Kindred Group to remain as Middlesbrough Principal front-of-shirt partner for another two years

Middlesbrough Football Club (MFC) has announced the renewal of its partnership with the Kindred Group, which will see the gambling operator continue as the club's principal front-of-shirt sponsor for an additional two years. 

The agreement, which began in 2018, is now set to last until nearly a decade, making it one of the longest-running sponsorships in British football. The partnership is also set to play a vital role in MFC’s local community outreach efforts, particularly the support it provides to the MFC Foundation’s mental health initiatives.

Key part of this collaboration is the ongoing funding for Team Talk, a men’s mental health initiative run by the MFC Foundation. The program leverages the football club's influence, with players, coaches, and staff actively engaging with local men about mental well-being. The initiative has been recognized for its impact in raising awareness and addressing mental health challenges within the Teesside community. 

As part of the sponsorship deal, the Unibet logo, Kindred’s online gambling brand, will continue to appear on the first team's shirts. In alignment with Kindred’s commitment to responsible gambling, the “Zero% Mission” message will also feature on this season's shirts, promoting safe gambling practices. 

A portion of its hospitality and merchandising rights will be donated to fans through competitions and giveaways. Additionally, the company will dedicate periods during the season to promoting the charitable initiatives of the MFC Foundation by donating front-of-shirt sponsorship space to support causes in the community. 

Sam Mead, UK General Manager of Kindred Group, stated: “Kindred’s relationship with Boro is one of football’s longest-running and impactful, so far as community outreach is concerned. That is why we were committed to extending the partnership for another three years.”

"We recognize that we are in the privileged position to positively influence clubs and their communities – a responsibility we take seriously. That’s why the basis of this latest partnership will be to help showcase the MFC Foundation’s wide-ranging work, including the men’s mental health initiative Team Talk."

Liam McGuinness, Head of Commercial, Middlesbrough FC, said: “Everyone at the club is absolutely delighted to extend our partnership with the Kindred Group for another three years. Most importantly, we’d like to thank them for continuing their vital support of the club’s Foundation – especially through the Team Talk mental health initiative.

“The health and wellbeing of our local community is very important to ourselves and Kindred. We are all looking forward to the opportunity to continue driving forward new initiatives that will benefit both our supporters and the people of Teesside.”