Unibet has launched a new campaign alongside the Dutch cycling team, Tour de Tietema, to try and raise awareness around heart-related health problems in the cycling community.
The collaboration has led to the development of an online learning tool that aims to respond to the growing concern around heart-related illnesses experienced by cyclists.
As part of this, a free interactive Augmented Reality experience will be available for the public. The experience will feature digital versions of Bas Tietema, Devin van der Wiel and Josse Wester – the cycling team owners – who will lead users along an eight-step guide to administering resuscitation.
Additionally, a custom jersey will be worn by the cycling team to draw further attention to the importance of heart health.
Lennart Kessels, General Manager of Kindred Group (Netherlands), commented: "As a sports betting provider, sports is in Unibet's DNA.
“This awareness campaign fits well with our focus on increasing social engagement, and we hope that, together with Tour de Tietema, we can inspire as many Dutch people as possible to complete the AR experience.”
Bas Tietema, one of the owners of Tour de Tietema, added: "I try to follow my heart in everything I do, but I have noticed both in cycling and outside the sport that a less well-functioning heart can also make you very insecure.
“Unfortunately, you hear stories about heart problems more and more often within the cycling world. Yet not everyone knows how to act when something really goes wrong. We, within the team, didn't know how to perform lifesaving actions.
“With our cycling team, we reach a lot of people, so we wanted to use that reach to draw attention to this current issue."
