Let's drink to the Old Firm sponsorship deal
Non Old Firm fans now know every time they drink a certain lager they're helping to ensure the continued dominance of the pair against their own sides. Such is the Faustian pact that Scottish football fans make when they quench their thirst.
On a serious note though, the sponsorship deal for Celtic and Rangers is a good one for them and hopefully for Scottish football as a whole.
Increasingly, sponsorship is the lifeblood of our game. Clubs would wither and die without the big and the small businesses who put their cash into the deals which then enable top players to be signed and retained.
It also indicates that hard-nosed business people recognise that there is life in the Scottish game yet, at a stage when some people are fearful for the future.
And when a major company puts its money into the game it encourages other businesses to do likewise.
The Scottish game needs to market itself better, and address other issues such as league size and the time of year we actually play. But first and foremost it needs cash and the deal the Old Firm are currently toasting is good business.
Some will be concerned at the relationship between alcohol and sport, given the inability of many Scots to drink responsibly, but football should not be singled out when it comes to making that judgement call.
Drink is a fact of life, and if the industry is putting much needed money into our national game then the positives outweigh the negatives.
So cheers to the new sponsorship, with a bit of luck the money will trickle down throughout the game when the Old Firm, as is their want, buy up good Scottish footballers from other clubs, frustrating their fans but cheering their chairmen.
Given though that competition, like a certain Irish stout, is said to be good for us, it's a pity that Celtic hadn't concluded the Robbie Keane deal sooner, otherwise we might have had a bidding war with the name of that well-known dark nectar appearing on the strips instead of the amber one, meaning even more money going into the coffers of the Old Firm.
Now who wouldn't drink to that?