Kindred brand Unibet signs front-of-shirt sponsorship deal with Belgian football team Club Brugge, in latest gambling-football partnership.

Kindred brand Unibet is the new front-of-shirt sponsor for Belgian football team Club Brugge.

The deal, which kicks of with the 2019/20 season, is the second partnership between the club and Unibet, who were previously its sleeve sponsor.

Though specific details haven’t been released yet, the deal is believed to be the biggest in the club’s history, and it is known that Unibet will support the club’s social responsibility programs.

Instead of Unibet branding, the club’s youth shirts will feature the No Heart/No Glory logo.

Commenting on the new sponsorship, CCO of Club Brugge, Bob Madou, said:

“We are delighted to announce the largest ever commercial sponsorship deal in the history of our club.

“In the past few years there’s been a lot of interest from the sports betting industry to partner up with Club Brugge. Therefore, the choice for Unibet was one that we made consciously. Unibet, who’s part of the Kindred Group, is one of the biggest gambling companies and is fully licensed by the Gaming Commission. They are one of the strongest advocates of responsible gambling and have a clear link with sports.”

While Global Head of Sponsorships Kindred Group, Timothy Mastelinck, added:

“Unibet is very proud to be Club Brugge’s new shirt partner. Just like Club, we are the market leader in our sector, we share the same values and we are driven by a passion for sportsmanship.

“Fair play is not only one of the most important pillars of modern football, it’s also a key factor for Unibet. After all, we want to offer our customers an honest, transparent and safe gaming experience and ensure they are aware of their gaming behaviour so they can play responsibly. Thanks to our collaboration with Club Brugge, we can highlight this message even better.”

A couple of days ago AYO.NEWS reported that English Championship football club Leeds United had extended its sponsorship deal with Kindred’s 32Red gambling brand and added Unibet to its training kit (read more).

AYO.NEWS says:

Despite the talk of bans and draconian restrictions on gambling advertising, record sponsorships are being signed with football teams across Europe ahead of the new season. English clubs have been signing betting firms at a rate of knots (read more), and just yesterday we reported Marathonbet had signed a deal with Spanish La Liga club Sevilla FC (read more).

AYO.NEWS says features the opinion of the author and does not necessarily reflect the views of Pentagon Digital Limited.