Leeds United Football Club has begun a fresh chapter, with Unibet announced as the club’s new official training wear partner from the 2023/24 football season. This declaration marks an exciting turn of events as the club reinforces its footing within the online betting industry.
Previously associated with 32Red as their sponsor, Leeds United is no stranger to the Kindred Group, which owns both 32Red and Unibet. This switch in sponsorship aligns Leeds United with Unibet’s branding, soon to be on the training wear of the men’s first team, women’s team, and the men’s first team coaching staff.
The Championship Stint and Emerging Metaverse
Leeds United is set to compete in the Championship this season, following their relegation from the Premier League last campaign. The association of football with gambling sponsorships has drawn considerable attention recently, particularly with the Premier League’s decision to prohibit gambling companies from front-of-shirt sponsorships from the 2026/27 season.
In a move this year, Unibet expanded its reach into the metaverse, providing customers with a virtual reality platform to interact with various sports and casino game challenges.
Sam Mead, UK Head of Marketing at Kindred Group, shed light on the partnership, stating, “We are delighted to be linking up with Leeds United once again through this new partnership. Our model of sponsorship provides benefits to both clubs and their communities – something we will drive forward throughout the season.”
Rekindling Connections and Looking Ahead
Paul Bell, Executive Director at Leeds United, extended a warm welcome to Unibet, reminiscing on the past association with Kindred Group via their 32Red brand. He noted, “We have previously enjoyed a long-standing relationship with the Kindred Group through their 32Red brand who were on the Front of Shirt when we were promoted as Championship Champions at the end of the 2019-20 season.”
As football and gambling continue to overlap, such partnerships play a critical role, fuelling mutual growth and benefits across both industries. It will be interesting to observe how this collaboration progresses in the upcoming season and beyond.