Kindred Group-owned online gambling operator Unibet has entered into a partnership with Dutch Eredivisie football club Ajax.
Under the multi-year deal, Unibet will become an official partner of Ajax and work with the club on a range of joint marketing and promotional initiatives.
Unibet will also collaborate with Ajax on social projects such as mental health initiatives, promoting responsible gambling and preventing match-fixing. This will include the Unibet Impact scheme, a program based on collaborations with partners from top and amateur sports and social organisations.
“Unibet Impact is committed to education about responsible gaming, prevention of match-fixing and initiatives for supporters,” Unibet Netherlands’ general manager Lennart Kessels said.
“Specifically with Ajax, we want to focus on responsible play in relation to mental health. In the coming period, we will investigate how we are going to shape this exactly and also learn from initiatives that we have already supported elsewhere in the world.”
Ajax commercial director Menno Geelen added: “Unibet is known worldwide as a forerunner in the field of responsible gaming, and this will receive explicit attention in our partnership.”
The new deal comes after Kindred earlier this month secured an online gambling licence from the Dutch regulator de Kansspelautoriteit (KSA). The licence enables Kindred to offer both commercial online gambling and betting to players in the country’s regulated market.
Kindred said the issuing of the licence follows an extensive application process including the successful completion of relevant audits.
The flagship Unibet brand has since gone live in the Netherlands.
Kindred was previously active in the Netherlands prior to the country opening its regulated online gambling market on 1 October last year.
Upon this launch, Kindred temporarily halted its operations in the Netherlands while it sought clarification from Dutch authorities about its licence application.
Shortly after, Kindred said it would continue to block Dutch players until it received a licence in the country.