UK gambling giant, GVC Holdings will donate branding rights from its football sponsorship deals to gambling charity GambleAware.
The donation includes GVC’s sponsorship deals across England and Scotland, as well as GVC-owned Ladbrokes’ title sponsorship deal with the Scottish Professional Football League (SPFL).
According to the deal, Ladbrokes Logo will be replaced with GambleAware’s campaign Bet Regret on static interview backgrounds and LED boards in the case of the SPFL agreement.
The company has confirmed that it would be making similar arrangements with its 42 partner clubs including English Premier League teams Burnley and Sheffield United, as well as Championship clubs West Bromwich Albion and Sheffield Wednesday.
“Whilst we want football fans to be able to enjoy a bet, we recognize the importance of doing this in a safe, responsible way,” GVC’s director of safe gambling, Patrick Kerr, said.
“Handing over this valuable inventory to GambleAware is a demonstration that we are committed to helping our customers bet in a safe and responsible way, and we look forward to continuing to promote the Bet Regret campaign in the future to help increase awareness about safer gambling.”
GambleAware chief executive, Marc Etches, added: “We are delighted that GVC Holdings has made this move to support the Bet Regret campaign. With the number of opportunities to bet and exposure to messages associated with gambling being so prevalent in football, it’s incredibly important that football fans think twice about betting when drunk, bored or chasing losses.”
In its recent report studying the impact of gambling adverts on children, youth and other vulnerable groups the charity said that there is a need for clear and explicit messages about risks associated with gambling to be present in gambling adverts of all forms.