Kindred Group has reaffirmed its commitment to Middlesbrough FC by extending its role as the Principal front-of-shirt partner, in a deal that continues to build on a successful partnership originally established in 2018. This extension means that, by the end of the new agreement, the partnership will be one of the longest-running current sponsorships in British football. This enduring relationship underscores Kindred Group’s dedication to community engagement and responsible gambling initiatives, aligning with both the club’s and the company’s values.
A Partnership That Lasts
The partnership between Kindred Group and Middlesbrough FC, which began in 2018, is notable not only for its longevity but also for its impact. As the Principal front-of-shirt partner, Kindred Group’s Unibet logo will continue to be prominently displayed on the Championship club’s shirts. This deal will see the collaboration extend for another two years, making it one of the longest-running sponsorships in British football.
Impact on the Community
A significant aspect of this partnership is its focus on community outreach. Kindred Group has been instrumental in supporting local initiatives through the Middlesbrough FC Foundation, particularly the Team Talk program. Team Talk is a men’s mental health initiative aimed at providing support and resources to men in the local community. The continuation of this partnership will ensure that the Foundation’s work in this crucial area can continue and expand.
In addition to the Team Talk initiative, Kindred Group’s commitment extends to a broader range of community-focused activities. The company will continue to support the MFC Foundation’s programs, which are vital to the well-being of the local community. This support reflects Kindred Group’s belief in the positive influence that football clubs can have on their communities.
Promoting Responsible Gambling
This season, the front-of-shirt sponsorship will also include Kindred Group’s “Zero% Mission,” a responsible gambling message aimed at promoting safer gambling practices. This addition highlights Kindred Group’s ongoing commitment to responsible gambling and its effort to raise awareness about the importance of gambling responsibly.
Furthermore, Kindred Group will continue its practice of donating the front-of-shirt space for specific games. This season, the sponsor’s logo will be replaced by the MFC Foundation’s branding for matches against Millwall FC and Rotherham United FC. This gesture is part of a broader strategy to support and promote important causes through the platform of football sponsorship.
Engaging with Supporters
Kindred Group is also making strides in engaging directly with supporters. The company will donate a portion of its hospitality and merchandising rights to supporters through various competitions and giveaways. This initiative aims to enhance the fan experience and strengthen the connection between the club, its supporters, and the sponsor.
Statements from Key Figures
Sam Mead, General Manager of Kindred Group UK, emphasized the significance of this partnership. “Kindred’s relationship with Middlesbrough is one of football’s longest-running and most impactful, particularly in terms of community outreach. That is why we were committed to extending the partnership for another two years. We recognize the privilege we have in positively influencing clubs and their communities, a responsibility we take seriously. This partnership will continue to showcase the MFC Foundation’s extensive work, including the Team Talk men’s mental health initiative.”
Liam McGuinness, Head of Commercial at Middlesbrough FC, expressed his enthusiasm about the extension of the partnership. “Everyone at the club is absolutely delighted to extend our partnership with the Kindred Group for another two years. Most importantly, we’d like to thank them for continuing their vital support of the club’s Foundation, especially through the Team Talk mental health initiative. The health and wellbeing of our local community are very important to us and to Kindred. We look forward to continuing to drive forward new initiatives that will benefit both our supporters and the people of Teesside.”
Broader Sponsorship Landscape
In related sponsorship news, LeoVegas subsidiary LeoVegas.News has secured a top sponsorship deal with Europa League holders Atalanta BC. This move highlights the ongoing trend of major brands investing in football sponsorships to enhance their visibility and engagement with fans across Europe.
The extension of the partnership between Kindred Group and Middlesbrough FC represents a significant milestone in football sponsorship, reflecting a commitment to community support, responsible gambling, and fan engagement. As one of the longest-running partnerships in British football, it sets a benchmark for how sponsors and clubs can work together to make a positive impact. The ongoing support for initiatives like Team Talk and the focus on responsible gambling demonstrate a dedication to both community well-being and ethical practices, showcasing the powerful role that football sponsorships can play in society.