English professional football club Leeds United has announced a new partnership with Unibet, part of the Kindred Group. Under the terms of the agreement, the latest in a string of such arrangements in the Premier League, the Unibet brand will become the club’s new official training wear partner from the beginning of the 2023/24 season.
As per the announcement, Unibet branding will feature on the men’s first team and women’s team training wear, along with the men’s first team coaching staff. The new 2023/24 Leeds United official training wear will be available for purchase “shortly,” although the training wear will be sold without any partner logo branding.
🤝 #LUFC is pleased to announce @unibet will become our Official Training Wear partner for the 2023/24 season
— Leeds United (@LUFC) July 2, 2023
Sam Mead, Head of UK marketing at Kindred Group, commented: “We are delighted to be linking up with Leeds United once again through this new partnership. Our industry-leading model of sponsorship provides benefits to both clubs and their communities – something we will drive forward throughout the season.”
For his part, Paul Bell, Executive Director at Leeds United, added: “We are pleased to welcome Unibet as our new official training wear partner. We have previously enjoyed a long-standing relationship with the Kindred Group through its 32Red brand which was on the front of our shirt when we were promoted as Championship Champions at the end of the 2019/20 Season.”
Kindred Group was founded in 1997 and its Unibet brand provides a platform for sports betting, online casino, bingo, and online poker. “Kindred Group has built an extensive suite of tools and proprietary technology to help their customers avoid gambling harm,” the firm noted in the partnership announcement.
Through this announcement, Leeds United has become the latest Premier League football club to disclose a gaming industry alliance. It follows an array of similar agreements being announced over the past few weeks, ahead of a voluntary withdrawal of gambling sponsorships set for the 2025/26 season.
In addition to Fulham partnering with SBOTOP, Burnley has teamed up with W88. For its part, Aston Villa partnered with BK8, and Newcastle United announced a multi-year arrangement with Fun88. Meanwhile, Chelsea is reportedly exploring a Stake deal.