Unibet Sponsorship Deal with Ajax after Receiving Netherlands Gaming License

Unibet, the flagship online gaming brand of the Kindred Group, has entered into an agreement with AFC Ajax, the Dutch football club.

This follows the recent granting of a gaming license to the Kindred Group, allowing them to operate gaming services in the Netherlands.

Ajax is one of the dominant teams in the Eredivisie league, the top league in the Netherlands. They have won the title more times than any other club in the history of the competition, although league success has eluded them in the past decade.

As well as the sponsorship, both parties wish to promote social gambling, and as part of the terms of the agreement, they will collaborate to prevent match-fixing, help players with their mental health, and promote an environment of responsible gambling.

Menno Geelen Commercial Director at AFC Ajax

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. 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.

Menno GeelenCommercial Director at AFC Ajax

The Kindred Group is one of the world's largest gaming operators and is represented by nine brands throughout North America, Europe, and Australia. Kindred has over 30 million customers globally and believes its core strategy of responsible gambling is the way to achieve its aim of a sustainable gaming market.

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 sportclubs and societal organizations. 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.

Lennart KesselsGeneral Manager of Netherlands, Kindred Group