Kindred Group’s Tom Banks on the future of gambling sponsorship in football

On Thursday, the Premier League announced that its teams had agreed an effective ban of front-of-shirt gambling sponsorship commencing in the 2025/26 season. We spoke with Tom Banks, Head of Corporate Affairs UK/Global at Kindred Group – the operator responsible for Unibet and 32Red. The question: how can operators continue their partnerships with responsible campaigns and mutually positive results?

If the idea is that removing front of shirt sponsorship will make gambling safer, then I'm not too sure that that's really going to do what people are hoping. It's a blunt measure.