As we head into 2020, it is important to briefly look back on how far we have come as a business in the UK. I have been proud to work with our team to drive forward a new model of sponsorship that is making real inroads across the communities we are involved with through our sport partnerships.
We have focused heavily on efforts around mental health - launching Team Talk models and commissioning a groundbreaking piece of research into the impact of mental health among working-class men in the UK.
But we also made a key commitment to utilising our assets to form an important part of our responsible gambling strategy through our 32Red and Unibet brands in the UK. Games featuring 32Red sponsored teams feature-heavy Responsible Gambling branding, both on the shirts and around the grounds
We are now proud to launch our ‘Stay in Control’ series - a unique set of content with some of our key sporting partners in the UK, starting with Derby County star Wayne Rooney. Wayne is an international football icon with tens of millions of followers across his social platforms and a reach that cuts across club rivalries. The truth is - when Wayne speaks, people listen.
That is why this piece of content is so important as part of our new model of sponsorship. Football - and its stars like Wayne Rooney - 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. The power of football to reach across communities and audiences is like no other and sport is a fantastic avenue for messaging to be communicated.
In the piece, Wayne Rooney speaks openly and powerfully about his experiences - and I hope it will empower others to do the same. We believe in approaching issues head-on through content such as this and our strategy in sport sponsorship is about utilising our assets for good and ensuring we are at the heart of tackling problem gambling.
Through our new model of sponsorship, we are keen to show that British football can reach the right audience with positive messaging about responsible gambling. We will continue to utilise key assets that cut through in this way to ensure potential gamblers are aware of the variety of tools we offer, designed specifically to allow them to remain in control. This is a core part of our sustainability strategy.
This is part of our commitment to the moral and financial responsibility we have to tackle problem gambling effectively in 2020 and beyond.