GambleAware to launch second wave of Bet Regret activity
Problem gambling funding body GambleAware will this weekend launch the second wave of activity for its Bet Regret safer gambling campaign, with support from GVC Holdings.
The second phase of the initiative will see the tagline updated to ‘Think Twice or You’ll Bet Regret it’, but remain focused on a target audience estimated at 2.4m young men aged 16-34 who gamble regularly on sport.
Earlier GVC, the parent company of Ladbrokes Coral Group, announced it would donate branding rights from its football sponsorship deals to the next wave of activity.
This will include branding space at all 42 Scottish Professional Football League (SPFL) clubs, as well as English Premier League teams Burnley and Sheffield United, Championship sides Sheffield Wednesday and West Bromwich Albion of the Championship and League One club Sunderland. The Bet Regret logo will feature on the clubs’ key collateral.
“The Bet Regret campaign is really starting to gain momentum, and seems, at this early stage, to be resonating with our audience,” GambleAware chief executive, Marc Etches, said.
“This season, we look to build on that, drive more conversations around Safer Gambling, and help people Think Twice to steer clear of Bet Regret.”
According to GambleAware, the initiative, which launched in February, had a 61% rate of recognition amongst the campaign audience during the first wave of activity in the second half of the 2018-19 football season.
GambleAware is exploring other partnerships to support the campaign in the 2019/20 season.
Details of phase two come after GVC yesterday confirmed that it will not to extend Ladbrokes’ title sponsorship of the SPFL after it expires at the end of the 2019-20 season.
Ladbrokes has been title sponsor of Scotland’s four professional leagues since the 2015-16 season, but will not renew the agreement. The brand has already been replaced on interview backdrops and pitchside hoardings with branding for GambleAware's Bet Regret campaign.
Image: Jon Candy