Southampton FC ups safer gambling efforts with charity partnerships

Better Change and RecoverMe have been working with Southampton FC on safer gambling and problem gambling treatment initiatives.

The EFL Championship club announced planned programmes with the organisations at the close of Safer Gambling Week, with Better Change set to engage with fans at the St Mary’s stadium on 2 December.

Southampton has a history of cooperation with Better Change in particular, having worked with the group during Safer Gambling Week 2022, during which time the charity interacted with over 1,000 Saints fans.

David Richardson, Head of Strategic Partnerships at Better Change, said: “Working with Southampton Football Club for over a year now has been a pleasure, they are a club that proactively makes an impact with their Halo Effect forming the platform for their socially responsible activities.

“We play a part in this and support the club and the community it serves by educating about gambling and opening two-way dialogue on what is often perceived as a taboo subject.

“By breaking down the stigma we hope to signpost people who need any further support in the right direction as well as talking to fans about gambling and highlighting how this can be done safely from a positive play aspect.”

As mentioned by Richardson, Southampton also has a history of safer gambling promotion outside the scope of its partnership with Better Change, notably with its Halo Effect sustainability campaign.

Like many other professional English football clubs, Southampton also has a history of commercial arrangements with bookmakers, with its current partner being Sportsbet.io, and having also previously partnered with Parimatch.

The ongoing partnership with Yolo Group sportsbook brand Sportsbet.io has also been used to promote safer gambling – the company donated its hospitality box to host a Better Change workshop on 7 October.

Charlie Boss, Chief Commercial Officer from Southampton FC, added: “Promoting safer gambling is our responsibility as a club and part of our commitment to protect fans and the community. 

“We’re really grateful to our partners and organisations like Better Change, who are helping to champion a safer future for our fans and the gambling industry, with responsible play at its heart.”

Meanwhile, for Better Change, the forthcoming work with Southampton closely follows an agreement between the organisation and sports betting publisher, XL Media (XLM).