Rangers Football Club and Kindred Group have joined forces to promote Kindred’s “zero % mission” on the club’s new kit for the 2023/2024 season. This partnership marks a significant milestone, as Kindred becomes the first gambling operator to feature its zero per cent messaging on any front-of-shirt advertising in professional UK football.
Zero % Mission
The collaboration between Rangers and Kindred dates back several years, making it one of the longest-standing sponsorship deals in the realm of UK football. The upcoming Rangers shirts will proudly display logos from Unibet, a brand under Kindred Group, as well as the “zero % mission” slogan.
The “zero % mission” is at the heart of Kindred’s commitment to generating zero per cent of its revenue from harmful gambling practices. Although the journey towards this ambitious goal has its challenges, Kindred has made steady progress in reducing the percentage of revenue derived from harmful gambling. In Q3 of 2022, the company reported 3.8% revenue from harmful gambling, which dropped to 3.3% in Q4. The latest financial report for Q1 2023 showcased a further decrease of 3% revenue from harmful gambling. However, it’s worth noting that the figure for Q1 2022 was 3.3%, indicating that Kindred has consistently aimed to surpass its own benchmarks.
Kindred’s ambitious target of achieving 0% revenue from harmful gambling may have played a role in recent resignations within the company, including those of the CEO and CFO. While there may have been strategic disagreements, the pursuit of the 0% goal likely added significant pressure to Kindred’s key performance indicators (KPIs).
Neil Banbury, General Manager UK at Kindred Group, expressed the company’s commitment to transparency, innovation, and providing the safest platforms for customers. Banbury highlighted the decade-long partnership with Rangers and expressed enthusiasm for continuing the collaboration in the upcoming season.
Kindred Group, a digital entertainment pioneer, is comprised of nine successful online gambling brands, making it one of the largest online gambling groups globally. Founded in 1997 as Unibet Group, the company quickly gained a reputation for disrupting and innovating the gambling industry, offering customers a superior experience compared to traditional high-street operators.
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Who Are Kindred?
Over the past 25 years, Kindred has established a significant presence in regulated markets worldwide. The company’s story is characterised by a focus on people, innovation, and a commitment to providing customers with a safe and enjoyable entertainment experience.
As a trusted source of entertainment, Kindred Group strives to transform the gambling industry positively. The company’s diverse portfolio of brands aims to offer customers thrilling experiences while prioritising safety and sustainability. Kindred also recognises its responsibility to support local communities and actively prevent harmful gambling practices.
Success & Culture
Kindred’s success is driven by its global team of over 2,000 individuals representing more than 60 nationalities. The company’s culture values the contributions of every team member, fostering an inclusive and diverse environment. Kindred acknowledges the importance of embracing differences and believes that it takes various perspectives to create a winning team.
In conclusion, the partnership between Rangers FC and Kindred Group highlights the shared commitment to promoting responsible gambling and striving towards zero per cent revenue from harmful gambling. As Kindred continues to lead the industry in transparency and innovation, the collaboration with Rangers paves the way for a bright future in professional UK football.