CGU is promising to keep alive the Old Firm rivalry between Celtic and Rangers for generations to come by supporting each club's efforts to train younger players.

The giant insurer is promising to donate 10% of every premium it receives on policies sold to Rangers and Celtic supporters to their youth development programme.

CGU estimates proceeds from the deal could top £1m, since it has affinity partnerships with both clubs to sell travel, motor and household insurance to their 500,000 total members.

CGU signed up Rangers Financial Services last March and Celtic Financial Services last week.

This week, market researchers Datamonitor predict explosive growth over the next five years for insurers with football club affinity deals (see page 8).