In a landmark announcement, Rangers FC and Kindred Group have extended their sponsorship agreement, cementing their status as the longest-running partnership in British football. What began as a collaboration in 2014 has evolved into an eleven-year association, marked by a significant new front-of-shirt sponsorship deal. This extension not only strengthens their business relationship but also highlights their commitment to responsible gambling and community support.
A Historical Partnership
Since its inception in 2014, the partnership between Rangers FC and Kindred Group has set a benchmark in British football sponsorship. Over the past decade, this alliance has witnessed several evolutions, and the recent extension is a testament to its success and the mutual benefits it has provided.
Front-of-Shirt Sponsorship
Under the new agreement, Kindred’s Unibet brand will now be prominently displayed on the front of Rangers’ First Team shirts. This move underscores the brand’s continued investment in the partnership and its commitment to visibility and engagement with fans.
Training and Warm-Up Kit Sponsorship
The 32Red brand, another arm of Kindred, will maintain its role as the sponsor for the Rangers’ Training and Warm-Up Kits. This dual-brand sponsorship arrangement ensures that both Unibet and 32Red are well-represented across different aspects of the team’s activities.
Responsible Gambling Messaging
A noteworthy addition to the shirts will be the ‘Zero% Mission’ message, part of Kindred’s responsible gambling initiative. This mission aims for Kindred to achieve zero revenue from harmful gambling. This is a pioneering move in the UK gambling industry, as it will be the first time such a responsible gambling message is featured on front-of-shirt branding.
Commitment to Community and Mental Health
The partnership goes beyond mere branding and financial support. Both Rangers FC and Kindred Group are dedicated to using their platform to make a positive impact on society, particularly in the realm of mental health.
Rangers Charity Foundation’s Team Talk Initiative
The extension of the partnership includes renewed funding for the Team Talk initiative, a men’s mental health program spearheaded by the Rangers Charity Foundation. This program utilizes the club’s influence to foster discussions around mental well-being, engaging men in meaningful conversations about their mental health.
Epic Risk Management Workshops
As part of their commitment to responsible gambling, Epic Risk Management will provide workshops on responsible gambling and money management to all Rangers players. This initiative aims to equip players with the knowledge and tools to manage gambling responsibly and maintain financial health.
Statements from Key Figures
Sam Mead, General Manager UK at Kindred Group, expressed his enthusiasm about the extended partnership. He highlighted the deep-rooted history of Rangers FC and its passionate fanbase as significant factors in their decision to continue the collaboration. Mead emphasized the responsibility that comes with supporting such a prestigious club and reiterated Kindred’s dedication to the Rangers Charity Foundation’s impactful work, particularly the Team Talk initiative.
Football Industry
This long-term partnership between Rangers FC and Kindred Group serves as a model for successful sponsorships in football. It demonstrates the benefits of aligning with a brand that shares similar values and goals, particularly when it comes to community support and social responsibility.
Gambling Industry
Kindred Group’s ‘Zero% Mission’ represents a significant step forward in the gambling industry’s approach to responsible gambling. By placing this message on their shirts, Kindred sets a new standard for how gambling operators can engage with their audience and promote responsible behavior.
The extended partnership between Rangers FC and Kindred Group marks a significant milestone in British football sponsorships. As they enter their eleventh year of collaboration, both parties are set to continue their shared journey of success, community engagement, and responsible gambling. This partnership not only enhances the visibility of both brands but also underscores a commitment to making a positive impact on society.