Kindred Group has agreed a community initiative with Middlesbrough football club aimed at promoting the responsible gambling message to the club’s foundation and supporters.
The memorandum of understanding (MOU) will see the operator, who are Middlesbrough’s principal partner and main shirt sponsor through 32Red, commit to promote safer gambling via the front of shirt logo, digital advertising and marketing to the wider local community.
The operator’s commitments include donating its shirt sponsorship for the club’s first team to the MFC Foundation for one home shirt a season, warm-up shirts for three matches a season and its third kit.
The MOU also includes Kindred committing to supporting community-based foundation initiatives, and responsible gambling messages to be displayed on at least 20% of LED advertising around the Riverside Stadium, and throughout the club’s digital advertising channels.
At least 10% of digital and print advertising rights will also be donated to the MFC Foundation.
Kindred Group UK general manager Neil Banbury, said: “The agreement acts as a baseline for our collective work in ensuring our sponsorship benefits both the club and its communities. Kindred Group is leading the industry on this approach - and we are excited to see the partnership continue to develop in the coming months.”
Middlesbrough FC head of commercial, Lee Fryett added: “The three key pillars of the MOU and are community, supporters, and marketing and Kindred Group have made a real commitment to show their support for this.”
Kindred is also the main shirt sponsor of fellow English Championship club Derby County through 32Red, with the operator announcing its support for Derby’s Team Talk programme through a new research project to provide mental help support for men, earlier this month.