Swedish online casino and sports betting operator LeoVegas has inked a deal to work alongside English soccer side Blackpool so as to promote the ongoing Safer Gambling Week initiative.

The Stockholm-headquartered firm behind the mobile-friendly domains at GoGoCasino.com, BetUK.com, RoyalPanda.com and PinkCasino.co.uk signed an arrangement in the summer to become the English footballing team’s ‘principal partner’. This alliance has involved the logo for the operator’s flagship LeoVegas.com site being emblazoned across the front of the historic side’s matchday shirts as well as on pitch-side LED screens and static boards within its 16,000-seat Bloomfield Road stadium.

Coming Conversion 

This partnership is to be slightly altered for Saturday afternoon’s visit to Lancashire of fellow League One competitor Shrewsbury Town with the regular LeoVegas.com logo being replaced on the Blackpool kit by Safer Gambling Week emblems.

Sam Behar serves as the United Kingdom and Ireland Director for LeoVegas and he declared this initiative will look ‘to raise awareness and promote the importance of gambling responsibly’ with Blackpool being the sole English soccer club to showcase these logos on its shirts this weekend.

“Responsible gaming is at the heart of our offering at LeoVegas.com,” Behar said. “We are incredibly proud to work with Blackpool and to make sure all fans understand the range of tools we have on offer to ensure our players keep their play safe. We thank Blackpool for its ongoing support for this week and for how we communicate our commitment to responsible gaming.”

Meaningful Movement

Behar went on to describe the cross-industry Safer Gambling Week, which is set to run until November 19, as ‘an important time of the year’ where efforts are made to stimulate a nationwide conversation about safer gambling. He additionally asserted that the annual initiative looks to give punters in the United Kingdom and Ireland all of the information they may need to enjoy gambling without harm while simultaneously directing those who may need more support and advice to the SaferGambling.com domain.

Deserving Drive

For his part and the Chief Operating Officer for Blackpool, Jonty Castle, labelled Safer Gambling Week as ‘an important nationwide initiative’ his organization and LeoVegas ‘wanted to bring to the forefront of people’s thinking this weekend’. He furthermore thanked the online gambling operator, which is furthermore responsible for the sites at SlotBoss.co.uk, Expekt.com, 21.co.uk and PinkCasino.co.uk, for its ‘ongoing support’ as well as its ‘kind donation’ of the front-of-shirt sponsorship for ‘such a worthy cause’.

“Raising awareness on the importance of safer gambling is vital and Saturday’s match will see us promote this in a unique way with LeoVegas replacing its front-of-shirt sponsorship with the Safer Gambling Week logos,” Castle said. “Alongside crucial information, support and advice being spread across our website and social media platforms, the key messaging surrounding Safer Gambling Week is being circulated as far and wide as possible by both ourselves and our valued partners at LeoVegas.”