SBC News Voice of the Sports Betting Industry
Kindred Group has launched it’s new ‘Fair Sports 4 All’ project in collaboration with the European Football Network (EFDN) to educate all sports stakeholders about combating match-fixing and safeguarding integrity.
Fair Sports 4 All is a 36-month directive providing educational tools, digital resources, training and further information on reporting match-fixing and suspicious activities to relevant authorities (local and international).
Helping Kindred achieve its project directive of better educating diverse stakeholders on complex integrity issues, the EFDN will provide the Fair Sports 4 All programme to all its members, ensuring maximum outreach.
The EFDN is a non-profit organisation, which works with football clubs, leagues and governing bodies with a commitment to maximising the social value and collective good of football as the world’s biggest sport.
Since its formal inauguration in 2014, the EFDN has established a membership of 86 European football clubs and five professional leagues, working on changing lives and communities through football.
Hubert Rovers, CEO of the EFDN, said:” EFDN is always looking for organisations and partners that improve the quality of our programmes. Kindred was the perfect fit for the Fair Sport 4 All programme, as you are a competent partner with extensive knowledge and experience in fighting against match-fixing.
“Our Fair Play Code can be used by all stakeholders involved, not only players and coaches but also club officials and beneficiaries of community programmes. The Fair Play Code provides our community-engaged clubs with a tool to protect the integrity of football. Only a fair game can truly.”
Kindred launches its new integrity initiative having become the lead sponsor of Sweden’s Elitfotboll professional football leagues at the start of 2020, representing the firm’s biggest sports and social commitment to date.
Launching the integrity initiative first within football, Kindred and EFDN aim to collaborate with further pro-sports incumbents broadening-out the educational programme’s frameworks for wider sports inclusion.
Henrik Tjärnström, CEO at Kindred Group, added: “Match-fixing is a threat to the fundamental idea of sports. Billions of people around the world enjoy participating in or consuming sport, and if the unpredictability of sport events is taken away, this fundamental idea is in severe jeopardy.
“If people lose faith in the honesty of a sports event, they will lose faith in betting products as well. Therefore are we very excited for the Fair Sport 4 all-project where we can, together with EFDN, truly make a difference and together fight this very important battle.”
