The partnership between football clubs and Kindred Group, known for its association with Unibet, is undergoing a temporary rebranding phase. This initiative, termed the ‘Zero % Mission,’ aims to bring attention to safer gambling practices within the community. Notably, Middlesbrough and Rangers, linked through Kindred, will prominently display this logo during specific fixtures as part of their commitment to promoting responsible gambling.
Initiative Overview:
The ‘Zero % Mission’ logo will replace the conventional Unibet branding during selected matches: Middlesbrough in clashes against Wigan Athletic and Huddersfield, and Rangers facing Dundee United. Neil Banbury, General Manager UK at Kindred Group, underscores their joint commitment to a new sponsorship model focused on supporting communities while addressing problem gambling challenges.
Safer Gambling Awareness:
This initiative coincides with Safer Gambling Week in the UK, emphasizing the adversities associated with problem gambling, a concern prevalent among some professional footballers during their careers. Kindred, owner of the Unibet brand, champions this awareness campaign, having disclosed that 3% of its revenue is sourced from high-risk players. Despite this, the group emphasizes proactive measures, employing technology and education to promote safer gambling practices.
Initiatives for Progress:
Kindred’s approach isn’t just about highlighting the issue but also implementing practical solutions. Their early detection measures and customer education programs signify a commitment to mitigating gambling risks. This strategy aligns with the broader goal of safeguarding customers while acknowledging the journey ahead in achieving comprehensive results.
Promotional Outreach:
Beyond the matchday branding, the ‘Zero % Mission’ will extend its visibility across the clubs’ online platforms and advertising spaces throughout the week. This multi-channel approach underscores the seriousness of the initiative and ensures wider community engagement.
Football Performances:
Despite the promotional endeavors, recent on-field results for both clubs haven’t been ideal. Middlesbrough suffered a 2-0 loss against Millwall in the Championship, while Rangers faced a significant setback with a 7-1 defeat against Liverpool in the Champions League. Nevertheless, their commitment to promoting safer gambling practices remains steadfast.
The collaboration between football clubs, Kindred Group, and the ‘Zero % Mission’ exemplifies a proactive stance toward promoting responsible gambling practices. Safer Gambling Week acts as a catalyst for this collective effort, emphasizing the need for continuous progress and awareness. Through this initiative, these clubs aim not only to excel on the field but also to contribute positively to their communities by advocating safer gambling practices.