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Kindred Group is extending its position as Middlesbrough FC’s principal front-of-shirt partner for a further two years.
In a move that will significantly strengthen the club’s outreach work in the local community, Kindred has been partnered with the Championship club since 2018 – meaning the partnership will be nearly a decade old by the end of the latest deal.
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 adorns first team shirts in what has been described as another record-breaking partnership for the club. “Zero% Mission”, which is Kindred’s Responsible Gambling message, appears on this season’s shirts.
Notably, the collaboration will also continue to fund Middlesbrough FC Foundation’s (MFCF) delivery of Team Talk – a men’s mental health initiative which uses the local club and its players, manager and staff as a mechanism to engage with men about their well-being.
Kindred have also pledged to donate a percentage of their hospitality and merchandising rights to supporters via competitions and giveaways.
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.
In January this year, Kindred donated its branding space on Middlesbrough’s first team shirts to the MFCF logo for the match against Rotherham, which supported the club’s ‘Foundation Weekend’ in removing its Unibet branding support the ‘improvement of life chances’ of young people and adults across Teesside.
“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 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.
