The 'business collaboration' between Kindred Group and AFC Ajax in the Netherlands

Kindred Group, an online casino operator, has signed a sponsorship deal with legendary Dutch football team AFC Ajax just two weeks after receiving an iGaming licence in the Netherlands.

The Swedish company announced its multi-year "commercial partnership" with the 36-time domestic football champion on Tuesday via an official press release. The deal will allow the Unibet online casino and sportsbetting brand to advertise to supporters of 'De Godenzonen.

Just back:

Kindred Group was founded in 1997 and is responsible for a wide variety of mobile-friendly iGaming sites including 32Red.com, Bingo.com, and MariaCasino.com, among others. They are licenced by authorities in around 20 different jurisdictions. The Stockholm-listed company withdrew from the Netherlands' online gambling industry in October so as not to jeopardise its chances of obtaining one of the country's new licences.

Link expansion:

The new partnership will also see Kindred Group, whose Netherlands General Manager is Lennart Kessels, collaborate with AFC Ajax "in the field of prevention of betting-related match-fixing, mental health, and responsible gambling," as Kessels stated in a press statement announcing the partnership. To "foster a safer and more responsible online gambling industry," the executive said that his company's flagship Unibet brand will launch its Unibet Impact programme in the small European nation.

Here's what Kessels had to say about it...

As part of our cooperation with AFC Ajax, we will be making an investment in Unibet Impact, a novel initiative based on collaborations between Unibet and professional and amateur sports teams and non-profits. Unibet Impact is an organisation with the goal of making online gambling in the Netherlands both exciting and safe for players of all ages. With AFC Ajax in particular, we hope to raise awareness about the need of preventing gambling-related mental health problems.

Leader in the field:

AFC Ajax, which was established in Amsterdam, Netherlands, a little over 122 years ago, has won four UEFA Champions League crowns, two Super Cup victories, and one UEFA Europa League win. In a press statement, the illustrious club's commercial director, Menno Geelen, expressed his excitement at partnering with Kindred Group and the Unibet brand.

In his own words, Geelen said...

Kindred Group and its brands are recognised for their commitment to responsible gaming, and this is an area that will be given special focus as a result of our collaboration. Unibet stands out from the competition thanks to its high-quality product offering, which is popular among its customers. Beyond that, we will devote ourselves to Unibet Impact.