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Kindred Group signs partnership with AFC Ajax

Unibet has scored a partnership deal with Dutch football club AFC Ajax only two weeks after securing a licence to operate in the Netherlands.

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

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

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

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

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

As touched on by Geelen, both parties will collaborate on responsible gambling efforts, specifically Kindred’s “Unibet Impact” programme.

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

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

“Within our partnership, we will invest in Unibet Impact, which is a unique programme based on partnerships with professional and amateur sports clubs, and societal organisations.

“Unibet Impact is dedicated to fostering a safer and more responsible online gambling industry, while bringing fun and entertainment to Dutch society. Specifically with Ajax, we want to focus on responsible gambling in relation to mental health.”

This news also comes not long after Kindred decided to withdraw Unibet from Germany, saying that market conditions are “not sustainable.”

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