Leeds United inks training wear alliance with Kindred’s Unibet

Leeds United has become the latest Premier League football club to disclose an industry alliance, with the Kindred Group’s Unibet brand becoming official training wear partner for the forthcoming season.

Following an array of similar agreements being disclosed in recent times ahead voluntary withdrawal of gambling sponsorships, this also builds upon a past alliance with Kindred’s 32Red brand that became “the largest commercial partnership in its history”.

“We are pleased to welcome Unibet as our new official training wear partner,” stated Paul Bell, executive director at Leeds United.

“We have previously enjoyed a long-standing relationship with the Kindred Group through its 32Red brand which was on the front of our shirt when we were promoted as Championship Champions at the end of the 2019/20 Season.”

Under the terms of the partnership, branding of the online casino and sports betting operator will feature on the men’s first team and women’s training wear, as well as the men’s first team coaching staff, from the beginning of the 2023/24 season. 

The new official training wear will be made available shortly, with Leeds United also noting that this range will also be sold without any partner logo branding.   

Sam Mead, head of UK marketing at Kindred Group, commented: “We are delighted to be linking up with Leeds United once again through this new partnership. 

“Our industry-leading model of sponsorship provides benefits to both clubs and their communities – something we will drive forward throughout the season.”

This becomes the latest link-up between an English top flight side and the industry, which comes ahead of a voluntary withdrawal gambling sponsorships from the front of matchday shirts entering into effect from the 2026/27 season.

In addition to Fulham linking-up with SBOTOP, Burnley has teamed-up with W88, Aston Villa aligned with BK8 and Newcastle United disclosed a multi-year arrangement with Fun88, while Chelsea have been linked with a short-term Stake deal.