Rangers FC announce partnership extension with Kindred Group

Sudhanshu Ranjan September 19, 2024

Rangers FC and Kindred Group have announced the extension of their sponsorship agreement, further solidifying their status as the longest-running partnership in British football history. This partnership, which began in 2014, enters its eleventh year with a new front-of-shirt sponsorship deal featuring Kindred’s Unibet brand.

History of the partnership

Over the past decade, Kindred’s brand, 32Red, has become a familiar sight for Rangers fans, featuring prominently on the team’s jerseys. This sponsorship deal between Rangers FC and Kindred Group has earned its place in history as the longest-running partnership in British football in British football. This partnership has gone beyond just sponsorship, with Kindred investing in outreach programmes that positively impact the local community.

Karim Virani, Rangers FC’s Chief Commercial Officer, expressed his enthusiasm about the extended partnership with Kindred Group. Virani shared, “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 at Kindred Group, shared similar sentiments regarding the extended partnership. Mead stated, “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 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.”

New developments

This is the longest-running sponsorship deal in British football. This partnership has brought significant benefits to both parties, from branding opportunities to community impact. While Unibet will be the new front-of-shirt sponsor, 32Red is not stepping away from the club entirely. The brand will continue to support Rangers by sponsoring the training and warm-up kits. One of the standout features of this partnership is Kindred’s zero percent mission, an ambitious responsible gambling initiative that aims to generate zero percent of its revenue from harmful gambling.

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