Kindred Group, the main sponsor of Middlesbrough FC, has decided to donate its front-of-shirt sponsorship space for the upcoming match against Millwall FC. The gambling operator will temporarily replace its logo with the logo of the MFC Foundation, a non-profit organization that works to raise aspirations and improve the life chances of people across Teesside.
This move aims to draw attention to the foundation’s award-winning work and promote its invaluable activities. MFC Foundation’s programs are supported and funded by influential commercial partners, including Kindred Group, the company behind popular betting brands such as 32Red and Unibet.
In addition to donating its sponsorship space, Kindred is also a supporter of MFC Foundation’s Think With Your Feet program, which focuses on enabling local men to meet, play soccer, and discuss their mental health issues. Furthermore, the company has also donated its hospitality access to the Millwall fixture for participants from MFC Foundation’s Walking Football and East Cleveland Fitness sessions.
As part of the agreement, Middlesbrough’s players will wear MFC Foundation’s logo during the warm-up session on Saturday. Neil Banbury, the managing director for the UK at Kindred Group, emphasized the company’s commitment to implementing a new kind of sponsorship model that promotes positive initiatives such as the programs offered by MFC Foundation. Banbury stated, “We are in a position to positively influence clubs and communities and take that responsibility seriously. That’s why it’s great to be able to highlight MFC Foundation – and its range of work across the region – in this weekend’s game.”
Lynsey Edwards, the head of MFC Foundation, expressed gratitude to Kindred for its support and recognized the opportunity to reinforce the importance of MFC Foundation to the wider soccer community. She stated, “We’re grateful to the support from our partners that supports the varied work we do across the region, and we look forward to building on that in the months ahead.”
In unrelated news, Kindred recently expanded its portfolio by adding live casino content from OnAir Entertainment.