Kindred Group’s Unibet brand has deepened its links with Belgium Jupiler League outfit Club Brugge, after announcing an extended sponsorship agreement.

After adorning the sleeves of the club’s shirts last season, Unibet has extended its deal alongside the Jan Breydel Stadium-based side to become new front of shirt sponsor.

Bob Madou, CCO of Club Brugge, explained: “We are very happy to announce the largest commercial partnership in the history of Club Brugge. For several years there was a lot of interest from the sports betting sector to work with Club Brugge. 

“The choice for Unibet was therefore one that we made consciously. Unibet, as part of the Kindred Group, is one of the largest players in the market, is fully licensed through the gaming commission, is a forerunner in the field of responsible gaming and has a clear link with sport.”

Timothy Mastelinck, global head of sponsorships Kindred Group, added: “At Unibet we are extremely proud to be the main sponsor of Club Brugge. Just like Club Brugge, we are the market leader in our sector, share the same values ​​and are driven by a passion for a fair sport. 

“Fair play is not only one of the most important pillars of modern football, this is also crucial for Unibet. After all, we want to offer our customers an honest, transparent and safe gaming experience and ensure that they are aware of their gaming behavior so that they can play responsibly. Thanks to our collaboration with Club Brugge, we will be able to emphasise this message even more.”

Furthermore Unibet is to also work on producing a series of exclusive content for the fans of the club, as well as revealing it is to also support Club Brugge’s corporate social responsibility initiative ‘No Heart / No Glory’.

Madou added: “The No Heart / No Glory campaign highlights all our efforts at the community level. The fact that Unibet clearly chooses to use this logo for all youth-focused shirts shows their dedication to our projects.”