Kindred aims to “ignite conversations” around inclusivity in horse racing

By Gambling Insider

Unibet, a Kindred Group-owned brand, will support Racing is Everyone’s Sport, a campaign that aims to improve inclusivity in horse racing.

Great British Racing and Racing with Pride have collaborated once again on this annual initiative to welcome and encourage LGBTQ+ individuals to participate in horse racing.

Unibet is looking to play a role through its sponsorship of the Becher Chase at Aintree. This is set to take place on Saturday 4 December when the sports betting business will encourage jockeys to wear rainbow armbands, while rainbow pin badges will be handed out to staff and spectators alike.

Moreover, Unibet will include the rainbow logotype lines on the saddlecloths for all ITV races. The company hopes this will “ignite conversations”, with Kindred’s Head of Racing Communications and Sponsorship Ed Nicholson reiterating the group’s commitment to inclusion and diversity.

“At Kindred, we are committed to building a diverse team with an inclusive and equitable experience for all. So, naturally, we jumped at the chance of being able to support this important movement,” said Nicholson.

“As sponsors of one of the big meetings on Saturday, we’re particularly pleased to donate one of our four ITV televised races from Aintree to help highlight the profile of the campaign.”

Nicholson added that 20% of all marketing assets on the day will be donated to the campaign.

Chairman of Racing with Pride David Letts welcomed Unibet’s support, commenting: “It is fantastic to see racing join the wider sporting community in celebrating Stonewall’s Rainbow Laces initiative.

“Racing Is Everyone’s Sport provides an opportunity for British horse racing to demonstrate its ongoing commitment to LGBTQ+ inclusion on a public stage and to reflect on the progress which has already been made in this area.”


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