Finnish online betting group Cashmio announced this week that they've signed a charity sponsorship deal with singer Anna Abreu in an attempt to help homeless dogs in the city of Vyborg, Russia.
The agreement will see Abreu helping Cashmio promote the charity Viipurin koirat (Dogs in Vyborg), of which it gives 1% of its profits. The charity helps find homes for stray dogs in Vyborg, a Russian city that sits on the Finnish-Russia border. The funds will help the charity maintain their operations, and Abreu's star power will help get the word out.
Abreu came to national prominence in Finland when she participated in the 2007 season of Idols, a singing show where artists show off their pipes for a chance to win a recording contract. She finished (har har) second in the contest but has gone on to become one of the top 100 selling recording artists in the country's history.
Cashmio CEO Maria Boelius spoke about the charity, noting: "We want to offer our players the world's happiest casino that is a place to have fun in a responsible way. It's important that our values are visible in everything we do, and through this campaign, we want to spread our social responsibility outside our own operations."
"Being a dog owner myself, it feels great that we can help to find loving homes for these dogs. We share a passion for animal rights with Anna, and I could not be happier that she agreed to raise the awareness of our campaign."
Abreu added: "Animal welfare has always been very important to me, and I couldn't be more excited to start this new partnership. It's incredibly great to use this opportunity to help homeless dogs that are in need of care."