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32Red Launches New Responsible Gambling Football Shirt Campaign

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32Red has launched a brand new responsible gambling football shirt campaign.

Kindred Group, the casino operator that owns both 32Red and Unibet, has announced a campaign to promote responsible gambling in football. Football clubs sponsored by 32Red will display responsible gambling messages on their kit during the 2019-2020 football season.

The responsible gambling messages will appear on the shirts of the Rangers F.C. as well as the Derby County, Leeds United, Middlesbrough and Preston North End football clubs. However, the messages will only be displayed in games where teams sponsored by 32Red play against each other.

According to reports, the Leeds United kit will display the message “Keep Gambling Fun”, the Derby County kit will display the message “Play Responsibly”, the Preston North End kits will display the message “Never Chase Losses” and the Middlesbrough kit will feature the words “Set Deposit Limits”.

The move comes after a trial period in which Rangers F.C. wore kits with the message “Stay in Control” displayed under the 32Red logo during the Old Firm games. Meanwhile, football clubs Leeds United and Derby County are expected to debut their amended kits this weekend.

Neil Banbury, Kindred Group’s UK General Manager, said of the campaign: “We are delighted to be launching this initiative that builds on some o 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.”

He added: “Gambling companies and the wider industry have an important role to play in tackling problem gambling. 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.”

Responsible Gambling in Football

The news comes just weeks after Paddy Power launched its Save Our Shirt campaign in which the Irish bookmaker urged betting operators to end football shirt sponsorships. As part of the campaign, Paddy Power has removed its branding on the kits of Paddy Power-sponsored football clubs.

Paddy Power made headlines and stirred criticism after unveiling a new kit for English Championship club Huddersfield Town which displayed a large Paddy Power logo running across the shirt. However, the kit was proven to be a stunt to promote the firm’s responsible gambling campaign.

Since then, the bookmaker has announced sponsorships with football clubs Huddersfield Town, Motherwell, Newport County, Southend United and Macclesfield Town. All Paddy Power branding has been removed from each of the team’s football kits in order to promote responsible gambling and reduce gambling advertisements displayed in football.

Last week, however, it was revealed that Huddersfield Town received a £50,000 penalty for wearing the Paddy Power hoax football kit. According to the Football Association, the kit breached advertising regulations which state that advertisements must consist of one single area on the front of the shirt and not exceed 250 square centimetres.

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