Partnerships are underway across the globe. Recently one was formed between Kindred Group and the European Football Development Network (EFDN), an organization with over 85 members.
Kindred is the first community partner for the group of clubs, leagues and association. Together, they will foster the use of sport for social development.
Part of the deal is the promotion of fair play and respect by Kindred. Other values to be highlighted include education, diversity and social cohesion along with physical activity initiatives.
Kindred is not new to the EFDN, having sponsored its Active Fans program earlier in 2019.
According to Kindred chief executive Henrik Tjärnström,
“We feel that the work EFDN do is very important and aligns well with Kindred values…this will be a successful partnership where we will be able to build great things together.”
To further their mission, knowledge and experience will be shared. The partners will develop and implement an anti-match fixing program to the extensive network of EFDN member clubs.
EFDN chief executive Hubert Rovers states,
“There is a natural fit … as we both share the love for football and are leaders in our industries in terms of taking responsibility for the community and in contributing to sustainability.
Rovers lauds Kindred’s new sustainability-driven framework for sponsorships and the fact that it promotes community initiatives through its partnerships with clubs and leagues.
He affirms that EFDN strives to raise the quality and impact of their community program through knowledge exchange and collaboration.