SBC News Voice of the Sports Betting Industry
Unibet has been named the official training wear partner of Leeds United, from the beginning of the 2023/24 season.
The Kindred Group-owned operator’s branding will feature on the men’s first team and women’s team training wear, along with the men’s first team coaching staff.
Sam Mead, Head of UK Marketing at Kindred Group, commented: “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.”
Kindred owns 32Red – a brand that held a prior long-term partnership with the club when it last competed in the EFL Championship.
Unibet has also been previously named the team’s official match kit sponsor for their pre-season tour of Australia, where the brand already had a strong established market presence.
“We are pleased to welcome Unibet as our new official training wear partner,” added Paul Bell, Executive Director at Leeds United.
“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.”
Although it recently became apparent that Premier League clubs unanimously agreed to remove gambling brands from the front of their matchday shirts from season 2026/27, this ban does not include training kits.
