Rangers boosts sponsor roster with double deal

Despite languishing in the fourth-tier of Scottish football, Rangers’ allure to sponsors remains strong with Puma and Blackthorn Cider the latest to exploit the club’s global fanbase.

RangersFootballSupporters-Rangers-2013
Puma and Blackthorn Cider to exploit club’s global fanbase despite it being in the fourth-tier of Scottish football.

Puma will replace Umbro as the Old Firm side’s kit supplier from the start of the 2013/2014 season in a five-year deal with the club. Financial terms of the partnership were not disclosed.

The club says the tie-up with the German business “complements” its joint venture with retailer Sports Direct.

Charles Green, the chief executive of Rangers, says: “Rangers and Puma are massive global brands and this relationship will undoubtedly improve the distribution of club merchandise in the UK and overseas.

Rangers were relegated to the fourth tier of Scottish football last year as punishment for going into administration. The club, however, still remains one of the world’s best supported teams.

Meanwhile, Blackthorn Cider, which is distributed by Tennents owner C&C Group, will replace the lager as the club’s new shirt sponsor from next season. The cider brand is looking to raise its profile outside of Scotland in a bid to capitalise on the growing popularity of the drink across the UK.

Paolo Mortarotti, managing director of Blackthorn Cider says: “The Rangers fans’ reaction to the Club’s recent troubles has been remarkable and we are immensely proud to partner with the Club. Blackthorn is a popular cider both in Scotland and across the UK and we believe this partnership with Rangers will help deliver our ambitious growth plans for the brand.”

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here