Unibet Forms Dynamic Partnership with Dutch Cycling Team

Lee R. - November 16, 2022
Tour de Tietema

Unibet is continuing a sponsorship move into the pro cycling space with TDT.

Kindred Group’s operating giant Unibet has signed a major new sports sponsorship with Dutch cycling Team Tour de Tietema.

The Deal

The new agreement calls for the January 1 2023 launch of Unibet as the primary sponsor of continental-level competitor TDT-Unibet Cycling Team.

About TDT

Currently operating in Netherlands and Belgium with aspirations of achieving ProTeam status shortly, Tour de Tietema will team with Unibet in its rise to global competition status with the goal of inspiring sports enthusiasts to start cycling.

Unibet’s Strategy

Along with TDT, Unibet will maximize social engagement through partnerships and active sponsorships through the local CSR programme Unibet Impact. The program will be launched in the Netherlands with the social goal of fostering “a safer and more responsible online gambling industry.”

Kindred Spokesperson Speaks

Netherlands Kindred General Manager Lennart Kessels explained the significance of the deal: 

We are extremely proud to work together with Tour de Tietema. Their dedication combined with their boldness to do things differently is a big inspiration. It's an honour to help make their long-lived dream to start a cycling team a reality.

Unibet’s Cycling Passion

Besides helping TDT become a pro competitor, Unibet is advancing its own organisational passion for cycling that was kindled 15 years ago:

Besides, the cycling world is not new to us as Unibet previously sponsored a cycling team back in 2006 and 2007. We are therefore convinced that we can fuel the ambitions of this new cycling team.

TDT Spokesperson Speaks

TDT Founder Bas Tietema was thrilled with the partnership as well, expressing his organisation’s delight at having Unibet as main sponsor:

With Unibet, we have found a partner who has great confidence in our vision and supports us in our dream of turning the cycling world upside down with an innovative approach.

Sharing Passion

Tietema further looked forward to establishing a team brand identity that shows sports enthusiasts “the beauty of cycling sports.”

Unibet’s Historical Spirit of Enthusiasm

The spirit of sharing enthusiasm has been ingrained at Unibet since its founding in 1997. Founder Anders Ström sought to share his sporting expertise to help other players make more informed bets.

Unibet’s Matching Culture

The priority of informed bets has driven the development of Unibet to this day, according to the company website. Unibet’s expertise in identifying the needs and goals of players reflects the engagement plan built into the TDT partnership.


The matching culture of both Unibet and TDT makes this look like a win-win deal which will accelerate the expansion of both partners.  

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