Kindred Group named as Eredivisie betting partner for upcoming season
Operator’s Unibet brand to become official betting partner for both the Dutch league and ESPN with immediate effect
Kindred Group has announced that its Unibet brand will become the official betting partner of the Eredivisie and ESPN with immediate effect.
The collaboration will last until the end of the 2024-25 season, in line with the upcoming ban on gambling sponsorships in sports outlined by the Dutch government earlier this year.
Kindred’s Unibet brand is currently the sponsor of several Eredivisie clubs, including former champions Ajax, UEFA Europa Conference League semi-finalists AZ Alkmaar, as well as FC Utrecht, Heracles Almelo and NEC Nijmegen.
Following the announcement, Kindred said it looks forward to further supporting the Eredivisie in the coming years.
Sponsorships of this kind will need to be curtailed by the end of the 2024-25 season due to the phased banning of gambling advertising in the Netherlands.
The first phase came into effect on 1 July 2023 for all TV and radio adverts as well as those in public spaces such as billboards. Internet and on-demand advertising will continue to be allowed as long as the operator can actively prevent these adverts from being seen by those under 24 years of age.
The next phase will see a ban on event sponsorship by 2024, with the final stage of the crackdown on sports sponsorships not coming into force until 2025, allowing teams and leagues enough time to find suitable replacements.