The Scottish professional football club, Rangers FC have inked a partnership extension with Kindred Group, home to Unibet and 32Red brands in the UK.
Under the terms of the new sponsorship agreement, the first team’s shirts will bear the group’s Unibet brand, whereas 32Red, the previous front-of-shirt sponsor, will still provide support to the team by backing the training and warm-up kits.
As one of the longest-running collaborations in British football, Kindred has already invested in Rangers’ community outreach efforts over ten seasons. This new agreement will only strengthen the already resilient partnership.
The collaboration will also keep funding Team Talk, a men’s mental health program offered by the Rangers Charity Foundation. Team Talk is an approach used by the club, its players, manager, and staff to have conversations with men about their mental health.
Kindred’s responsible gambling motto, ‘Zero% Mission,’ will also feature on the new outfits. Kindred is still the only gaming provider in the UK that uses a safer gambling message on its front-of-shirt advertising.
Kindred’s Zero% Mission is part of the company’s ‘Journey towards Zero’ and highlights the brand’s goal of generating 0% of its revenue from harmful gambling. It is built on educating fans and players about the tools available to keep gambling safe and fun, as well as directing them to the appropriate resources if difficulties arise.
Rangers Chief Commercial Officer, Karim Virani, commented, “Everyone at the club is absolutely delighted to extend our longstanding partnership with the Kindred Group. This partnership is the longest running of its kind in British football – and has helped the club enormously over the duration of the deal. Most importantly, we’d like to thank them for continuing their vital support of the club’s Foundation – especially through the Team Talk mental health initiative. The health and wellbeing of our local community is very important to ourselves and Kindred. We are all looking forward to the opportunity to continue driving forward new initiatives that will benefit both our supporters and the people of Glasgow.”
Sam Mead, General Manager UK, Kindred Group, said, “Kindred’s partnership with Rangers is British football’s longest running and one of the most impactful. Rangers are a club with a rich history, who have a passionate and loyal fanbase – so we are delighted to be partnering with the team once again. We join the supporters in wishing the team the very best in the ongoing season – together, we hope we can make it another successful one. We recognise that we are in the privileged position to support clubs and their communities – a responsibility we take very seriously.
“That’s why since we began working with Rangers, the basis of the partnership has always been to showcase the Rangers Charity Foundation’s wide-ranging work that is so important – including the men’s mental health initiative Team Talk. This fantastic work will continue over the course of our latest partnership.”