AFC Ajax appoint Unibet as community partner

Through this deal, Kindred Group expects to become Netherlands' most sustainable and trustworthy bookmaker.

Kindred Group announced that the Dutch football club, AFC Ajax, has appointed its flagship brand Unibet as a community partner.

The announcement read, “Kindred Group plc (Kindred) and its flagship brand Unibet enter a commercial partnership with AFC Ajax. Unibet, as a brand, works actively to give back to sports and society.

Amsterdamsche Football Club Ajax, also known as AFC Ajax, plays in Eredivisie, the highest level of professional football in the Netherlands.

The club will be part of Unibet’s European football sponsorship portfolio, which includes Derby County and Middlesbrough FC. The club will be promoting safer gambling, mental health awareness, and community participation in the sport.

Kindred Group is an online gaming company that operates nine brands, including Unibet, Maria Casino, and 32Red. The group provides online casinos, online poker, online bingo, and sports betting services. With this deal, Kindred Group expects to become Netherlands’ most sustainable and trustworthy bookmaker.

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 sport clubs, and societal organisations.

“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.”

Menno Geelen, Commercial Director of AFC Ajax said, “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”.

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