National League Announce Deal with 32Red and Unibet

Those who tend to be critical of the links between betting companies and sport won’t be happy with this news. Not one but two Official Betting Partners have been announced for the Vanarama National League. 32Red and Unibet have both signed two-year deals.

The two gambling companies are both part of the Kindred Group and already have other sports related sponsorship deals in place. Currently the Kindred Group are the official betting partners of Middlesbrough, Rangers Derby County and PSG.

The deal will see their brands being featured on the National League’s digital channels, match day programmes and stadium advertising. General Manager of the National League is Mark Ives and he’s delighted with the new deal. “The National League is thrilled to welcome the Kindred Group’s Unibet and 32Red brands as our official Betting Partner.

“We are excited to be working with an organisation who want to prioritise fan and community projects and gambling awareness” Recently, the Kindred Group became the first gambling operator to disclose how much of their revenue came from harmful gambling. They have the aim of getting to 0% of revenue from harmful gambling by the end of 2023.

Despite that pledge, the deal with the National League is likely to be attacked by those who are against sports links with gambling companies. Under-18s won’t be targeted but they will still see the advertising around the grounds and also in the match programmes.

Mr Ives added that the past year and a half had been “extremely challenging” and they welcome this new deal with Unibet and 32Red. That’s a view shared by the UK General Manager of the Kindred Group, Neil Banbury. He said that they are “excited and proud to be The National League’s official Betting Partner.”

The UK General Manager went on to say how important the lower leagues are to English football. The elite level can only exist if the base of the pyramid thrives – and we hope that our investment will help to support that. At the heart of this are the supporters, of course, with their unwavering loyalty.

This sponsorship deal was signed just in time for the new National League season. Southend and Grimsby will both be aiming to return to the English Football League after being relegated from League Two last season. Southend began their campaign with a 1-0 win at King’s Lynn, while Grimsby are yet to play.

Saturday September 4th is a date to put in your diary. The Kindred Group have announced that they will be giving away tickets for the National League matches being played that day. There’s no Premier League or Championship matches that weekend as it’s an international weekend. Matches being played that day include: Notts County v Aldershot, Southend v Wrexham, Grimsby v Barnet and Yeovil v FC Halifax.