Over the past two years, Kindred Group, through its flagship brand Unibet, has embarked on a mission to support the Dutch Center for Stem Cell Donors, Matchis, in raising awareness about the critical need for stem cell donors. These one-off initiatives have successfully encouraged over of these new registrants being men, a demographic that is particularly sought after by Matchis.
Kindred’s commitment to social responsibility and community engagement forms a cornerstone of its sustainability efforts. By covering the costs associated with processing new donor registrations during the campaign, Kindred has directly contributed to the lifesaving work that Matchis performs daily, finding suitable stem cell donors for patients in desperate need of transplants.
Stem cell transplants represent the last hope for many patients battling life-threatening conditions. Sadly, only about 30% of patients can find a compatible donor within their own family, making the availability of registered donors critically important.
Reflecting on the campaign’s success, Lennart Kessels, General Manager of Kindred Group in the Netherlands, noted, “The previous football season brought significant attention to the vital work Matchis does. We wanted to build on that momentum by continuing our support for another year. Through this campaign, we not only raise awareness but also offer a real chance for those in need of a stem cell transplant.”
Bert Elbertse, Manager of Donor Relations and Communications at Matchis, added, while football has been an excellent platform to highlight stem cell donation, the need for donors remains urgent. Kindred’s customer base, which also includes men in their mid-twenties to early thirties, is especially valuable to us. This campaign serves as a reminder and an invitation for those who have considered becoming donors to take the next step. It is also a great example of how two seemingly completely different organisations work together and, in this case, can save lives.”
