Published
OnlineMarketingSports BettingFeature

Kindred Group CEO: Shirt sponsorships can be used for good

Kindred Group CEO Henrik Tjärnström knew 32Red’s sponsorship episode with Wayne Rooney would be "controversial" but has defended gambling shirt sponsorships as a whole.

HenrikTjärnström

In August, Kindred-owned online casino 32Red extended its sponsorship of English football club Derby County, by announcing new signing Wayne Rooney would wear the number 32 in January.

The deal received widespread criticism however, with GVC Holdings CEO Kenny Alexander calling it "a complete own goal."

But Tjärnström believes shirt sponsorships can be used for good, being "very proud" of his company's work with Derby, and should not just be linked with excessive gambling.

"We knew it was going to be controversial to some extent. Some of those voices, it’s logical they say what they say as well," the Kindred CEO tells Gambling Insider.

"We see it in a bigger perspective. We’re also very proud of what we do with Derby County, with men’s mental health and the local community.

"We think shirt sponsorships can be used for good and not just have to be seen as a reason for excessive gambling. It’s much bigger than that in a sense.

"I believe we as an industry can have a good role to play in that, as long as we take responsibility for our actions and ensure customers gamble with moderation and it’s part of their entertainment experience rather than anything else."

The full interview will be published in the January/February edition of Gambling Insider magazine, alongside several other industry-leading CEOs, including Evolution Gaming’s Martin Carlesund.

Premium+ Connections
Premium
 
Premium
 
Premium
 
Premium
 
Premium
 
Premium
 
 
Premium
 
Premium
 
Premium
 
Premium
 
Premium Connections
Consultancy
Executive Profiles
Soft2Bet
Scientific Games
Digitain Malta
Follow Us

Facing Facts: Q3 2024 analysis

Gambling Insider takes a look at the Q3 results of operators...

Taking stock: The final count of 2024

Gambling Insider tracks operator and supplier prices of some...

CEO Special: Flutter CEO Peter Jackson – Playing to win

As the biggest publicly traded operator in gambling meets th...

CEO Special: Holland Casino CEO Petra de Ruiter – High flier

Petra de Ruiter, Holland Casino CEO, speaks to Gambling Insi...

A welcome from your host

A message from the Founder of the Global Gaming Awards and G...

From the event manager

A message from the Event Manager of the Global Gaming Awards...

From the Awards adjudicator

KPMG in the Crown Dependencies is the official voting adjudi...

The process

The Global Gaming Awards have deservingly earned the reputat...