AFC Ajax has announced that Kindred Group’s flagship brand, Unibet, has become a community partner of the Dutch club.
The Eredivisie side will join the gambling firm’s portfolio of European football sponsorships which look to promote safer gambling, mental health awareness, community engagement and social mobility/access to football.
“We are delighted to have Unibet as our newest partner. Kindred Group and its brands are well known for their dedication within the field of responsible gambling,” commented Menno Geelen, Commercial Director of AFC Ajax
“This will receive explicit attention in our partnership. Unibet distinguishes itself through their high-quality product offering that is enjoyed by fans. We will support this with joint content and initiatives. Above that, we will also commit to Unibet Impact”.
The announcement follows the decision to grant Kindred Group a licence to operate in the Dutch KOA market as of 8 June 2022, in which Unibet targets becoming the Netherlands’ most sustainable and trusted bookmaker.
On the new deal, Kindred’s statement read: “Kindred and its flagship brand Unibet enters a commercial partnership with AFC Ajax. Unibet, as a brand, works actively to give back to sports and society.”
The firm’s General Manager in the Netherlands, Lennart Kessels, added: “We are extremely proud to work together with Ajax. Within our partnership, we will invest in Unibet Impact, which is a unique program based on partnerships with professional and amateur sport clubs, and societal organisations.”
“Unibet Impact is dedicated to fostering a safer and more responsible online gambling industry, while bringing fun and entertainment to the Dutch society. Specifically with Ajax, we want to focus on responsible gambling in relation to mental health.”
The partnership is formed as the Dutch government reviews year-1 developments of the KOA Regime that launched the Netherlands-regulated online gambling marketplace on 1 October.
Kansspelautoriteit (KSA) – The Netherlands Gambling Authority – has warned incumbents and wider stakeholders that further market adjustments will be focused on improving advertising standards and safer gambling duties.