A key part of Kindred’s sustainability framework is to be an active participant in local communities and Kindred has a clear ambition to equip communities with the knowledge and resources to build a better future. In the of summer 2019, Kindred launched a new model for sport sponsorship, meaning an increased focus on including local communities into the partnership between the sponsor and the club. This new model has already been evidenced in Kindred brand 32red’s sponsorship of Derby Club County Community Trust and their Team Talk programme and a collaboration with the Belgian Pro League and Belgian Football Association.
In 2019, Kindred partnered with EFDN to develop ‘Active Fans’, a programme aimed at making European men and women from the age of 35 years more physically active and healthy. The programme was a joint effort between EFDN, Kindred and nine EFDN member clubs.
The partnership with EFDN provides an excellent platform to be able to expand its network with the right target groups with the knowledge and resources we hold. Being a Community Partner is clearly aligned with the company’s increased focus on contributing to communities through partnerships, recently evidenced in the commissioning of a report on Men’s Mental Health in the UK.