The pulling power and economic might of Glasgow’s two biggest football clubs will be used to promote the city around the world.
Ricky Bell, leader of Glasgow City Council, said Celtic and Rangers and two of the biggest brands the city has ever produced.
At the State of the City Economy, Bell said the city’s marketing agency Destination Glasgow will launch a new campaign promoting the city as a sporting destination.
The leader was eager to emphasise the campaign will be about much more than football, with the city home to so many sporting clubs and community groups.
But the presence of two of Europe’s biggest clubs in terms of reach could and should be better harnessed, he said.
Bell told the conference: “As leader of Glasgow, I want Glasgow to be far more confident in celebrating our success.
“And that includes two of the biggest brands our city has ever produced, Celtic and Rangers.
“Every year the club attracts thousands of visitors, supports jobs and generates significant economic activity across our city. But for too long the council's relationship with them has been defined by challenges rather than opportunities. “
He said problematic issues like fan celebrations and violence will still need to be addressed but he said more needs to be made of the positive impact the clubs have.
He said: “Of course we need to continue to work closely with both clubs to ensure that their celebrations are safe and that to address any supporter behaviour that impacts on local communities.
“But I don't want that to be the sum total of our relationship. I want a partnership that recognises and builds on the enormous contribution that both those clubs make to our city economy.”
He revisited the phenomenon the tartan army created in Boston during the World Cup in the summer.
Bell said the World Cup: “Strengthened Glasgow's international profile and helped pave the way for a new twin city relationship with Boston.”
And he said the council would continue to work with the SFA on plans to redevelop Hampden having fought and won the campaign to keep it as the home of Scottish football, when the governing body was considering pulling out of the stadium.
He added: “We fought hard to keep Hampden as Scotland's National Stadium, a battle we won.
“We now need to see the bold vision the SFA have set out for Hampden become a reality.
“And I pledge that the city will continue to work with them to ensure that happens.”
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