Responsible Gambling Rolled Out To UK Football Clubs

Kindred Group has announced they are extending their responsible gaming campaign by rolling it out via its UK football clubs. During the upcoming 2019/2020 season, a series of influential messages will be communicated during a number of matches.

The move by Kindred is one of a number of strategies worldwide being adopted by gambling firms keen to promote a responsible message to their players.

Reaching the footballing fanbase 

Using its Unibet and 32Red brands, Kindred has committed to unveiling its responsible gambling messages during UK football matches. Any time two 32Rd teams play each other Kindred are planning to use the opportunity to promote their campaign.

This approach has already been trialled in Scotland through another of its 32Red teams, Rangers. The Rangers v Celtic match was chosen and the message “32Red: Stay in Control” was emblazoned on the front of the football shirts. This meant it was seen by 67,000 members of the live audience and was viewed as a resounding success.

This strategy will now be used in all 13 32Red matches due to take place in the 2019/2020 season. The first one due to take place in the English league is the televised battle at Elland Road between Championship teams Leeds United v Derby County.

An ensemble of initiatives

The advertising on shirts is just the latest in a string of initiatives being used by Kindred to promote responsible gambling. LED boards have been in use for some time and regulars may have spotted the messages being displayed.

Going forward the perimeter LED advertising hoardings are planned to be used to encourage fans to be responsible when betting, along with other mediums including social media, emails, match day programmes and in-stadia adverts.

Kindred are keen to ensure that fans have the opportunity to embrace and absorb their message of responsible gambling wherever they are.

Part of the wider industry 

The UK’s General Manager of Kindred, Neil Banbury, was keen to point out that the initiatives being implemented by the company were only part of the wider responsibilities that the industry as a whole has.

Kindred believes that removing betting from the public view would be unhelpful and instead, they should maximise their visibility to convey messages about control and healthier habits while gambling. Mt Banbury added that football clubs in particular have a unique opportunity to reach a wide and diverse adult audience.