Kindred Group (Unibet) becomes the sponsor of Ajax Amsterdam!

Two weeks after obtaining an iGaming license to operate in the Dutch market, online casino games operator and provider Kindred Group has announced the signing of an agreement with the biggest soccer club in the Netherlands: the AFC Ajax.

Kindred Group and Ajax Amsterdam enter into a business partnership

Swedish company Kindred Group, certified by regulators in some 20 jurisdictions around the world, has signed a commercial agreement with Dutch soccer club Amsterdamsche Football Club Ajax. The partnership between the two entities, which is multi-year, will allow online casino and sports betting brand Unibet to associate itself with the image of the thirty-six-time Dutch champion club.

Founded in 1997, Kindred Group, which manages and operates a plethora of iGaming domains such as, and, had left the Dutch online gaming market in October 2021 so as not to jeopardize its chances of obtaining a license later on.

However, by combining its image with that of a club as mythical as Ajax Amsterdam, Kindred Group should be able to emulate the Dutch players. It should be noted that Lennart Kessels, Kindred Group’s managing director in the Netherlands, took advantage of a press release to announce that the partnership in question would allow his company to work with AFC Ajax ” in the area of betting prevention, mental health and responsible gambling “.

Indeed, the Kindred Group executive said that its flagship Unibet brand, which enjoys a experience of many years in the fields of sports and entertainment, will soon roll out its Unibet Impact program in the Netherlands, with the aim of “making the (…) fostering a safer and more responsible online gambling industry “.

Responsible Gaming: AFC Ajax Applauds Kindred Group’s Commitment

AFC Ajax, founded just over 120 years ago in the Dutch metropolis of Amsterdam, is a soccer club particularly titled The latter has won four UEFA Champions Leagues, two Super Cups and one UEFA Europa League trophy.

The Dutch capital club’s commercial director, Menno Geelen, expressed his admiration for Kindred Group and explained to the media that he was ” delighted “to make the Unibet brand a new partner of Ajax Amsterdam.

Kindred Group and its brands are known for their commitment to responsible gambling, which will be explicitly reflected in our partnership. Unibet stands out for offering high quality products that are appreciated by players and we will support this through joint content and initiatives. In addition, we will also commit to Unibet Impact “said Menno Geelen.

Kayleigh Williams