Rangers' Strategic Alliance with 49ers and Leeds Yields Early Transfer Market Benefits

Rangers are already seeing benefits from their partnership with the San Francisco 49ers and Leeds United, enhancing their transfer market strategy and global brand.

Rangers are already benefitting in the transfer market from their tie-in with San Francisco 49ers and Leeds United, according to new vice-chairman Paraag Marathe. The American, who doubles up as Leeds chairman and is a senior executive with 49ers, insists that his consortium's takeover of the club will not fall foul of European football rules over dual ownership.

Rangers shareholders on Monday gave approval for their new American owners to invest £20m into the Glasgow club. While he and new chairman Andrew Cavenagh were not yet giving any details of moves in the transfer market, Marathe told reporters: "I'm already seeing some of the early returns with, don't ask me which, players."

"It matters to players that we're out recruiting that, 'oh, wait a second, the 49ers are involved in this'. This must mean that there's a certain extra gravitas that comes to it that helps us in the recruitment of players."

Marathe thought the Scottish Premiership runners-up would also benefit commercially from "being in the same sentence" to "one of the biggest sports brands in the world" and "certainly one of the most recognisable". He stressed that it works both ways, with the NFL giants being "more into the conversation globally" by being associated with Rangers - "a gem" and "crown jewel" of European football.

"We are one of the biggest clubs in all of the world with, whatever it is, 600 supporter groups around the world and millions of fans," he said. "Football is sort of borderless - it is the world's great game. It's one of the reasons why we wanted to be involved here. And so the more people that can consume the brand, consume the sport, consume the matches, the better for us."

League of Ireland club Drogheda United were expelled from the Conference League due to their owners, US-based Trivela Group, also controlling Danish side Silkeborg. Meanwhile, American businessman John Textor, who owns French club Lyon, this week sold his stake in Crystal Palace in a move designed to clear the way for the London club to play in Europe this coming season.

"We have checked the box with those that we need to, to make sure that, if and when there was ever even a situation where there's even the perception of a conflict, that we would solve that," Marathe said about Rangers' link with Leeds. "And so that has already been solved. We are good there."

Marathe said Leeds had already benefitted commercially from their tie-in with the 49ers and he predicted that the English club and Rangers would also learn from one another's experiences and knowledge, both commercially and competitively. However, he stressed: "It would be a disservice to Leeds and to Rangers to consider one a feeder club to the other. They're both considered closed-loop universes that deserve proper attention and nurture and care - and we'll designate and assign resources appropriately."

Marathe echoed Cavenagh's desire to use the new investment to challenge city rivals Celtic's dominance of Scottish football and belief that "we have what we need to win". Asked if they would have to sell key assets like Belgium midfielder Nicolas Raskin, he replied: "The resources are in place for us to be able to make the best decisions for the club without being forced to make a decision because of club economics or finances. So we don't want to speak about any specific players, but we have the ability to do what we need to do to be successful this season."

Marathe stressed "it's not just about throwing money at it", highlighting their philosophy of not making "gut decisions" and instead building a foundation "built upon discipline, thoughtful, analytical, data-based decision-making". "This is about trying to build something that will last and outlast our tenure with the club and keep Rangers on a great trajectory that it deserves to be on," he added.

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