Kindred Group to champion Safer Gambling Week with Rangers and Middlesbrough

Kindred Group has donated front-of-shirt branding for two clubs it sponsors and replaced it with a bespoke message to promote Safer Gambling Week 2022. The cross-industry initiative to highlight safer gambling in the UK and Ireland and raise public awareness runs from 17 October to 23 October. The branding will appear on the shirts of Championship side Middlesbrough and Scottish Premiership giants Rangers for their matches during the week. The shirts will display the message “Zero % Mission” instead of the Unibet and 32Red logos, which usually adorn the shirts of Middlesborough and Rangers, respectively. There will also be digital “Zero % Mission” branding visible across the clubs’ social media channels and on the websites, LED advertising boards and other screens. Middlesbrough will wear the shirts during the games against Wigan Athletic and Huddersfield Town. Rangers’ shirts will display the messaging during their Scottish League Cup quarter-final clash with Dundee. The move comes as Kindred continues to aim to have 0% revenue come from harmful gambling by the end of 2023. In Q2 2022, Kindred revealed 3.3% of its revenue was generated from harmful gambling, remaining flat quarter-on-quarter. This represented a significant decrease from 4.3% in Q2 2021, but will require an almighty push to achieve the 0% target by next year. Neil Banbury, Kindred Group’s UK general manager, said: “We’re committed to implementing a new kind of sponsorship model together with the clubs and communities we support. “As we enter Safer Gambling Week, it’s a good time to reflect on the continued progress we have made in terms of protecting customers, as well as the improvements we continue to make through advances in our technology and processes.” Elsewhere, the Swedish operator has promoted Rachel Randle-Williams to become its new chief HR officer.