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Kindred Group extend six-year Middlesbrough FC partnership and cements long-term community commitment to supporters
The Kindred Group will remain as Middlesbrough Principal front-of-shirt partner for another two years in a move that will significantly strengthen the club’s outreach work in the local community.
Kindred have partnered with Middlesbrough since 2018 – meaning the partnership will be nearly a decade old by the end of the latest deal, making it one of the most successful and long-running in British football.
Significantly, the partnership will continue to fund Middlesbrough FC Foundation’s (MFCF) delivery of Team Talk – a men’s mental health initiative. The Team Talk platform uses the local club and its players, manager and staff as a mechanism to engage with men about their mental well-being.
The logo of gambling operator Unibet adorns first team shirts in what is another record-breaking partnership for the club. “Zero% Mission”, which is Kindred’s Responsible Gambling message, appears on this season’s shirts.
Kindred have also pledged to donate a percentage of their hospitality and merchandising rights to supporters via competitions and giveaways.
Further, Kindred will donate front-of-shirt sponsorship space to MFC through the season – allowing for the promotion of the club’s charitable initiatives.
MFC Foundation works to raise aspirations and improve the life chances of young people and adults across Teesside. Its work is supported and funded, in part, by the club’s commercial partners, including Kindred Group.
Kindred has always played a central role in the club’s ‘Foundation Weekend’. This forms part of an initiative to highlight the Foundation’s life-changing work for participants of all ages in the local community, as well as how people in the area can access its projects and services.
Sam Mead, UK General Manager, Kindred Group, said: “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.
“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.”
Liam McGuinness, Head of Commercial, Middlesbrough FC, said: “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”.
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