Kindred to Donate EHF Exposure Rights to Charity

Jan 09

Online gambling operator Kindred Group had a fantastic 2019, and it looks like they are determined to start 2020 on a positive note, too. The operator has announced that they will be donating all of their exposure rights for the European Handball Federation (EHF) Euro 2020 tournament. The recipient of the donation is the European Network of Active Living for Mental Health (ENALMH).

The ENALMH promotes physical activity as a way of helping prevent or address mental health problems, and their program will benefit from Kindred’s exposure rights for all games played in Norway. The rights cover both men’s and women’s events. The men’s championship games are scheduled to take place between January 10 and 26 across Sweden, Austria, and Norway. The women’s championship event will be held later this year in Denmark and Norway. Together, Kindred and ENALMH hope to promote active living as fundamental to a holistic approach to the enhancement of mental health.

Kindred Global Head of Sponsorships Timo Mastelinck said, “Donating our exposure rights during the European Handball Championship games played in Norway to ENALMH follows our efforts to raise awareness of mental health across Europe. If we can contribute to raise awareness of how to prevent mental health problems by this donation, then it is a win-win situation. We are proud to support ENALMH in their important work.”

ENALMH Vice President Jan Drobny expressed his gratitude for Kindred’s gesture, saying: “By being connected to a major European sport event, the Active Living for Mental Health movement acquires the dimension that it really deserves. Thanks to the opportunity provided by Kindred Group, ENALMH will be in Norway to support the spirit of the sport, to meet the Norwegian community of sport or mental health, to discuss with the sport industry, and to share our ‘move to balance’ message with the big audience.”

This donation by Kindred comes after the company joined forces with Swedish community initiative, NU: Nolla Utanförskapet in October last year. Their partnership was for the development and launch of a new project that aims to help socially vulnerable young adults in Stockholm. In September 2019, the gaming operator also announced their plan to display responsible gambling messages on the shirts of their brand 32Red’s partner football clubs for the duration of the 2019-2020 season.

Just last week, Kindred Group launched the new campaign they mentioned in September via their 32Red brand. The campaign is called ‘Stay in Control’, and it aims to promote healthy gambling behaviour and spread awareness of GambleAware. It will feature a series of YouTube videos, and the first of these videos is said to feature Derby County football player/coach Wayne Rooney.

The campaign’s beneficiary, GambleAware, is a wholly independent grant-making charity that has a framework agreement with the UK Gambling Commission to deliver the National Strategy to Reduce Gambling Harms. As per the agreement, the delivery of this strategy will be based on voluntary donations from the gambling industry. The charity commissions integrated prevention services in partnership with agencies like the NHS.