Kindred Group announces a new NASCAR sponsorship

Posted on June 25, 2021

Kindred Group and their subsidiary, Unibet, are partnering with a NASCAR team to expand their presence in the United States and motorsports.

The partnership

The new partnership will include a sponsorship of the championship-winning NASCAR team Stewart-Haas Racing as well as their star driver Kevin Harvick.  This is the first time that Kindred and their subsidiary Unibet have entered into a sponsorship in US motorsports.

Unibet will be a primary sponsor for two NASCAR Cup series at Indianapolis Motor Speedway and at Martinsville Speedway. They will also become the primary sponsor during the NASCAR Xfinity Series race in Indianapolis. Their debut as sponsor will be July 26th as NASCAR-sponsors at Pocono Raceway in Pennsylvania, with Harvick and the No. 4. Team.

They will also collaborate with Stewart-Haas Racing to create new activations throughout the season for their fanbase.

Kindred and Nascar partnership

Comment from the organisations

Manuel Stan, Senior Vice President USA, Kindred, spoke about their new sponsorship:

“Sponsorship is an important part of our marketing initiatives in the states, where sports betting is legal. Racing fans are extremely passionate about their sport and their driver in particular. Unibet exists for this reason, to enhance fans’ passion for their sport. Our platform is straightforward, easy to understand and filled with insights that allow our players to make informed bets. Integrating Unibet into the sport that fans watch and cheer for, is the best way to tell our story. We are By Players, For Players.”

Brett Frood, President, Stewart-Haas Racing also added:

“We’re proud to represent and work with Unibet, now and in the future. Fans are the lifeblood of our sport and Unibet offers a new and insightful way for fans to engage with our sport in a meaningful way. We’re looking forward to kicking off our partnership with Unibet this weekend at Pocono, where Pennsylvania residents can experience Unibet’s offerings first-hand.”

The future for Kindred and Unibet

The Kindred Group has their sights set on US expansion. As more and more states relax their rules and regulations on online gambling, they are poised to take advantage of the new betting markets. It looks like they are aiming for a more niche subset of the online sports betting market. By partnering with a NASCAR team, they have moved away from the more basic Football, Baseball and Basketball sponsorships.

Outside of their US expansion, Kindred have also invested heavily in the mobile betting market. They recently launched a new bet-overlay live streaming player. They are providing the new streaming option first to Unibet mobile customers on their iOS sports app. It’s called Watch&Bet, it will allow Unibet users to place their bets while they are still watching the on-site sports streams.

The focus of their new services and the rollout of the live streaming option on the iOS app, clearly shows what direction Kindred believes the sports betting industry is headed. Like most online sports betting and gambling operators, they began as a simple website but now they have over 30 million customers across 9 brands in Europe, US, and Australia. They offer odds on everything from esports to virtual sports betting.

Since they are very obviously looking towards the future, they have realised that the next step for online betting operators the mobile and app-based market.

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Andrew Boggs

Andrew is a Northern Ireland based journalist with a background in esports and VR reporting. He grew up in County Down, Northern Ireland, and graduated from Ulster University with a Masters's degree in Journalism.

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