Kindred Group caps Netherlands comeback with Ajax commercial partnership
Unibet’s Dutch website currently says: “Unibet is coming! Just a few more days of patience and then you can play at your favourite club. Would you like to be notified immediately when Unibet is live? Please enter your email address below.”
To promote the launch, Unibet has partnered up with Amsterdam-based Ajax. The two parties will work together to prevent betting-related match-fixing and to promote mental health awareness and responsible gambling.
“We are extremely proud to work together with Ajax,” said Lennart Kessels, Netherlands general manager at Kindred Group.
“Within our partnership, we will invest in Unibet Impact, which is a unique programme based on partnerships with professional and amateur sports clubs, and societal organisations.
Unibet Impact is designed to foster a safer and more responsible online gambling industry, while bringing fun and entertainment to Dutch society, according to Kindred.
Kindred Group Netherlands general manager Lennart Kessels: “Specifically with Ajax, we want to focus on responsible gambling in relation to mental health.”
“Specifically with Ajax, we want to focus on responsible gambling in relation to mental health,” added Kessels.
The partnership will also form part of an important marketing strategy for Kindred Group as it seeks to inform consumers that it is back in the market and open for business.
Unibet was a popular brand with Dutch gamblers when the market was still unregulated, but Kindred will now need to build back its user database from scratch.
It will be hoping to re-establish similarly strong market share, although international competitors, including bet365, have been live and licensed in the market since October 2021.
“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,” he added.
The commercial contract will last until 2026.