BILLY BREMNER MEMORIAL JOIN OUR CAMPAIGN
Date: 28th November 2024
You may have noticed on social and national media recently that a lot of Celtic fans are (understandably in my view) not very happy about the club’s new initiative to sell them “a pixelated square on a computer screen” that purports to be “a virtual slice of the Parkhead pitch.” Dundee United have also dabbled in this virtual market, but without quite the public backlash that we’ve seen from Celtic fans. Both clubs are selling a section of virtual pitch for just under £30.
Now, let’s try to be fair to clubs. They are businesses who need to generate income. They also need to engage with fans and, for commercial reasons, encourage us to spend our money on club merchandise. The vast majority of fans have no problem with this: we happily buy strips, scarves, mugs and all the rest of the paraphernalia that we can. Ideas for tiles/bricks engraved with fans’ names, special celebratory events, etc. – these are all very necessary grist to the mill and help pay the players’ wages and fund the facilities at our grounds. Some think that this commerciality is a new thing. It’s not. My own club, St Johnstone, were selling the franchise for a “refreshment stall” at the Recreation Grounds before the First World War. Clubs have been going bust since football began and will continue to do so in the future if they are not well run. The normal laws of business are not suspended just because you are a football club.
Some digital innovations do make sense. Dundee United offer their fans a free virtual tour of Tannadice. During the pandemic, St Johnstone offered their fans, none of whom could attend the two Cup finals at Hampden, the chance to buy a virtual ticket for £10, with the money helping offset the lack of income from a final crowd (declaration of interest, I bought one).
Away from football, Nike, famously, sold NFTs (Non-Fungible Tokens) of digital trainers and made $3.08 MILLION by selling just 608 pairs within seven minutes. Lots of other businesses make use of NFTs, including a famous Scottish whisky brand.
However, the general consensus amongst fans of all clubs that I have spoken to is that initiatives like the square of virtual pitch are a step too far (although this was generally expressed in stronger terms). I agree. The solution is simple: if you don’t want one, don’t buy one. The club will soon get the message, especially if it’s amplified through the megaphone of social media outrage. However, even though I don’t support the idea of selling us punters pixelated pitches, don’t be surprised if the entire playing surface at Celtic Park is eventually sold – I can see some people, especially perhaps overseas fans who are more comfortable with this kind of digital purchase, spending their £29.99. It will be interesting to see if this happens and then if other clubs follow suit.
If you don’t agree with the idea of buying a section of pixelated pitch, send a message to the club by spending your £30 on some other, tangible item – a strip for your kids/grandkids (start them young on the path to following the team you support). Or why not spend the money on food for your club’s foodbank? There are lots of ways to support your club in return for items that you can touch, keep and treasure. The market will decide and the clubs will respond. No business can afford to disregard its customers’ wishes… Over to you!
Alastair Blair, Director of Operations, SFSA
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