Rangers secure ‘record’ front-of-shirt deal with Kindred Group

Scottish football giants Rangers have inked an extension of their front-of shirt sponsorship agreement with Kindred Group, covering the Unibet and 32Red betting brands.

Under the renewal, Unibet will remain as the club’s main shirt sponsor, while 32Red will continue to serve as the team’s training and warm up kit sponsor.

Further terms of the deal were not revealed, however the value of the latest agreement has seen an 80% increase on the previous contract, according to regional news reports. This could reportedly rise to 93% if certain bonuses are achieved.

The longstanding partnership was first signed in 2014, before being extended in 2017, 2019, and most recently 2021.

32Red previously served as Rangers’ front-of-shirt sponsor, before Kindred opted to replace the company’s logo with Unibet branding ahead of the 2023/24 season.

Kindred Group recently extended its agreement with EFL Championship club Middlesbrough, which will see Unibet continue to feature on the club’s kits.

Unibet also serves as the main shirt sponsor of FC Copenhagen and Club Brugge.

“Kindred’s partnership with Rangers is British football’s longest running and one of the most impactful,” said Sam Mead, General Manager, UK, at Kindred Group.

“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.”

Stay up to date with the world of sports business by subscribing to the Sport Industry Daily.