Kindred details responsible gambling football marketing push

Kindred details responsible gambling football marketing push

Kindred Group has revealed plans to display responsible gambling messages along with the logo of its 32Red brand on the shirts of partner football clubs throughout the 2019-20 season.

Published 19th September 2019

Messaging will feature on players’ shirts when two teams sponsored by 32Red face off against each other.

The new initiative will cover English Championship clubs Derby County, Leeds United, Middlesbrough and Preston North End, as well as Scottish Premiership giant Rangers.

Rangers’ shirts featured the messaging during the Old Firm Derby with Celtic earlier this as part of a trial for the project. Leeds and Derby are due to carry the messaging during their game this week.

Each clubs will have its own message, with the Leeds’ kit set to feature "Keep Gambling Fun" and Derby’s "Play Responsibly", with "Never Chase Losses" on Preston shirts, and "Set Deposit Limits" on Middlesbrough jerseys.

The commitment also extends to utilising Kindred’s other assets in football, including its current LED stadium perimeter advertising board assets.

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

“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.”