Kindred and Rangers FC Collaborate on Gambling Education in Scotland
Kindred Group plc (Kindred) celebrates a decade of partnership with Scottish football team Rangers FC this year. In 2023, Kindred has allocated its front-of-shirt sponsorship to support its “Zero % Mission,” a key initiative in the Group’s Journey towards Zero ambition. This mission is driven by the goal to eventually have zero percent of revenue come from harmful gambling, signifying a move towards a more responsible and community-beneficial sponsorship model in sports.
This collaboration with Rangers FC is groundbreaking in the Scottish Premiership, as it’s the first instance of a club working with an organization like EPIC to provide independent gambling education to its team members. This follows EPIC’s engagements in the English Football League and other leagues globally. The educational sessions planned are customized to address individual needs and will include insights from former footballers who have faced gambling-related challenges, some of whom have played at the international level.
The program will encompass the men’s first team, B-team, and women’s teams of Rangers FC, with selected academy groups participating in separate sessions. This initiative represents a significant step in promoting responsible gambling practices and awareness in the igaming industry, particularly within the context of professional sports.
“Kindred wants to run a sustainable business built on people enjoying themselves safely. That’s why we have reaffirmed our commitment not only to this project with Rangers, but to our “Journey towards Zero” too. Added to that, we are investing in our technology stack to further develop our sophisticated detection software. This, allied with a greater emphasis on education and safer gambling messaging will help Kindred drive forward its industry-leading model of sponsorship that is benefitting clubs and their communities”, says Sam Mead, UK General Manager at Kindred Group.
“We realise the importance of safeguarding our players and staff and allowing them to discuss issues relating to the sector in a welcoming and understanding environment. That the sessions are led by former football players is a big advantage, going beyond discussing the rule book and adding that key element of relatability. We’re grateful to Kindred – with whom we have a positive, long-term relationship – for funding the sessions that are helping us lead the way in Scotland on this matter”, adds Karim Virani, Chief Commercial Officer, Rangers FC.
“Education is at the heart of EPIC’s offering, underpinned by real-life experiences from those who have lived experience of gambling-related harm. We recognise the importance of the sector to the UK’s leisure industry, and we’re dedicated to providing a bespoke, holistic service that allows participants to share and discuss matters in a safe way. We’re delighted that Rangers are the latest high-profile football club to recognise the importance of protecting their players and staff through preventative education”, concludes Michelle Evans, Senior Sports Partnerships Manager, EPIC Risk Management.