Kindred Group’s 32Red and Unibet sportsbook brands will serve as principal betting partners of the Vanarama National League – England’s highest tier of non-league football.
A two-year partnership was agreed, with 32Red and Unibet to be promoted across the National League’s stadiums, digital and social media channels.
Updating stakeholders, the National League underscored the brands proven credentials in participating in ‘community-first’ sponsorships, in which 32Red and Unibet have supported Derby County, Rangers FC and Middlesbrough FC.
Mark Ives, General Manager for the National League, said: “We are excited to be working with brands who want to prioritise fan and community projects and gambling awareness, which is absolutely perfect timing, as we welcome back supporters in greater numbers than we have been able to over the last 18-or-so months.
“That period has been extremely challenging for us all and so we are very welcoming of this partnership for at least the next 2-years.”
Kindred underlined its duties as a principal partner of the National League, helping its clubs and communities emerge from lockdown in which football can play a vital role in recovery.
Neil Banbury, UK General Manager, Kindred Group, added: “This is a hugely important day for everyone connected with the Kindred Group – we are excited and proud to be The National League’s official Betting Partner.
“The last year-and-a-half has shown us how vital they are to the clubs and to their communities. That is why we’ll be making sure that supporters see and feel a benefit from our sponsorship of their league. More broadly, Kindred remains committed to reinventing the sports sponsorship model – because we want a model that benefits the wider community.”