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32Red and Unibet up responsible gambling commitment in UK football

Alfredo Morelos of Rangers reacts during the Ladbrokes Premiership match between Rangers and Celtic (Photo by Ian MacNicol/Getty Images)

Kindred Group has announced that it will be extending its responsible gambling strategy across its 32Red and Unibet brands. The move will involve the display of responsible gambling messaging by football clubs it sponsors in the UK.

The news follows a trial earlier this month during the Rangers v Celtic Scottish Premiership match. During the game, Rangers’ front of shirt logo bore the message ‘32Red: Stay in Control’.

This strategy will now be developed in the English Championship. Leeds United, Middlesbrough, Derby County and Preston North End, who are all sponsored by 32Red, will each display a unique message in all 13 matches between the sides during the 2019-20 season.

The gambling operator also indicated that programme advertising, in-stadia advertising, social media and emails will also be used as part of the initiative. This adds to the LED stadium perimeter advertising which has already been in evidence this season.

A commitment to promoting responsible gambling forms a key part of Kindred’s sponsorship strategy and is reflective of a wider trend in the industry.

Ladbrokes recently opted not to extend its five-year title sponsorship with the SPFL and is one of several bookmakers who have agreed to reduce their visibility in sport. Ahead of the 2019-20 season, GVC Holdings, Ladbrokes parent company, announced that it would use some of its SPFL inventory, including branding on interview backdrops, static and LED advertising boards, to support GambleAware’s ‘Bet Regret’ campaign. The league’s composite logo worn on players’ sleeve was also adapted at the start of the season to remove the reference to Ladbrokes.

Neil Banbury, general manager of Kindred Group said: “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.’’