Kindred Group Extends Partnership with Middlesbrough FC for Two More Years!

Kindred Group, a leading player in the online gambling industry, has reinforced its commitment to Middlesbrough FC by extending their Principal front-of-shirt sponsorship deal for an additional two years!

This extension builds on the successful partnership that began in 2018, making it one of the longest-running sponsorships in British football.

Under this renewed agreement, Kindred Group will continue to feature prominently on the Championship club's shirts, with the Unibet logo maintaining its place as the primary sponsor. Additionally, the "Zero% Mission," Kindred’s responsible gambling initiative, will be showcased on this season’s shirts. This move reflects Kindred’s ongoing dedication to promoting responsible gambling practices.

As part of the extended deal, Kindred Group will once again allocate the front-of-shirt sponsorship space to the Middlesbrough FC Foundation for select matches. This initiative, previously seen in games against Millwall FC and Rotherham United FC, underscores Kindred’s commitment to supporting the Foundation’s key programs. The partnership will notably continue to fund the Team Talk initiative, a crucial men’s mental health program run by the Foundation.

Beyond the shirt sponsorship, Kindred Group has pledged to contribute a portion of its hospitality and merchandising revenues to supporter-focused competitions and giveaways. This gesture aligns with Kindred's broader strategy of engaging with fans and fostering community relations.

Sam Mead, General Manager of Kindred Group UK, expressed his enthusiasm for the partnership, stating, “Our relationship with Middlesbrough FC is one of the longest and most impactful in football when it comes to community outreach. Extending this partnership was a natural choice for us. We value our role in positively influencing both the club and the broader community, and we are committed to spotlighting the important work of the MFC Foundation, particularly the Team Talk initiative.”

Liam McGuinness, Head of Commercial at Middlesbrough FC, also highlighted the significance of the renewed partnership, saying, “We are thrilled to continue our collaboration with Kindred Group for another two years. Their ongoing support for our Foundation, especially the Team Talk mental health initiative, is invaluable. The well-being of our community is a priority for us, and this partnership allows us to advance new projects that will benefit both our supporters and the people of Teesside.”

In related news, LeoVegas.News, a subsidiary of LeoVegas, has emerged as the primary sponsor for Atalanta BC, the Europa League champions, further illustrating the dynamic landscape of football sponsorships.