32Red makes safer gambling push with tailored shirt sponsorships
Five football teams sponsored by the Kindred casino brand will wear new safer gambling slogans when they play each other this season
Football teams sponsored by Kindred’s 32Red brand will wear tailored responsible gambling (RG) jerseys when they play against each other this season, the operator has announced.
Each sponsored team has been given an individual RG message, including Rangers (Stay In Control), Preston (Never Chase Losses), Derby (Play Responsibly), Leeds (Keep Gambling Fun) and Middlesbrough (Set Deposit Limits).
The RG jerseys will be worn in clashes between the teams during the 2019-20 campaign, as part of Kindred Group’s latest RG initiative.
32Red trialled the new-look shirts in Rangers vs Celtic
Kindred Group UK general manager Neil Banbury said: “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.
“Gambling companies and the wider industry have an important role to play in tackling problem gambling.”
The launch follows a successful trial of the sponsorship during Rangers vs Celtic, where Rangers wore a ‘32Red: Stay in Control’ logo. The match was viewed by a live audience of more than 670,000.
The televised Championship fixture of Leeds United vs Derby County on Saturday 21 September will be the first example of the campaign being used in English football.
Banbury added: “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,” he added.
32Red has also invested in a mental health programme in Derby as part of a plan to “reinvent” football sponsorships for the better.
The casino operator did however receive criticism this season for expanding its commercial deal with Derby County after new signing Wayne Rooney revealed he would wear the number 32 shirt.