GambleAware brings in two new partners for Bet Regret campaign

GambleAware has signed up two new partners for its Bet Regret campaign.

The charity GambleAware has signed up two new partners as it prepares for the next phase of its Bet Regret safer gambling campaign.

The next phase of the charity’s safer gambling campaign is set to launch in time for the start of the 2020-21 English football season on 12 September.

Two new partners

The next phase of GambleAware’s campaign will now be supported by the men’s weight loss charity, Man v Fat and Supporters Direct Scotland, a group that aims to help fans gain influence and ownership of their football clubs.

GambleAware’s existing partnerships with the Football Supporters Association (FSA) and the Scottish Football Supporters Association, have also been renewed ahead of the new season.

The charity’s partnership with the Supporter’s associations aims to build on the existing work that has been done and will focus on moderating gambling behaviours. This will include a series of activities to help promote the campaign and help engage clubs to increase their responsible gambling messaging.

Campaign messaging and material will also be displayed on Supporters Direct Scotland, Man v Fat and Scottish Football Supporters Association websites.

FSA deputy chief executive David Rose said: “The FSA is delighted to renew our partnership with GambleAware and to help educate football fans across the country about the risks of gambling and encourage those who choose to bet, to do so safely.”

Man v Fat’s head of football Richard Crick said: “Man v Fat Football [is] delighted to be working with GambleAware to bring greater insights to our players on the public health impacts of gambling. “With football being the most prominent sport to gamble on in the UK, we felt that forging a partnership would be another avenue which will support members to be as healthy in body and mind as possible.”

In a statement, GambleAware director of communications Zoe Osmond said: “These partnerships are vitally important to the safer gambling campaign and enable us to reach our target audience and make them aware of the new key campaign messages.

“We have chosen to work with these organisations in particular as we are confident they will help us share and promote our campaign message to encourage regular sports bettors avoid impulsive bets so they can avoid the feeling of Bet Regret.”

The Bet Regret campaign

GambleAware launched its Bet Regret campaign in February 2019, which featured a TV ad campaign which highlighted the dangers of impulsive sports betting. The campaign was praised by Mims Davies, then Minister for Sport and Civil Society.

In August of 2019, a second wave of the Bet Regret campaign was rolled out, with the tagline updated to read “think twice or you’ll Bet Regret it.” This time around, the campaign was supported by GVC Holdings, which donated all branding rights from its partnerships with football clubs to GambleAware’s campaign.

In January 2020, the campaign was complemented with the launch of an online portal that provides bettors with information and guidance on how to bet safely and included links to Bet Regret material.

The campaign was bought back in July after football events resumed following the coronavirus shutdown of sporting events. This campaign was run across Sky’s YouTube and Twitter pages and other digital platforms.

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