The deal covers both the Netherlands and Belgium, with Unibet to be the main sponsor of TDT-Unibet Cycling Team as of January 1, 2023.
Along with the commercial partnership, the two groups will work together to inspire sports enthusiasts to start cycling.
Unibet noted that increasing social engagement through partnerships and active sponsorships is central to the local CSR programme Unibet Impact, which is launched in the Netherlands and is dedicated to fostering a safer and more responsible online gambling industry.
“We are extremely proud to work together with Tour de Tietema,” said Lennart Kessels, General Manager, Netherlands, Kindred Group. “Their dedication combined with their boldness to do things differently is a big inspiration.
“It’s an honour to help make their long-lived dream to start a cycling team a reality. Besides, the cycling world is not new to us as Unibet previously sponsored a cycling team back in 2006 and 2007. We are therefore convinced that we can fuel the ambitions of this new cycling team.”
Kindred noted that the new cycling team will start on the continental level, but has ambitions to achieve ProTeam status in the future.
Tour de Tietema Founder Bas Tietema commented: “We are delighted to have Unibet as our main sponsor. With Unibet, we have found a partner who has great confidence in our vision and supports us in our dream of turning the cycling world upside down with an innovative approach.
“In addition, Unibet allows us to keep our own TDT brand identity which is unique in the cycling world. With TDT-Unibet Cycling Team, we hope to show sports enthusiasts the beauty of cycling sports. We are excited to start our journey with Unibet and for the future ahead.”
