Know Your Limits, featuring Carl Frampton

Fri, 21 Feb, 2020

Following the launch of the first episode of our ‘Know Your Limits’ campaign featuring Wayne Rooney, Kindred presents the second episode of the series released this week, featuring Carl Frampton. This is an important part of our wider commitment of using our sporting talent for good and promoting responsible gambling behaviour through everything we do.

The new video, which features the 32Red-sponsored athlete and three-time world champion boxer Carl Frampton, is another step towards Kindred’s commitment of using our assets for contributing to the society in the UK. Carl has suffered highs and lows and says “every top fighter dreams of retiring undefeated, but I have learnt more from my losses than my wins.” By winning the featherweight world title in 2016, Frampton became the first boxer from Northern Ireland to have held world titles in two weight categories. 

Kindred Group and its brands, including 32Red and Unibet, are committed to ensuring our advertising is responsible. At Kindred, we believe that gambling companies and the wider industry have an important role to play in tackling problem gambling.

Know your limits

We strongly believe that by utilising our sporting partners through content such as ‘Know Your Limits’, we can continue building a responsible gambling strategy that cuts through. Carl has a combined social media following of over half a million people and boxing is a sport that is followed by many millions more. A video that strongly promotes our core responsible gambling messages is another example of how companies like ours can become part of a credible solution to tackle problem gambling.

Power of boxing

Carl speaks powerfully about his boxing career and dealing with the highs and lows of professional sport. His experiences closely link to our responsible gambling messaging of knowing your limits and not chasing losses. We know that sports like boxing have a unique reach among adult audiences. This allows us to promote healthier gambling behaviour and advocate for control in an impactful way. Our new model of sponsorship allows us to reach across communities and audiences and deliver tangible results.

Kindred Group are committed to using our key assets to ensure potential customers are aware of the variety of tools we offer; tools specifically designed to allow them to remain in control and know their limits. This is a core part of our sustainability strategy, feeding into our moral and financial responsibility to tackle problem gambling in an effective way.