Kindred Group partners up with Middlesbrough FC in community initiative
Kindred Group, the online gambling operator, has donated its shirt sponsorship of Middlesbrough FC to the MFC Foundation as part of the latest deal with the Championship club to strengthen its links with community initiatives and services. The operator, who owns sports betting and casino brands 32Red and Unibet, is one of the principal partners of Middlesbrough FC. Currently, the two parties promote safer gambling practices through Kindred’s primary shirt sponsorship and LED digital marketing.
Kindred Group announced that it will offer up its shirt sponsorship for one game per season to the MFC Foundation. Furthermore, the players will be wearing Foundation-branded t-shirts during pre-match warm-ups for three games per campaign.
General Manager Kindred Group UK, Neil Banbury, said: “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.”
Kindred will be working with the club in a bid to create more engaging content for supporters and to give back to the Boro fanbase. This will be achieved by giving out 20% of hospitality and merchandise to supporters through giveaways and competitions. Additionally, 10 percent of Kindred’s digital and print advertising rights are set to be donated to the Foundation, and the firm will make a pledge to the community initiative’s other ongoing projects and programs.
In order to make sure that messages of safer gambling are getting across, any betting operators’ logos will be removed from web pages targeted to people under the age of 18. It was also stated that players under the age of 25 are not going to be used in promotional campaigns.
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 programs.”
“We’re delighted in agreeing this MOU. 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.” said Boro head of commercial, Lee Fryett.