In response to the UK Gambling Commission’s (UKGC) new ‘National Strategy’ on gambling harm reductions, Kindred Group subsidiary 32Red has emphasised that a “blanket ban on sponsoring clubs will not stop problem gambling.”
The statement by 32Red follows the release of the regulator’s ‘three-year strategy’, which details the industry-wide cooperation with UK health bodies, charities, communities, regulators and wider businesses on tackling problem gambling.
The UKGC’s strategy will ultimately mean that both gambling operators and affiliates working with clubs will have to significantly reconsider the ways in which they promote their brands to ensure maximum exposure while also being in compliance with new regulations.
32Red has recently inked a new sponsorship deal with Derby County Football Club, which sets out to sponsor the club, while also making a major investment into a new men’s mental health programme across the city.
General manager of the gambling platform, Neil Banbury, commented: “We welcome the targeted, problem-specific measures in the Gambling Commission’s strategy that will help support the small proportion of customers who are problem gamblers.
“We look forward to engaging with the Gambling Commission and others to ensure that we continue to identify and support those who have a problem while allowing those who simply enjoy using our products to continue to do so. We also welcome any efforts to make gambling safer.
“But a blanket ban on sponsoring clubs will not stop problem gambling. 32Red have a keen commitment to all the football clubs we work with – underpinned by our group sustainability strategy.
“Our new model of sponsorship means we invest in both clubs and communities – including our recently launched project with Derby County’s Community Trust that is helping men access mental health support who otherwise would be suffering in silence.”
The new sponsorship deal with the football club will deliver a new mental-health support scheme to support men who are suffering from mild mental health issues, while also offering referral services to those who are suffering with more severe problems.