Kindred Group pens two-year sponsorship extension with Middlesbrough FC
Unibet parent company to take commercial partnership with EFL side to eight years with further commitments to support the local community and charity initiatives
Kindred Group has expanded its front-of-shirt sponsorship deal with Middlesbrough FC for a further two years as the operator commits to pushing CSR to the forefront of the relationship.
The operator and the Championship side first partnered in 2018, meaning when the pair’s commercial relationship comes to the end of the latest deal it will have amounted to eight years.
Under the terms of the “record breaking” deal, Unibet will continue to adorn the front of Middlesbrough’s first team shirts.
Additionally, “Zero% Mission” will appear on this season’s kits in a nod to the operator’s aim to reduce revenue generated from harmful gambling to 0%.
Kindred Group added that the partnership will continue to fund the Middlesbrough FC Foundation’s Team Talk programme, which focuses on men’s mental health.
Team Talk is where the club, players and staff engage with men in the local community to unpack and explore mental health concerns and worries.
Kindred will continue to donate front-of-shirt sponsor space to the Foundation throughout the season to allow for the promotion of the club’s other charity efforts.
The Foundation runs several initiatives aimed at improving “the life chances of young people and adults” in the area.
A final point of the partnership will see the Stockholm-listed firm donate a percentage of its hospitality and merchandising rights to supporters via giveaways and competitions.
Sam Mead, Kindred Group UK general manager, said: “Kindred’s relationship with Middlesbrough is one of football’s longest running and impactful, so far as community outreach is concerned.
“That is why we were committed to extending the partnership for another two years.
“We recognise that we are in the privileged position to positively influence clubs and their communities – a responsibility we take seriously.
“That’s why the basis of this latest partnership will be to help showcase the Foundation’s wide-ranging work, including the men’s mental health initiative Team Talk.”
Liam McGuinness, Middlesbrough’s head of commercial, added: “The health and wellbeing of our local community is very important to ourselves and Kindred.
“We are all looking forward to the opportunity to continue driving forward new initiatives that will benefit both our supporters and the people of Teesside.”