Leeds United Football Club has strengthened its ties to online gaming operator Kindred Group, after announcing a two year extension to the existing sponsorship deal alongside 32Red, which becomes the largest commercial partnership in its history.

Seeing the extension take in the club’s centenary year, the brand is to retain its place on the front of playing shirts for a fourth and fifth consecutive season.

Paul Bell, Leeds United executive director, said of the extension: “We are pleased to continue our journey with 32Red and this latest extension represents one of the largest commercial agreements in our history, which is testament to the outstanding value that we continue to deliver for our sponsors.

“As part of the new agreement we are also excited to announce that Unibet branding will be displayed on our training wear, as well as on the pre-season playing kit that the team will be wearing in Australia for our two exciting friendly matches.

“We have exciting plans for the rest of our centenary season, and we are thrilled that 32Red will be involved in what we hope will be a historic kit.”

Furthermore, Kindred’s Unibet brand is to also be utilised by the Elland Road outfit, as it becomes official match kit sponsor for the summer tour of Australia.

This new agreement will also provide Kindred Group with exclusive betting and gaming rights at Leeds United.

Neil Banbury, general manager of the UK at Kindred Group, added: “We are delighted to extend our partnership with Leeds United, and extremely proud to see the 32Red brand adorn the teams colours into the club’s centenary season.

“At Kindred Group we are committed to reinventing the sports sponsorship model, so it benefits the entire community and we look forward to working with Leeds through both our 32Red and Unibet brands to support the Leeds community, and continue to build on our successful history together.” 

32Red or Unibet branding will not feature on junior replica kits or junior training wear, with Utilita continuing to be placed on the front of children’s replica jerseys.