Kindred's Unibet teams up with Dutch soccer club AFC Ajax for commercial and responsible gaming partnership

Kindred Group's Unibet announced Tuesday it has signed a partnership with Dutch soccer club AFC Ajax, after the company was granted a license to operate in the country in early June. In addition to the commercial partnership, the two parties will work together in the field of prevention of betting-related match-fixing, mental health and responsible gambling.

"Increasing social engagement through partnerships and active sponsorships is a core pillar of Kindred's sustainability strategy and sits at the heart of our 'Unibet Impact' programme which is solely dedicated to fostering a safer and more responsible online gambling industry," Kindred stated in a press release.

Lennart Kessels, General Manager Netherlands, Kindred Group, spoke about this new partnership and said: "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 sportclubs, and societal organizations."

.@AFCAjax + @unibet =True! ❤️ The two has signed a partnership where they will work together in the field of prevention of betting-related match-fixing, mental health and responsible gambling. Read more here 👉🏻 https://t.co/Ah1GLWqZZe#sportspartnership #football #Unibet #Ajax pic.twitter.com/w3N9uOwbrS

— Kindred Group (@KindredGroup) June 21, 2022

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

Menno Geelen, Commercial Director, AFC Ajax, added: "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. This will receive explicit attention in our partnership."

Geelen further described Unibet as distinguishing itself through its high-quality product offering, enjoyed by many fans. "We will support this with joint content and initiatives," the executive added. "Above that, we will also commit to Unibet Impact."