Unibet seals sponsorship extension with Middlesbrough FC

Kindred Group’s Unibet has extended its front-of-shirt sponsorship deal with English Championship football club Middlesbrough for another two years.

The pair first partnered in 2018 and the new extension takes the overall term of the partnership to eight years.

The Unibet logo will appear on the front of Middlesbrough’s first team shirts this season, although it will be replaced at times by Kindred’s Zero % Mission, the responsible gambling strategy that aims to reduce the company’s revenue from harmful gambling to 0 per cent.

Kindred will also continue to fund the Middlesbrough Foundation’s Team Talk programme, which focuses on men’s mental health.

The football club’s foundation will appear on the shirts throughout the season to promote the club’s charity efforts.

“Kindred’s relationship with Boro 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 three years,” said Kindred Group UK manager Sam Mead.

“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 at Middlesbrough FC, commented: “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”.

Shares in Kindred Group plc. (STO:KIND-SDB) were unchanged at SEK127.50 per share in Stockholm Thursday, with the company in the process of being acquired by La Française des Jeux (FDJ) at a price of SEK130.00 per share.

Shares in La Française des Jeux SA (EPA:FDJ) were trading 0.58 per cent higher at €38.38 per share in Paris Thursday morning, less than 3 per cent off their 52-week high of €39.46 per share set in February 2024.