Kindred Group signs new partnership with Eredivisie champions AFC Ajax
The partnership will see Unibet brand collaborate on and off the field with the Dutch side
Kindred Group has followed up its receipt of a Dutch licence earlier this month by partnering with Dutch Eredivisie champions AFC Ajax.
Through its flagship Unibet brand, Kindred will work with de Godenzonen to prevent betting-related match-fixing, raise mental health awareness and promote responsible gambling.
This partnership is at the core of Kindred’s sustainability strategy and is a focal point of its Unibet Impact programme, which aims to establish safer and more responsible play across the online gambling industry.
Menno Geelen, commercial director for 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.
“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,” Geelen added.
Lennart Kessels, general manager of the Netherlands for Kindred Group, commented: “We are extremely proud to work together with Ajax. Within our partnership, we will invest in Unibet Impact, which is a unique programme based on partnerships with professional and amateur sport clubs and societal organisations.
“Specifically, with Ajax, we want to focus on responsible gambling in relation to mental health. In the coming period, we will investigate how we are going to shape this exactly, while also learning from initiatives that we have already supported elsewhere in the world. We look forward to rolling this out together with Ajax,” Kessels concluded.
Kindred was granted a licence to operate in the Netherlands by the Netherlands Gambling Authority (KSA). Kindred’s brand Unibet launched Unibet.nl on the back of this licence award.