Ajax and Kindred to ‘focus on responsible gambling’ after uniting

AFC Ajax

Kindred has followed up the receipt of a Dutch online gambling licence by securing a partnership with Eredivisie football side AFC Ajax.

Moreover, in addition to inking a commercial agreement, Kindred, via its flagship Unibet brand, and the Johan Cruijff ArenA-based outfit will collaborate across the fields of prevention of betting-related match-fixing, mental health and responsible gambling.

“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,” noted Menno Geelen, Commercial Director at AFC Ajax.

“This will receive explicit attention in our partnership. Unibet distinguishes itself through their high-quality product offering that is enjoyed by fans. We will support this with joint content and initiatives. Above that, we will also commit to Unibet Impact.”

Kindred notes that increasing social engagement through partnerships and active sponsorships is a “core pillar” of its operations and central theme of its Unibet Impact programme, which aims to foster “a safer and more responsible online gambling industry”.

“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 sport clubs, and societal organisations,” commented Lennart Kessels, General Manager of the Netherlands for Kindred Group. 

“Unibet Impact is dedicated to fostering a safer and more responsible online gambling industry, while bringing fun and entertainment to the Dutch society. 

“Specifically with Ajax, we want to focus on responsible gambling in relation to mental health. In the coming period, we will investigate how we are going to shape this exactly, while also learning from initiatives that we have already supported elsewhere in the world. We look forward to rolling this out together with Ajax.”

Ajax are the reigning champions of Dutch football, having once more retained a league title that they last lost during the 2017/18 season when PSV Eindhoven triumphed.

During the past season Ajax secured top spot with 83 points, two ahead of their closest challengers PSV, having won 26 games, drew five and lost just three.