Rangers Football Club has unveiled its new kit for the 2023/2024 season, featuring the branding of long-standing sponsor Kindred. Notably, Kindred’s front-of-shirt advertising will highlight its unique zero percent mission, making it the only gambling operator to promote such messaging. This partnership between Rangers and Kindred represents one of the longest-standing sponsorship deals in professional UK football. The inclusion of Unibet and Kindred’s zero percent mission logos on the shirts reflects the company’s commitment to reducing harmful gambling and generating zero percent of its revenue from this source.
Kindred’s Journey Towards Zero:
Kindred’s ambitious objective is to achieve zero percent of its revenue from harmful gambling. The company has been transparent about its progress towards this goal, reporting 3.8% revenue from harmful gambling in Q3 of 2022. This figure decreased to 3.3% in Q4 and further dropped to 3% in the latest financial report for Q1 2023. It is worth noting that the figure for Q1 2022 stood at 3.3%, and Kindred has never recorded a figure below 3%. While the 0% target is highly ambitious, the company has made notable progress in reducing harmful gambling revenue.
Challenges and Resignations at Kindred:
Kindred has recently experienced several resignations, including its CEO and CFO. While the reasons behind these departures may involve strategic disagreements within the company, the significant pressure to achieve the ambitious 0% target might have played a role. Such a target places substantial emphasis on Kindred’s key performance indicators (KPIs) and could have contributed to the internal dynamics within the company.
Kindred’s Commitment to Transparency and Innovation:
Neil Banbury, General Manager UK at Kindred Group, expressed the company’s commitment to leading the industry in terms of transparency and innovation. Kindred aims to create the safest environment for its customers and continually improve its technology, systems, and customer education efforts. The partnership with Rangers over the past decade has been a source of pride for Kindred, and the company looks forward to continuing this collaboration in the upcoming season.
The unveiling of Rangers Football Club’s 2023/2024 kit featuring Kindred’s branding signifies the club’s longstanding partnership with the gambling operator. The kit prominently displays the logos of Unibet and Kindred’s zero percent mission, highlighting the company’s commitment to reducing harmful gambling and generating zero percent of its revenue from this source. Kindred’s ambitious goal, despite its challenges, demonstrates the company’s determination to lead the industry in transparency and innovation. As the partnership between Rangers and Kindred continues to evolve, both organizations strive to create a safer and more responsible gambling environment while maintaining their commitment to their respective missions.