Kindred Group Extends Sponsorship Deal with Middlesbrough FC
Kindred Group has extended its shirt sponsorship deal with Middlesbrough FC, continuing their collaboration that started in 2018. The renewed agreement will see the Unibet brand displayed on the club’s shirts, alongside Kindred’s responsible gaming initiative, Zero% Mission, while also providing support for the MFC Foundation’s community outreach efforts.
Longstanding Partnership Continues
Kindred Group and Middlesbrough FC have maintained a strong partnership since 2018, with the Unibet brand prominently displayed on the club’s shirts. This year’s extension of the deal ensures that Kindred’s responsible gaming initiative, Zero% Mission, will also be featured. Additionally, some of the shirt sponsorship will highlight the MFC Foundation, particularly during key matches, though exact details are yet to be confirmed.
Both Kindred Group and Middlesbrough FC have placed a significant focus on community work as part of their collaboration. Sam Mead, Kindred Group’s UK General Manager, emphasized the importance of their outreach efforts: “Kindred’s relationship with Middlesbrough is one of football’s longest running and impactful, so far as community outreach is concerned. That is why we were committed to extending the partnership for another two years.”
Mental Health Initiative
“We recognise that we are in the privileged position to positively influence clubs and their communities – a responsibility we take seriously. That’s why the basis of this latest partnership will be to help showcase the MFC Foundation’s wide-ranging work, including the men’s mental health initiative Team Talk”, Mead added.
Middlesbrough FC’s Head of Commercial, Liam McGuinness, echoed similar sentiments, praising the extended partnership and its focus on health and wellbeing within the community. “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 is very important to ourselves and Kindred. We are all looking forward to the opportunity to continue driving forward new initiatives that will benefit both our supporters and the people of Teesside.”
Upcoming Changes in UK Sponsorship Rules
This sponsorship extension comes at a time when the UK is moving towards banning shirt sponsorships by gaming companies. The Premier League’s ban is set to take effect after the 2025 season, reflecting a broader regulatory trend in the UK regarding gambling advertisements in sports.
Founded in 1876, Middlesbrough FC competes in the EFL Championship, which ranks just below the Premier League in England. The club currently sits in eighth position, after a recent 2-0 victory over Cardiff City.
