Kindred Group, the parent company of nine brands including Unibet and 32Red, has extended its partnership with Middlesbrough Football Club, based in the North East of England, for an additional two years. Since 2018, Kindred has been the club’s principal front-of-shirt partner.
Sam Mead, UK General Manager at Kindred Group, enthusiastic about the collaboration, stated in a press release: “Kindred’s relationship with Boro is one of football’s longest running and impactful, so far as community outreach is concerned. That is why we were committed to extending the partnership for another three years.”
Middlesbrough FC’s Head of Commercial, Liam McGuinness, echoed these sentiments, noting the shared dedication to the local community: “The health and wellbeing of our local community is very important to ourselves and Kindred. We are all looking forward to the opportunity to continue driving forward new initiatives that will benefit both our supporters and the people of Teesside.”
Kindred’s involvement with Middlesbrough FC is part of a larger success story for the group. In Q2 2024, Kindred reported revenues of £327.6 million, a 7 percent increase from the previous year, with over 1,7 million active customers, representing a 12 percent growth.
Charitable work and responsible gaming
One of the key elements of the partnership is the continued funding of Middlesbrough FC’s community outreach programs. Among them is Team Talk, a mental health initiative aimed at engaging men through football. This programme uses the club’s players, manager, and staff to facilitate discussions around mental well-being. As outlined in the press release, “The Team Talk platform uses the local club and its players, manager, and staff as a mechanism to engage with men about their mental well-being.”
Kindred has also pledged to donate a percentage of its hospitality and merchandising rights to fans through competitions and giveaways.
Unibet, a brand under the Kindred Group umbrella, will continue to feature on Middlesbrough’s first-team shirts, accompanied by the “Zero percent Mission”, Kindred’s responsible sports betting message.
Kindred will also be donating front-of-shirt sponsorship space to promote Middlesbrough’s charitable initiatives, giving the MFC Foundation more visibility.
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