32Red puts mental health at centre of new sponsorship model
Kindred-owned casino brand commits a year-long investment to help fund five Team Talk mental health hubs in Derby
32Red has announced a major investment into a new mental health programme in Derby as part of a plan to “reinvent” football sponsorships for the better.
The online casino firm – which sponsors five Championship clubs including Derby County – will invest in developing hubs across Derby where men can seek advice and discuss mental health.
Working alongside the Derby County Community Trust, 32Red will help establish five new Team Talk hubs in the city.
Team Talk is a new men’s mental health initiative designed to get men talking about their state of mind during “relaxed” weekly sessions.
The year-long investment from 32Red is the core part of a new commitment to become the sponsor of choice for sporting organisations and to reinvent sponsorship to benefit local communities.
The initiative is happening amid campaigns from pressure groups and politicians that want to drive betting sponsorships out from football.
Neil Banbury, UK general manager at 32Red, explained: “Using the unique relationship supporters have with their local club, we hope to reach hundreds more men with the expanded mental health support services who would otherwise be suffering in silence.
“Our partnership with Derby County Community Trust, and the extended relationship with Derby County Football Club, shows a new model for football club sponsorship is possible.
“We have a keen commitment to all the clubs we work with – underpinned by our group sustainability strategy.
“This agreement is a natural progression and will mean that a large percentage of the sum we are spending will go directly to helping those that need it most,” he added.
Banbury spoke to EGR Marketing about the rise of second-tier shirt sponsorships in August 2018.