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Middlesbrough FC has agreed a new initiative with principal partner Kindred Group which aims to strengthen the club’s connection to the community foundation.

Boro are one of three Championship clubs that are partnered with the company, which owns 32Red and Unibet, to promote safer gambling through its primary shirt sponsorship and LED digital marketing.

Through the new deal, Kindred will work with the club to create engaging content for supporters and give back to the Boro fanbase, by feeding 20 percent of hospitality and merchandise to supporters through giveaways and competitions.

“We’re delighted in agreeing this MOU,” said Boro head of commercial, Lee Fryett. “This will offer increased opportunities for both our Foundation and our fans and is also a commitment to responsible gambling messaging. The three key pillars of the MOU and are community, supporters, and marketing and Kindred Group have made a real commitment to show their support for this.”

Kindred Group has offered up its shirt sponsorship for one game per season to the MFC Foundation, along with the third strip. In addition, players will wear Foundation-branded t-shirts during pre-match warm-ups for three games each campaign, as part of the terms of the agreement.

Moreover, 10 percent of Kindred’s digital and print advertising rights will be donated to the Foundation, and the firm will make a pledge to the community initiative’s other ongoing projects.

Helena Bowman, Head of MFC Foundation, added: “We are delighted with the ongoing commitment from Kindred to our local community. At MFC Foundation we aim to make a difference by using the power of the football club badge to raise aspirations and positively change lives. 

“Kindred’s dedication to supporting our community initiatives will help enhance the work of the Foundation and allow us to reach even more people through our programmes.”

In order to reiterate messages of safer gambling, any betting operators’ logos will be removed from web pages targeted at those under the age of 18, and players under the age of 25 will not be used in promotional campaigns.

General Manager Kindred Group UK, Neil Banbury, commented: “We are proud of this ground-breaking agreement reached with Middlesbrough Football Club. It is another example of our deep commitment to developing a new model for football club sponsorship.

“The agreement acts as a baseline for our collective work in ensuring our sponsorship benefits both the club and its communities. Kindred Group is leading the industry on this approach – and we are excited to see the partnership continue to develop in the coming months.”