Kindred collaborates with a number of partners in the fight against match-fixing. We have continued to implement integrity as a key element in new sponsorship agreements, and with the newly started sponsorship of the Swedish Elite Football (SEF) we have strengthened this focus even more. SEF includes the two top leagues in Sweden, Allsvenskan and Superettan.
Integrity in sports
The sponsorship means a significant long-term commitment to Swedish sports. A key element of the sponsorship agreement is a clear commitment to proactively work to inform about match-fixing and player safety, as well as establish collaborative programmes to contribute to the local communities of the clubs. Together with SEF, Kindred has a long-term collaborative programme, including a complete online training module on match-fixing, which will be delivered to all clubs in the Allsvenskan and Superettan. The training emphasises what players should be aware of when spotting potential risks for match-fixing and educates players on the vulnerable position they may find themselves in. Kindred is also committed to educating SEF member clubs and their players on Responsible Gambling and the risks associated with betting. This will include informing players and coaches to not bet on their own games and, delivering training to all coaches and players on player safety. Another important part of sponsorship is appointing an “Integrity Officer” at all clubs. The purpose of an Integrity Officer is to work closely with the sport, as well as the players and be responsible for all questions relating to match-fixing and Responsible Gambling in each club. The Integrity Officer is also responsible for ensuring that the right level of training and awareness building on these topics is undertaken at club level.
More than football
In December 2019, we announced a key Group partnership with the European Football for Development Network (EFDN), with Kindred being their first commercial Community Partner. A key element in this partnership is the delivery of a co-developed training programme on anti-match fixing. This programme will be designed to educate academy players of all EFDN member clubs on the risks of match-fixing and to create awareness around this important topic.