Kindred Group is to display responsible gambling messages on the shirts of its brand 32Red’s partner football clubs during the course of the 2019-20 season.
The initiative will see responsible gambling messaging dominate all matches where two teams sponsored by 32Red play each other.
Responsible gambling logos will appear on the shirts of Scottish Premiership giants Rangers as well as English Football League Championship clubs Derby County, Leeds United, Middlesbrough and Preston North End.
The announcement follows a trial during the recent Old Firm derby between Rangers and Celtic, where Rangers’ amended kit featured the words “Stay in Control” under the 32Red logo. Leeds and Derby players will wear shirts featuring responsible gambling messages this weekend.
The commitment also extends to utilising Kindred’s other assets in football, including its current LED stadium perimeter advertising board assets – which the group said have so far been seen by a cumulative audience of over 8.5m people this season.
“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,” said Neil Banbury, Kindred’s UK general manager.
Each of the clubs has its own responsible gambling message. Leeds’ kit will feature “Keep Gambling Fun” and Derby’s “Play Responsibly”, with “Never Chase Losses” on Preston shirts, and “Set Deposit Limits” on Middlesbrough jerseys.
Kindred said programme advertising, in-stadia advertising, social media and emails will all see an increase in the level of responsible gambling messaging.
Banbury added that the campaign is evidence of the positive impact the gambling industry can have through its formal association with football clubs.
“Gambling companies and the wider industry have an important role to play in tackling problem gambling,” he said. “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.”