New multi-year partnership between 32Red and Rangers marks the longest running in British football

Wed, 05 May, 2021 11:10 CET

Kindred’s brand 32Red has today announced a multi-year extension of its partnership with Scottish Professional Football League, SPFL, Champions Rangers. The extension means that the partnership will be one of the longest running in British football. As part of the partnership 32Red also commits to continue supporting Team talk – a men’s mental health initiative.

Kindred Group, through its 32Red brand, has extended its support of SPFL Champions Rangers, a partnership that dates back to 2014. The new multi-year partnership is one of the longest running partnerships in British football. An important part of the partnership is the continuation of Team Talk, a men’s mental health initiative supported by 32Red.

Over the past years, Kindred Group’s UK brands have focused on an ambitious project to change the sponsorship model in sport, using the power of sport in general and football in particular, to achieve a positive impact on society. Team Talk is an example of an appreciated initiative that contributes to the community by using the local club and, from time to time, players and managers, as a mechanism to engage with men about their mental well-being.

“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”, says Rangers Manager Steven Gerrard. Gerrard joined a Team Talk session via video conference and was joined by 25 regular members, who explained how the meetings through Team Talks had helped then during the pandemic.

“We are thrilled to be continuing our longstanding partnership with SPFL Champions Rangers – it’s been quite a journey over the last decade and we’re proud to have played our part in that. It is a hugely exciting time to be involved with the club, as this current season has shown already. More widely, we remain committed to reinventing the sports sponsorship model, so that it benefits the wider community. That is why, as part of this extended agreement with the club we will be renewing our support for the vital men’s mental health initiative, Team Talk”, concludes Neil Banbury, UK General Manager, Kindred Group.

For more information:

Maria Angell Dupont, External Communications Manager, Kindred Group

+46 72 165 15 17


About Kindred Group
Kindred Group is one of the world’s leading online gambling operators with business across Europe, US and Australia, offering over 30 million customers across 9 brands a great form of entertainment in a safe, fair and sustainable environment. The company, which employs about 1,600 people, is listed on Nasdaq Stockholm Large Cap and is a member of the European Gaming and Betting Association (EGBA) and founding member of IBIA (International Betting Integrity Association). Kindred Group is audited and certified by eCOGRA for compliance with the 2014 EU Recommendation on Consumer Protection and Responsible Gambling (2014/478/EU). Read more on www.kindredgroup.com


About Team Talk

Team Talk is a mental health project designed to provide a ‘safe space’ to talk for males. It operates city-wide hubs within community settings and aims to provide a support network for anyone who may be in need of additional support. The hubs are open to any males aged 18+ to attend. The unique relationship, funded by 32Red, between the community and sponsor has been replicated across the country and has been researched by academics at the University of Derby.


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