Middlesbrough FC to wear kit encouraging safer gambling

Responsible Gambling

As part of its evolving relationship with principal club partner Kindred Group, Middlesbrough will replace its regular Unibet shirt logo with bespoke, ‘Zero % Mission’ branding.

Middlesbrough will wear kits with safer gambling branding during games against Wigan Athletic and Huddersfield Town.

Safer Gambling Week is a cross-industry initiative to promote safer gambling in the United Kingdom and Ireland, and raise public awareness of gambling safeguards and best practices. It runs from October 17th– 23rd.

Kindred Group – which incorporates eleven of Europe’s most successful online gambling brands including 32Red and Unibet – is committed to providing customers with a safe and entertaining gambling experience.

As part of its ‘Journey to Zero’ strategy, Kindred’s ambition is that zero percent of its revenue will be generated from harmful gambling by the end of 2023 – with the latest data showing around 3% of revenue is derived from high-risk players with a steady downward trend.

To support this Kindred also implements a series of early detection measures, focusing on educating customers on safer gambling and engaging when it identifies signs of changed behaviour. And in nearly 85% of cases, customers who receive an intervention go on to reduce their risk – with the Group now focused on improving that figure.

Lee Fryett, Commercial Director, MFC, said: “We’re delighted to support and facilitate this initiative as part of Safer Gambling Week. Our partnership with Kindred is one that allows the club to continue to invest in all elements of our operations, including the MFC Foundation. In turn, this means we can fully support so many great activities and programs that provide tangible benefits to local communities.”

Neil Banbury, General Manager UK, Kindred Group, said: “This marks a further evolution in our partnership with Middlesbrough, and underlines our commitment to providing a sustainable and transparent gambling model, which allows our valued customers to enjoy our services in a safe environment. 

“As we enter safer gambling week, it’s a good time to reflect on the continued progress we have made in terms of protecting customers, as well as the improvements we continue to make through advances in our technology and processes. We are on a journey and still have further to go, but we are confident that our approach is delivering results”.

Additional digital Zero % Mission branding will be visible on official club channels including website and social media, LED advertising and screens, and in the club programme.