Kindred Group Renews Long-Running Rangers Sponsorship Alliance

Swedish online casinos and sports betting operator Kindred Group has adapted its long-running front-of-shirt sponsorship deal with Scottish football giants Rangers, emphasising its commitment to safer gambling.

The Stockholm-listed firm revealed that the new arrangement is to see the logo for its Unibet brand replace the emblem of its sister 32Red product in appearing on the front of the soccer team’s shirts from the start of the 2023/24 season in August.

Prominent Partners

Kindred Group is responsible for a plethora of casino apps and sports betting sites, including the Maria Casino, Vlad Casino and Kolikkopelit brands.

They first inked a sponsorship arrangement with Rangers in 2014 when the side achieved promotion back to the top-flight Scottish Premiership.

For its part, Rangers is one of the most storied clubs in the history of Scottish football and plays its home matches inside the 51,000-seat Ibrox Stadium. 

Rangers have won the Scottish top-tier title a record 55 times, although they finished the most recent season in second spot behind Glasgow rivals Celtic.

Considered Commitment

Kindred Group explained that the fresh one-year alliance with Rangers will see the Glasgow-based team’s match-day shirts feature its own ‘Zero % Mission’ slogan, which is part of a campaign to eliminate all revenues potentially derived from harmful gambling activities.

Neil Banbury serves as the General Manager for Kindred Group and he pronounced that his firm wants to lead the industry ‘in terms of transparency and innovation’ and has introduced a range of awareness tools and complex detection measures so as to make its various platforms ‘the safest place to play’.

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“We’re committed to developing our technology and systems and educating our customers so that we continue to make progress in our ‘Zero % Mission’,” Banbury said. 

“We’re proud of our work with Rangers over the last decade and we’re looking forward to continuing that in the season ahead.”

Flourishing Familiarity

The incoming Chief Executive Officer for Rangers, James Bigrove, declared that Kindred Group is the operator behind ‘eleven of Europe’s most successful online gambling brands’ featuring responsibility and sustainability ‘at the heart of everything’.

“Our partnership with Kindred Group has been incredibly successful, as underlined by the longevity of our deal,” Bigrove told the official Rangers website. 

“As we look forward to the new season with today’s kit launch, we’re excited to continue the work we’ve done with our valued principal sponsor and to highlight ways in which people can gamble responsibly and safely.”