Unibet backs new horse racing mental health initiative
Kindred Group has made a significant investment in #GoRacingGreen, a new initiative that aims to make horse racing accessible for racegoers that suffer from mental health issues.
Through its Unibet brand, Kindred has backed a pilot scheme that will launch at Newbury Racecourse on 17 August, which includes the Unibet Hungerford Stakes race. All attendees are being encouraged to wear something green to show that they are happy for someone to approach and talk to them, or as awareness they might be feeling anxious.
The wider project includes conducting training with permanent staff at Newbury to help people with mental health issues ranging from social anxiety to dementia. The pilot day will also see alcohol-free quiet zones set up throughout racecourse.
Kindred’s investment in the pilot scheme will allow Debbie Matthews, founder of #GoRacingGreen, to extend the initiative to more racecourses across the UK.
“The investment we are announcing today means GoRacingGreen can continue to build on their fantastic work since they started the project earlier this year. Having attended the training session undertaken at Newbury earlier in the week, I saw at first-hand what a fantastic scheme this is," Kindred’s head of racing communications and sponsorship Ed Nicholson said.
"Our partnership with GoRacingGreen shows a new model for sport sponsorship is possible. Kindred is leading the way in becoming a sponsor for a sport and its communities and we are looking forward to piloting the project at Newbury this Saturday.”
It comes as the operator looks to reinvent sports sponsorship, by ensuring such agreements have a positive impact on the wider community and location in which the partner operates.
Matthews added: “This investment is a fantastic boost for the #GoRacingGreen project, and I am delighted to be working with Kindred through its Unibet brand.
“Working in partnership with them, we can now expand the programme and reach many more people with mental health problems across the racing community in the months ahead.”
Image: Newbury Stands