The new branding of Rangers Football Club's 2023/2024 kit will underline Kindred’s zero percent mission. Kindred is the only gambling operator to feature this messaging on any front-of-shirt advertising.
Rangers and Kindred’s front-of-shirt sponsorship is one of the longest-standing sponsorship deals in professional UK football. The new shirts will include logos from Unibet and Kindred’s ‘zero % mission.’
The company’s ‘journey towards zero’ represents an aim of generating 0% of its revenue from harmful gambling.
In regards to its 0% goal, Kindred reported 3.8% revenue from harmful gambling in Q3 of 2022, dropping to 3.3% in Q4 and its latest financial report, Q1 2023, showed a figure of 3% revenue from harmful gambling. However, Q1 2022 was 3.3% and this figure has never dropped below 3%.
Indeed, hitting the aforementioned 0% figure from harmful gambling is extremely ambitious. Elsewhere, Kindred has seen a number of resignations recently, including from the company’s CEO and CFO.
While there has clearly been a disagreement over strategy at the company, this ambitious 0% target may well have been at least a small factor here, adding significant pressure to Kindred's KPIs.
Neil Banbury, General Manager UK, Kindred Group: “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.”
