Unibet, a brand that is part of the Kindred Group, has entered into a partnership agreement with Dutch football club AFC Ajax just two weeks after obtaining a license to operate in the Netherlands.

Kindred has entered into a business partnership with Ajax as the group’s flagship brand looks to carve a name for itself in the Dutch sports betting market.

Ajax competes in the country’s top football division, Eredivisie, and Unibet is looking to benefit from the exposure gained through this deal.

Kindred received approval from the Dutch Gaming Authority (KSA) on June 8 to offer online commercial gambling and gaming, after an extensive licensing process.

“We are delighted to have Unibet as our newest partner. The Kindred Group and its brands are well known for their dedication to the field of responsible gaming,” said Menno Geelen, Commercial Director of AFC Ajax.

“This will receive explicit attention in our partnership. Unibet distinguishes itself through its high quality product offering that is appreciated by fans.”

As stated by Geelen, both parties will collaborate on responsible gaming efforts, specifically Kindred’s “Impact Unibet” program.

This scheme is designed to promote safer gambling, and the operator will work with Ajax to further this objective, particularly with regard to mental health.

Lennart Kessels, Kindred’s General Manager for the Netherlands, said, “We are extremely proud to be working together with Ajax.”

“Within our partnership, we will invest in Unibet Impact, which is a unique program based on partnerships with professional and amateur sports clubs and social organizations.”

“Unibet Impact is dedicated to promoting a safer and more responsible online gaming industry, while bringing fun and entertainment to Dutch society. With Ajax specifically, we want to focus on responsible gaming in relation to mental health.” completed Kessels.

This news also comes not long after Kindred decided to pull Unibet out of Germany, saying market conditions are “not sustainable”.