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Kindred Group aligns with Middlesbrough FC in community initiative

Kindred Group has donated its shirt sponsorship of Middlesbrough FC to the MFC Foundation as part of a new agreement with the Championship club to strengthen its links with community initiatives.

The online gambling operator, which owns sports betting and casino brands 32Red and Unibet, is one of Boro’s principal partners. The two parties currently promote safer gambling practices through Kindred’s primary shirt sponsorship and LED digital marketing.

As part of the terms, Kindred Group will offer up its shirt sponsorship for one game per season to the MFC Foundation, along with the third strip. In addition, players will wear Foundation-branded t-shirts during pre-match warm-ups for three games each campaign.

General Manager Kindred Group UK, 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.”

Through the new deal, Kindred will work with the club to create engaging content for supporters and give back to the Boro fanbase, by feeding 20 percent of hospitality and merchandise to supporters through giveaways and competitions.

Moreover, 10 percent of Kindred’s digital and print advertising rights will be donated to the Foundation, and the firm will make a pledge to the community initiative’s other ongoing projects and programmes.

Helena Bowman, Head of MFC Foundation, 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.”

In order to reiterate messages of safer gambling, any betting operators’ logos will be removed from web pages targeted at those under the age of 18, and players under the age of 25 will not be used in promotional 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.”

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