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The Kindred Group has extended its partnership with Middlesbrough FC, ensuring that the sports betting operator will remain the club’s Principal front-of-shirt sponsor for another two years. This marks a continuation of a relationship that began in 2018 and is set to become one of the longest-running sponsorship deals in British football by the end of the extension.
Strengthening Local Community Outreach
The renewed partnership is not just about football; it is also a cornerstone of Middlesbrough’s community outreach. As part of the deal, Kindred will continue supporting the Middlesbrough FC Foundation’s ‘Team Talk’ initiative, a project that focuses on men’s mental health. By leveraging the club’s influence and presence, the initiative aims to engage local men in conversations about their mental well-being.
UK General Manager for Kindred Group, Sam Mead, highlighted the importance of the collaboration, saying, “Kindred’s relationship with Middlesbrough is one of football’s longest-running and impactful, particularly when it comes to community outreach. We are proud to extend this partnership and continue supporting the vital work of the MFC Foundation, especially the Team Talk initiative.”
Promoting Responsible Gambling with “Zero% Mission”
One of the most visible elements of the partnership is the inclusion of Kindred’s Responsible Gambling message, “Zero% Mission,” on Middlesbrough’s team shirts this season. The Unibet logo, a subsidiary of Kindred, will maintain its place on the front of the Championship team’s kit, ensuring the operator’s continued presence on the field.
In addition, Kindred has pledged to donate a percentage of its hospitality and merchandising rights to Boro supporters through various competitions and giveaways, further engaging the fanbase.
A Commitment to Community Welfare
Middlesbrough FC’s Head of Commercial, Liam McGuinness, expressed his enthusiasm for the extended collaboration. “Everyone at the club is absolutely delighted to extend our partnership with the Kindred Group. Their support of the Team Talk mental health initiative is invaluable, and we look forward to continuing our joint efforts to benefit the people of Teesside.”
The MFC Foundation, which works to improve the life chances of both young people and adults across the region, relies heavily on the support of commercial partners like Kindred. The Foundation has been at the forefront of delivering life-changing programs, from raising aspirations to providing crucial community services.
Conclusion: A Perfect Match for Sports Betting Enthusiasts
For sports betting lovers, this partnership is a perfect synergy of two worlds. Betting companies sponsoring their favourite teams not only enhances the gaming experience but also ensures that these organisations contribute positively to the communities they engage with. As Kindred Group continues to support both Middlesbrough FC and its fanbase, it reinforces its standing as a leader in responsible gambling and community-focused sponsorship.
