Celtic’s Virtual Pitch Scam: When the Emperor Wears No Clothes

A Shameless Christmas Cash Grab That Exploits Fan Loyalty.

Celtic has a history that is ingrained with the passion, devotion, and sacrifices of generations of Celtic supporters. Yet, in a move that feels like it belongs in a twisted parody of football commercialisation, the club allowed a company called Sportli to use the club crest - under license - for the sale of ‘virtual pieces’ of Celtic Park’s pitch. Yes, you read that correctly ‘virtual pieces’. Digital fluff masquerading as a sentimental connection to the club.

This shameless cash grab feels like the modern-day embodiment of the fable The Emperor’s New Clothes. The tale of a ruler so consumed by vanity that he’s tricked into believing he’s wearing magnificent new clothes when, in fact, he’s parading through the streets naked.

Celtic supporters, the club’s beating heart, are being treated as the emperor's oblivious subjects in this sorry tale. Sportli [owned by Rangers supporter Gordon Stevenson], with the club’s approval, are selling thin air dressed up as a premium experience, counting on the unwavering loyalty of the fan base to disguise the sheer absurdity of the offer.

Let’s be clear, Celtic fans have spent their hard-earned money to support the club through thick and thin. From buying season tickets, replica kits, and other merchandise, these supporters have been the backbone of the club’s success. Their loyalty has helped Celtic build its legacy, weather financial storms, and triumph on the pitch.

Yet instead of finding ways to give back to those who give so much, this latest venture is a deliberate effort to bleed fans dry - despite claiming that a percentage of every purchase will go to supporting the club it is rumoured that only £1 of the £29.99 price tag will go to the club itself. The timing, just as the festive season approaches, makes it even more cynical. Families juggling the cost of Christmas are now being offered a product of no value, when what they truly need is meaningful engagement.

Sportli’s scheme involves fans buying digital “slices” of Celtic Park’s pitch, ‘granting’ them a unique piece of the club’s iconic home. But unlike traditional memorabilia, these virtual pieces are little more than a gimmick. They offer no physical item, no stake in the club, and certainly no value beyond the marketing spin crafted to sell them. It’s an insult to the intelligence of the very people who helped build Celtic from the ground up.

The deeper problem here is what this venture says about the relationship between Celtic and its fans. It signals a belief that loyalty equates to blind ignorance, that supporters will open their wallets simply because the club’s crest is slapped on a product. This assumption threatens to erode the bond that has made Celtic more than just a football club.

Celtic don’t need to support and approve of cheap, exploitative schemes to engage with its fans or generate revenue. This is a club with a rich illustrious history, a worldwide fanbase, and there is huge potential for authentic, meaningful connections. Yet time and again, the Celtic board seem to prioritise short-term profits over long-term respect and trust.

Like the child in The Emperor’s New Clothes, Celtic fans are calling out this charade for what it is - a shameless money-grab that adds nothing of value to their relationship with the club. Loyalty does not mean silence, and love for Celtic does not mean accepting exploitation.

As we approach the festive season, it’s time for the board to reflect on what it truly means to be custodians of Celtic Football Club. Instead of selling virtual nonsense, Celtic should focus on initiatives that genuinely celebrate and support its fans. After all, without the fans, the club would be little more than an empty crest managed by lawyers, bankers, and accountants.

It's time to put the clothes back on and respect the supporters who make you who you are. Fans deserve better.