Kindred Group – who specialise in online casinos, bingo, poker and sports betting sites – have inked a one-year deal to have its Unibet brand serve as the official training wear sponsor for English Championship side Leeds United. The new arrangement will see the Unibet logo feature on the training gear of the West Yorkshire team’s male and female squads as well as on the kit of its first-team coaching staff for the whole of the 2023/24 season.
Relegation Reprieve Leeds were relegated from the top-flight Premier League last season but hope to bounce straight back under the leadership of new boss Daniel Farke, who has a wealth of experience thanks to spells managing Norwich City as well as top-flight German outfit Borussia Monchengladbach.
Leeds have featured the logo of fellow Kindred Group brand 32Red on the front of its matchday shirts in the past. However, such a relationship could have come under scrutiny had the side not been relegated as the Premier League recently voted to ban such gambling sponsorship deals from the start of the 2026/27 season.
Ingenious Innovation The UK Head of Marketing for Kindred Group, Sam Mead, revealed that this alliance comes hard on the heels of Unibet’s recent move into the metaverse via its new Unibet Arena platform, which allows aficionados to digitally explore a range of sport and casino challenges including virtual tennis, basketball, boxing and football competitions.
“We are delighted to be linking up with Leeds United once again through this new partnership,” Mead said. “Our model of sponsorship provides benefits to both clubs and their communities, which is something we will drive forward throughout the season.”