SBC News Voice of the Sports Betting Industry
Kindred Group has adapted its front-of-shirt sponsorship at Rangers FC to re-emphasise a safer gambling messaging.
The news comes as the SPFL club launches its new kit range for the 2023/24 season. As the team brings in a new uniform, Kindred has brought in a new principal sponsor, as its Unibet brand replaces 32Red, with the latter moving to the training kit.
Kindred has detailed that the branding will combine with Kindred’s ‘Zero % Mission’ logo, whilst the firm remains the only gambling operator to feature this messaging on its front-of-shirt advertising.
Neil Banbury, General Manager of Kindred Group, said: “Kindred’s ambition is to lead the industry in terms of transparency and innovation – and to make our platforms the safest place to play.”
Kindred completed its £175 million acquisition of 32Red Plc back in 2017. This saw the firm acquire 97% of 32Red Plc’s shares, which then move to fully delist from the London AIM exchange market.
Banbury continued: “We’re committed to developing our technology and systems, and educating our customers, so that we continue to make progress in our Zero % Mission. We’re proud of our work with Rangers over the last decade, and we’re looking forward to continuing that in the season ahead.”
The Stockholm-founded company’s Zero % Mission represents the brand’s ambition to bring in 0% of its revenue from harmful gambling. It is based on educating players about the tools available to keep gambling ‘safe and enjoyable’ and to signpost where to go if there are problems.
“Our partnership with Kindred has been incredibly successful, as underlined by the longevity of our deal,” added James Bigrove, incoming CEO at Rangers.
“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.”
