Kindred's flagship brand Unibet scores partnership with AFC Ajax

Kindred Group, which has been granted a license to operate in the Dutch market as of June 8, has signed a partnership with Amsterdam football club AFC Ajax. In addition, the two parties will work together in the field of prevention of betting-related match-fixing, mental health and responsible gambling.

“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 sport clubs, and societal organizations. 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”, says Lennart Kessels, General Manager Netherlands, Kindred Group.

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

Increasing social engagement through partnerships and active sponsorships is a core pillar of Kindred’s sustainability strategy and sits at the heart of our ‘Unibet Impact’ programme which is solely dedicated to foster a safer and more responsible online gambling industry.