Kindred Group's UK General Manager Sam Mead is enthusiastic about the partnership, stating in a press release: "In terms of community outreach, the partnership with Boro is one of the longest-standing and most impactful in football. That's why we are committed to extending our partnership for another three years."
Liam McGuinness, Commercial Director at Middlesbrough Football Club, echoed this sentiment, highlighting the mutual dedication to the local community: "The health and well-being of the local community are very important to both us and Kindred. We both look forward to the opportunity to continue advancing new initiatives that will benefit our supporters and the people of Teesside."
The partnership with Middlesbrough Football Club is part of a larger success story for the group. In the second quarter of 2024, Kindred reported revenues of £327.6 million, a 7% increase from the previous year, with over 1.7 million active customers, a growth of 12%.
A key element of the partnership is the continued funding of Middlesbrough Football Club's community outreach programs. This includes Team Talk, a mental health initiative aimed at engaging men through football. The program utilizes the club's players, managers, and staff to facilitate discussions about mental health. The press release outlines: "The Team Talk platform uses the local club and its players, managers, and staff as a mechanism to discuss mental health issues with men."
Kindred also commits to donating a certain percentage of hospitality and merchandise sales to fans through matches and giveaways.
Unibet, a brand under Kindred Group, will continue to appear on the Middlesbrough first team's shirts, also featuring Kindred's responsible sports betting slogan "Zero Percent Mission." Kindred will also donate the shirt front sponsorship space to promote Middlesbrough's charitable activities, giving the MFC Foundation more exposure.
