Sevco have caved in and struck a new retail deal with Sports Direct.
Inspired by Dave King a fans led boycott has been on the go for three seasons with Mike Ashley portrayed as the villain of the piece.
Despite the threats and intimidation the Sports Direct chief refused to budge to pressure from fans.
Sevco merchandise goes through a company called Rangers Retail which is a joint venture between the company and the sportswear giant.
Ah, so Rangers have ripped up a deal with sports direct and signed a new deal with sports direct, got it!
— Tryspire (@ShawGerry) June 21, 2017
A club statement claimed: “The new deal will deliver real value for TRFC and SD. Supporters now have certainty that any money they spend on Rangers products will be hugely beneficial for the Club. SD will benefit from the increased sales and from the opportunity of demonstrating the part its retail skills can play in building and commercialising the Rangers brand which was always SD’s intention.
“Both parties are delighted to achieve a successful resolution to the issues that have previously marred the relationship between them and bring an end to the protracted and costly litigation.
“TRFC and SD hope that the new arrangements will be long standing but there is no longer a fixed commitment on that front. We will rely on our combined commercial performance and drive to cement the relationship going forward.
“Rangers has traditionally been one of the best performing brands in British football and the Club believes the new arrangements can restore it to that position, providing funds to invest in the team and facilities at Ibrox and Auchenhowie.”
Despite vowing never to spend a penny that would benefit Ashley the majority of fans will now be kitting themselves out in club colours.
It won’t be until the 2018 accounts are published towards the end of that year that the benefit of the new deal will be able to be judged.
At the media conference King read out a lengthy statement praising Sports Direct which par for the course for the South African based criminal was completely at odds with every other comment that he has made about the deal.
