Leveraging our sponsorship model to deliver impact at Leeds United

Fri, 22 Mar, 2024

The commitment to driving a model of sponsorship that benefits the clubs and their communities is something that Kindred has championed over the last five years - both in the UK and across our markets in Europe. Our firm view is that sponsorship is and should always be more than just placing our brand on a kit or a stadium. 

That is why we’ve worked closely with all of our partner clubs in the UK to identify community projects that would benefit from additional funding and support. This has seen particular focus given to mental health projects over the last few years. Since the research we commissioned back in 2019 - Tackling the Stigma - revealed the stark issues facing men and their mental health, we have funded mental health projects and programmes at each of our clubs to ensure that we are leveraging the power of football to drive positive outcomes for people across the UK.  

When we signed with Leeds United as their Training Kit partner for the 2023/24 season, we immediately engaged with the club to explore opportunities to support the community. And when the club introduced us to the Veterans Café, it was clear that a synergy would exist.

The project is a free weekly session that takes place at Elland Road exclusively for veterans, providing an opportunity to socialise and enjoy light exercise and along with other activities. The programme aims to combat isolation, mental health problems through social interaction and exercise, and offers participants the opportunity to improve wellbeing through a weekly meeting routine.

Through the agreement with Kindred, the Café will now be able to open another time slot in the evening (the Extra Time Café), meaning the capacity of the sessions can double and crucially deliver more impact for the community in Leeds. 

It is vitally important to Kindred to represent more than a logo. That is why being able to support Leeds United with this project represents everything we aspire to achieve with a sponsorship partnership. Across every club we work with, we commit to engaging with the community in a meaningful and tangible way. Our funding has helped scores of people in different areas of the country, and we’re looking forward to seeing this programme develop in the months ahead.


  • Tom Banks
    Head of Corporate Affairs UK/Global