Charlene Shore-Henderson

Marketing Director, Rangers Football Club

Charlene is the Marketing Director at Rangers Football Club. Having started her career at Adidas in various marketing & digital roles where she quickly made a name for herself by spearheading innovative campaigns to their global consumers base where she found her love for sport. Her ability to blend traditional marketing methods with the latest digital strategies caught the attention of Rangers FC, and she joined the club over 4 years ago. With over 10 years’ experience in this field she has established herself as a dynamic leader in the sports marketing industry.

In her tenure at Rangers, Charlene plays a crucial role in elevating the club’s brand and enhancing its global visibility. She has transformed the clubs brand strategy and brought our design resource in-house building a powerhouse of creative graphic and motion designers taking the club into industry leading design outputs.

One of the projects she particularly takes pride in delivering and played a crucial role in elevating the club’s visual identity is the “Evolution of the Club Crest and Brand Identity” in 2020. Recognizing the significance of the club’s pioneering brand, Charlene led a comprehensive rebranding initiative that not only modernised the iconic Rangers crest but also established a fresh and contemporary brand image. This project involved extensive market research, collaboration with fans, and a meticulous design process to ensure that the updated crest resonated with the rich history of the club while reflecting its forward-looking aspirations.

Another project close to Charlene’s heart was the 150 anniversary, Recognising the historic significance of this milestone, Charlene orchestrated a year-long celebration that paid homage to the club’s rich history and deep-rooted connection with its supporters. The club is steeped in tradition, has rich and proud history and is a name that conjures up magical memories in the minds of thousands of supporters across the globe. Charlene & her team delivered campaigns with excellence, from kit launches to never seen before activations/events & fan villages at Ibrox, city projections and more.

Charlene’s vision for Rangers FC extends beyond the pitch, as she continues to spearhead the clubs global brand synonymous with excellence, tradition, and a vibrant footballing community. Her innovative thinking and commitment to excellence extend to various other successful campaigns, from digital activations to community outreach programs. Her projects consistently reflect her dedication to the club & fans base.