiac arrest during a match against Bournemouth in December 2023, praised the national response to the ‘Every Minute Matters’ campaign earlier this year.

The Wales international’s life was saved by CPR and defibrillation, and after five days in hospital he was fitted with an implantable cardioverter defibrillator.

In the UK, there are more than 30,000 out-of-hospital cardiac arrests each year, at least five every 90 minutes.

Every minute that passes without CPR reduces the chance of survival by as much as 10 percent. And tragically, fewer than one in ten people survive, often because those around them do not have the skills or confidence to perform CPR.

Luton star Tom Lockyer praised the national response to the Every Minute Matters campaign

An all-star cast of people involved in football come together for a life-saving campaign

Steve Birch, Chief Commercial Officer at Sky Bet, said: “Our biggest aim with Every Minute Matters is to make a real difference by funding the vital work of the BHF and helping more people learn CPR.

“I can’t think of a better person than Vinnie Jones to add to our team and continue the momentum toward 270,000.”

To learn CPR in just 15 minutes, visit bhf.org.uk/revivr