Since the start of the 2023/24 season, Leeds United have established a partnership with Unibet, which will become the club’s official training kit partner.
Unibet, part of the Kindred Group, owns the 32Red brand, which is familiar to Leeds’ fans through a previous long-term partnership during the club’s last participation in the EFL Championship.
Unibet Group, founded in 1997 with the goal of providing customers the best and safest way to bet in the digital world, has quickly established a reputation as an industry innovator and leader. Under the Kindred Group name, the company has become an established brand, attracting a loyal customer base around the world. The Unibet brand offers a platform for sports betting, online casino, bingo and online poker.
The Unibet brand will be featured on the men’s and women’s first team training clothes, as well as on the men’s first team coaching staff.
The Kindred Group is a leader in the responsible gaming industry and has developed an extensive set of tools and proprietary technologies to help its customers avoid the harms associated with gambling. In 2020, Kindred Group became the first online gambling company in the world to announce its goal of achieving zero profits from potentially harmful gambling.
Sam Mead, head of UK marketing at Kindred Group, said: «We are delighted to be linking up with Leeds United once again through this new partnership. Our industry-leading model of sponsorship provides benefits to both clubs and their communities – something we will drive forward throughout the season.»
Paul Bell, executive director at Leeds United, said: «We are pleased to welcome Unibet as our new official training wear partner. We have previously enjoyed a long-standing relationship with the Kindred Group through its 32Red brand which was on the front of our shirt when we were promoted as Championship Champions at the end of the 2019/20 Season.»
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