Unibet and Tour de Tietema introduce a Heart Health Awareness Campaign named "Follow Your Heart"

Unibet, an online gambling platform with over 11 million customers, launches a campaign in Belgium and the Netherlands to raise awareness and bring the audience closer to problems about heart health issues within the cycling community.

The operator teamed up with the Dutch cycling team, Tour de Tietema, to launch the campaign named “Follow Your Heart“.

As part of the campaign, the cycling team will wear a specially designed, unique jersey to highlight the importance of cardiovascular health.

A free and interactive Augmented Reality (AR) experience will be streamed, with digital versions of cycling team owners – Bas Tietema, Devin van der Wiel and Joss Wester, who will guide the public through an eight-step process to perform life-saving R.

The campaign seeks to enhance survival rates by educating both the team’s ers and the broader public in two countries, the Netherlands and Belgium, about these crucial skills.

Through the Tour of Antalya, the TDT-Unibet team will also wear these special jerseys with the name of the campaign – Follow Your Heart. Jersey will feature the logo on the chest, hearts on the sleeve and 8 life-saving skills written on the heart on the back.

The partners not only promote heart health awareness but also include the power of sports to educate and inspire a broader audience. Follow Your Heart demonstrates the importance of collective action in addressing important problems.

A few words about the campaign from the Reps

“As a sports betting provider, sports is in Unibet’s DNA. 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,” said Lennart Kessels, General Manager Netherlands, Kindred Group.

“I try to follow my heart in everything I do, but I have noticed both in cycling and outside the sport that a less well-functioning heart can also make you very insecure. Unfortunately, you hear stories about heart problems more and more often within the cycling world. Not everyone knows how to act when something really goes wrong. We, within the team, did not know how to perform lifesaving actions. With our cycling team, we reach a lot of people, so we wanted to use that reach to draw attention to this current issue,” Bas Tietema, one of the owners of Tour de Tietema, said.

“We have previously raised awareness for the eight life-saving skills together with Club Bruges. By tailoring this now to cycling, we hope to educate even more Belgians about the importance of these life-saving techniques. As playing responsibly is one of our key focuses, the link to acting responsibly in sports is evident,” said Dennis Marien, General Manager Belgium, Kindred Group.

Source:

”Unibet and Tour de Tietema Launches Heart Health Awareness Campaign – “Follow Your Heart””, europeangaming.eu, February 16, 2024.