In light of the the adverse publicity surrounding the advertising of iGaming operators within football in the UK, brought to the forefront of the public conscience somewhat by Paddy Power’s ‘Save our Shirt’ campaign, Kindred have decided to take a stand.
A press release issued by Kindred earlier today states that they are ‘delighted’ to announce the extension of its responsible gambling strategy through its football clubs in the UK. The initiative will see responsible gambling messaging dominate all matches where two 32Red teams play each other during the 2019/20 season.
The press release goes on to say: “The announcement follows a successful trial during one of the biggest matches in world football, Rangers vs Celtic, where Rangers’ amended front of shirt logo carried ‘32Red: Stay in Control’ and was seen by a live audience of over 670,000 people.”
“Now, the brand has widened this approach of responsible gambling inspired front of shirt logos to all its sponsored clubs, with the televised Championship fixture of Leeds United vs Derby County at Elland Road this Saturday being the first example in the English Football League.”
Speaking about extending their responsible gambling strategy in partnership with the football clubs that they sponsor, Neil Banbury, Kindred’s UK General Manager, said: “We are delighted to be launching this initiative that builds on some of the work we have already been doing. Fans will have already noticed our LED boards this season carrying responsible gambling messages, but this is another step forward for us.”
“Gambling companies and the wider industry have an important role to play in tackling problem gambling. To remove the industry from the public’s eye would be irresponsible. Instead, there is a fantastic opportunity for football club sponsors to do so much more.”
“Football clubs have a unique reach and cut through with adult audiences, and as such are a great avenue for promoting healthier gambling behaviour and advocating for control.”
Only last week the Football Supporters Association and responsible gambling charity, GambleAware, aligned themselves together to promote safer gambling in football. As such the action taken by Kindred is likely to be welcomed.