Middlesbrough FC And Kindred Group Secure Long Term Deal

Middlesbrough Football Club and the Kindred Group have agreed to a long-term partnership, with the online gambling company remaining the club’s main sponsor.

Kindred’s 32Red brand mark will adorn first team shirts in a record-breaking agreement for the Championship club, with the group also committing to continue to promote responsible gambling message via front-of-shirt branding.

In addition, partner Kindred entity Unibet will continue to show its brand on Boro’s first team training wear, as Kindred pledges to increase the club’s community outreach activities over the following three seasons.

Vital group support

Lee Fryett, MFC head of commercial said: “We’re delighted to extend our partnership with the, Kindred Group and we’d like to thank them for continuing their vital support of the club.

“Kindred are showing a real commitment to promoting a responsible gambling message and have a pledge to drive profits from high-risk behaviour down to zero per cent within the term of the new contract.

“Over the past three years we have worked very, very closely together and they are great supporters of the work done by our Foundation and within the local area. 

“Community is very important to both ourselves and Kindred and we’re looking forward to the opportunity to continue driving forward new initiatives that will benefit both our supporters and the people of Teesside.”

MFC Foundation’s Team Talk project

32Red will continue to support the MFC Foundation’s Team Talk project for men’s mental health. The Team Talk programme engages men about their mental health by utilising the local club and its staff, including players and managers.

Kindred has also promised to give away a portion of their hospitality and merchandising rights to fans through contests and giveaways. They’ll also keep developing fan-focused initiatives like the 32Red Fan of the Season award.

The Kindred Group’s UK general manager, Neil Banbury, added: “Our relationship with Middlesbrough is a longstanding one and we are thrilled to be continuing it. There are several important elements to this partnership including the continued promotion of our responsible gambling message across front-of-shirt branding and on LED perimeter boards. 

“This is an important part of our commitment to reduce the percentage of our revenue derived from high risk behaviour – currently four per cent – to zero per cent by 2023.

“Another key part of this agreement was for us to continue the support of the MCF Foundation in their delivery of Team Talk – a vital community outreach project based around improving men’s mental health. It is part of our commitment to reinventing the sports sponsorship model, so that it benefits the wider community.”

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About Joe Kizlauskas

Joe is a seasoned iGaming copywriter and speaker who has been in the business since 2015. He's written more words on all elements of iGaming than he likes to remember, and he's contributed material to a number of well-known brands. Joe may be seen playing 5 a side, at the gym or playing games on his Playstation when he is not writing.