LeoVegas playing it safe with Canaries sleeve sponsorship

Leading online casino and sportsbook LeoVegas has launched LeoSafePlay, a new initiative designed to promote responsible gaming, and has acquired the services of Norwich City Football Club to help launch it.

The club, nicknamed The Canaries due to their bright yellow strip, wore the LeoSafePlay logo on their shirt sleeve during the Carabao Cup fourth round match away to Arsenal last week.

LeoSafePlay is a new dedicated platform providing information and support around responsible gaming, containing information, tools and resources to allow gamers to become more self-informed.

This is one of the first instances of an operator handling responsible gaming outside of its main website, and utilising the shirt sleeve to promote the campaign is an impactful way of marketing responsible gambling to a global audience.

There has been much controversy surrounding betting companies sponsoring football clubs recently, but this advancement appears to be a positive one on all fronts.

Noel Zammit, Head of Customer Support at LeoVegas, commented: “As proud shirt sponsors of Norwich City Football Club, we wanted to demonstrate in a visual way our commitment to promoting responsible gaming head on.

“By having the new LeoSafePlay logo visible for supporters to see during last night’s match, we are further demonstrating the importance of duty of care to our customers. We hope that this new initiative will continue to help players gamble responsibly.”

LeoVegas is currently the club’s main sponsor, and has been sponsoring it since June of this year.

The Sweden-based firm replaced insurance giants Aviva as primary sponsor, and is a principal partner for the next three seasons with their logo on the club’s first team shirts and matchday training wear – along with branding at the club’s stadium, Carrow Road.

The Norfolk outfit, currently plying their trade in the English Championship, also appointed former Labour Party MP Ed Balls as club chairman in December 2015.