Irish bookmaker Paddy Power has decided to pay out bettors that backed Celtic to win the Scottish Professional Football League (SPFL) after just one game of the season.
Paddy Power announced its decision following the season’s first game after Celtic beat Kilmarnock 4-0, while its Glasgow rivals Rangers started the season with a goalless draw against Hearts.
In a blog post, the bookmaker wrote: “One game in and it’s job done for Brendan Rodgers and co. with another Scottish Premiership title secured. Yep, that’s right. The title is heading to Parkhead. Confirmed. Done Deal.
“Well, that’s according to us, anyway, as we’ve PAID OUT on all outright bets on Celtic winning the title after the first round of matches in the new season.”
Paddy Power is known for its humorous marketing strategies and early payouts, however, early payouts are not usually this bold. Premier League supporters have enjoyed their fair share of early settlements over recent years, with the league becoming rather predictable – Manchester City lifting the trophy for the last four seasons.
Predictability is perhaps a key driver to this decision also. The last club other than Celtic and Rangers to win the league was Aberdeen in 1984/85. Nevertheless, to payout after the first game is ridiculously early.
The SPFL has intensified its relationship with the gambling sector as of late. Last month, William Hill became the title sponsor of Scottish football in a record-breaking deal.
Additionally, as part of the five-year agreement, problem gambling consultancy EPIC Global Solutions was brought on board the deal to launch a programme in partnership with the league and bookmaker, to deliver courses on gambling harm to SPFL players, staff and fans.
