November 2, 2022

Unibet Signs Deal with Ajax

Aria Mitchell
Written byAria MitchellWriter
Researched byMatteo BianchiResearcher

Unibet Launches in The Netherlands

After parent firm Kindred secured a license to conduct business in the Netherlands in May, Unibet launched in July. Kindred had stopped operating in the Netherlands before the market opened, joining several other operators that did the same to comply with Dutch government regulations.

Unibet Signs Deal with Ajax

It was an incredible experience, according to Lennart Kessels, general manager of Kindred in the Netherlands, as went live. He was pleased with the squad because they had worked hard to achieve that goal. Kessels said that the time has now come to provide their services to their clients in Dutch and that they are prepared to welcome them back to their exciting new website

Expansion Process of the Bookmaker in the Country

On his part, the CEO of Kindred Group, Henrik Tjärnström, said they look forward to conducting business in the Netherlands. The country has a sizable and significant European market with a local license, and the company has been promoting local license programs for the past ten years.

Thus, they were delighted that their recently granted license in the Netherlands will enable them to support a fair and sustainable gaming industry actively.

Furthermore, the online sportsbook aims to deepen and expand its role in Dutch society. The bookmaker is eager to provide Dutch clients with a safe, secure, and enjoyable gambling experience as part of their long-term goals and strategy.

Sponsorship Agreement with Ajax

Following Unibet's return, Dutch soccer giants Ajax struck a multi-year contract with the online sports betting provider. This deal will see the bookmaker join the Ajax partnership group immediately. 

Ajax and Unibet will collaborate on projects related to responsible gambling, mental health, and the prevention of match-fixing in addition to their business relationship. The partnership comes after Unibet was granted permission to offer online games in the Netherlands in June.

Ajax's Commercial Director, Menno Geelen, expressed his company's happiness at welcoming Unibet as a new partner that is globally renowned as a pioneer in the area of responsible gaming. In their collaboration, this area will receive specific consideration. By providing fans with high-quality products, Unibet stands apart from the competition. Ajax will assist with this through collaborative projects and content.

Unibet’s Commitment to Responsible Gambling

In the Dutch betting industry, Unibet introduced a fresh Unibet Impact program. This program aims to protect ethical and responsible gambling standards while also combatting sports betting fraud and corruption. The program is entirely focused on funding initiatives that concentrate their efforts on enhancing accountability and safety in the gaming industry. Unibet focused on three pillars to meet the program's objectives.

These pillars include relationships with the European Football for Development Network, a charity match with Telstar and De Graafschap, and further amateur sports involvement. Through this alliance, Unibet has been named the official partner for EFDN in the nation and will see that the organization promotes the finest secure gambling methods.

Naturally, not everyone is pleased with Unibet's recent increase in presence in the nation. However, the general manager of Unibet Netherlands, Lennart Kessels, expressed his company's immense pride, especially in collaborating with Ajax. As part of the collaboration, they will fund Unibet Impact. 

The unique program called Unibet Impact is built on partnerships with societal organizations, professional and amateur sports leagues, and teams. The goal of Unibet Impact is to make the Dutch gaming society more enjoyable while promoting a safer and more responsible online gaming business.

Amateur Sports and Additional Visibility

The company will fund 50 teams as part of its commitment to supporting amateur sports. As part of Unibet's positive brand reinforcement in the Netherlands, teams that apply will receive customized shirts, socks, shorts, and kit bags. Over the country's regulated gaming market, Unibet has been growing quickly. It had to leave earlier because the market was being reregulated, but it returned in June.

Unibet wants to concentrate on responsible gaming regarding mental health, specifically with Ajax. They will research the precise shape they will give this in the upcoming term while also taking lessons from initiatives they have already backed worldwide.

Kindred Group wishes to participate more in national sports generally. At the same time, Unibet entered into relationships with partners from Telstar and Graafschap to ensure that it could carry out its duty pillars.

All About Unibet

The Kindred Group, one of the biggest publicly traded online gambling companies in the world with nine brands in its portfolio, includes Unibet, which was established in 1997. Users may wager on various sporting events through Unibet and partake in exclusive online casino games.

The site provides new users with a welcome bonus on their initial deposit. Also, the site has partnered with several online payment companies. Therefore, Unibet provides a wide range of deposit options for their customers to use while making deposits and withdrawals of money.

Visa, MasterCard, Neteller, bank transfers, Skrill, and PayPal, are a few of the available payment options. Notably, the platform offers around 35 sports, including cricket, baseball, horse racing, ice hockey, politics, UFC, and winter sports.

About the author
Aria Mitchell
Aria Mitchell

From Rotorua's scenic landscapes, Aria Mitchell shines as New Zealand's leading expert in localizing online casino content. Marrying Kiwi essence with global gaming insights, she's the name trusted nationwide.

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