The Kindred Group’s flagship Unibet brand has unveiled a strengthened and expanded partnership alongside French Ligue 1 side Paris Saint-Germain.

Becoming official partner of the Parisian outfit until the conclusion of the 2022/23 season, the agreement sees both parties strive to expand the link-up across new territories.

Targeting additional regions outside of Europe, including the USA and Australia, the new tie-up also including enhanced rights across the EU.

“We are delighted to broaden our partnership with Paris Saint Germain and take it to an even wider audience across the world,” said Mathieu Drida, Kindred France general manager

“Since the start of last season, we have engaged in major communication campaigns that have proved very successful with football fans. We firmly believe that by extending our agreement with Paris Saint-Germain we can strengthen our position in France and promote the Unibet brand in Europe and beyond.”

Since 2018, the two brands have carried out a number of campaigns, including major poster campaigns in France, TV advertising, and initiatives promoted by the club’s social media channels, which are now followed by more than 80 million fans around the world.

“We are very pleased that Unibet have shown their faith in us by choosing to extend and enhance their partnership with the club,” added Marc Armstrong, Paris Saint-Germain’s chief partnerships officer

“This decision shows how relevant and effective our alliance is. We share the common goal of breaking the boundaries of sport and playing a part in the everyday lives of football fans. The results to date motivate us to continue to build on these efforts and offer fans ever more engaging experiences.”

Last month Kindred Group partnered with the European Network of Active Living for Mental Health to donate all exposure rights during games played in Norway for Men’s and Women’s 2020 EHF Euro.