With the Scottish Premier League (SPL) season now underway, fans have been eagerly enjoying watching new signing making their debuts and established players scoring goals. Scottish football fans have also been eagerly donning their new shirts to the stadium, pub or even just while watching on the telly at home.
Of course, the beginning of a season also brings with it new sponsorship deals. With that in mind, this article will look at the evolution of football sponsorship in football in Scotland, with a focus on what industries they have come from.
Gambling
In recent years, gambling companies have become more involved in football sponsorship, and in Scotland it has been no different. The two biggest teams in the country, Celtic and Rangers, have each had several partnerships with betting companies in the past decade. Even bingo sites have gotten in on the action, with Buzz Bingo sponsoring Falkirk FC a few years ago. The site has a range of games and also offers new players a bingo sign-up bonus, which can come with free spins and cash bonuses after an initial deposit. The financial benefits for clubs of deals like these are undeniable and contribute greatly to their long-term future and ability to compete in European competition.
Traditional Industries
While now the sponsorship landscape is dominated by multinational brands like gambling or technology companies, the past looked very different. Before the turn of the century, it was more common to see sponsors come from traditional industries like manufacturing or textiles. A large majority of football fans would have worked in these companies and gone to the grounds on the weekend, so it felt like a natural connection between club and community.
For example, Aberdeen, at the time one of the biggest clubs in the country, enjoyed a long sponsorship deal with an oil and gas company in the 1980s. This felt like a natural fit, given the industry was thriving in that area of Scotland. It turned out well for the club too, as the deal helped bankroll the club and usher in one of their most successful periods both domestically and in Europe too.
The Rise of Sportswear Brands
It’s not just the front-shirt sponsor that brings in big money for clubs these days but also the manufacturer of the club’s merchandise and clothing. Celtic and Rangers have secured lucrative deals with Adidas, worth £30 million according to reports, and Castore, respectively. Partnerships like this have a huge financial reward, of course, but also increase visibility for both sides of the deal. It’s a long way from the local deals of the 80s and 90s.
Sponsorship in football has evolved from local businesses supporting local clubs to multinational companies injecting sometimes millions into clubs over an extended period. This has meant the growth and development of the teams involved and the league as a whole. It has also meant that some local businesses have been priced out of connecting with their local clubs, but as a whole, it has been a positive development for Scottish football and promises to keep evolving in the coming years.
