32Red extends Rangers sponsorship
Casino brand to partner with Scottish Premiership club until 2021 as UK football sponsorship debate intensifies
Kindred-owned casino operator 32Red has extended its existing sponsorship deal with Scottish Premiership giants Glasgow Rangers.
32Red will remain as the principal sponsor of Rangers until at least 2021, marking its seventh consecutive season as partners of the Glasgow club.
The 32Red logo will stay on the front of all of Rangers’ first-team kits and its branding will appear across official club training wear and in-stadium for both the 2019-20 and 2020-21 campaigns.
Kindred Group’s UK general manager Neil Banbury said the deal would add to 32Red’s ongoing campaign to change the relationship between betting firms and football sponsorships.
“32Red’s partnership with Rangers has been hugely beneficial for our business and we are thrilled to have extended that association once again,” said Banbury.
“At 32Red, we are committed to reinventing the sports sponsorship model, so that it benefits the whole community.
“The extension of our relationship with Rangers will afford us a unique position to support the local community and those who need it most through initiatives such as the ‘Big Sleep Out’ which helped fundraise for Glasgow’s homeless,” he added.
Football sponsorships are a key marketing strategy for Kindred brands including 32Red and Unibet in the UK and it remains to be seen how the industry will react to GVC’s call to scrap them altogether.