Alcohol, Betting, what’s next?

Last week, Celtic announced a four-year agreement with Philippine betting company, Dafabet, which saw the Hoops seal the biggest ever sponsorship deal in Scottish football, according to the club. Just days prior to this, Peter Lawwell also managed to get another four years out of Magners, as they take secondary shirt sponsorship as of next season.

However, what’s baffling about the new deal with Dafabet and Magners, is that it doesn’t exactly shout smart decision. Celtic, a club who were born by the values of helping others, aren’t really sticking to their routes by the new sponsorship deals.

What seems to be baffling a lot of fans is that with the decision to go to a betting company as well as an alcohol company. It really proves that the hierarchy at the club are prepared to sell the soul of what the football club should mean.

What type of message are you sending out to the next generation? That it’s fine to gamble or drink. Even though it says in moderation in adverts, the truth is some folk have sadly fallen into the trap of an alcohol or gamble addiction.

Celtic is a global brand, with worldwide recognition. It worries fans that the best sponsorship offers we can get from companies, is either from alcohol or betting. Some fans, myself included, do not gamble nor drink but do understand why the club have made the decision.

However, when you start to compare Celtic’s deal with Dafabet, with other clubs of a similar level, then you wonder why Peter Lawwell didn’t tap into another market which could offer larger money deals. Ajax, who were sponsored by Aegon are now sponsored by Ziggo (cable company) in an €8 million deal. Benfica, a club Celtic have competed with recently on numerous occasions, were able to tie down an €8 million deal with Emirates over a three-year period.

If you look at the majority of clubs similar to the size Celtic are sponsored by airline, finance and car companies. It begs the question, why hasn’t Lawwell tapped into these markets if the money is there? Why opt for betting and alcohol companies, when Celtic could have potentially gained more money if they pushed the boat and attracted bigger investors.

One reason why this could be the case is Champions League football. Had Celtic had qualified for the Champions League in the last two seasons then there is no doubt that Lawwell would have attracted a bigger investor. However, that’s not to say that without Champions League football, Celtic couldn’t have enticed bigger names, maybe it’s down to the strategy of the club.

As of next season Celtic will have Dafabet on the front of the Hoops and Magners on the back, all it needs now is Marlboro and we have a perfect trio. By the end of the current deals for both Dafabet and Magners, Celtic should be aiming towards getting a sponsor which doesn’t promote gambling or drinking, even though it’s a key part of the game.