West Ham United’s principal partner and shirt sponsor Betway has donated assets for this weekend’s home fixture versus Tottenham Hotspur to the Betting and Gaming Council and it’s ‘Take Time to Think’ campaign.
This will see the campaign feature on large digital screens outside the stadium and screens behind both goals, as well as via perimeter boards for the first 30 seconds of each half of the Premier League game, which is to be broadcast live on Sky Sports.
Super Group-owned Betway are one of the BGC members who are funding ‘Take Time To Think’, which aims to encourage customers to use safer gambling tools like time outs and deposit limits.
“It’s vitally important that we support this message and we are delighted to be able to donate such prominent assets in order to maximise the reach of the campaign,” said Anthony Werkman, CEO of Betway.
“Betway back all aspects of the ‘Take Time To Think’ safer gambling message and strive to ensure that our products are used in a fair, safe, secure and responsible environment.”
The campaign was launched last week with a series of TV adverts showing customers pausing mid-play before deciding whether to use one of the tools, with operators to also adopt the messaging across online and retail businesses.
The launch was said to follow “extensive” customer research, as well as engagement with academics, Government stakeholders and operators on the most effective way of encouraging responsible betting, with the campaign to replace ‘When The Fun Stops, Stop’ as the regulated industry’s key safer gambling message.
The BGC has worked with broadcasters and online platforms to deliver the multi-million pound campaign, which has also been funded by BGC members William Hill, Entain, bet365, Gamesys, Flutter, Betvictor, Kindred, Playtech, Betfred, PlayOjo, Betsson and Microgaming.
Michael Dugher, chief executive of the BGC, explained: “I am delighted that ‘Take Time To Think’ will feature so prominently at the West Ham v Spurs game, and that it will receive a nationwide audience on Sky Sports.
“The ‘Take Time To Think’ message will encourage even more customers to pause and consider whether to make use of the wide range of safer gambling tools that are available. That will enable them to stay in control of their betting.
“The efforts BGC members like Betway are making to promote safer gambling are in stark contrast to the all too easily available unsafe, unregulated black market online.”