32Red to Promote Responsible Gambling with Unique Football Initiative

32Red is looking to kick the betting industry’s rocky relationship with football into touch with a unique responsible gambling innovation.

32Red football sponsorship

Football teams sponsored by 32Red will feature unique responsible gambling messages this season. (Image: 32Red)

Announced on September 17, the campaign will see five UK teams promote “healthier gambling behaviour.”

As per the announcement, 32Red wants to use its sponsorship deals to reach adult audiences in a unique way.

Unique Messages for Football Fans

Alongside its corporate branding, the five teams sponsored by 32Red will feature the unique slogans on their shirts:

Rangers FC – Stay In Control

Preston North End FC – Never Chase Losses

Derby County FC – Play Responsible

Leeds United – Keep Gambling Fun

Middlesbrough FC – Set Deposit Limits

The problem gambling messages will be printed on each English team’s shirt whenever they clash. In total, that means fans in England will see the advice 13 times this season.

In Scotland, Rangers will urge gamblers to “Stay In Control” at select times throughout the season.

In addition to the shirt-based messages, 32Red will also promote responsible gambling on social media and within other PR material.

32Red Building Bridges Between Football and Betting

The move may be seen as a marketing stunt by some but it is a tangible effort to improve the relationship between football and betting.

With critics and politicians unhappy with the former’s reliance on the latter, positive action is needed. Indeed, in 2018, Labour’s Tom Watson called for a complete ban on gambling sponsors in football.

While the links may be harder to sever than Watson would like, it’s a possibility both industries have to acknowledge.

Over the last 12 months, various UK gambling operators have tried to quell the naysayers. Sky Bet launched a £1 million responsible gambling drive in 2018 while the UKGC has taken a tough stance on those breaking the rules.

With 32Red now joining the effort to promote healthier betting habits, it could spark more innovations.

That still may not be enough for some that want gambling brands completely disconnected from sport. However, it’s undoubtedly a step in the right direction for football and the betting industry.

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