Principal Partner cement long-term commitment to fans...
MFC are delighted to announce that the Kindred Group will remain as the club’s Principal Partner in a move that will further strengthen the club’s outreach work in the local community over the next three seasons.
The logo of gambling operator 32Red will adorn first team shirts in another record-breaking partnership for the club – with the Kindred Group continuing to promote responsible gambling messaging via front-of-shirt logos. The deal also sees Unibet, part of the Kindred Group along with 32Red, continue to display their brand on Boro’s first team training wear.
32Red will continue to support MFC Foundation’s delivery of Team Talk – a men’s mental health initiative. The Team Talk platform uses the local club and its staff (including players and manager from time-to-time) as a mechanism to engage with men about their mental well-being.
The initiative is already used at several other clubs and has drawn praise from the likes of Steven Gerrard. Kindred are to fully fund the MFC Foundation’s delivery of the Team Talk programme for the next three seasons.
Kindred have also pledged to donate a percentage of their hospitality and merchandising rights to fans via competitions and giveaways. They will also continue to develop supporter initiatives such as the 32Red Fan of the Season award.
MFC Head of Commercial Lee Fryett said: "We’re delighted to extend our partnership with the Kindred Group, and we’d like to thank them for continuing their vital support of the club. Kindred are showing a real commitment to promoting a responsible gambling message and have a pledge to drive profits from high-risk behaviour down to 0% within the term of the new contract.
"Over the past three years we have worked very, very closely together and they are great supporters of the work done by our Foundation and within the local area. Community is very important to both ourselves and Kindred and we’re looking forward to the opportunity to continue driving forward new initiatives that will benefit both our supporters and the people of Teesside."
Neil Banbury, UK General Manager, Kindred Group, said: "Our relationship with Middlesbrough is a longstanding one and we are thrilled to be continuing it. There are several important elements to this partnership including the continued promotion of our responsible gambling message across front-of-shirt branding and on LED perimeter boards. This is an important part of our commitment to reduce the percentage of our revenue derived from high risk behaviour – currently 4% – to 0% by 2023.
"Another key part of this agreement was for us to continue the support of the MCF Foundation in their delivery of Team Talk – a vital community outreach project based around improving men’s mental health. It is part of our commitment to reinventing the sports sponsorship model, so that it benefits the wider community."
Working with the club and the Foundation, Kindred will also continue to play an active role with the European Football for Development Network (EFDN).