Betting group Kindred has announced that they're working to extend their responsible betting services in the UK with their Unibet and 32Red brands, using marketing to push their commitment to fight problem betting.
The move will see Kindred pushing responsible betting messaging at all football matches where 32Red or Unibet is featured as a sponsor for the current season. The company recently had a slogan during a Rangers vs Celtic match that read: "32Red: Stay in Control". During the campaigns, the company will also plug their responsible gaming messages using social media, traditional advertising, and in-stadium signage.
Kindred has a wide marketing presence in the UK, having sponsorship deals in place with Derby County, Preston, Middlesbrough, and Leeds United.
Speaking about the move Kindred's UK General Manager Neil Banbury 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. 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."