The holding company formerly known as Unibet Group plc is now Kindred Group plc.
This change was approved by shareholders at an Extraordinary General Meeting, aiming to enhance synergy, clarity, and flexibility within the Group's multi-brand strategy. While Unibet remains one of the prominent brands operated by the company, the parent entity underwent a significant rebrand.
Evolution of the Group's Identity
The rebranding from Unibet Group plc to Kindred Group plc marked a strategic move to better represent the company's diverse portfolio of brands beyond just Unibet. This change helps to:
- Improve Synergy: By having a neutral holding company name, it fosters better collaboration and shared resources across all brands without one brand overshadowing others.
- Enhance Clarity: It clearly distinguishes the corporate entity from its individual consumer-facing brands, providing a clearer organizational structure.
- Increase Flexibility: A multi-brand approach under a unifying parent name allows the group to expand and acquire new brands more seamlessly in the future.
Key Details of the Name Change
| Old Name (Holding Company) | New Name (Holding Company) | Effective Date | Rationale |
|---|---|---|---|
| Unibet Group plc | Kindred Group plc | 2016 | Synergy, clarity, multi-brand flexibility |
This strategic rebranding highlights the company's commitment to its diverse offerings in the online gaming and betting sector, with Unibet continuing to operate as a key brand under the Kindred Group umbrella.
For more information, you can visit the official Kindred Group website.
