Kindred’s Unibet reveals stronger French football partnership

Unibet, the flagship brand of Kindred Group, has strengthened its partnership with Paris Saint Germain. Through the improved deal, the sportsbook will be an official partner of the Ligue 1 Champions until 2023.

Expanding reach to new parts of the world 

One of the relationship’s key new aspects will be to grow it into new nations outside of Europe. The US and Australia are both on the agenda. But Europe will still be important – the duo aim to improve their rights across EU territories.

In the US, Unibet has already made its mark by launching a sportsbook in New Jersey. On top of this, it has signed a multi-year partnership with the Philadelphia Eagles.

Mathieu Drida, General Manager for Kindred France, commented on the moving forward of this partnership. He praised the work that has been done so far, along with looking ahead to the future. Drida said the below.

“Since the start of last season, we have engaged in major communication campaigns that have proved very successful with football fans. We firmly believe that by extending our agreement with Paris Saint-Germain we can strengthen our position in France and promote the Unibet brand in Europe and beyond.”

Big on advertising 

Unibet and PSG have introduced a variety of multimedia campaigns since 2018. These range from poster campaigns presented across France, along with TV advertising. And social media has played a key role too – numerous initiatives have been promoted via their respective channels.

And now, they’ll be able to continue doing this both in France and beyond until the end of the 2022/2023 season at least.

Going forward, affiliates that are part of the Kindred Affiliates program will no doubt be eager to get in on the act.

Marc Armstrong, Chief Partnerships Officer for Paris Saint Germain, was delighted to continue the club’s strive to be more influential off the pitch.

When commenting on the extended deal, he went on to say: “This decision shows how relevant and effective our alliance is. We share the common goal of breaking the boundaries of sport and playing a part in the everyday lives of football fans.

“The results to date motivate us to continue to build on these efforts and offer fans ever more engaging experiences.”