The Kindred Group has extended the ongoing partnership of its 32Red brand and Scottish Professional Football League Champions Rangers, with the entity to maintain sponsorship of the club’s home and away shirts.
The partnership, which includes the continuation of the Team Talk men’s mental health initiative, subsequently becomes one of the longest running in British football as well as “the largest sponsor agreement in the club’s 150-year history”.
James Bisgrove, commercial and marketing director at Rangers FC, explained: “I am delighted that the club and 32Red have agreed to extend the partnership, which is excellent news for the continued commercial growth of the club and represents the largest sponsorship agreements in our 150-year history.
“32Red have supported our club for many years of our journey back to the pinnacle of Scottish football and our historic 55th league title.
“They’ve been part of our journey both on the pitch and in the community and we are grateful for their fantastic support. They are long-term partners and we hope to continue the successful, winning, relationship for many years to come.
“As we embark on our historic 150th anniversary season and looking forward to UEFA Champions League football at Ibrox, it will be symbolic of the strength of our partnership that 32Red and Unibet will be on the front of our shirts.”
The new multi-year partnership also includes the continuation of Team Talk, a platform that uses the club and its staff as a mechanism to engage with men about their mental well-being.
“Rangers and 32Red have been on a long journey together and I am delighted that our winning partnership is continuing,” said Steven Gerrard, Rangers manager.
“I was particularly heartened to hear that the vital Team Talk initiative will be continuing as part of the new agreement. I recently took part in a really positive session and it is abundantly clear to me how much of a support network Team Talk provides to our fans. Today’s announcement is really positive news for everyone connected to the club.”
Gerrard recently participated in a Team Talk session, where he was joined by 25 regular members and supporters who shared their mental health experiences during lockdown, and explained how the meetings had offered them support throughout the pandemic.
“We are thrilled to be continuing our longstanding partnership with SPFL Champions Rangers – it’s been quite a journey over the last decade and we’re proud to have played our part in that,” noted Neil Banbury, UK general manager, Kindred Group.
“It is a hugely exciting time to be involved with the club, as this current season has shown already. More widely, we remain committed to reinventing the sports sponsorship model, so that it benefits the wider community.
“That is why, as part of this extended agreement with the club we will be renewing our support for the vital men’s mental health initiative, Team Talk.”