Kindred Group has announced that its flagship brand Unibet has become a community partner of AFC Ajax, Dutch football’s most historic and prestigious club. 

Ajax will join Unibet’s roster of European football sponsorships, promoting safer gambling, mental health awareness, community engagement and social mobility/access to football.

“Kindred Group plc (Kindred) and its flagship brand Unibet enter a commercial partnership with AFC Ajax. Unibet, as a brand, works actively to give back to sports and society,”  read Kindred’s statement.

The announcement follows the decision to grant Kindred Group a license to operate in the Dutch KOA market as of 8 June 2022, in which Unibet targets to become the Netherlands’ most sustainable and trusted bookmaker.

“We are extremely proud to work together with Ajax. Within our partnership, we will invest in Unibet Impact, which is a unique program based on partnerships with professional and amateur sport clubs, and societal organisations,” commented  Lennart Kessels, General Manager Netherlands, Kindred Group.

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

The partnership is formed as the Dutch government reviews year-1 developments of the KOA Regime that launched the Netherlands-regulated online gambling marketplace on 1 October.

Kansspelautoriteit (KSA) – The Netherlands Gambling Authority – has warned incumbents and wider stakeholders that further market adjustments will be focused on improving advertising standards and safer gambling duties.

“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 of AFC Ajax

“This will receive explicit attention in our partnership. Unibet distinguishes itself through their high-quality product offering that is enjoyed by fans. We will support this with joint content and initiatives. Above that, we will also commit to Unibet Impact”.