EHF EURO becomes platform to raise awareness of mental health

NEWS: Thanks to the Kindred Group, the EHF EURO has become a stage to support the European Network of Active Living for Mental Health

The Kindred Group are using a partnership with ENALMH to raise awareness of mental health issues. Photo © Stanko Gruden / kolektiff

Handball fans from around the globe watching the EHF EURO 2020 matches in Trondheim will have seen a new logo flash up on their screens – that of ‘ENALMH’.

ENALMH is the European Network of Active Living for Mental Health, a network working to promote active living as a fundamental parameter for a holistic approach to mental health.

The Kindred Group (previously Unibet Group), as an official sponsor of EHF EURO 2020, has entered into a partnership with the organisation. ENALMH were given Kindred’s exposure rights for all the EHF EURO games played in Norway, as advertising betting is not allowed in Norway. This agreement is valid for the men’s championship as well as the women’s championship in 2020.

“Donating our exposure rights during the European Handball Championship games played in Norway to ENALMH follows our efforts to raise awareness of mental health across Europe. If we can contribute to raise awareness of how to prevent mental health problems by this donation, then it is a win-win situation. We are proud to support ENALMH in their important work,” said Timo Mastelinck, Global Head of Sponsorships, Kindred Group.

“By being connected to a major European sport event as the European Handball Men’s and Women’s Championship 2020 the Active Living for Mental Health movement acquires the dimension that it really deserves.

“Thanks to the opportunity provided by Kindred Group, ENALMH will be in Norway to support the spirit of the sport, to meet the Norwegian community of sport or mental health, to discuss with the sport industry and to share our ‘move to balance’ message with the big audience,” said Jan Drobny, Vice-President of ENALMH.

On Monday, Drobny arrived in Trondheim and will stay until the end of the preliminary round, engaging with stakeholders on site in the Spektrum Trondheim.

“The EHF EURO is the greatest stage we ever had in terms of promotion, and we hope for great feedback after the end of the tournament. For example, we had organised congresses or our own sport events, but never had the chance to reach such an audience,” said Drobny.

ENALMH’s plan is to get a long-term connection to handball, both before and during the Women’s EHF EURO in December. “We are looking for a female handball ambassador to be our face to support our ideas and maybe we can connect to other EHF projects such as Respect your Talent”, said Drobny.

For Kindred’s brand Unibet the partnership with ENALMH is closely connected to its sustainability strategy and commitment to contribute to local communities. Kindred is already involved in other mental health projects.

ENALMH’s main focus is on preventing mental health conditions, and working to ensure the fair and equal treatment of people with mental health problems.

“Five times 30 minutes sport per week is better than medication for people with mental diseases,” said Drobny.  

written by Björn Pazen / jh