FROM sponsorship of shirts to pitch-side billboards, gambling brands are everywhere in football. But how is growing association affecting teams like Celtic, and why do online casinos so desperately want to join their fate with the beautiful game?
If you’ve been following Celtic in recent seasons, chances are you’ve noticed the unmistakable logos of betting companies splashed across shirts, billboards and digital screens. The green and white hoops are iconic, but increasingly they share space with brand names linked to online casinos and betting platforms.
It’s not just Celtic of course. Football across the UK, and indeed the rest of the globe, is a battleground these days for gambling operators keen to put their brands in the supporters’ heads. Sponsorship is not any more about a regional firm sponsoring its local club. Now the money comes from global casino brands wanting to reach out to the lives of millions of people. And Celtic, with one of the biggest names in Scottish football, hasn’t been immune to the allure of these tie-ups.
The big gamble and why casinos love football
Football has always been a dream come true for marketers. The passion, fidelity and raw numbers of the fanbase render it irresistible to brands. Online gaming operators are well aware of this. By partnering with clubs, tournaments or even individual footballers, they get to enjoy a fan community that’s glued to screens every Saturday afternoon.
From a casino’s point of view, the alignment is nearly flawless. Football and gambling alike live on adrenalin, uncertainty and the high of a victory. When Celtic snatch a last-gasp winner at Parkhead, it’s not much different from the sense of a victorious online casino player who lands a jackpot on a fruit machine.
For casinos, having their brand tied to Celtic’s tradition, determination and fervor means they’re not selling games, they’re selling an experience.
The online casino angle
So, why online casinos in particular, rather than bookmakers? The answer lies in the way the gambling industry has developed. More and more people gamble online these days, whether to put a bet on Saturday’s fixtures, play a bit of slots or take a seat for a game of cyber blackjack.
Online casinos are not just concerned with gamblers in general, they’re concerned with communities. By signing up for a club like Celtic, they can tap into a ready-made tight-knit fan base. The majority of these sites offer loads of games, anything from slots and table games to the live casino experience. In order to make the offer more attractive, these sites always roll out offers such as welcome bonus for UK players, which makes the sites able to entice new players who might be enticed by their sponsorship of a football club that they already support.
This is not just advertising, it’s an attempt at gaining loyalty, in much the same way as Celtic fans have toward their club.
A closer look at Celtic and betting sponsorships
Celtic have had their fair share of gambling-related sponsorship contracts over the years. One of the slightly more prominent ones was Dafabet, whose name became familiar in front of fans as it proudly displayed on the players’ jerseys. Dafabet is a big online betting operator that used the agreement not just as a publicity spin in Scotland but also to expose itself to Celtic’s global support base, particularly in Asia where the Hoops are huge in terms of following.
The transition wasn’t just that a logo was slapped across the chest. It was about creating brand awareness. With each Celtic player celebration before 60,000 at Celtic Park or before TV cameras beaming around the world, that logo went with them. To the bookmaking company, it was priceless. To Celtic, it added significant revenue when football clubs are increasingly turning to commercial revenue to stay current with demands of the day.
The debate among fans
Clearly, not everyone is happy at the growing visibility of gambling sponsors. Football has had to walk the fine line of commercialisation for many years, and gambling in general is cause for concern in terms of dangers it is seen to pose to vulnerable supporters. A few fans are uncomfortable with having their club so explicitly aligned with brands whose profits come from losses on a bet.
All the same, pragmatists have a different viewpoint. They argue that under the current football economy, clubs like Celtic have no option but to accept these deals if they want to stay in business. The extra money supports player signings, stadium investment and spending on the academy. Take it away and the financial gulf between clubs could widen even wider.
It’s a balancing act, and one which Celtic and most other clubs will have to walk very carefully.
Looking beyond Celtic: A wider trend
It’s not exclusive to Celtic, however. Across the Premier League and European football as a whole, casino and gambling companies dominate sponsorship. From Newcastle United’s front-of-shirt backer, Fun88, right through to West Ham’s agreement with Betway, the message is clear. Bookmaking companies see football as the perfect vehicle through which to further their global profile.
What is unique about the Celtic case is the history and the fan culture of the club. The fans are notoriously vocal and aggressive in defending the identity of the club. That entails that any sponsorship deal will be more likely to be torn apart than anywhere else.
Celtic’s link to online casino and betting sponsors is just one aspect of an even broader narrative unfolding across football. The international reach of the game means it’s impossible to ignore for bookmakers who wish to gain brand recognition, particularly in areas where football allegiances are intense.
