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 turned Hollywood actor Vinnie Jones has signed for Sky Bet and the British Heart Foundation by joining their ‘Every Minute Matters’ campaign ahead of transfer deadline day.

With less than 48 hours until the summer window slams shut, Sky Bet – in partnership with the cardiovascular research charity – pulled off a stunning coup by luring former Wimbledon, Leeds United and Chelsea hard man Jones as part of their star-studded ‘Re-Starting 11’ squad including Graeme Souness and Luton captain Tom Lockyer.

As part of the ‘Every Minute Matters’ campaign, which seeks to educate people on potentially life-saving CPR training, Sky Bet and the British Heart Foundation have set a target of 270,000 people to start learning CPR by the end of the 2024-25 campaign, which got underway just less than a fortnight ago.

Jones posed for a series of photographs with his ‘Every Minute Matters’ No 4 jersey to confirm the move.

The 59-year-old actor has a long-standing relationship with the British Heart Foundation, having played a starring role in their Hands-Only television advert back in 2012.

The Every Minute Matters campaign seeks to educate people on life-saving CPR training

Upon signing his new deal, Jones said: ‘Out of all my roles on and off the pitch, teaming up with Sky Bet and the BHF might just be one of my most important roles. It quite literally could be lifesaving.

‘Sky Bet’s football fan survey shows that low awareness and lack of confidence is holding fans back from stepping up, but the reality is fans have nothing to fear as learning CPR is simple and easy and only takes 15 mins with the BHF’s online RevivR tool.

‘That’s why, this season I’m urging football fans to back the Every Minute Matters campaign and ask themselves one simple question – will they stand by or will they step up to learn CPR and potentially save someone’s life.’

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

‘He did some incredible work with the British Heart Foundation back in 2012 and we just felt he was the right guy to bring in at this time to help drive us towards the incredible goal of having 270,000 people learn CPR – anyone taking the time out to do this could make a real difference, by literally saving a life. Every, Minute, Matters.’

Former Wimbledon footballer Jones said that teaming up with Sky Bet and the British Heart Foundation could be ‘one of my most important roles’ as it ‘could quite literally be lifesaving’

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

The Wales international’s life was saved by the use of CPR and defibrillation, and he has since been fitted with an implantable cardioverter defibrillator device following five days in hospital. 

There are more than 30,000 out of hospital cardiac arrests in the UK each year, equating to at least five every 90 minutes.

Each minute that passes without CPR reduces the chance of survival by up to 10 per cent. And tragically, less than one in ten people survive, often because those around them lack the skills or confidence to perform CPR. 

Luton star Tom Lockyer praised the nation’s response to the Every Minute Matters campaign 

A star-studded line-up of people involved in football come together for a lifesaving campaign

Sky Bet Chief Commercial Officer Steve Birch said: ‘Our biggest goal with Every Minute Matters is making a real difference by funding the BHF’s vital work and getting more people to learn CPR. 

‘I can’t think of a better person to add to our team to continue the momentum towards 270,000than Vinnie Jones.’

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