United for Young Lives: How the iGaming Industry Is Powering a Charity Ultra Challenge for Oliver’s Wish Foundation
This spring, two determined runners will take on a challenge that’s as inspiring as it is demanding: six ultramarathons in six consecutive days, beginning with the iconic London Marathon and concluding some 180 miles later in Bristol. Their mission? To raise £20,000 for four vital children’s charities supported by the Oliver’s Wish Foundation – and to inspire the iGaming industry to get behind them.
Leading the charge is Simon Pilkington, a well-known figure in sports media, digital consultancy and the iGaming space. As Managing Director of Best Betting Media and SMPL Consulting, and a Partner at Wander, Simon is used to navigating high-pressure commercial landscapes – but this time, he’s taking on a very personal challenge.
“I first heard about Sudden Unexplained Death in Childhood (SUDC) at the SBC boxing event in 2023, which raised money for Oliver’s Wish,” said Simon.
“At the time, my own son Harry was four – the same age Oliver was when he passed away. Hearing Rob Dowling’s emotional tribute made it all very real. Since then, I’ve felt compelled to do something bigger – to push myself further, raise even more money, and hopefully bring the iGaming industry together in the process.”
It didn’t take long for Rob Dowling – Founder of The Conexus Group and Oliver’s Wish – to lace up and join him.
“I was genuinely moved when Simon said he wanted to support Oliver’s Wish again,” Rob said.
“It’s a massive commitment. I won’t lie – the thought of running six ultramarathons is daunting – but when someone steps up like that, it’s impossible not to join them.”
A Legacy of Love: The Story Behind Oliver’s Wish
Oliver’s Wish was established in memory of Rob’s son Oliver, who tragically passed away from SUDC at just two years old. What began as a deeply personal tribute has since evolved into a far-reaching force for good, supporting children’s charities across the UK.
The foundation currently supports:
SUDC UK – Raising awareness and supporting research into Sudden Unexplained Death in Childhood
The Lullaby Trust – Helping families affected by sudden infant death
Chestnut Tree House – A children’s hospice providing essential care in the South East
Cystic Fibrosis Trust – Funding vital research and support for those living with cystic fibrosis
Through endurance events, community fundraisers, and the tireless efforts of its supporters, Oliver’s Wish has raised thousands of pounds to date – with the iGaming sector playing a major role.
Meet Oliver’s Army – A Movement in Motion
Oliver’s Army is more than a name. It’s a movement – an informal but passionate network of runners, cyclists, swimmers, and triathletes who’ve come together to support the foundation’s mission. Many of them work within or alongside the iGaming industry.
This year’s calendar is full of fundraising feats, from 5Ks to Ironman triathlons, with supporters taking on personal milestones to drive awareness and donations:
- Rob Dowling and Richard Evans – Training for Ironman Barcelona in October
- Fraser Thompson – Set to take on a 50km ultra marathon in September
- Anna Dowling – Preparing for multiple long-distance races, including May’s Run to the Sea Ultra
- Brooke Petersen – Running the Chase the Sun 5K
- Alistair Butler – Taking on a full marathon this summer
And that’s just the beginning.
Each challenge feeds into the bigger picture: helping children live healthier, safer, and more supported lives.
How the iGaming Community Can Get Involved
Although the 6-in-6 challenge takes place in the UK, the spirit of Oliver’s Army knows no borders. Wherever you’re based, the iGaming industry is being invited to take part in this collective effort.
Here’s how to support:
Donate – Every contribution goes directly to the charities supported by Oliver’s Wish: justgiving.com/page/olivers-army-6-ultras
Run a leg – If you're UK-based, join Simon and Rob for a stretch of the journey between London and Bristol
Share the story – Use your company channels, LinkedIn, and social media to spread the word
Fundraise – Organise an event at your office, match team donations, or take on a future challenge yourself
This is about more than the miles. It’s about community, compassion, and creating real impact for young lives.
Be Part of the Journey
To follow the progress and find out how to get involved, search #OliversArmy6in6 or visit oliverswish.org.uk.
