Giving back starts at home…

Ambassadeurs Group (AG) has announced new areas of focus to shape its giving back strategy in 2025. The Group, which has donated over £2million for philanthropic causes since 2021, has introduced a sharper focus on London-based activity to reflect AG’s place in the community.

Charitable giving and corporate philanthropy in 2025 will be centred on:

• Education and employment (with a focus on hospitality)
• Supporting Londoners in challenging circumstances
• Arts and culture opportunities and accessibility
• Cleaner air
• Safer gambling research, education and treatment (RET)

‘This was an important time to look at our goals, to meet the needs of our vibrant city and the dynamic community that our customers feel so closely connected to,’ said Krishna Hathi, Charity Initiatives Advisor at AG. ‘In many ways we are continuing the journey we started in 2021, but where we can, we now have a clearer focus on our local communities needs.

The Group – with its origins in Les Ambassadeurs Club (LAC), the leading London casino – will also continue to support safer gambling research, education and treatment. This remains an important focus for the Group, to be part of raising standards in the gambling industry as a whole.

Ambassadeurs Group (AG) was formally launched in 2021 as the vehicle for Good Causes Initiatives across the Group. Since then, it has raised money through fundraising efforts across all AG’s brands, including LAC, Les Ambassadeurs Online (LAO) and 6 Hamilton Place (6HP).

Giving back moves us forwards

To come up with its new areas of focus for corporate philanthropy, AG considered the Group’s corporate goals and the causes that the WorkFamily care most about to ensure the new goals align with these. In addition, AG looked specifically at the most prevalent societal issues experienced in central London. The capital city is not only where the business is based but also plays a large part in determining why AG customers choose to visit.

The five focus areas reflect specific issues about London, such as the cost of living, as well as bigger societal issues such as air quality and the surrounding environment and how these impact the capital. Key charities will be selected by the WorkFamily under the new goals and these will be supported by AG in 2025. Other charities will continue to be supported through funding or volunteering.

Sustainable giving back

AG’s commitment to corporate philanthropy and giving back aligns with a growing recognition that societal impact is a key driver of business success. AG aims to make a meaningful contribution to the communities it serves while enhancing its brand reputation, its employee – WorkFamily – engagement, and its customer engagement.

The Group plans to continue expanding its philanthropic efforts, exploring new avenues to engage with its employees, customers, and the wider community. This includes increasing the visibility of charity initiatives. Fundraising will continue to be done through gaming initiatives, fundraising tournaments, diner donations and internal WorkFamily fundraising. ‘Diversity in terms of the way we raise money is as important as diversity in the organisations we give back to,’ said Krishna.