Derby County’s principal shirt sponsor, 32Red has upped its game when it comes to responsible gambling messages. For the current 2019/2020 season, the gambling giant will extend its responsible gambling strategy through the football club and this will be achieved through a series of responsible gambling messages dominating all football matches where 32Red-sponsored teams play each other.
The initiative is overseen by the Kindred Group and will affect their 32Red and Unibet brands. 32Red have been a sponsor of Derby County for two consecutive seasons now and have even taken to promoting responsible gambling through their branding – each Derby County kit bears the 32Red logo alongside the message; ‘Play Responsibly,’ something which cannot be found on any other football team strip.
The Commitment:
Kindred will also promote their message through the use of its current LED stadium perimeter advertising boards, and it’s probably the best way of doing this as it’s estimated that these boards have seen a cumulative audience of more than 8.5 million people this season alone and it’s only just kicked off!
Programme advertising, stadium ads, social media posts and emails will also increase the level of responsible gambling messages. 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.”
Banbury continued with: “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.”
Strategic Move:
Recent research carried out by the English Football League (EFL) revealed that 71% of football fans believed gambling operators involvement with the game was acceptable whilst 62% of those who voted this way, believed it was acceptable with additional safeguarding measures to protect problem gamblers and young people.
32Red and Unibet (both part of the Kindred Group) have a commitment to every sport it sponsors, and this is part of their group sustainability strategy which is to promote the message of responsible gambling through the power of football. Kindred is currently sponsoring sportsbook teams within boxing, horse racing and darts in the UK.
This new season, half of the English Premier League (EPL) football clubs have gambling sponsors and this will generate £350million in sponsorship alone and 17 of the 24 Championship teams also have gambling sponsors, so it’s only right that both football teams and the gambling operators who sponsor them deliver the right message about gambling.
Your feedback
Please enter your comment.
Your comment is added.
