Footprints in the Market: Kindred’s zero per cent mission

On the latest episode of Footprints in the Market, Adam Gaskell, Head of UK Marketing at Kindred Group, detailed the company’s ambition to derive zero per cent of revenue from harmful gambling.

Speaking to Sharon McFarlane, Managing Director of Digital Footprints, Gaskell explained how Kindred is promoting its mission through Unibet and 32Red’s sponsorship of various football teams, including Middlesbrough, Leeds United and Rangers.

He said: “By using the zero per cent mission, we’ve been able to open up the conversation on safer gambling with friends, fans and punters more easily.

“It’s on the front of shirts and in the front of people’s minds. We know fans are quite inquisitive about what it means and when we are able to explain to them what our initiative is, it’s a great conversation for us to have.

“It’s something that we’re very proud of and we feel like it’s a great initiative and it’s something for us to really champion and go out there and use as part of our sponsorship.

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