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Kindred has donated its branding space on Middlesbrough FC’s first team shirts to the MFC Foundation logo for this weekend’s match against Rotherham.
As the Championship club’s principal sponsor, Kindred supports the move as part of the club’s ‘Foundation Weekend’ in removing its Unibet branding for the cause.
The initiative aims to highlight the Foundation’s ‘life-changing work’ for participants of all ages in the local community, as well as how people in the area can access its projects and services.
Sam Mead, General Manager of Kindred Group, said: “It’s important for all of us at Kindred to use our position as principal partner to help the Foundation achieve the visibility and recognition that its work deserves.
“We’re proud not just of our relationship and partnership with Boro, but also our sponsorship model that has helped so many people in the local community.”
In detail, the MFC Foundation works to ‘raise aspirations’ and ‘improve the life chances’ of young people and adults across Teesside. Its work is supported and funded, in part, by the club’s commercial partners, including Kindred Group.
The online gambling operator, which consists of several brands including Unibet, Maria Casino and 32Red, has been described as a long-term and valued partner of the club.
As part of its commercial relationship with MFC, Kindred supports MFC Foundation’s ‘Think With Your Feet’ – a programme that enables local men to meet, play football and discuss their mental health issues in a safe, respectful environment.
“Having this opportunity to shout about the work the Foundation does is really important, in terms of recognising the efforts of our staff and the impact of our programmes, but also because it’s a great chance to appeal to the community to come along and get involved in the initiatives that can help them,” added Lynsey Edwards, Head of MFC Foundation.
During this weekend’s home game, Kindred has promised to invite eight Foundation programme participants to watch the game from its hospitality area, meet Boro ambassadors and have a guided tour of the ground.
The operator did the same initiative last year where it donated its shirt sponsorship to the MFC Foundation.
In 2022, Kindred also donated its shirt sponsorships of both Middlesbrough and Rangers FC to help promote Safer Gambling Week, which took place from 17-23 October that year.
