The enthusiasm and size of the Rangers fanbase mean the club can look to emulate ‘cult’ European clubs in their marketing strategies.
That is according to football finance expert and new Football Insider columnist Kieran Maguire, speaking exclusively after the club’s commercial director James Bisgrove’s recent interview with Off The Pitch.
Bisgrove — who recently celebrated his one-year anniversary in the role — revealed that he wanted to emulate the likes of Porto, Ajax and Dortmund in their cult status and marketability.
Maguire believes Rangers fanbase is one of the club’s finest assets and makes Bisgrove’s aim achievable.
Asked what he thought of Rangers plans to emulate European giants, Maguire told Football Insider correspondent Adam Williams: “I think the financial benefits would be in terms of being able to negotiate a broader range of sponsorship and commercial partner deals.
“Rangers fans travel in numbers. I was in the 2008 UEFA Cup Final in Manchester and I’ve lived in Manchester three-quarters of my life and I’ve never known a night like it. It was absolute bedlam. For Manchester pubs to run out of beer is unheard of.
“If they can capitalise on the passion of the fans, there are ways of making that desirable to be linked to from a sponsorship point of view, then Bisgrove’s aim is achievable.
“Ajax, Dortmund, St Pauli, there are plenty of other clubs who’ve done this.”
Bisgrove was instrumental in securing a £25million kit deal with Castore and has played a major role in trebling Rangers’ commercial partners from 10 to 30 in the last year-and-a-half.
Rangers financial transformation since their reformation in 2012 has been remarkable and commercial income is up a staggering 800% since 2016.