The Kindred Group will give its space as a master shirt sponsor for Middlesbrough Football Club against Millwall FC this weekend to the MFC Foundation.
The brand will replace the Unibet logo on the club’s kit for Saturday’s game. Kindred is Middlesbrough’s main sponsor, with the group incorporating 11 online betting brands, including 32Red (which appears on the football team’s kit) and Unibet.
The donation of the brand space is part of Kindred’s ongoing relationship with the English club and its new sponsorship model. The MFC Foundation works to raise the aspirations and improve the life chances of young people and adults in Teesside, where Middlesbrough FC is based.
The foundation’s work is supported and funded in part by Kindred and the club’s other business partners, with the bookmaker noting that the aim of the change in the sponsorship space is to draw attention to the work the charity does and how people can access your services.
“At Kindred, we are determined to implement a new type of sponsorship model,” said Neil Banbury, managing director of Kindred Group UK. “We are in a position to positively influence clubs and communities and take that responsibility seriously. That’s why it’s great to be able to highlight the foundation – and its work across the region – in this weekend’s game.”
The move forms part of the English Football League’s (EFL) ‘Week of Action’, with the club also set to warm up for the Millwall clash in a foundation-branded away kit.
Responsible for the foundation celebrates Kindred’s support
Foundation head Lynsey Edwards commented: “We are delighted to have this opportunity to reinforce the importance of the MFC Foundation to the wider football community.”
“We are grateful for the support of our partners who contribute to the varied work we do across the region and look forward to building on this in the coming months,” he concluded.
