Kindred Partners with AFC Ajax

Kindred Group plc (Kindred) and its flagship brand Unibet entered into a commercial partnership with Dutch football club AFC Ajax.

Unibet, as a brand, works actively to give back to sports and society. In addition to a commercial partnership, Ajax and Unibet will work together in the field of prevention of betting-related match-fixing, mental health and responsible gambling. Increasing social engagement through partnerships and active sponsorships is a core pillar of Kindred’s sustainability strategy.

“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 sportclubs, 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,” said Lennart Kessels, General Manager Netherlands, Kindred Group.

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“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. 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,” said Menno Geelen, Commercial Director, AFC Ajax.