Eredivise: Unibet (betting), official partner of AFC Ajax as part of a "multi-year agreement"

Unibet, a Maltese sports betting and online gambling operator belonging to Kindred Group, has become an official partner of AFC Ajax (Eredivisie) as part of a "multi-year agreement effective immediately," announced the Dutch club on 21/06/2021.

The bookmaker has the status of "partner", the second level in AFC Ajax's sponsorship hierarchy. "The collaboration follows after Unibet received a license on 08/06/2022 to offer online games in the Netherlands. In addition to a commercial partnership, Ajax and Unibet will work together in the field of the prevention of matchfixing, mental health and responsible gambling," said the club.

"Unibet is known worldwide as a frontrunner in the field of responsible gaming. This will receive explicit attention in our partnership. Unibet distinguishes itself through their high-quality product offering that is enjoyed by fans. We will support this with joint content and initiatives. Above that, we will also commit to Unibet Impact (see below)," said Menno Geelen, commercial director at AFC Ajax.

• Unibet is also a partner of Paris Saint-Germain …