In an industry where football sponsorships frequently change, Rangers FC and Kindred Group have defied the odds by extending their historic partnership into its eleventh year. This collaboration, which started back in 2014, has grown stronger over time and now represents one of the most enduring partnerships in British football history. As part of this renewed agreement, the two organizations are moving forward with an exciting new sponsorship deal that features a major shift in brand visibility.
Rangers FC and Kindred Group Strengthen Their Longest-Running Sponsorship Partnership
Under this extended partnership, Kindred’s Unibet brand will now appear prominently on the front of Rangers’ First Team shirts, while 32Red maintains its presence as the Training and Warm-Up Kit sponsor. This agreement not only signifies the strength of the relationship but also showcases Kindred’s continued commitment to promoting responsible gambling initiatives, such as the Zero% Mission message.
The Evolution of a Historic Partnership
The collaboration between Rangers FC and Kindred Group began at a pivotal time for both organizations. In 2014, Kindred saw an opportunity to align its 32Red brand with one of the most storied football clubs in the world. Rangers, with its rich history and passionate global fanbase, was a perfect partner for Kindred’s aspirations in the UK market.
Over the past decade, the partnership has evolved beyond traditional sponsorship agreements, becoming a multi-faceted collaboration that impacts both on and off the pitch. The inclusion of Unibet as the front-of-shirt sponsor marks a new era in this long-standing relationship, while the continuation of 32Red as a key supporter further cements the connection between the two brands.
The Responsible Gambling Initiative: Zero% Mission
A central theme of the renewed sponsorship is Kindred Group’s commitment to responsible gambling. The Zero% Mission aims to ensure that Kindred generates 0% of its revenue from harmful gambling practices, making it the only gambling operator in the UK to promote this message so visibly on its shirts. By incorporating this mission directly into Rangers’ kits, Kindred is sending a strong message about the importance of responsible gambling, an issue that continues to gain prominence across the sports industry.
The inclusion of responsible gambling messaging on football shirts is a bold and innovative step. Football clubs, particularly in the UK, have long relied on betting companies for sponsorship, but the negative impacts of gambling on fans and players alike have increasingly become a subject of concern. With the Zero% Mission displayed on Rangers’ shirts, Kindred is actively contributing to changing the narrative around gambling sponsorship in sports.
Supporting Mental Health Through the Rangers Charity Foundation
Beyond the branding and responsible gambling initiatives, the partnership has also made a significant impact on the wider Rangers community through the support of mental health programs. Kindred Group has pledged to continue funding the Rangers Charity Foundation’s Team Talk initiative, a mental health program aimed specifically at men. This initiative, which uses the club’s influence to encourage men to speak openly about their mental well-being, has been a cornerstone of the Rangers Charity Foundation’s work since its inception.
In addition, Epic Risk Management will continue to provide responsible gambling and money management workshops to all Rangers players. This holistic approach to player welfare, addressing both financial and mental health aspects, demonstrates how Kindred and Rangers are working together to foster a positive, healthy environment both within the club and the wider community.
Kindred’s Commitment to Community and Club
Throughout the extended partnership, Kindred Group has demonstrated a deep commitment not just to Rangers as a club, but also to the broader Scottish football community. This is reflected in the group’s continued investment in charitable initiatives, such as the Rangers Charity Foundation, and the promotion of responsible gambling practices. According to Sam Mead, General Manager UK at Kindred Group, this partnership represents a chance to support both the club and the community in meaningful ways.
Mead expressed his enthusiasm for the partnership, saying, “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.” He also highlighted the responsibility Kindred feels in supporting the work of the Rangers Charity Foundation, particularly its Team Talk initiative, which continues to make a significant impact on men’s mental health in the region.
Breaking New Ground in Sports Sponsorship
What sets this partnership apart from others in the world of football is its focus on social responsibility. While many sponsorships are primarily about financial gains and brand visibility, Rangers FC and Kindred Group have prioritized initiatives that give back to the community. The promotion of responsible gambling, the focus on mental health, and the continuation of charity funding are all testaments to the enduring and evolving nature of this collaboration.
As other clubs begin to examine the ethical implications of their commercial deals, the Rangers-Kindred partnership serves as a model for how brands and teams can work together to benefit both business and society. The inclusion of the Zero% Mission on Rangers’ shirts is a sign of how football sponsorships are evolving to address contemporary social issues, providing a new blueprint for future collaborations.
The Future of the Rangers and Kindred Group Partnership
As the Rangers FC-Kindred Group partnership enters its eleventh year, the future looks brighter than ever. With a renewed commitment to responsible gambling, mental health awareness, and community engagement, this partnership is likely to remain a leader in the world of sports sponsorship. The introduction of Unibet on the First Team shirts marks a fresh chapter, but the values that underpin this collaboration remain the same: a dedication to supporting both the team and its fans in meaningful, long-lasting ways.
FAQs About
1. What is the partnership between Rangers FC and Kindred Group?
The partnership between Rangers FC and Kindred Group began in 2014 and has now entered its eleventh year. It is the longest-running sponsorship partnership in British football, with Kindred’s Unibet brand featured on Rangers’ First Team shirts and 32Red continuing to sponsor the Training and Warm-Up Kits.
2. What does the Zero% Mission mean?
The Zero% Mission is Kindred Group’s responsible gambling initiative, aiming to generate 0% of its revenue from harmful gambling. It is the only gambling operator in the UK that promotes this message on football shirts, helping raise awareness of responsible gambling practices.
3. What is the role of Unibet and 32Red in the sponsorship?
Under the renewed sponsorship agreement, Unibet now appears on Rangers’ First Team shirts. Meanwhile, 32Red continues to support Rangers by sponsoring their Training and Warm-Up Kits.
4. How is the partnership supporting mental health initiatives?
Kindred Group is renewing its funding for the Rangers Charity Foundation’s Team Talk initiative, a program focused on men’s mental health. The initiative uses Rangers FC’s influence to encourage men to discuss their mental well-being. Epic Risk Management also provides workshops on responsible gambling and money management to Rangers players.
5. Why is the partnership between Rangers FC and Kindred Group significant?
This partnership is one of the longest-standing collaborations in British football, lasting over a decade. Its significance lies not only in the financial and branding support but also in the focus on responsible gambling and mental health initiatives, setting a new standard for social responsibility in sports sponsorship.
6. What impact does the partnership have on the Rangers community?
Through the partnership, Kindred Group has made substantial contributions to the Rangers Charity Foundation, particularly the Team Talk mental health initiative. The collaboration is also helping promote responsible gambling awareness among Rangers’ fans and the wider football community.
7. What does Kindred Group’s involvement with Epic Risk Management entail?
Epic Risk Management works with Kindred Group to deliver responsible gambling and money management workshops to Rangers players, helping ensure that players are educated on financial and gambling-related risks.
8. How has the sponsorship evolved over the years?
Since starting in 2014, the sponsorship has grown from traditional branding deals to include deeper community involvement, such as mental health programs and responsible gambling initiatives. The inclusion of Unibet as a front-of-shirt sponsor and the continued presence of 32Red highlight the evolving nature of the partnership.
9. What makes this sponsorship different from other football sponsorships?
The Rangers FC-Kindred Group partnership stands out because of its focus on social responsibility. Unlike many sponsorships that primarily focus on branding, this collaboration includes efforts to promote responsible gambling and support mental health, making it a model for ethical sports sponsorships.
