Middlesbrough prolongs Kindred Group commercial alliance

EFL Championship club Middlesbrough FC has extended its principal partnership with online gambling operator Kindred Group for the next three seasons.

As part of the deal, the logo of betting brand 32Red will adorn first team shirts in another record-breaking partnership for the club – with the Kindred Group continuing to promote responsible gambling messaging via front-of-shirt logos.

The arrangement also sees Unibet, part of the Kindred Group along with 32Red, continue to display their brand on Boro’s first team training wear.

“Our relationship with Middlesbrough is a longstanding one and we are thrilled to be continuing it,” said Neil Banbury, UK General Manager, Kindred Group. “There are several important elements to this partnership including the continued promotion of our responsible gambling message across front-of-shirt branding and on LED perimeter boards. This is an important part of our commitment to reduce the percentage of our revenue derived from high risk behaviour – currently 4% – to 0% by 2023.”

Moreover, 32Red will continue to support MFC Foundation’s delivery of Team Talk – a men’s mental health initiative, by fully funding the programme for the course of the collaboration in a move which will strengthen Boro’s outreach work in the local community.

The Team Talk platform uses the local club and its staff (including players and managers) as a mechanism to engage with men about their mental well-being.

Kindred has also pledged to donate a percentage of their hospitality and merchandising rights to fans via competitions and giveaways.

MFC Head of Commercial, Lee Fryett, noted: “We’re delighted to extend our partnership with the Kindred Group, and we’d like to thank them for continuing their vital support of the club. Kindred are showing a real commitment to promoting a responsible gambling message and have a pledge to drive profits from high-risk behaviour down to 0% within the term of the new contract.

“Over the past three years we have worked very, very closely together and they are great supporters of the work done by our Foundation and within the local area. Community is very important to both ourselves and Kindred and we’re looking forward to the opportunity to continue driving forward new initiatives that will benefit both our supporters and the people of Teesside.”

At the end of the 2020/21 campaign, Boro’s EFL rivals Preston North End announced that it would conclude its agreement with Kindred’s 32Red, instead favouring ‘a local non-betting partner’ instead.

Meanwhile, north of the border, Scottish Premiership giants Rangers opted to extend its alliance with the betting brand, sealing the largest sponsorship agreement in the club’s history.

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