After obtaining a license to operate in the Dutch market from June 8th, 2022, Kindred Group has announced the signing of a partnership with the AFC Ajax football club.
In a press release, Kindred Group underlines that in addition to the commercial association, Ajax and its Unibet brand will work together in the field of prevention of match-fixing related to betting, health, and responsible gaming.
The group has highlighted that increasing social engagement through partnerships and active sponsorships is a core pillar of Kindred's sustainability strategy and sits at the heart of their 'Unibet Impact' program which is solely dedicated to foster a safer and more responsible online gaming industry.
Commenting on this important deal, Lennart Kessels, General Manager Netherlands, Kindred Group, said: “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 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".
While, Menno Geelen, commercial director of AFC Ajax, stated: “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 its 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”.
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