premium
Kindred chief Tjarnstrom using horseracing to target UK market
Kindred Group chief executive Henrik Tjarnstrom
Kindred Group, the parent company of Unibet, Stan James and 32Red among others, is making a concerted effort to take market share in the crowded UK market and is using horseracing sponsorship as one of the ways to achieve that.
The company was founded in 1997 as Unibet by Anders Ström but changed its name to Kindred Group last year.
Unibet remain one of the 13 brands under the Kindred banner along with Stan James, whose online arm was purchased in 2015, and 32Red which was bought this year.
Read the full story
Read award-winning journalism from the best writers in racing, with exclusive news, interviews, columns, investigations, stable tours and subscriber-only emails.
Subscribe to unlock
- Racing Post digital newspaper (worth over £100 per month)
- Award-winning journalism from the best writers in racing
- Expert tips from the likes of Tom Segal and Paul Kealy
- Replays and results analysis from all UK and Irish racecourses
- Form study tools including the Pro Card and Horse Tracker
- Extensive archive of statistics covering horses, trainers, jockeys, owners, pedigree and sales data
Already a subscriber?Log in
Published on inFeatures
Last updated
Copymore inFeatures
- Captain Marvel: how a modern master of Cheltenham and a genuine pioneer executed one of the shocks of the year
- 'We’re delighted with how it's going' - joint-trainers prepare for exciting year after Flat string is doubled
- 'We’ve had to work hard this sales season' - Kennet Valley seeking to build on success with biggest string
- Alastair Down's archives: the great writer recalls Coneygree's glorious victory in the 2015 Cheltenham Gold Cup
- Kauto Star: the extraordinary talent who became the benchmark for sheer undiluted quality
more inFeatures
- Captain Marvel: how a modern master of Cheltenham and a genuine pioneer executed one of the shocks of the year
- 'We’re delighted with how it's going' - joint-trainers prepare for exciting year after Flat string is doubled
- 'We’ve had to work hard this sales season' - Kennet Valley seeking to build on success with biggest string
- Alastair Down's archives: the great writer recalls Coneygree's glorious victory in the 2015 Cheltenham Gold Cup
- Kauto Star: the extraordinary talent who became the benchmark for sheer undiluted quality