Kindred Group is extending its position as Middlesbrough FC’s principal front-of-shirt partner for a further two years.
The agreement, which began in 2018, will run for almost ten years, making it one of the longest-running sponsorship deals in British football.
Notably, the partnership will also continue to fund the Middlesbrough FC Foundation’s (MFCF) Team Talk initiative – a men’s mental health programme that uses the club, its players, coach and staff to engage with men on their wellbeing.
Sam Mead, UK General Manager of Kindred Group, commented: “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.”
Meanwhile, the operator’s Unibet branding continues to feature on the first team shirts, in another record partnership for the club. This season, the shirts also feature Kindred’s responsible gaming message: “Zero% Mission”.
Kindred have also pledged to donate a portion of their hospitality and merchandising revenue to fans through competitions and prize draws.
Furthermore, the brand will donate front-of-shirt sponsorship space to MFCF throughout the season, allowing for the promotion of the club’s charitable initiatives.
“Everyone at the club is absolutely delighted to extend our partnership with the Kindred Group for another two years,” Liam McGuinness, Head of Commercial at Middlesbrough FC, added.
“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”.
MFCF works to develop ambitions and improve life chances for young people and adults across Teesside. Its work is partly supported and funded by the club’s commercial partners, including Kindred Group.
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