The Future of Gambling Sponsorship in Scottish Football: A Rangers Perspective | OneFootball

Rangers have never shied away from bold commercial decisions. Over the last decade, one of the most prominent has been their close partnership with gambling companies, especially through long-term deals with 32Red and Unibet, both part of the Kindred Group. These deals have provided the club with consistent financial backing, helping to fund the return to the top of Scottish football.

In contrast, the approach taken by some major European clubs couldn’t be more different. In Spain, gambling sponsors have been pushed out by government regulation. Valencia and Sevilla lost shirt sponsors following the 2021 advertising clampdown. In Italy, the ban arrived earlier, and clubs were left scrambling for replacements. In Germany, while some deals still exist, they’re smaller in scale and often not front-facing. Rangers’ ongoing alignment with gambling companies looks increasingly isolated in this broader European picture.

The gambling scene has also seen change, including the growing popularity of non GamStop slot sites UK players can join, which some players turn to for more freedom of choice. Much like the debate around gambling sponsorship in football, these sites reflect a wider shift in how people engage with gambling, not just as entertainment, but as part of a broader preference for personal autonomy. While unrelated to club sponsorships, they show how gambling culture now stretches beyond stadiums and into everyday life. The presence may be indirect, but it’s part of the same wider discussion. Gambling still surrounds the sport, and Rangers remain firmly part of that conversation.

Financially, the argument is straightforward. The 2021 renewal of the Kindred Group partnership was described by the club as the most lucrative commercial deal in its history. At a time when revenue was still recovering from 2019-related hits, the timing mattered. Rangers used that stability to strengthen the squad and prepare for a title defence. During that same period, the club reached the Europa League final in 2022 and continued pushing Celtic at the top of the table. The board clearly viewed the partnership as a competitive edge, one that brought more value than simply branding on a shirt.

Supporters’ views are more divided. Some believe gambling brands have no place on football shirts. Others see it as a necessary trade-off in a game where money drives success. In the 2020-2021 season, Rangers went unbeaten in the league and recorded 102 points under Steven Gerrard. The financial link to success on the pitch, at least in perception, became stronger than ever.

Elsewhere, though, big clubs are thinking differently. Barcelona now wear Spotify. Bayern Munich’s main partner is Deutsche Telekom. Even in England, where gambling sponsorship is widespread, the Premier League has agreed to phase out front-of-shirt deals by 2026. West Ham, Leeds, and others are already looking at finance and tech firms instead. The direction of travel is clear.

For Rangers, the question is whether to follow that trend or continue as they are. There’s no sign yet that the Scottish FA or SPFL will introduce rules to restrict gambling sponsors, but pressure can mount quickly. If rules change, Rangers will need to act fast to replace one of their most reliable income streams. Being proactive instead of reactive could be the smarter move.

There’s also the matter of image. While fans care about results, perception still matters, especially to younger supporters and sponsors who may not want to be tied to gambling. The Rangers Charity Foundation, which does great work across Glasgow and beyond, often sits beside the club’s commercial gambling partnerships in the public eye. It’s a jarring contrast.

No one can deny the benefits Rangers have gained from their deals with Kindred. Money talks, and in this case, it helped fund a return to success both domestically and in Europe. But now that clubs across the continent are reassessing where their money comes from, Rangers may need to ask themselves whether it’s time to do the same. Football changes fast. The clubs that adapt early usually come out ahead.