The Betting and Gaming Council (BGC) is seeking to gain the highest Premier League exposure of its new ‘Take Time to Think’ campaign, promoting safer gambling tools and responsible conduct.

As part of the growth, this Sunday, the campaign has been granted Betway’s entire London Stadium sponsorship assets, as Premier League partner West Ham United plays its fierce London derby against Tottenham Hotspur.

UK gambling’s new headline campaign will be displayed on the LED perimeter boards for the first 30 seconds of each half of the match that will be broadcast live on Sky Sports (2pm).  

Further coverage of ‘Take Time to Think’ will see the campaign promoted on large digital screens outside the London Stadium and on a full-page advertisement published on the inside front cover of the matchday programme

Backing the BGC’s new campaign Anthony Werkman, CEO of Betway, said: “It’s vitally important that we support this message and we are delighted to be able to donate such prominent assets in order to maximise the reach of the campaign.

“Betway back all aspects of the ‘Take Time To Think’ safer gambling message and strive to ensure that our products are used in a fair, safe, secure and responsible environment.”

‘Take Time to Think’ debuted last week, replacing UK gambling’s long-running ‘When the Fun Stops, Stop’ safer gambling campaign – with the message adopted by the BGC’s online and retail partners.

BGC members already ensure that at least 20% of their TV and radio adverts are safer gambling messages, while it is estimated that around two million customers – around one in five – already use deposit limits

Michael Dugher, Chief Executive of the BGC, said: “I am delighted that ‘Take Time To Think’ will feature so prominently at the West Ham v Spurs game, and that it will receive a nationwide audience on Sky Sports.