The Kindred Group’s betting brand 32Red will remain the front-of-shirt sponsor of Scottish Premiership team Rangers, securing the club’s biggest sponsorship deal in its history.
During domestic and European competitions, including the UEFA Champions League, 32Red will appear on the front of both Rangers’ home and away shirts, while sister brand Unibet will appear on players’ jerseys.
Long standing partnership
The partnership, which dates back to 2014 when Rangers won promotion from the Scottish Championship to the Premier League, is one of the most long-standing in British football.
Neil Banbury, UK General Manager at Kindred Group explained: “We are thrilled to be continuing our longstanding partnership with SPFL champions Rangers – it’s been quite a journey over the last decade and we’re proud to have played our part in that. It is a hugely exciting time to be involved with the club, as this current season has shown already.
“More widely, we remain committed to reinventing the sports sponsorship model, so that it benefits the wider community. That is why as part of this extended agreement with the club we will be renewing our support for the vital men’s mental health initiative, Team Talk.”
The contract was last renewed by the Scottish giants in 2019, and it is due to expire at the end of the current season.
Rangers Commercial and Marketing Director James Bisgrove said: “I am delighted that the club and 32Red have agreed to extend the partnership, which is excellent news for the continued commercial growth of the club and represents the largest sponsorship agreements in our 150-year history.
“32Red have supported our club for many years of our journey back to the pinnacle of Scottish football and our historic 55th league title.
“They’ve been part of our journey both on the pitch and in the community and we are grateful for their fantastic support. They are long-term partners and we hope to continue the successful, winning, relationship for many years to come.”
Rangers manager Steven Gerrard, who has praised the relationship as a “winning partnership,” recently took part in one of the online Team Talk sessions via video conference, where he was joined by 25 regular members and supporters who shared their mental health experiences during the lockdown.