Leovegas Backs Responsible Gambling In EFL
Sports betting and mobile gaming group LeoVegas is using its partnerships with EFL clubs Norwich City, Swansea City and Brentford to promote Responsible Gambling Week.
As part of its long-standing commitment to the industry scheme, the brand replaced its logo on the front of the Norwich City shirt with the “LeoSafePlay” mark this week.
The one-off shirts, which were worn in the Canaries’ Carabao Cup game against AFC Bournemouth, will now be auctioned off to fans, with proceeds to be given to the BeGambleAware charity.
Swansea City also saw the logo of Bet UK, another LeoVegas brand, replaced on its shirts by the Responsible Gambling Week logo in support of the week-long initiative.
“By replacing our logos on the shirts of our sponsored teams, we have a fantastic opportunity to bring responsible gambling to the forefront of people’s attention,” explained LeoVegas UK & IE sports marketing manager Tom Jacobs.
To reinforce its commitment to responsible gambling, LeoVegas will also place Responsible Gambling Week messaging in match-day programmes and LED advertising displays at Championship club Brentford.
“At LeoVegas, we’re constantly striving to ensure our customers have a safe and enjoyable experience,” added Jacobs. “It’s so important to us that we let as many people as possible know that LeoSafePlay is always available for anyone concerned about their gambling, or the gambling of a loved one.
“The initiative is a fantastic opportunity for us to continue conversations about responsible gambling with the widest audience possible, not only with our customers, but also their friends, families and members of the general public.”
LeoVegas’ move comes as the role of betting brands in football sponsorship is being placed under increasing scrutiny, following a raft of new deals over the past year.
