Kindred rolls out responsible gambling campaign for 2019/20 season

Continuing to strengthen its commitment to the prevention of gambling-related harms, Kindred Group has confirmed an extension to its responsible gambling strategy through its football clubs in the UK which will see the operator group roll out a series of messages across matches in the 2019/20 season.

Due to be rolled out through its 32Red and Unibet brands, Kindred will use the initiative to push responsible gambling messages across  all matches where two 32Red teams play each other.

Neil Banbury, Kindred’s UK General Manager, commented: “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.”

The announcement follows the successful trial of the initiative during a Rangers vs Celtic match, where Rangers’ amended front of shirt logo carried ‘32Red: Stay in Control’ and was seen by a live audience of over 670,000 people.

The campaign will now be rolled out across 13 matches in the 2019/20 season, 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.

It will also entail the use of other assets in football, including its current LED stadium perimeter advertising board assets – which have so far seen a cumulative audience of over 8.5m people this season. Programme advertising, in-stadia advertising, social media and emails will also see an increase in the level of responsible gambling messaging.

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