Kindred Group announced on Friday the signing of a two-year partnership deal with the National League, which makes 32Red and Unibet the official betting partners of the English non-league football organization. 

Sponsorship Pact: Kindred Group-National League

Kindred Group’s partnership with the National League will cover both the 2021/21 and 2022/23 seasons, during which 32Red and Unibet branding and assets will get advertised across the league’s digital channels, stadium advertising, and in match day programs.

With its “community-first approach” at the forefront, Kindred Group is bankrolling three English non-league clubs – Derby County, Rangers, and Middlesbrough – to tackle mental health issues via the Team Talk initiative. Kindred Group introduced the initiative to give players, managers, and staff of the football clubs mentioned a platform where they engage with their fans – mostly men – about several topics concerning mental health.  

Kindred will also be handing out tickets for National League matches on September 4, which falls in the international fixtures weekend. Moreover, the group promises more fan competitions and giveaways to come throughout its partnership with the National League.

Kindred has set an example for other operators in the gaming industry after becoming the first gambling operator to reveal the share of revenue generated from harmful gambling. The company is committed to achieving zero percent of revenue from harmful gambling by the end of 2023. It reports this particular piece of information quarterly, with the latest report indicating a 4.3 percent share of the revenue from harmful gambling in the second quarter of 2021.

Quotes from the Press Release

Neil Banbury, UK general manager, Kindred Group, added: “This is a hugely important day for everyone connected with the Kindred Group – we are excited and proud to be The National League’s official Betting Partner.

“Simply, non-league football is the lifeblood of our national sport. The elite level can only exist if the base of the pyramid thrives – and we hope that our investment will help to support that. At the heart of this are the supporters, of course, with their unwavering loyalty.

“The last year-and-a-half has shown us how vital they are to the clubs and to their communities. That is why we’ll be making sure that supporters see and feel a benefit from our sponsorship of their league. More broadly, Kindred remains committed to reinventing the sports sponsorship model – because we want a model that benefits the wider community.”

Mark Ives, general manager for the National League, commented: “The National League is thrilled to welcome the Kindred Group’s Unibet and 32Red brands as our official Betting Partner. “We are excited to be working with an organization that want to prioritize fan and community projects and gambling awareness, which is absolutely perfect timing, as we welcome back supporters in greater numbers than we have been able to over the last 18-or-so months.”