Kindred Group has demonstrated its support for WorldPride 2021 – a global arts and cultural festival celebrating equality, inclusivity and human rights for all races, genders, and sexualities. 

For the first time in its history, the WorldPride event (12-22 August) has been co-hosted by the twin cities of Malmö Sweden and Copenhagen Denmark.

Kicking off WorldPride celebrations, Kindred’s flagship Unibet sportsbook redesigned the matchday kits of Allsvenskan football giants Malmö FF and IFK Göteborg who clashed in Malmö on Saturday 14 August.

A thrilling 3-2 victory by IFK saw both teams incorporate the LGBTQ+ Rainbow flag within their matchday jerseys and sponsorships.

Unibet, which serves as the principal sponsor of the Allsvenskan league, further promoted WorldPride’s tenets by exhibiting the Rainbow flag across Malmö’s Eleda Stadium LED and pitch-side sponsorship displays.

Kindred praised the participation of Malmö FF and IFK Göteborg in promoting equality inclusion and human rights, as Unibet encouraged all Allsvenskan to endorse #förallaslikavärde (#youareincluded) hashtag during WorldPride.

“It’s important that we as a company show our standpoint and actively work to spread knowledge and support for this cause.”  – read Kindred’s statement.  

“To do this together with Malmö FF and IFK Göteborg conveys a strong message to the supporters, to the LBGTQ+ network and of course internally as well.

“Kindred is a global organisation that depends on a diverse and multicultural employee-base, and we feel proud to use our commercial brands in any way possible to stand up for our values both internally and externally.”