Stefan Borson drops ‘huge’ Rangers claim as 49ers ready Red Bull deal
Rangers are likely to agree multiple new sponsorship deals once their takeover is completed at Ibrox.
The 49ers Enterprises-backed deal is edging closer after key figures visited the club’s stadium earlier this week.
The Scottish Daily Express reported on 27 April Red Bull is expected to become the new shirt sponsor at Ibrox in the future.
The energy drink giant has a minority stake and is the front-of-shirt sponsor at Leeds United, who are owned by the 49ers.
Rangers’ current deal with Kindred, owner of the 32Red and Unibet brands, is worth up to £3million a year.
The Scottish giants have already leaned into the Red Bull link after appointing Kevin Thelwell, formerly of the New York Red Bulls, as their new sporting director.
Finance expert Stefan Borson exclusively told Football Insider a new shirt deal is unlikely to deliver a significant financial boost for Rangers, with their matchday revenue being their highest earner.
Rangers posted a record-breaking revenue last season after their turnover increased from £83.8million in 2022-23 to £88.3million.
The club’s matchday income rose from £39.9million to £43.8million across the same period.
Rangers sponsorship value revealed after Ibrox update
Borson insisted Rangers’ key financial drivers are matchday revenue and their income from Europe.
He told Football Insider: “It’s hard to say how much the Red Bull sponsorship could be worth.
“Their entire commercial sponsorship revenue for last season was £9million. That was sponsorship and advertising, and then £1million of other revenue.
“Then they had retail that was about £11.5million. The sad reality for Rangers is that front of shirt is not that valuable. The talk is that the current one is only about £3million a year for front of shirt.
“Even if you double it, it’s only adding another £3million. The interesting thing about Rangers, unlike the Premier League, is that the money is all skewed towards gate receipts.
“So, unlike the Premier League, where gate receipts are a small proportion of a club’s overall revenue, in the Scottish Premiership with Rangers and Celtic, the gate receipts are a huge chunk.
“In second place is the Uefa block of broadcast. So, for Rangers, you had £44million of gate receipts, then you had £17million of Uefa. Then you had all of the commercial, but that includes retail, so that includes all the kit stuff. That was £20million.
“But just right in there is £3million of front of shirt. The total revenue was just under £90million, and the shirt sponsor was only £3million, so it’s only three per cent. It’s a very small element. So, with Rangers, it’s just not about front of shirt.
“Don’t get me wrong, all of it is incrementally important, but the key drivers remain gate receipts, hospitality and Uefa.”
| Position | Team | Played | Points | GD |
| 1 | Celtic | 35 | 85 | 80 |
| 2 | Rangers | 35 | 68 | 33 |
Kevin Thelwell makes Sean Dyche plea to Rangers board
Football Insider revealed on 30 April Thelwell has told Rangers chiefs Sean Dyche would be a “brilliant” manager for the club.
The Everton recruitment chief is a big admirer of Dyche and believes he has the personality to cope with the Ibrox spotlight.
Rangers are exploring new manager options with interim boss Barry Ferguson not expected to land the job permanently.
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