A one-minute delay. A life-saving message.

Between 5th and 9th February, all 72 EFL clubs will kick off one minute later than scheduled. Not for broadcast. Not for logistics. For awareness.
The shift is part of Sky Bet and the British Heart Foundation’s Every Minute Matters campaign — a simple intervention designed to underline a critical truth: in a cardiac arrest, every minute without CPR reduces the chance of survival.
Since launching in May 2024, the campaign has already prompted over 400,000 people to start learning CPR. The aim this Heart Month is to reach half a million.
What stands out from a sports business perspective is how effective this is:

• No disruption to competition integrity

• No added operational burden

• One small, visible change that cuts through nationally

It’s a reminder of the unique position sport holds in communities — and how marginal adjustments, when done at scale, can drive real-world outcomes.
For leaders across venues, operations, governance and partnerships, this is a strong example of how sport can mobilise attention, influence behaviour, and create impact well beyond the pitch.
Sometimes, the smallest shifts carry the biggest meaning.