Alious
As the American-led Rangers takeover creeps closer to the finish line, a new face is steadily emerging from the shadows—one that may soon become both a lightning rod for controversy and a symbol of sweeping change at Ibrox. Though he’s yet to speak publicly, Gretar Steinsson’s presence around the club has been impossible to ignore, and it’s becoming increasingly clear that his fingerprints are all over the incoming regime’s plans.
The 43-year-old Icelandic football figure—often spotted flanking billionaire Andrew Cavenagh at high-profile matches including Rangers’ recent Old Firm victory and key European nights—has become a recurring character in the unfolding narrative of the £100 million 49ers Enterprises takeover. And by all accounts, he’s not here to play nice.
With an extensive post-playing résumé that includes roles at Everton, Spurs, and most recently as technical director at Leeds United, Steinsson isn’t lacking pedigree. But it’s his no-nonsense approach and willingness to ruffle feathers that’s turning heads—and raising eyebrows.
His first major backroom role came at Fleetwood Town in 2015, where he made such an immediate impact that two managers—former Rangers men Joey Barton and Steven Pressley—reportedly exited the club not long after his arrival. According to those who worked with him, Steinsson doesn’t shy away from difficult decisions, even if they risk upsetting the established order.
Former teammate and coach Barry Nicholson didn’t mince words about Steinsson’s potential impact:
> “He’ll go into Rangers with big ideas and won’t be frightened to rock the boat. He’ll make big calls and won’t care if it upsets people.”
If that sounds like the kind of figure Rangers have long needed to shake off the stagnation, it also sets the stage for internal friction. From the fate of interim manager Barry Ferguson to the club’s underperforming academy system, nothing appears off-limits for Steinsson’s reformist agenda.
He’s reportedly already met Ferguson, suggesting he’ll have a heavy hand in appointing the next permanent manager—assuming Ferguson doesn’t get the nod. And if his history is anything to go by, Steinsson will demand both players and staff meet elite standards or face the consequences.
Academy reform is another hot-button area he’s expected to target. Nicholson says Steinsson played a major role in elevating Fleetwood Town’s youth system from grassroots to profit-making asset, with several prospects going on to secure high-profile moves. Rangers’ academy, long touted as a key pillar of the club’s future, has failed to produce consistent first-team stars—something Steinsson seems determined to fix.
But what may prove most divisive is his hands-on, unapologetic leadership style. He’s not here to blend in or preserve the status quo. Steinsson, backed by Cavenagh and the 49ers, is seemingly poised to be a disruptive force in a club that’s spent too long treading water off the pitch.
With the American group eyeing a 51% controlling stake, the power dynamic at Ibrox is shifting fast—and Steinsson could become the public face of that transformation. Whether that excites or unsettles the Rangers faithful remains to be seen, but one thing is certain: change is coming, and it won’t be quiet.
Alious
