Kindred partners with EFDN to
change lives through football

The Kindred Group has become the first community partner of the European Football Development Network, as it aims to promote the power of football as a tool for social development. 

Building upon a sponsorship of EFDN’s ‘Active Fans’ programme earlier this year, it follows a pledge made by Kindred to CasinoBeats during Responsible Gambling Week 2019 of leveraging the power of sport to improve lives.

EFDN is a network of professional football clubs, leagues and FA’s all over Europe who are committed to their communities and social responsibilities.

Hubert Rovers, CEO of EFDN, explained: “We are proud to present Kindred as our first commercial community partner. There is a natural fit between EFDN and Kindred as we both share the love for football and are leaders in our industries in terms of taking responsibility for the community and in contributing to sustainability. 

“Kindred uses a new sustainability-driven framework for sponsorships and promotes community initiatives through its partnerships with clubs and leagues. At EFDN, we strive to raise the quality and impact of community programmes through knowledge exchange and collaboration.    

“Together with Kindred, we will further develop the social power of football and will not only promote values like fair play and respect, but also education, diversity, social cohesion and physical activity. 

“Through our partnership, we are certain that we can make a long-term contribution to the sustainable development goals and inspire other stakeholders in football to become more sustainable.” 

The new partnership builds upon a focus of being an active participant in local communities through activities that equip them with the knowledge and resources to build a better future.

“We are very proud and excited to be a part of the EFDN network,” states Henrik Tjärnström, CEO of Kindred Group. “We feel that the work EFDN do is very important and aligns well with Kindred values. 

“We truly believe that this will be a successful partnership where we will be able to build great things together. For example, we will share our knowledge and experience by developing and implementing an anti-match fixing programme to the extensive network of EFDN member clubs.”