Rangers may be poised to end their long-standing sponsorship agreement with Swedish gaming company Kindred as Andrew Cavenagh and 49ers Enterprises prepare to assume control at Ibrox.
Since 2014, Kindred’s brands—32Red and Unibet—have featured on Rangers’ jerseys, making it the UK’s longest-running front-of-shirt football sponsorship deal.
In September 2024, Rangers extended this partnership in a deal reportedly worth 80% more than the previous one, with a base value of £2.7 million annually plus bonuses.
However, the incoming ownership group is believed to be considering terminating the agreement despite its recent renewal.
This follows Rangers’ confirmation that takeover talks are underway with a US-led consortium fronted by 49ers Enterprises and Andrew Cavenagh.
According to the Scottish Daily Express, the club is now being linked with Red Bull as a potential new main sponsor, marking a significant shift in direction.
Red Bull recently partnered with Leeds United, another club backed by 49ers Enterprises, and the transition at Rangers could be eased by sporting director Kevin Thelwell’s previous executive role with New York Red Bulls.
In February, Rangers News reported that Red Bull were open to working with the Scottish club in anticipation of new ownership.
A Red Bull sponsorship would likely be the most lucrative commercial deal in Scottish football history, with the new regime reportedly willing to buy out the existing Kindred deal, which currently runs until the end of the 2028/29 season.
If the Red Bull agreement materialises, it would close the book on an 11-year partnership with Kindred—marking the end of a turbulent chapter at Ibrox.
Known for their no-nonsense approach, 49ers Enterprises have already demonstrated a willingness to make bold decisions, such as reassessing Daniel Farke’s future at Leeds despite their promotion success.
If Red Bull can deliver greater financial value, the move would not only signal a shift in commercial strategy but also usher in a new era for Rangers.
