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32Red extends with Leeds United, Unibet gets training kit rights

English Championship club Leeds United has signed a two-year extension to its main shirt sponsorship deal with online betting brand 32Red.

The deal will mark the fourth and fifth consecutive seasons that 32Red has sponsored the club and includes the upcoming centenary season.

“The extension represents one of the largest commercial agreements in our history,” said Paul Bell, executive director of Leeds United.

32Red was recently acquired by the Kindred Group, the owner of several betting and gaming brands, including Unibet, which will now feature on the Leeds training kit.

Unibet will also be used as the club’s official match kit sponsor for its pre-season tour of Australia where the brand already has a strong market presence.

This new agreement will also provide Kindred Group with exclusive betting and gaming rights at Leeds United.

Neil Banbury, general manager – UK at Kindred Group, said: “At Kindred Group we are committed to reinventing the sports sponsorship model, so it benefits the entire community and we look forward to working with Leeds through both our 32Red and Unibet brands to support the Leeds community and continue to build on our successful history together.”

32Red or Unibet branding will not feature on junior replica kits or junior training wear, with energy company Utilita continuing to feature on the front of all kids replica.