Kindred to Promote ‘Journey towards Zero’ With Rangers

This story was published more than 1 year ago.

Betting operator Kindred Group has announced that they're going to be promoting their safer gambling campaign 'Journey towards Zero' on the shirts of Scottish Premiership club Rangers for the 2023-2024 season.

During the upcoming season, the company revealed that they're going to be replacing the 32Red brand on the club's shirts with sister brand Unibet, and will be adding the slogan 'Zero % Mission'. The company will be using the campaign to educate players on responsible gambling tools, and indicate where they can go for help should they require it.

The announcement comes after Kindred announced that during the first quarter of the year that revenues coming from harmful gambling dropped from last year to 3%. Kindred attributes the drop to promoting responsible gambling, with 83% of users having improved their betting behaviors after intervention from staff.

Regarding the change, Kindred general manager Neil Banbury said, "Kindred's ambition is to lead the industry in terms of transparency and innovation - and to make our platforms the safest place to play. We're committed to developing our technology and systems, and educating our customers, so that we continue to make progress in our Zero % Mission.

"We're proud of our work with Rangers over the last decade, and we're looking forward to continuing that in the season ahead."

Rangers CEO James Bigrove also commented, noting: "Our partnership with Kindred has been incredibly successful, as underlined by the longevity of our deal.

"As we look forward to the new season with today's kit launch, we're excited to continue the work we've done with our valued, principal sponsor, and to highlight ways in which people can gamble responsibly and safely."

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About the author

Therese Williams // UK Correspondent
Therese Williams
Therese is a fervent fan of slot machines and pub fruities, often trying her luck at some of the top online casinos. She covers news for Casino Listings with a focus on the UK and Europe. Therese studied arts and creative writing at university and has written for newspapers in the UK.