Kindred Group’s initiative, initially titled #AuCoeurDuFootball and now renamed #AuCoeurDuSport, meaning ‘Sports at Heart,’ aims to support grassroots sports in local communities. The program has successfully saved amateur clubs an average of €2,500 ($2,676) per team, helping them recover from the impact of the pandemic.
Background and Motivation:
Kindred Group recognizes the pivotal role played by grassroots sports in society. Understanding the severe challenges faced by amateur clubs during the pandemic, Kindred extended its support beyond football to various sports, fostering a sense of community and solidarity.
Financial Support and Savings:
Since 2019, Kindred has provided similar support to over 780 clubs across France. By offering shirts, equipment, and materials through the #AuCoeurDuSport program, the initiative has collectively saved these clubs an estimated total of €3,500. This financial relief enables clubs to allocate their budgets more effectively and invest in quality outfits and sporting gear.
Collaborative Opportunities:
The #AuCoeurDuSport program has not only provided tangible resources but also fostered opportunities for collaboration among the participating clubs. Activities such as photo shoots for the Unibet Awards and organized meetings with other selected clubs in the program have brought people together, reinforcing the sense of unity within the sporting community.
Registration and Deadline:
The program’s registration deadline for basketball and football teams is set for 28th February, encouraging clubs in these sports to seize the opportunity for support. By extending its reach beyond football, Kindred aims to positively impact a broader spectrum of athletes and promote the development of various sports across France.
Responsible Gambling Promotion:
As part of Kindred’s wider Journey Towards Zero approach, all shirts provided through the program carry responsible gambling messages. This responsible gambling advocacy embedded in the sports apparel serves as a reminder and promotes a safer gambling environment for athletes, fans, and the wider community.
Financial Performance:
Kindred Group’s commitment to supporting grassroots sports and promoting responsible gambling is further reinforced by its strong financial performance. The group generated a total group revenue of £305 million in Q4 2022, highlighting the sustainable nature of their efforts and their ability to make a significant impact on communities while maintaining business growth.
The #AuCoeurDuSport program by Kindred Group has emerged as a powerful initiative that uplifts grassroots sports in France. By providing substantial financial support to amateur clubs, the program enables them to overcome the challenges brought by the pandemic and invest in quality sporting equipment. Moreover, the program’s commitment to responsible gambling and the fostering of collaboration among clubs showcases Kindred’s dedication to promoting sportsmanship, unity, and safer gambling practices. As the program continues to expand its reach, it is set to make a lasting impact on the lives of athletes and the sporting community at large.