Kindred Group, through its 32Red and Unibet brands, has announced the extension of its responsible gambling strategy through its football clubs in the UK.
The initiative will see responsible gambling messaging dominate all matches where two 32Red teams play each other during the 2019/20 season. The announcement follows a successful trial during one of the biggest matches in world football, Rangers vs Celtic, where Rangers’ amended front of shirt logo carried "32Red: Stay in Control" and was seen by a live audience of over 670,000 people.
Now, the brand has widened this approach of responsible gambling inspired front of shirt logos to all its sponsored clubs, with the televised Championship fixture of Leeds United vs Derby County at Elland Road this Saturday being the first example in the English Football League.
The commitment also extends to utilising Kindred Group’s other assets in football, including its current LED stadium perimeter advertising board assets, which have so far seen a cumulative audience of over 8.5 million people this season. Furthermore, programme advertising, in-stadia advertising, social media and emails will all see an increase in the level of responsible gambling messaging.
