Kindred Group confirms Rangers front-of-shirt sponsorship deal extension
Relationship between operator and Scottish football titans becomes the lengthiest partnership in British football as Kindred secures its place on Rangers’ kits for another five years
Kindred Group has penned a five-year front-of-shirt sponsorship extension with Rangers, cementing the pair’s relationship as the longest-running partnership in British football.
The pair first joined forces in 2014, with the extension to the partnership meaning Kindred Group and Rangers would have worked together for 15 years by the end of the deal.
The latest update ensures Kindred Group’s Unibet brand will feature on the front of all four kits for the 2024/25 season – the men’s home, away and third jersey and the women’s kits.
The Unibet brand will sit alongside the “Zero% Mission” tagline, making Kindred the only operator to use a responsible gambling message as part of its front-of-shirt sponsorship in the UK.
32Red, another Kindred-owned brand, will also continue as Rangers’ main training and warm-up kit sponsor, having previously occupied the role of the club’s front-of-shirt sponsor on first-team matchday kits.
“Zero% Mission” is part of Kindred’s journey towards zero ambition, with the group aiming to reach a stage where none of its revenue comes from customers experiencing gambling-related harm.
A key theme of the campaign is to educate fans and players about the responsible gambling tools available to them and where they can be found.
EPIC Global Solutions gambling and money management workshops will be offered to all Rangers players as part of the deal.
Kindred will also continue funding the Rangers Charity Foundation’s men’s mental health initiative, Team Talk, created to use the club’s players, manager and staff as a tool to help men feel more comfortable discussing their mental wellbeing.
Sam Mead, Kindred’s UK general manager, 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.”
Karim Virani, Rangers chief commercial officer, added: “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 what will be 15 years at the end of the deal we’ve announced today.”
Last week, Kindred signed a two-year front-of-shirt sponsorship extension with Championship outfit Middlesbrough.
The operator first partnered with the Boro in 2016, meaning it will have run for eight years by the time this latest “record breaking” deal expires.