Better Change joins forces with Southampton FC

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Gibraltar-based organisation and Premier League team launch innovative initiative to help protect fans from gambling harm. 

Better Change (Gibraltar) Limited has unveiled an innovative project around safer gambling with Southampton Football Club. The season-long agreement kicks off the start of Safer Gambling Week in the UK at Southampton’s home fixture against West Ham Utd in the English Premier League on Sunday 16 October. 

This initial match day will see a visible presence from the Better Change team who will be talking to fans and staff of Southampton FC about their relationship with gambling and offering both face-to-face and virtual therapy sessions for fans who might want to discuss the matter privately. The team will also signpost to other organisations and outline what help is available if anyone feels they need it. 

The relationship will continue the development of the safer gambling resources on the Southampton website as well as offering further virtual help sessions after the match for all fans. 2023 will see Better Change continue to work with the club in the form of outreach with Saints in the community. 

It is a very exciting project for both Better Change and Southampton, and one that is starting to show that collaboration within the safer gambling space is not solely between operators and service providers. 

Commenting on the announcement, David Richardson, strategic partnership manager at Better Change, said: “It was clear from the first chat with Southampton FC that they wanted to do something to make an impact, and not just something to tick a box.

“The Halo Effect, the club’s sustainability strategy, has perfect synergy with the mission and beliefs of Better Change. The fact we are actively offering and providing help and support to Southampton fans on the initial match day and beyond is relatively unique – it hopefully gives the fans a sense that the club is giving something back to them. We see this as the start of a long relationship with the football club.” 

Partnerships and marketing director at Southampton FC, Sarah Batters, said: “We are pleased to be embarking on this project with Better Change. We recognise that betting can form part of a fan’s experience and can enhance their enjoyment of a game, and so the club takes its responsibility to promote safe betting extremely seriously. It is important that we are proactive in exploring new opportunities to implement our commitment to this cause, which is why we are proud to be working with the team at Better Change on this upcoming match day activation and to continue to do so throughout the season.” 

Founder of Better Change, Victoria Reed, said: “We are honoured to have been chosen by Southampton Football Club as their safer gambling partner. Having the opportunity to reach out to their fans, staff and the wider Southampton community to provide gambling awareness initiatives is exactly what Better Change exists to do and we couldn’t have a more receptive, dedicated or passionate partner to work with. We are excited to be a part of something which will grow and develop through detailed reviews and data analysis meaning we can adapt our joint offering with the club to best serve the Saints.”