Football squads that are being supported by online gambling firm 32Red would be doing their part in promoting responsible gambling as they would be donning jerseys that have responsible gambling messages for the rest of the ongoing season.
32Red is one of the 11 brands that are being run by the Kindred Group. Whenever two teams with a 32Red sponsorship compete against one another, there would be responsible gambling messages prominent on their jerseys.
At the moment, 32Red is the shirt sponsors for Rangers FC in the Scottish Premier League. The company also has shirt sponsorship deals with the likes of Preston North End, Middlesbrough, Leeds United and Derby County, all of whom are teams in the English Football League Championship.
This new tactic comes after a trial run during a recent Old Firm derby game between the Celtic and Rangers. The Rangers jerseys sported a “Stay in Control” message printed underneath the 32Red logo on the front of the kit.
Derby County and Leeds United would both have responsible gambling messages written on their jerseys when they play each other at Elland Road.
The Kindred Group is spreading this responsible gambling plan to its other assets in soccer. This includes its pitchside LED advertising board messages. These advertisements already started showing responsible gambling messages at the beginning of the season. According to Kindred Group statistics, over 8.5 million people have already been exposed to these messages.
Each of the squads with a 32Red sponsorship would have a different message on their jerseys. Leeds United would have “Keep Gambling Fun”, Derby County would have “Play Responsibly”, Middlesborough jerseys would state “Set Deposit Limits”, while “Never Chase Losses” would be printed on Preston North End jerseys.
There will also be more responsible gambling messages in the program advertising, emails, social media and in-stadium marketing materials moving forward from the Kindred Group.
The United Kingdom general manager for the Kindred Group is Neil Banbury. He holds firm that those in the gambling industry have a crucial role to play in dealing with rising problem gambling issues.
He says that putting a stop to gambling advertising totally would be reckless. Banbury believes that football club sponsors can do a lot more to put forth the message of responsible gambling if they are permitted. Banbury also added on the distinct reach that soccer clubs have with adult audiences before stating that “they are a great avenue for promoting healthier gambling behavior and advocating for control.”