The Kindred Group will remain as Middlesbrough‘s main partner for a further number of years, in a move that will significantly strengthen the club’s outreach work within the local community.
Kindred has been a partner of ‘Boro’ since 2018, meaning the cooperation will surpass the decade mark by the end of the new agreement, making it one of the most successful and long-lasting in British football.
Kindred Group with Responsible Gaming campaign on shirts
Significantly, the partnership will continue to fund the MFC Foundation’s delivery of Team Talk – a men’s mental health initiative. The Team Talk platform uses the local club and its players, managers and employees as a mechanism to encourage men to care about their mental well-being.
Additionally, the logo of gaming operator Unibet adorns the first team’s shirts in yet another record-breaking partnership for the club. A “Zero% Mission”. That’s Kindred’s Responsible Gaming message, which appears on this season’s shirts.
Kindred has also committed to donating a percentage of its hospitality and merchandising royalties to fans through competitions and giveaways. The group will also donate sponsorship space on the front of the shirt to MFC during the season, allowing it to promote the club’s charitable initiatives.
The MFC Foundation works to raise aspirations and improve the life chances of young people and adults on Teesside. Its work is supported and funded, in part, by the club’s commercial partners, including the Kindred Group.
Kindred has always played a central role in the club’s “Foundation Weekend.” This is part of an initiative to highlight the charity’s work with participants of all ages in the local community, as well as how people in the area can access its projects and services.
Vital support for the MFC Foundation and mental health
Sam Mead, UK general manager at Kindred Group, said: “Kindred’s relationship with Boro is one of the most enduring and impactful in football when it comes to community outreach. Therefore, we are committed to extending the partnership for another three years.”
“We recognize that we are in a unique position to positively influence clubs and their communities – a responsibility we take seriously. Therefore, the basis of this latest partnership will be to help showcase the extensive work of the MFC Foundation. This time we also included the Team Talk men’s mental health initiative.”
Liam McGuinness, commercial director at Middlesbrough FC, said: “Everyone at the club is absolutely delighted to extend our partnership with Kindred Group for a further three years. So, most importantly, we would like to thank them for continuing to give their vital support to the club’s Foundation.”
“The health and well-being of our local community is very important to us and Kindred. Therefore, we are all looking forward to the opportunity to continue driving new initiatives that will benefit both our fans and the people of Teesside.”
