Betting industry fights gender bias in International Women’s Day campaign

Professionals of the global betting market, such as Flutter, Kindred and DraftKings, are working on a campaign ahead of International Women’s Day 2022, to highlight examples of gender bias in the industry.

Produced by Square in the Air and All-In Diversity, the project also aims to offer resources for companies and individuals seeking support, whilst the campaign includes  commitments from CEOs representing a range of other companies in the sector.

These include: Betsson, Better Collective, Catena Media, GiG, LeoVegas, Lottoland, Microgaming, Pinnacle, Sky Betting & Gaming, Sportsbet, Yolo and Yggdrasil, which are set to appear in a series of videos sharing  personal experiences of women working in the industry.

Kelly Kehn, Director and Co-Founder of All-In Diversity, commented: “We’ve been humbled by the backing this campaign has received from the biggest organisations across the world, from Europe and the Americas, to Africa and Australia. 

“However, it is also a stark reminder of how much work there is still to be done to address gender bias and just how many of the sector’s heavyweights are prepared to personally fight for the cause,” she continued. 

 The three short films will be released in the build-up to IWD, which this year takes place on Tuesday 8 March and uses the hashtag #breakthebias.

“While we are of course hoping to make an impact with this hard-hitting campaign, the teams at All-In and Square in the Air are determined that these films will not simply capture a moment in time but add momentum to the fight for fairness and balance for all those in our industry,” Kehn added.

The campaign videos are set to be released from 1 March this year, and Stewart Darkin, Director of New Media at Square in the Air, regarded the project as ‘important from conception’.

He concluded: “With the support of the All-In Diversity team, we have been able to work with some of the sector’s biggest names to highlight what remains a major issue and which highlights the daily struggle that some professionals in our industry continue to face.

 “There are so many companies doing great work in the areas of diversity and inclusion within their organisations but, clearly, there is still work to be done – and we’re thankful that the sector’s biggest names are standing shoulder-to-shoulder on this issue.”

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