Kindred expands its amateur sports support program in France

Kindred Group‘s sportsbook brand Unibet announced it is extending its commitment to grassroots sport in France, as #AuCoeurDuFootball becomes #AuCoeurDuSport.

The programme, which means `Sports at Heart’, will provide 400 amateur football and basketball clubs with sports kits and equipment during 2023, saving each club on average EUR 2,500.  

Kindred began supporting French amateur football with its partner Act for Sport in 2019. So far, the programme has enabled Unibet to equip over 780 local French football clubs during the four-year period, according to the operator.

“At a time when funding for amateur sports has been particularly hard hit, Unibet strengthens its commitment by extending #AuCoeurDuFootball into basketball, #AuCoeurDuSport, thereby confirming its dedication to making sport accessible to all,” the company said in a statement.

Close to 12,500 kits will be provided, 890 volunteers equipped at 100 sponsored basketball clubs, and 300 football clubs (men’s and women’s teams, senior). Both football and basketball clubs can register until 28 February to benefit from the sponsorship program.

Adrien Julian, Head of Corporate Affairs France, Kindred Group, said: “Being at the heart of local communities, Kindred is a firm believer that grassroots sports play a huge role in society.”

Given the lasting effects of the pandemic which hit amateur clubs the hardest, it only makes sense to strengthen our commitment and extend our support beyond football,” Julian noted. “Unibet is proud to continue to equip thousands of athletes, men and women, throughout France. And as part of Kindred’s wider Journey Towards Zero approach, all shirts will carry responsible gambling messages.”

Laurent Latour, Secretary of FC Chancelade Marsac, added: “To date, between shirts, equipment and materials, we estimate that we have saved around EUR 3,500. This is clearly a huge budget for our club and allows us to have a quality outfit from Adidas.”

In addition to the kits, #AuCoeurDuSport has helped to bring people together: a photo shoot was organised to take part in the Unibet Awards and meetings were organised with the other selected clubs in the operation,” Latour concluded.

The programme comes as the operator also seeks to expand its gaming offerings in Europe. Unibet announced a week ago that it has become an Official Partner of NHL (National Hockey League) in Sweden by entering a new multiyear agreement.

‘Unibet will, as the first betting company in Sweden, leverage its Official Partner of the NHL designation to conduct dynamic marketing campaigns across the company’s digital betting offerings,’ said the group.


Business Asia
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