Ladbrokes to leverage SPFL sponsorship to promote responsible gaming

Ladbrokes to leverage SPFL sponsorship to promote responsible gaming

Tuesday, November 6, 2018 Posted by News Team
Football
Players will wear shirts featuring responsible gaming messaging as part of new campaign

GVC Holdings-owned gambling brand Ladbrokes is to launch a new campaign in partnership with the Scottish Professional Football League (SPFL) to promote responsible gaming. 

The brand has sponsored the SPFL for the past three seasons, and will now use the visibility afforded by the agreement to ensure players and fans are properly informed of the importance of gambling responsibly. 

This will see responsible gaming badges featured on all players’ shirts during the 2019-20 season, with full or half-page adverts to be carried in all match day programmes. 

Dedicated LED boards and interview backdrops will also advertise the campaign, replacing the current Ladbrokes branding with Senet Group’s ‘When the Fun Stops, STOP’ message. 

Former Celtic striker and reformed gambling addict John Hartson will also be involved in the campaign, holding talks about his experiences dealing with gambling problems, and advising Ladbrokes on how best to effectively target players and fans. 

“As a responsible business, we hope this innovative scheme proves our commitment to tackling problem gambling through sport, across Scotland and will encourage other operators to follow suit, for the benefit of our customers, colleagues and communities,” Ladbrokes sponsorship and events manager David Macdonald said.

The campaign has been praised by Senet Group, the industry body established to tackle problem gambling and creator of the When the Fun Stops, STOP messaging.

“The When the Fun Stops, Stop campaign has proven its ability to connect meaningfully with players and to help tackle problem gambling,” Senet chair Gilliam Wilmot said. “Since its launch in 2015, the campaign has reached an estimated 82% of regular UK gamblers, with 33%, or an indicative 5 million adults confirming that it has helped them gamble more responsibly.

“The decision by Ladbrokes and the SPFL to use our campaign materials is a great endorsement of the work we do to engage with players through positive and engaging messaging, which drives reflection and behaviour change.”

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