Kindred subsidiary Unibet has announced this week that they've come to terms with Dutch football club Ajax and will become one of the team's partners moving forward.
The deal will give Unibet the opportunity to use the sponsorship to create joint promotional activities, and the operator will be able to use the club's logo on marketing initiatives in the country. Kindred recently got an online gaming license to allow for operations in the country, joining the market some eight months after the country legally started offering online activities.
Commenting on the deal Unibet Netherlands GM Lennart Kessels said, "Unibet Impact is committed to education about responsible gaming, prevention of match-fixing and initiatives for supporters.
"Specifically with Ajax, we want to focus on responsible play in relation to mental health. In the coming period, we will investigate how we are going to shape this exactly and also learn from initiatives that we have already supported elsewhere in the world."
Ajax Commercial Director Menno Geelen also commented, noting: "Unibet is known worldwide as a forerunner in the field of responsible gaming, and this will receive explicit attention in our partnership."
AFC Ajax was founded in 1900 and plays in Amsterdam. It was most recently crowned the champions of Eredivisie, the top tier of football in the country.
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