32Red signs Rangers FC shirt deal
UK-facing casino operator pens three-year deal with iconic Scottish football club
32Red has signed a deal to become the main sponsor of Scottish football club Rangers as the casino operator continues to ramp up its UK marketing efforts.
The three-year deal, which was announced this morning, will see the 32Red logo emblazoned on Rangers’ shirts, as well as provide visibility at Rangers’ Ibrox stadium and across its digital and media platforms, from the start of the 2014-15 season.
eGaming Review understands the deal was negotiated to include a number of performance conditions as the operator looks to tap into the historic football club’s large fan base and increase its reach in Scotland.
Rangers, which has won a record 54 top division league titles, entered administration in 2012 and after the club was acquired by new owners it was forced to begin life in the bottom tier of Scottish football.
The club has since enjoyed back-to-back promotions and will start next season in the Scottish Championship, one division below the Scottish Premier League.
“We are delighted to be working with Rangers Football Club and look forward to being part of the continued rise and return of the Club,” Ed Ware, CEO of 32Red, said.
“32Red has a history of successful football club sponsorship deals and we look forward to the next three seasons and our new and proud association with a club with such heritage and potential,” he added.
The agreement marks a return to UK football sponsorships for 32Red, after having previously held shirt sponsorship deals with English Premier League clubs Swansea City and Aston Villa.
The Swansea deal came to a premature end last year, with the two parties agreeing to terminate its contract a year early, for which 32Red received a £950,000 fee.
Last summer, 32Red signed a sponsorship deal with Serie A club Bologna as part of a strategy to promote its recently launched Italy-facing products.
32Red has been keen to build its UK marketing strategy and, buoyed by the return of commercial director Matt Booth last year, the firm recently employed marketing buyers Mi Media to assist with a £6m marketing push.