As part of a new deal with the Championship club to improve its relations with community projects, Kindred Group has donated the jersey sponsorship of Middlesbrough FC to the MFC Foundation.
One of Boro’s principal partners is the online gaming operator, which owns the sports betting and casino brands 32Red and Unibet. Via Kindred’s primary shirt sponsorship and LED digital marketing, the two parties currently advocate safer gambling activities.
As part of the terms, Kindred Group will give the MFC Foundation, along with the third strip, its shirt sponsorship for one game per season. In addition, during pre-match warm-ups for three games per campaign, players can wear Foundation-branded t-shirts.
Kindred Group UK’s General Manager, Neil Banbury, commented: “We are proud of this ground-breaking agreement reached with Middlesbrough Football Club. It is another example of our deep commitment to developing a new model for football club sponsorship.
“The agreement acts as a baseline for our collective work in ensuring our sponsorship benefits both the club and its communities. Kindred Group is leading the industry on this approach – and we are excited to see the partnership continue to develop in the coming months.”
Kindred will collaborate with the club under the new contract to develop entertaining content for fans and give back to the Boro fanbase by feeding supporters with 20 per cent of hospitality and merchandise through giveaways and tournaments.
In addition, 10 percent of Kindred’s digital and print advertisement rights will be donated to the Fund, and the company will make a contribution to the other ongoing initiatives and services of the group initiative.
Head of MFC Foundation Helena Bowman, added: “We are delighted with the ongoing commitment from Kindred to our local community. At MFC Foundation we aim to make a difference by using the power of the football club badge to raise aspirations and positively change lives.
“Kindred’s dedication to supporting our community initiatives will help enhance the work of the Foundation and allow us to reach even more people through our programmes.”
The logos of any betting operator will be excluded from the web pages aimed at those under the age of 18 to reiterate messages of safer gaming and players under the age of 25 will not be included in advertising campaigns.
“We’re delighted in agreeing this MOU,” said Boro head of commercial, Lee Fryett. “This will offer increased opportunities for both our Foundation and our fans and is also a commitment to responsible gambling messaging.
“The three key pillars of the MOU and are community, supporters, and marketing and Kindred Group have made a real commitment to show their support for this.”