Kindred Group strengthens EFDN partnership

Kindred Group has been named as the first commercial Community Partner of the European Football Development Network (EFDN), which will see the two ‘promote the power of football as a tool for social development.’

The announcement comes as the betting and gaming group builds upon its initial agreement made in Spring 2019, which saw Kindred sponsor EFDN’s ‘Active Fans’ programme. The enhanced partnership has been seen as a ‘natural step forward’ for Kindred.

Henrik Tjärnström, CEO of Kindred Group, 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 consists of a network of professional football clubs, leagues and Football Associations across Europe who collaborate in promoting community-focused and social responsibility initiatives.

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.”

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