Kindred’s recently strengthened partnership with Rangers FC demonstrates how a better, safer model of sponsorship and advertising is possible within sports, the operator asserted.
Aiming to ‘break new ground’ in Scotland, the deal will see players and staff at the club participate in independent gambling education sessions – led by EPIC Risk Management – designed for top-level sportspeople to facilitate a healthy relationship with the sector.
With the issue of gambling and its relationship with football having been the subject of intensive debate over the last few years – both in the UK and across Europe – Kindred emphasised that there is a lot to discuss, from sponsorship and advertising to football players and staff engaging in betting.
“In these moments, there is often a decision to be made,” the operator revealed in a statement. “Regulators and governments have implemented blanket bans or severe restrictions in some markets.
“In the case of Italy, though, recent data has revealed that a ban on advertising (and a ban on sponsorship in football) is likely leading to an increase in the revenues of black-market operators.”
Meanwhile, Kindred’s view is that operators’ ability to advertise and sponsor – particularly in sports like football – is a vital piece of the wider approach to ensuring gambling remains safe, enjoyable, and in the licensed market.
The Rangers deal is the first time a club in the Scottish Premiership has worked with an organisation such as EPIC to provide independent gambling guidance to their employees properly, following the latter’s work in the EFL and other tournaments.
Sessions will be bespoke, tailored to individual needs and featuring insights from former players who have experienced gambling-related issues, including some who have played at international level.
The Malta-headquartered firm expressed its confidence that it can continue to make a difference through projects like this at Rangers.
“That should be our collective focus,” Kindred highlighted. “To improve and increase the quality of sponsors’ relationships with sport, not remove it from the public eye because we know that when sponsorship and advertising are done properly, it can be a force for good.”
“Sports sponsors have a unique link to communities, places, and people and present a huge opportunity to make a difference.
“We know that there are ways that football and gambling can continue to work together, and that can be for the benefit of the clubs and their communities and the benefit of achieving a sustainable environment for gambling.”