Derby County’s principal shirt sponsor, 32Red, has extended its responsible gambling strategy through its football clubs in the UK for the 2019/20 season.

The initiative, which is overseen by Kindred Group and displayed through their 32Red and Unibet brands, will see responsible gambling messaging dominate all matches where two 32Red sponsored teams play each other during the 2019/20 season.

The brand has widened its approach of responsible gambling-inspired front of shirt logos to all its sponsored clubs, with Derby’s trip to Leeds United on Saturday afternoon (12:30pm kick-off) being the first example in the EFL following a successful trial involving Scottish giants Rangers and Celtic last month.

32Red are in their second season as the club’s principal shirt sponsor and Derby’s match shirts at Elland Road will continue to display the 32Red logo, as well as the message ‘Play Responsibly’.

The commitment also extends to utilising Kindred Group’s other assets in football, including its current LED stadium perimeter advertising board assets – which have so far seen a cumulative audience of over 8.5m people this season.

Furthermore, programme advertising, in-stadia advertising, social media and emails will all see an increase in the level of responsible gambling messaging.

“We are delighted to be launching this initiative that builds on some of the work we have already been doing. Fans will have already noticed our LED boards this season carrying responsible gambling messages, but this is another step forward for us,” said Neil Banbury, Kindred’s UK General Manager.

“Gambling companies and the wider industry have an important role to play in tackling problem gambling. To remove the industry from the public’s eye would be irresponsible. Instead, there is a fantastic opportunity for football club sponsors to do so much more. Football clubs have a unique reach and cut through with adult audiences, and as such are a great avenue for promoting healthier gambling behaviour and advocating for control.”

Kindred’s announcement comes as recent research by the English Football League showed that 71% of football fans believed gambling companies’ involvement in the game was acceptable, with 62% of those stating it was acceptable with suitable safeguards to protect the young and problem gamblers.

Kindred Group, of which 32Red and Unibet are a part of, has a keen commitment to all the sports it sponsors - underpinned by its group sustainability strategy. Its strategy in sponsorship is about promoting responsible gambling messages and leveraging the power of football to benefit communities across the country. Kindred continues to boost its commitment to become the sponsor of choice for organisations and their communities - with the betting company also sponsoring within boxing, horse racing and darts in the UK.

All of Kindred Group’s brands are committed to delivering on their Group Sustainability Framework, further details of which can be found here.