Kindred Extends Sponsorship Agreement With Middlesbrough FC

Online betting operator Kindred Group announced this week that it has extended its relationship with Middlesbrough FC, and will continue on as the club's shirt sponsor.

The two groups have been partnered up since 2018, with the Kindred brand Unibet appearing on the club's shirts. In addition to the brand, the shirts will also have Zero% Mission branding, which is the responsible gaming initiative run by the company. Additionally, some of the shirt space time will be dedicated to the MFC Foundation. This donation usually takes place for matches against Rotherham United FC and Millwall FC, but this was not confirmed as of press time.

The UK is moving toward banning shirt sponsorships by gaming companies, with the Premier League set to implement their ban beginning at the end of the 2025 season.

Founded in 1876, Middlesbrough FC competes in the EFL Championship, which sits behind the Premier League in terms of competition level in England. The club is currently sitting in eighth position in its table, as they most recently beat Cardiff City 2-0 on August 31st.

Regarding the deal, Kindred Group UK General Manager Sam Mead said: "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."

Middlesbrough FC Head of Commercial Liam McGuinness also commented, noting: "Everyone at the club is absolutely delighted to extend our partnership with the Kindred Group for another two years. 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."