RANGERS' principal club sponsor Kindred Group will reaffirm its commitment to safer gambling through its new-look front-of-shirt sponsorship for the 2023/24 season.
As one of the longest-standing front-of-shirt sponsorship deals in British football (10 seasons), Rangers supporters have been used to another of Kindred Group’s brands – 32Red – adorning their shirts in recent years.
Next season, its sister brand Unibet will take pride of place on the ‘Gers’ new jerseys with 32Red appearing on the training kit. It will combine with Kindred’s ‘Zero % Mission’ logo. Kindred remains the only gambling operator to feature this messaging on the front-of-shirt advertising.
Part of the company’s ‘journey towards zero’, Kindred’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.
Kindred employs a unique type of sponsorship model, based on community project funding. In the 2022 UEFA Europa League final - the culmination of an incredible run in European football – Rangers wore a kit emblazoned with the ‘TeamTalk’ emblem, to promote an initiative provided in conjunction with the Rangers Charity Foundation, that provides men with mental health support and advice.
Kindred Group – which incorporates eleven of Europe’s most successful online gambling brands - has made exceptional progress on this front in recent years, leading the sector in terms of transparency and innovation. Kindred is the safest place to play, placing sustainability and responsible gambling at the heart of everything it does.
Kindred has reduced this figure thanks to considerable investment in its technology, and effective education of its customers. That has allowed for more sophisticated detection techniques and a greater awareness of the helpful tools that are available to users.