The Kindred Group has been named the first corporate Community Partner of the European Football Development Network (EFDN), which will see each’ promoting the power of football as a tool for social development.’ The announcement comes as the betting and gaming group builds on its initial agreement reached in Spring 2019, which saw the’ Active Fans ‘ initiative of Kindred sponsor EFDN. For Kindred, the strengthened relationship was seen as a’ natural step forward.’
Kindred Group CEO Henrik Tjärnström commented: “We are very proud and excited to be a part of the EFDN network. We feel that the work EFDN do is very important and aligns well with Kindred values.
“We truly believe that this will be a successful partnership where we will be able to build great things together. For example, we will share our knowledge and experience by developing and implementing an anti-match fixing programme to the extensive network of EFDN member clubs.”
EFDN is a network of professional football clubs, leagues and soccer associations across Europe working together to support community-focused projects and social responsibility.
Hubert Rovers, CEO of EFDN added: “We are proud to present Kindred as our first commercial Community partner. There is a natural fit between EFDN and Kindred as we both share the love for football and are leaders in our industries in terms of taking responsibility for the community and in contributing to sustainability.
“Kindred uses a new sustainability-driven framework for sponsorships and promotes community initiatives through its partnerships with clubs and leagues. At EFDN, we strive to raise the quality and impact of community programmes through knowledge exchange and collaboration.
“Together with Kindred, we will further develop the social power of football and will not only promote values like Fair Play and respect, but also education, diversity, social cohesion, and physical activity.
“Through our partnership, we are certain that we can make a long-term contribution to the Sustainable Development Goals (SDGs) and inspire other stakeholders in football to become more sustainable.”