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Unibet and 32Red strike deal to become The National League’s new Betting Partners

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Unibet and 32Red are to share The National League’s official Betting Partner status after their parent company – the Kindred Group – agreed a two-year deal across the National League and National League North & South.


Unibet and 32Red are to share The National League’s official Betting Partner status after their parent company – the Kindred Group – agreed a two-year deal across the National League and National League North & South.

To celebrate, Kindred are giving away two tickets for matches on Saturday 4th September – an International fixtures weekend – with fan competitions and giveaways set to be a feature of this partnership. The Unibet and 32Red brands will feature across National League digital channels, as well as on pitch-side advertising, in match day programmes and on media interview backdrops.

Neil Banbury, UK General Manager, Kindred Group, said: “This is a hugely important day for everyone connected with the Kindred Group – we are excited and proud to be The National League’s official Betting Partner.

“Simply, non-league football is the lifeblood of our national sport. The elite level can only exist if the base of the pyramid thrives – and we hope that our investment will help to support that. At the heart of this are the supporters, of course, with their unwavering loyalty.

“The last year-and-a-half has shown us how vital they are to the clubs and to their communities. That is why we’ll be making sure that supporters see and feel a benefit from our sponsorship of their league. More broadly, Kindred remains committed to reinventing the sports sponsorship model – because we want a model that benefits the wider community.”

This community-first approach is in line with the Group’s sponsorship of Derby County FC, Rangers FC and Middlesbrough FC, for example. These clubs benefit from six-figure funding to run the Team Talk initiative – a platform that uses the club and its staff, including players and manager, as a mechanism to engage with men about their mental well-being.

More broadly, the Kindred Group broke new ground earlier in 2021 by becoming the first gambling operator to disclose the share of revenue derived from harmful gambling. Kindred has set an ambition to reach zero per cent of revenue from harmful gambling by the end of 2023 and report this on a quarterly basis.

The purpose is to be transparent with data and raise awareness on what needs to be done to prevent high-risk gambling in society. For the second quarter of 2021, the share of revenue from harmful gambling was 4.3%.

Mark Ives, General Manager, the National League, said: “The National League is thrilled to welcome the Kindred Group’s Unibet and 32Red brands as our official Betting Partner.  We are excited to be working with an organisation who want to prioritise fan and community projects and gambling awareness, which is perfect timing, as we welcome back supporters in greater numbers than we have been able to over the last 18-or-so months. That period has been extremely challenging for us all and so we are very welcoming of this partnership for at least the next two years.”

Established in 1979, The National League consists of 66 clubs in 3 divisions occupying the fifth and sixth tiers of English football and is home to over 2,000 professional and semi-professional players.

The top division feeds clubs directly into, and out of, the English Football League and during the last full season before the pandemic, more than two million fans attended matches – an increase of 21% on the previous three seasons.

Details on how to enter the Non-League Day ticket giveaway will be advertised on the Kindred Group’s social media channels in due course.

Unibet and 32Red become The National League’s new Betting Partners

The National League are pleased to announce 32Red and Unibet as the Official Betting Partners of the Vanarama National League.

A two-year partnership has been agreed with parent company Kindred Group, covering both the 2021/22 and 2022/23 seasons.

32Red and Unibet operate across Europe, including a wide variety of sponsorships within the domestic and international game. The brands will feature across the Competition’s digital channels, stadium advertising and in match day programmes.

Mark Ives, General Manager for the National League said, “The National League is thrilled to welcome the Kindred Group’s Unibet and 32Red brands as our official Betting Partner.

“We are excited to be working with an organisation who want to prioritise fan and community projects and gambling awareness, which is absolutely perfect timing, as we welcome back supporters in greater numbers than we have been able to over the last 18-or-so months.

“That period has been extremely challenging for us all and so we are very welcoming of this partnership for at least the next 2-years.”

Neil Banbury, UK General Manager, Kindred Group, added: “This is a hugely important day for everyone connected with the Kindred Group – we are excited and proud to be The National League’s official Betting Partner. 

“Simply, non-league football is the lifeblood of our national sport. The elite level can only exist if the base of the pyramid thrives – and we hope that our investment will help to support that. At the heart of this are the supporters, of course, with their unwavering loyalty. 

“The last year-and-a-half has shown us how vital they are to the clubs and to their communities. That is why we’ll be making sure that supporters see and feel a benefit from our sponsorship of their league. More broadly, Kindred remains committed to reinventing the sports sponsorship model – because we want a model that benefits the wider community.”

This community-first approach is in line with the Kindred’s sponsorship of Derby County, Rangers and Middlesbrough, for example. These clubs benefit from six-figure funding to run the Team Talk initiative – a platform that uses the club and its staff, including players and manager, as a mechanism to engage with men about their mental well-being. 

More broadly, the Kindred Group broke new ground earlier in 2021 by becoming the first gambling operator to disclose the share of revenue derived from harmful gambling. Kindred has set an ambition to reach zero per cent of revenue from harmful gambling by the end of 2023 and report this on a quarterly basis. 

The purpose is to be transparent with data and raise awareness on what needs to be done to prevent high-risk gambling in society. For the second quarter of 2021, the share of revenue from harmful gambling was 4.3%

To celebrate the announcement, Kindred will be giving away tickets for National League matches on Saturday 4th September – which is an International Fixtures weekend – with fan competitions and giveaways set to be a feature throughout the partnership. Details will be confirmed very shortly.

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