Unibet teams up with Tour de Tietema for new heart health awareness campaign

Kindred Group's flagship brand, Unibet, announced a new collaboration with the Dutch cycling team Tour de Tietema (TDT). The leading betting and gaming operator teamed up with the famous team to help raise awareness and educate the public in the Netherlands and Belgium about heart health issues within the cycling community. The collaboration is under a campaign labeled "Follow Your Heart" and will involve a number of activations.

Under the terms of the new collaboration, TDT and Unibet developed a special online learning tool that seeks to address a growing concern about heart issues within the cycling community. The activation will see the famous Dutch cycling team raise awareness of the issue by wearing exclusive jerseys.

Moreover, the duo helped develop an interactive and free Augmented Reality (AR) experience. Participants in this experience can encounter "digital versions" of TDT's owners, Bas Tietema, Devin van der Wiel and Josse Wester. The digital versions of the cycling team's owners will guide users online on how to perform lifesaving operations. Ultimately, the latest activation seeks to raise awareness of the importance of heart health while at the same time educating the cycling team's fans and communities in Belgium and the Netherlands on the importance of lifesaving skills.

Dennis Marien, Kindred Group's General Manager Belgium, revealed in a statement that the brand has previously collaborated with Club Bruges to raise awareness of life-saving skills. "By tailoring this now to cycling, we hope to educate even more Belgians about the importance of these live-saving techniques," he added. Finally, Marien said: "As playing responsibly is one of our key focuses the link to acting responsibly in sports is evident."

Bas Tietema, one of TDT's owners, was also excited about the latest activation. He spoke about the importance of health and wellbeing, adding that it is concerning to see more stories about people in the cycling community suffering from heart problems.

Tietema added: "Yet not everyone knows how to act when something really goes wrong. We, within the team, didn't know how to perform lifesaving actions." Finally, he said: "With our cycling team, we reach a lot of people, so we wanted to use that reach to draw attention to this current issue."

Lennart Kessels, Kindred Group's General Manager Netherlands, revealed that sport is a part of Unibet's DNA as a leading sports betting provider. "This awareness campaign fits well with our focus on increasing social engagement, and we hope that, together with Tour de Tietema, we can inspire as many Dutch people as possible to complete the AR experience," he said in conclusion.

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