After announcing a big reinvestment in the men’s mental wellbeing programme, Team Talk, 32Red has continued its commitment to reinventing football sponsorship.
The renewed deal will see the online gaming site, which funds four Championship clubs and Rangers in the Scottish Premiership, invest tens of thousands of pounds in continuing to help improve the Team Talk initiative run by Derby County Community Trust, after a good year following substantial funding in 2019.
The Team Talk network uses the local club as a tool for communicating with men about their mental health, going across four hubs during their first lockdown before transitioning to virtual distribution.
Striker Martyn Waghorn of Derby County said: “The efforts of the Team Talk project haven’t gone unnoticed at Derby County. I know the struggles myself having been there in the past and a little work to help others goes a long way. Team Talk is doing a fantastic job.”
Through reinvesting in the Team Talk initiative and partnering with Derby County Community Trust, hubs will be sustained and increased across the city over the next 12 months.
Neil Banbury, the General Manager of 32Red, commented: “The renewed investment we are announcing today means Derby County Community Trust can continue some of the fantastic work and results we saw from the first year of our partnership.
“Using the unique relationship supporters have with their local club, we hope to reach many more men with the expanded mental health support services who would otherwise be suffering in silence.
“We know from our ‘Tackling the Stigma’ report that men are at increased risk of suffering from their mental health – but that they are also most likely to engage with projects that involve the football clubs they cherish.
“Our partnership with Derby County Community Trust shows our deep commitment to continue developing a new model for football club sponsorship. Kindred Group is leading the way in becoming a sponsor of choice for a club and its community.”
32Red’s parent company, Kindred Group, has previously outlined its intentions to become a ‘sponsor of choice’ for sporting organisations and their wider communities. This partnership with 32Red builds on previous Kindred partnerships with the boxing, horse racing and darts industries.
Head of community at Derby County Community Trust Simon Carnall said: “Following a successful first year, we are delighted that 32Red has recommitted to this project. It is the first time Derby County’s main sponsor has made such a big investment in the local community. This renewal of our partnership means we can now expand the programme and reach many more men with mental health problems across the community over the coming year.
“At a time when the coronavirus pandemic is making things even harder for men, this is a timely project, especially based on the fact we are now heading into a second lockdown.”
32Red will announce similar programmes on men’s mental health as part of its continuing effort to support both clubs and communities, as part of an ongoing mission of being a supportive sponsor for football clubs and their communities in the coming weeks.