Glasgow is preparing to use the international appeal of Celtic and Rangers to attract more visitors to the city, with council leaders seeking a closer partnership with both football clubs.
The city’s new marketing organisation, Destination Glasgow, is developing a campaign to promote Glasgow as a leading sporting destination, recognising the economic contribution made by its two biggest football teams.
Glasgow City Council leader Ricky Bell believes the city has failed to make the most of Celtic and Rangers as international brands, despite the thousands of visitors they attract and the jobs they support.
Speaking at the State of the City Economy conference at the Old Fruitmarket on Friday, Councillor Bell said Glasgow should be more confident about celebrating the achievements of both clubs.
He described Celtic and Rangers as two of the biggest brands the city has produced and argued that their contribution to Glasgow’s economy deserved greater recognition.
The SNP councillor also acknowledged that relations between the council and the clubs have not always been positive.
“But for too long, the council’s relationship with them has been defined by challenges rather than opportunities.”
The proposed campaign will seek to capitalise on Glasgow’s reputation as a football city, while also promoting major sporting events, community clubs and grassroots organisations.
Bell pointed to the way other European cities use their football clubs to attract tourists and said Glasgow should take similar pride in the international recognition enjoyed by Celtic and Rangers.
Both clubs have substantial followings outside Scotland, with supporters travelling to Glasgow for domestic and European fixtures, stadium tours and other club activities.
Matchdays also generate business for hotels, pubs, restaurants and retailers in the areas surrounding Celtic Park and Ibrox.
Bell, who represents the Govan ward, said he regularly witnesses the economic benefits Rangers bring to businesses around Ibrox on matchdays.
The announcement represents a change in approach for Glasgow City Council, which has previously faced criticism over its handling of football celebrations and its relationship with supporters.
Earlier this year, senior representatives of Celtic, Rangers, Police Scotland and the council began discussions aimed at improving relations and finding better ways to manage large gatherings of supporters.
The council acknowledged that previous celebrations had affected city centre businesses and residents, but also recognised the opportunity to work with the clubs to promote Glasgow internationally.
Bell said the local authority would continue working with both teams to manage celebrations safely and address supporter behaviour affecting communities.
The tourism initiative will be developed by Destination Glasgow, which brings together the city’s tourism, investment and convention marketing activities.
Glasgow’s wider visitor economy was worth £2.74 billion in direct expenditure in 2025, according to figures published earlier this year. The city attracted 31.5 million visitors, including almost five million overnight visitors.