Kindred Group reinforces safer gambling message through Rangers F.C. / Unibet sponsorship

Betting industry giant Kindred Group has taken further steps to promote its safer gambling message and campaign. The company, which is a long-term sponsor of Scottish football club Rangers, has decided to replace its 32Red betting site on the front of the team’s match-day shirt with one of its other popular betting sites in Ireland – Unibet. As the Scottish Football Premier League kits for the 2023/24 season have just been announced, Kindred Group has taken the opportunity to make the brand swap in an attempt to promote its initiative Zero % Mission, hoping that the message will reach more people through the match-day shirt of one of the Scottish league’s top teams.

Therefore, for the 2023/24 football season in Scotland, the principal sponsor for Rangers FC will be Unibet. The brand is one of the most popular betting sites not only in Ireland, but also in the UK, Europe, and a number of other betting and gaming jurisdictions. Meanwhile, 32Red will take a step back, featuring on the team’s training kit instead. The blue-and-white main kit of the prestigious team will include the Unibet logo front and centre, and the message “ZERO % MISSION” will show distinctively right under it. This has made Kindred Group, which is known for the efforts it puts into making the gambling industry safer for everyone, the first betting provider that sponsors a Scottish football team to include the Zero % Mission in this prominent advertising spot.

Discussing the decision, Kindred Group General Manager Neil Banbury 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. 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 Zero % Mission message is likely to have a large impact amongst fans of the prominent team. Rangers FC is one of the giants of Scottish football and leads its origins to 1872. While there has been a fair bit of turmoil in the recent history of The Gers, they have a large and very dedicated fan base in Scotland, Ireland, and the UK. The club’s games feature on all Irish betting sites and of special interest are the Old Firm games which are the fixtures against Celtic FC throughout the year, and which attract over 50,000 fans in the stadium and millions watching on TV or online.

Speaking about the Kindred / Unibet sponsorship, the new CEO of Rangers FC James Bigrove said:

“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.”

The Zero % Mission championed by Kindred Group is one of the best safer gambling campaigns the industry has seen in recent years. Kindred Group is focused on ensuring that its betting sites will continually reduce gambling harm and the risks associated with it until eventually no bettors will ever be at risk. As such, Kindred is working on a variety of initiatives, one of which is Zero % Mission. The campaign is based on educating bettors about all the resources and tools available to them in order to minimise any potential harm from gambling. It also signposts all the places bettors can get support if they are at risk of gambling harm or if they have already experienced it. Kindred Group’s ambition is to ensure that, by the end of 2023, the revenue of its betting sites that comes from harmful gambling will be 0%.

Everyone who searches “Zero % Mission” after seeing it on Rangers FC’s match-day shirt will find one of the information pages on the Unibet or Kindred Group websites. The pages provide a lot of information about gambling harm, the signs that a bettor may be at risk, and what to do if that is the case. A full list of safer gambling tools that apply to Unibet and many of the licenced betting sites in Ireland and the UK can be found on the Unibet website. The tools include limits and controls that players can set up on their profile, as well as changes that they can make in their betting and gaming habits to ensure that they do not engage in harmful betting practices such as using betting as a coping mechanism or chasing losses. Those who want to take a longer break from gambling could even self-exclude from all licenced betting sites through GAMSTOP, thus making sure that they wouldn’t be tempted to come back.

Betfree.ie fully supports Kindred Group’s Zero % Initiative and all other campaigns that promote safer and responsible betting and gaming.