The company, whose UK headquarters are in Milton Keynes, aims to raise more than Â£150,000 over the next 12 months in support of the charityâ€™s life-saving research. Its â€˜Give Your Balls a Squeezeâ€™ campaign will use initiatives including the sale of merchandise and organising in-club challenges such as an Everyman pool league to motivate members and staff alike to get behind the campaign.
Rileys has signed up actress Gemma Atkinson (pictured), niece of the late snooker legend John Spencer, to front the campaign and raise awareness of the fundraising activities.
Rileys marketing director Sean Langley said: “Rileys and Everyman appeal to very similar audiences, so this link makes absolute sense for both parties. Everymanâ€™s messages are highly relevant to our members, giving us the perfect formula for a great on-going partnership.”