Many Celtic supporters and traditional club loyalists avoid using the term "Old Firm" because the phrase was historically commercialized to emphasize a cozy financial and marketing duopoly between Celtic and Rangers, treating both clubs as an inseparable commercial brand. Following the liquidation of the old Rangers corporate entity and the formation of a new company in 2012, numerous fans prefer alternative terminology like the Glasgow derby to reflect sporting history while distancing themselves from the corporate connotations of the older moniker.