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SBD Global/March 4, 2013/Marketing and Sponsorship

Rangers Sign New Kit, Jersey Sponsorship Deals For Next Season

Scottish Third Division club Rangers’ allure to sponsors "remains strong with Puma and Blackthorn Cider the latest to exploit the club’s global fanbase," according to Sebastian Joseph of MARKETING WEEK. Puma will replace Umbro as the club’s kit supplier from the start of the '13-14 season in a five-year deal with the club. Financial terms of the partnership "were not disclosed." The club said that the tie-up with the German business "complements" its joint venture with retailer Sports Direct. 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" (MARKETING WEEK, 3/1).
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