In a strategic move to advance its position in the Dutch sports betting arena, Kindred Group has solidified a groundbreaking partnership with AFC Ajax, a premier football club in the Eredivisie. The collaboration signifies a pivotal step for both entities, with Kindred’s flagship brand, Unibet, poised to capitalize on the burgeoning Dutch market.
Context and Significance
AFC Ajax, renowned for its prominence in Dutch football, has embraced Unibet as its newest partner, following Kindred Group’s recent approval from the Dutch Gaming Authority (KSA) to offer online gambling and betting services. This approval, granted on 8 June, represents a significant milestone after a rigorous licensing procedure.
Partnership Focus
Menno Geelen, Commercial Director at AFC Ajax, underscores the significance of responsible gambling within the partnership. He lauds Kindred’s commitment to this cause, emphasizing Unibet’s reputation for a high-quality product offering that resonates with fans.
Responsible Gambling and Unibet Impact
The collaboration extends beyond mere sponsorship to incorporate a robust focus on responsible gambling. Kindred’s “Unibet Impact” program, designed to promote safer gambling practices, will be a central focus of the partnership. Lennart Kessels, Kindred’s General Manager for the Netherlands, outlines the program’s unique approach, emphasizing partnerships with sports clubs and societal organizations to foster a safer and more responsible online gambling environment.
Specific Goals with AFC Ajax
Within the context of this partnership, Kindred and AFC Ajax are keen on addressing responsible gambling in relation to mental health. By leveraging Ajax’s influential platform, the alliance aims to raise awareness and implement measures that safeguard the well-being of gamblers.
Market Strategy and Withdrawal from Germany
The decision to withdraw Unibet from the German market underscores Kindred’s strategic agility, focusing efforts where conditions are most conducive. This shift in focus aligns with the company’s commitment to sustainable market strategies.
The collaboration between Kindred Group and AFC Ajax represents a synergistic union aimed at leveraging each other’s strengths in the burgeoning Dutch sports betting landscape. Through a shared dedication to responsible gambling and community impact, the partnership is poised to redefine industry standards while fostering a safer and more enjoyable gambling experience for Dutch consumers.