The branding will replace the club’s usual Unibet logo for the Championship match on Saturday. Kindred is Middlesbrough’s principal sponsor, with the group incorporating 11 online gambling brands including 32Red and Unibet.
The donation of the sponsorship space comes as part of Kindred’s ongoing relationship with the English club and its new model of sponsorship. The MFC Foundation works to raise aspirations and improve the life chances of young people and adults across Teesside, where Middlesbrough FC is based.
The Foundation’s work is supported and funded in part by Kindred and the club’s other commercial partners, with the gambling firm noting that the aim of the change in sponsorship space is to draw attention to the work the Foundation does and how people can access its services.
“At Kindred, we’re determined to implement a new kind of sponsorship model,” said Kindred Group Managing Director UK Neil Banbury. “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 MFC Foundation – and its range of work across the region – in this weekend’s game.”
The initiative forms part of the English Football League’s (EFL) ‘Week of Action,’ with the Championship club also set to warm up for the match against Millwall in training gear with Foundation branding.
MFC Foundation Head Lynsey Edwards commented: “We’re delighted to have this opportunity to reinforce to the wider footballing community the importance of the MFC Foundation.
“We’re grateful to the support from our partners that supports the varied work we do across the region, and we look forward to building on that in the months ahead.”
