Middlesbrough FC and Kindred Group are sticking together for another two years, taking their partnership to nearly a decade—a rarity in the ever-changing world of football sponsorships.
Since 2018, Kindred has been more than just a name on a shirt for Boro fans; they’ve been a real partner to the club and the Teesside community.
What makes this deal special isn’t just the longevity. Kindred isn’t just buying ad space—they’re investing in people.
The renewed deal means more support for the Middlesbrough FC Foundation’s Team Talk initiative, a fantastic program aimed at tackling men’s mental health issues.
It’s not just about football; it’s about using the love of the game to get local lads talking, opening up, and finding support.
Unibet, part of Kindred Group, will continue to feature on Boro’s shirts, and you’ll see their “Zero% Mission” logo proudly displayed—a nod to their push for responsible gambling.
They’re not shying away from the conversation; they’re putting it front and centre. And it doesn’t stop there.
This season, Kindred is giving up some of that prime shirt real estate to help Middlesbrough promote its charitable work. It’s a nice touch that shows they’re not just in it for the money—they’re in it for the right reasons.
Kindred is also upping the ante for fans, pledging a chunk of their hospitality and merchandising perks back to supporters through competitions and giveaways. It’s a great way to keep the community feel alive, especially in a sport where fans often feel overlooked.
Sam Mead, Kindred’s UK General Manager, puts it perfectly: “Kindred’s relationship with Middlesbrough 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 two years.” It’s about more than logos and sponsorship deals—it’s about real impact.
Liam McGuinness, Head of Commercial at Middlesbrough FC, echoes the sentiment: “Everyone at the club is absolutely delighted to extend our partnership with the Kindred Group for another two 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.”
It’s clear that both Middlesbrough and Kindred see this as more than just a business arrangement. It’s a chance to keep doing some good, both on the pitch and beyond.