Middlesbrough FC and Kindred Group are sticking together for another two years, taking their partnership to nearly a decadeโa 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; theyโve been a real partner to the club and the Teesside community.
What makes this deal special isnโt just the longevity. Kindred isnโt just buying ad spaceโtheyโre investing in people.
The renewed deal means more support for the Middlesbrough FC Foundationโs Team Talk initiative, a fantastic program aimed at tackling menโs mental health issues.
Itโs not just about football; itโs 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 Boroโs shirts, and youโll see their โZero% Missionโ logo proudly displayedโa nod to their push for responsible gambling.
Theyโre not shying away from the conversation; theyโre putting it front and centre. And it doesnโt stop there.
This season, Kindred is giving up some of that prime shirt real estate to help Middlesbrough promote its charitable work. Itโs a nice touch that shows theyโre not just in it for the moneyโtheyโre 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. Itโs a great way to keep the community feel alive, especially in a sport where fans often feel overlooked.
Sam Mead, Kindredโs UK General Manager, puts it perfectly: “Kindredโs relationship with Middlesbrough is one of footballโs 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.โ Itโs about more than logos and sponsorship dealsโitโs about real impact.
Liam McGuinness, Head of Commercial at Middlesbrough FC, echoes the sentiment: โEveryone at the club is absolutely delighted to extend our partnership with the Kindred Group for another two years.
Most importantly, weโd like to thank them for continuing their vital support of the clubโs Foundation โ especially through the Team Talk mental health initiative.โ
Itโs clear that both Middlesbrough and Kindred see this as more than just a business arrangement. Itโs a chance to keep doing some good, both on the pitch and beyond.