Unibet Launches Heart Health Awareness Campaign


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Unibet Launches Heart Health Awareness Campaign

Unibet, in Belgium and the Netherlands, collaborates with Dutch cycling team Tour de Tietema to raise heart health awareness in the cycling community with the ‘Follow Your Heart’ campaign.

As part of the initiative, the cycling team will don a unique jersey to highlight heart health importance. An interactive Augmented Reality (AR) experience will showcase digital versions of team owners Bas Tietema, Devin van der Wiel, and Josse Wester, guiding users through an eight-step process of lifesaving resuscitation. The campaign seeks to enhance survival rates by educating the team’s followers and the broader public in the Netherlands and Belgium on these vital skills.

Bas Tietema, one of the owners of Tour de Tietema, said:

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. Yet not everyone knows how to act when something really goes wrong. We, within the team, didn’t 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. 

Lennart Kessels, General Manager Netherlands, Kindred Group said:

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.

Dennis Marien, General Manager Belgium, Kindred Group said:

We have previously raised awareness for the eight live-saving skills together with Club Bruges. By tailoring this now to cycling, we hope to educate even more Belgians about the importance of these live-saving techniques. As playing responsibly is one of our key focuses the link to acting responsibly in sports is evident.

At the Tour of Antalya, the TDT-Unibet team sported a unique jersey with ‘Follow Your Heart’ on the chest, hearts on the sleeve, and the eight lifesaving skills forming a heart on the back.

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