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
 
 
Premium
 
Premium
 
Premium
 
Premium
 
Premium
 
Premium
 
Premium
 
Premium Connections
Executive Profiles
Interblock
Caesars Entertainment
Pragmatic Play
Flutter Entertainment

Global Gaming Awards London: Who will win Executive of the year 2023?

Gambling Insider takes a look at the nominations list for 20...

CEO Special: Flutter International CEO Dan Taylor returning to roots

Flutter International CEO Dan Taylor meets Louis Thompsett t...

CEO Special: Light & Wonder Gaming CEO Siobhan Lane - optimising superpowers

Siobhan Lane, Light & Wonder Gaming CEO, speaks to Gambling...

CEO Special: Hoiana Resorts' Steve Wolstenholme – the travel man

Hoiana President & CEO Steve Wolstenholme talks to Gambling...

Read Magazine