Rangers could be set to rip up their long-running partnership with Swedish gaming giant Kindred as Andrew Cavenagh and 49ers Enterprises prepare to take charge in Glasgow.
Kindred’s 32Red and Unibet brands have adorned Rangers jerseys as the club’s front-of-shirt sponsor since 2014, making the agreement the longest-running football partnership of its kind in the UK.
Rangers have only just signed an extension with Kindred, putting pen to paper with a deal worth 80% more than the previous arrangement in September 2024.
But with that front-of-shirt sponsor worth an initial £2.7m per year, plus any additional bonuses, Rangers’ prospective new owners could be about to rip it up.
It comes after Rangers officially admitted US takeover discussions with a consortium led by 49ers Enterprises and Andrew Cavenagh.
Rangers set to strike Red Bull sponsorship deal?
That’s according to the Scottish Daily Express, who believe that Rangers will soon adopt Red Bull as the club’s principle shirt sponsor.
This comes after Red Bull struck a deal with Leeds United over shirt sponsorship earlier in the season, the Elland Road outfit another club in the 49ers Enterprises stable.
The move would also be made easier by the fact new Rangers sporting director Kevin Thelwell previously worked in an executive role with the New York Red Bulls.
Rangers News exclusively revealed back in February that Red Bull were open to a link up with Rangers ahead of the proposed Ibrox takeover.
According to the report, any Rangers deal with Red Bull would represent a ‘record commercial deal’ for a Scottish club with the club’s incoming owners willing to buyout Kindred.
Sport Cal suggest this could be complicated for Rangers, with Kindred partnered to Ibrox until the end of the 28/29 season.
‘Rangers ready to rip up 11-year Kindred partnership’
Should Rangers strike a deal with Red Bull, it would bring to an end 11 years of partnership with Kindred come the end of the season.
This would tie a bow on what’s been a tumultuous decade and whilst Kindred have stood by Rangers, there can be no more time for pleasantries at Ibrox.
49ers Enterprises have a ruthless streak that’s long been missing at Ibrox, something exemplified by discussions over the future of Daniel Farke despite the German guiding Leeds to promotion.
If Rangers can get more money out of Red Bull, it’s clear the club should take the opportunity and such a move would be symbolic of a new era in Glasgow.
