Kindred Group’s sports betting brand 32Red has signed a multi-year extension to its existing partnership with the Scottish Professional Football League (SPFL) Champions Rangers. This extension also marks another concentrated effort by Kindred to change the the way clubs are sponsored in the United Kingdom.
What Does the Multi-Year Extension Mean?
The partnership between the sportsbook brand and Kindred Group dates back to 2014. Kindred Group believes that any sponsorship should have an impact on the local club, players, managers and the community. A focus of the current partnership is mental well-being, which is an increasingly important issue for many professional athletes who are under pressure to perform better as abusive fans take advantage of social media.
Commenting on this partnership, Rangers manager Steven Gerrard, who is part of the Team Talk initiative, had this to say:
“Rangers and 32Red have been on a long journey together and I am delighted that our winning partnership is continuing. 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.”
Kindred Group UK’s general manager, Neil Banbury, reaffirmed 32Red’s commitment to SPFL Champions Rangers and said that it has been “quite the journey” referring to the past decade of successful collaboration. Banbury confirmed that the company is committed to reinventing the sponsorship model in the industry and the brand remains confident that men’s mental health is a worthwhile initiative.
Kindred Group has posted a number of successes over the past month. In March the company introduced the Gamban software-blocking feature in the United States. The brand also marked a significant success in its efforts to tackle problem gambling, reporting that 70% of players who have been flagged for excessive gaming through its responsible igaming tools have actually started reducing their deposits and taking precautionary measures so as to avoid harmful behavior.
—
Editor’s Note: Dear reader, you’re currently going through an archived news article from our Casino Gaming News section that might be outdated. For the newest developments within the igaming industry, kindly visit our homepage.