Kindred Group caps Netherlands comeback with Ajax commercial partnership

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Kindred Group has struck a new commercial deal with Dutch football giants Ajax after being granted a licence to launch regulated iGaming in the Netherlands.

The Stockholm-listed operator received a licence from the Dutch regulator (KSA) on 8 June. It is now set to relaunch its Unibet sportsbook in the country in the coming days.

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.

Menno Geelen, commercial director at Ajax, said of the agreement: “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,” he added.

The commercial contract will last until 2026.

About the author

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Jake Evans

Jake Evans is an NCTJ-accredited journalist and editor who has covered the online gaming and sports betting industry since 2017. He is the managing editor of iGaming NEXT and has previously worked in both content and data for EGR, Stats Perform and Football Radar.

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